GoHealth

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.

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

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

• Medicare insurance marketplace
• Health insurance brokerage
• Medicare Advantage plans
• Medicare plan comparison
• Insurance agent services

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature3 records

Partnerships

One partnership is on record.

• e-TeleQuote Insurance, Inc.coreStrategic or Co-development Partner · 30 September 2024GoHealth 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

Direct 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

• Xx.com/TeamGoHealth
• YouTubeyoutube.com/GoHealthDotCom
• Facebookfacebook.com/GoHealthOfficial
• LinkedInlinkedin.com/company/gohealth
• Instagraminstagram.com/gohealthofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GoHealth