65 Incorporated

What 65 Incorporated does

65 Incorporated is a private, fee-for-service Medicare advisory firm headquartered in Mequon, Wisconsin, founded in 2012 by Diane J. Omdahl, RN, MS, and Melinda A. Caughill. The company provides one-on-one consultations to individuals approaching Medicare eligibility (turning 65) and to existing Medicare beneficiaries, using a proprietary six-step enrollment methodology that culminates in a personalized Medicare RoadMap report. It does not sell insurance and does not earn commissions from plan recommendations; all revenue comes from client fees, which is the company's core differentiation against insurance agents and brokers.

The product portfolio includes a $995 individual Medicare Planning Consultation with a spouse add-on at $500, an Existing Medicare Coverage Review at $799 per individual / $1,498 per couple (discontinued as of 2026), an annual Open Enrollment Plan Review with optional consultation, an on-demand Anytime Advisor Service at $299 per hour with a three-hour minimum, and HeyMOE, an automated Open Enrollment reminder and Part D plan comparison subscription at $30 per year. Distribution is primarily direct-to-consumer via phone (262-240-9860), website contact form, and Zoom webinar consultations delivered nationally, with limited in-person availability in southeastern Wisconsin. The firm also offers employer-facing Medicare consultation and speaking services through a related B2B channel.

65 Incorporated operates as a subsidiary alongside i65, a Medicare guidance software company co-founded by the same founders, forming a combined human-plus-software advisory ecosystem. The firm has no disclosed external funding and is run as a privately held professional services practice. Brand authority is reinforced by recurring founder coverage in Forbes, The Wall Street Journal, The Washington Post, Consumer Reports, CBS MoneyWatch, Kiplinger, MarketWatch, and US News, and by Diane Omdahl's advisory counsel role with the Centers for Medicare and Medicaid Services.

Name

65 Incorporated

Legal name

65 Incorporated

Website

https://65incorporated.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

65 Incorporated is a fee-for-service Medicare advisory firm that provides one-on-one consultations and personalized RoadMap reports to individuals approaching or already on Medicare, without selling insurance or earning commissions. Founded in 2012 and based in Mequon, Wisconsin.

Ownership category

akta.pro rank

Product category

Medicare Consulting Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)

akta.pro secondary industries

Benefits, Insurance & Long-Term Care Planning Navigation (Medicare/Medicaid/LTC) (HLADALAI), Provider Coordination & Appointment Management (HSABAIAH)

Keywords

• Medicare consulting
• Medicare enrollment guidance
• Medicare planning
• Medicare coverage review
• Retirement benefits consulting

Headquarters

HQ city

Mequon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicare Planning Consultation: One-time fee for personalized Medicare planning consultation including RoadMap report. Individual: $995, with spouse add-on: $500.
2. Existing Medicare Coverage Review: Fee-for-service consultation for individuals already enrolled in Medicare to understand coverage and evaluate options. Individual: $799, Couple: $1,498.
3. Anytime Advisor Service: Hourly consultation service for specific Medicare-related problems. $299/hour with 3-hour minimum.
4. Open Enrollment Plan Review: Annual review of Part D and Medicare Advantage drug coverage during Open Enrollment period. Report only or Report + 15-min consultation options.
5. HeyMOE Automated Service: Automated Medicare Open Enrollment reminder and plan review subscription service. $30 per year, per person.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

65 Incorporated provides fee-for-service, one-on-one Medicare consultations that guide individuals through enrollment timing, coverage path selection, specific plan selection, Medicare enrollment, plan enrollment, and annual coverage reviews. Each consultation concludes with a personalized Medicare RoadMap PDF report containing step-by-step instructions and tailored plan recommendations. The company does not sell insurance or accept commissions, ensuring all guidance is unbiased, and serves both individuals approaching age 65 and existing Medicare beneficiaries nationwide via phone and Zoom, with limited in-person availability in southeast Wisconsin.

Product overview

65 Incorporated is a fee-for-service Medicare consultation company that does NOT sell insurance. Their service portfolio consists of five main offerings: Medicare Planning Consultation (core service at $995 for individuals, including a 60-minute expert consultation and personalized Medicare RoadMap report), Existing Medicare Coverage Review ($799 individual / $1,498 couple, not available as of 2026), Annual Medicare Plan Reviews during Open Enrollment with optional 15-minute consultations, the HeyMOE automated reminder service ($30/year for Part D plan comparisons), and the Anytime Advisor Service ($299/hour minimum). All consultation services include a personalized Medicare RoadMap report as a deliverable, which provides step-by-step enrollment instructions and specific plan recommendations tailored to each client's unique situation.

Differentiator

Problem solved

Functional benefit

Brands

• HeyMOE: Automated Medicare Open Enrollment reminder and plan review service that compares Part D drug plans and pharmacies. Costs $30 per year per person.

Quantifiable outcome

• Average client savings of $1,700 during Open Enrollment review
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• eHealth: eHealth is a large Medicare and individual health insurance marketplace operating across all 50 states. It competes for Medicare-eligible consumers but represents carriers rather than providing fee-for-service unbiased advisory.
• GoHealth: GoHealth is a health insurance marketplace with a strong Medicare Advantage distribution focus. It targets similar consumers but operates as a carrier-affiliated broker rather than independent advisor.
• SelectQuote: SelectQuote is a senior-focused insurance marketplace that distributes Medicare plans via phone-based agents. It competes for the same Medicare-eligible consumer but operates on a commission model with carrier relationships.

Emerging players

• Medicareful: Medicareful is a digital Medicare plan comparison and enrollment platform serving individual beneficiaries. It overlaps with the lower-touch HeyMOE offering by automating plan recommendations for self-directed consumers.
• Chapter: Chapter is a venture-backed Medicare advisory startup that pairs seniors with licensed advisors for unbiased Medicare plan selection, directly competing with 65 Incorporated's fee-for-service, no-commission positioning in a more tech-enabled format.
• HealthView Services: HealthView Services provides Medicare and retirement health cost projection tools used by financial advisors and consumers. It is comparable to the software-driven (i65) side of 65 Incorporated's parent ecosystem and competes for the same planning-oriented buyer.

Direct peers

• Boomer Benefits: Boomer Benefits is a Medicare-focused insurance agency serving seniors with Medigap, Medicare Advantage, and Part D plans. While it sells insurance (unlike 65 Incorporated), it competes for the same pre-Medicare and existing Medicare customer segments.
• Allsup: Allsup is a direct competitor providing Medicare advisory, Social Security Disability, and benefits navigation services on a fee-for-service basis, targeting similar individuals approaching Medicare eligibility.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/65incorporated
• Facebookfacebook.com/65incorporated
• LinkedInlinkedin.com/company/2913200

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about 65 Incorporated