GoHealth
GoHealth is a Chicago-based digital Medicare insurance marketplace that helps consumers compare and enroll in Medicare Advantage, Supplement, and Part D plans via its PlanFit platform, licensed agents, and carrier partnerships; the company filed for Chapter 11 bankruptcy in June 2026 following a steep revenue decline.
- Company typePublic
- Founded2009
- HeadquartersChicago, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What GoHealth does
GoHealth is a Chicago-headquartered, NASDAQ-listed (ticker: GOCO) digital health insurance marketplace focused exclusively on Medicare. Founded in 2008–2009 and taken public in 2020, the company serves Medicare-eligible consumers — primarily individuals 65 and older, plus those qualifying through disability — by enabling comparison and enrollment in Medicare Advantage, Medicare Supplement (Medigap), and Part D prescription drug plans. Distribution is hybrid: a self-serve web experience at shop.gohealth.com plus phone-based licensed insurance agents (1-855-792-0088) who provide personalized guidance at no cost to the consumer.
The platform is built around PlanFit, GoHealth's proprietary machine learning system that matches consumers to optimal Medicare plans based on their healthcare needs and financial situation. This is augmented by PlanGPT, a generative AI conversational tool launched in 2025, PlanFit CheckUp for plan re-evaluation, and voice AI capabilities supporting the agent channel. The September 2024 acquisition of e-TeleQuote Insurance (acquired for $5 million with contract assets over $100 million) expanded agent capacity and broker scale. Consumer-facing offerings include the MyGoHealth member portal and the Encompass partner solution.
GoHealth operates as a commission-based insurance marketplace intermediary: services are free to consumers, and revenue is earned through commissions paid by insurance carriers when policies are sold through the platform. Named carrier partners include United Healthcare, Anthem, Highmark, Devoted Health, Zing Health, and Gold Kidney. FY25 net revenue was $361.8M (per Stonegate Capital Partners following 4Q25 results), reflecting a steep multi-year decline. In June 2026, GoHealth filed for prepackaged Chapter 11 bankruptcy in Delaware — the district's first billion-dollar Chapter 11 case since November 2025 — with first lien lenders set to receive 100% of reorganized equity under a plan with reported 100% lender support. The company expects to emerge from bankruptcy before the 2026 Annual Enrollment Period while maintaining uninterrupted operations for Medicare consumers.
GoHealth firmographics
Firmographics- Name
- GoHealth
- Legal name
- GoHealth, LLC
- Website
- https://gohealth.com
- Company type
- Public
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- GoHealth is a Chicago-based digital Medicare insurance marketplace that helps consumers compare and enroll in Medicare Advantage, Supplement, and Part D plans via its PlanFit platform, licensed agents, and carrier partnerships; the company filed for Chapter 11 bankruptcy in June 2026 following a steep revenue decline.
- Ownership category
- akta.pro rank
GoHealth industry classification
Industry- Product category
- Health Insurance Brokerage / Medicare Marketplace
- akta.pro primary industry
- Medigap Member Support & Care Navigation (Advocacy/Concierge) (HLAEADAH)
- akta.pro secondary industry
- Healthcare & Wellness Personalization (HDAAAGAI)
Keywords
Where GoHealth is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GoHealth business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Insurance Commission Revenue: GoHealth generates revenue by earning commissions from insurance carriers when consumers purchase Medicare plans through the GoHealth marketplace. The company operates as an insurance marketplace intermediary, connecting Medicare consumers with insurance carriers and receiving compensation for successful enrollments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Consumer-facing services at no charge |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
GoHealth product offering
Product offeringCore offering
GoHealth operates a Medicare-focused digital health insurance marketplace that enables consumers to compare and enroll in Medicare Advantage, Medicare Supplement, and Part D prescription drug plans from multiple carriers. The platform combines proprietary PlanFit machine learning technology with licensed insurance agent support to deliver personalized plan recommendations at no cost to consumers. GoHealth monetizes by earning commissions from insurance carriers when policies are sold through its marketplace.
Product overview
GoHealth operates as a Medicare-focused digital health insurance marketplace offering a platform with multiple integrated products and services. The core offering is the GoHealth Medicare Marketplace, which enables consumers to compare Medicare Advantage, Medicare Supplement, and prescription drug plans. This platform is powered by PlanFit Technology, a proprietary machine learning system that matches consumers with suitable plans. AI capabilities are enhanced through PlanGPT, a generative AI conversational tool, and PlanFit CheckUp for enhanced plan comparisons. GoHealth also offers MyGoHealth, a member portal for enrolled customers, and the Encompass Solution for partners. Following the September 2024 acquisition of e-TeleQuote, GoHealth expanded its agent capacity and broker capabilities. The platform differentiates through the combination of AI-powered technology, licensed insurance agent support, and integrations with major Medicare carriers including United Healthcare, Anthem, Highmark, and others.
Differentiator
Problem solved
Functional benefit
Products and services
- GoHealth Medicare Marketplace A Medicare-focused digital health insurance marketplace that enables consumers to compare and shop for Medicare Advantage, Medicare Supplement, and Part D prescription drug plans from multiple carriers, supported by licensed insurance agents and AI-powered tools.
- PlanGPT An AI-powered conversational tool that helps Medicare consumers navigate plan options and get personalized guidance through natural language interactions during the Annual Enrollment Period.
- PlanFit CheckUp An enhanced AI-powered comparison tool that helps Medicare consumers evaluate and compare their current Medicare plans against available alternatives.
- e-TeleQuote Medicare Brokerage A Medicare insurance broker acquired from Primerica in September 2024, providing additional licensed agent capacity and resources to support Medicare plan enrollment, with contract assets valued over $100 million.
Quantifiable outcome
- Over 10 million consumers have trusted GoHealth for Medicare coverage decisions
- +2 more outcomes
Companies that use GoHealth
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
GoHealth technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature3 records
GoHealth partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- e-TeleQuote Insurance, Inc.coreGoHealth completed acquisition of e-TeleQuote Insurance, Inc. on September 30, 2024, making GoHealth the sole owner. The transaction involved a $5 million investment, with e-TeleQuote bringing substantial contract assets valued over $100 million and cash on hand of over $18 million. The acquisition strengthens GoHealth's market position in the Medicare insurance marketplace and supports growth during enrollment seasons.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
GoHealth competitors and assessment
Company assessmentDirect peers
- eHealth: eHealth operates eHealthInsurance.com, one of the largest online health insurance marketplaces, with a major focus on Medicare Advantage, Supplement, and Part D plans. It is the closest publicly traded pure-play competitor to GoHealth in the Medicare brokerage category.
- HealthMarkets: HealthMarkets is a national health insurance brokerage representing multiple carriers and serving individuals, families, and seniors shopping for Medicare and other coverage. It is a direct competitor in the agent-mediated Medicare marketplace segment.
- SelectQuote: SelectQuote is a publicly traded direct-to-consumer insurance marketplace specializing in Medicare Advantage, life, and supplemental plans sold through licensed agents. It competes head-to-head with GoHealth for the same Medicare-eligible consumers using a similar inside-sales-plus-digital model.
Emerging players
- Medicareful: Medicareful is a digital Medicare-focused enrollment platform connecting beneficiaries with carriers via licensed agents. It is a smaller, emerging direct competitor overlapping with GoHealth in MA/Supplement distribution.
- Healthcare.com: Healthcare.com is a digital insurance comparison and enrollment platform offering ACA, Medicare, and other plans. It is an emerging player that partially overlaps with GoHealth in online Medicare comparison, though with a smaller agent-mediated footprint.
Broad incumbents
- UnitedHealth Group: UnitedHealth Group (UnitedHealthcare) is the largest U.S. Medicare Advantage carrier and one of GoHealth's key carrier partners. It sets commission policy that materially drives GoHealth's economics and is increasingly building captive agent channels that compete with external brokers.
- Humana: Humana is the second-largest Medicare Advantage carrier and a GoHealth carrier partner. Its commission decisions, benefit design, and direct-to-consumer agent build-out directly shape the addressable market and economics for GoHealth.
- CVS Health (Aetna): CVS Health's Aetna unit is a top-3 Medicare Advantage carrier and a GoHealth distribution partner. Its vertically integrated retail and agent strategy is representative of the captive-channel build-out pressuring independent brokers.
- Aon: Aon is a global insurance brokerage and advisory firm with significant retiree and Medicare-related distribution capabilities. It is comparable as a broad incumbent in the insurance intermediary space, though its primary focus is employer-sponsored benefits rather than individual Medicare.
- Marsh McLennan: Marsh McLennan is one of the largest global insurance brokerages (Marsh, Mercer, Oliver Wyman). It is a comparable broad incumbent in insurance intermediary services, with adjacent exposure to retiree benefit advisory.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
GoHealth social profiles
Digital presenceGoHealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoHealth leadership team
Management profileNumber of profiles
Profiles8 records
GoHealth subsidiaries and ownership
Company hierarchySubsidiaries1 record
GoHealth funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoHealth M&A and investment
M&A and investmentM&A2 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoHealth
What does GoHealth do?
GoHealth operates a Medicare-focused digital health insurance marketplace that enables consumers to compare and enroll in Medicare Advantage, Medicare Supplement, and Part D prescription drug plans from multiple carriers. The platform combines proprietary PlanFit machine learning technology with licensed insurance agent support to deliver personalized plan recommendations at no cost to consumers. GoHealth monetizes by earning commissions from insurance carriers when policies are sold through its marketplace.
Is GoHealth a public or private company?
GoHealth is a public company. It is classified as public and is currently operating.
When was GoHealth founded?
GoHealth was founded in 2009. It employs 1,001 to 5,000 people.
Where is GoHealth based?
GoHealth is headquartered in Chicago, United States, in the North America region.
How does GoHealth make money?
One revenue line is on record: insurance Commission Revenue.
Who are GoHealth's main competitors?
Direct peers on record are eHealth, HealthMarkets and SelectQuote. Emerging players are Medicareful and Healthcare.com. Broad incumbents are UnitedHealth Group, Humana, CVS Health (Aetna), Aon and Marsh McLennan.
Does GoHealth have an API?
No public API is recorded for GoHealth.
What industry is GoHealth in?
GoHealth's product category is Health Insurance Brokerage / Medicare Marketplace. Its primary akta.pro industry code is HLAEADAH, Medigap Member Support & Care Navigation (Advocacy/Concierge), with a secondary code of HDAAAGAI, Healthcare & Wellness Personalization.