65 Incorporated
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.
- Company typePrivate
- Founded2012
- HeadquartersMequon, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
65 Incorporated firmographics
Firmographics- 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
65 Incorporated industry classification
Industry- 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
Where 65 Incorporated is headquartered
LocationHeadquarters
- HQ city
- Mequon
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
65 Incorporated business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Medicare Planning Consultation: One-time fee for personalized Medicare planning consultation including RoadMap report. Individual: $995, with spouse add-on: $500.
- 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.
- Anytime Advisor Service: Hourly consultation service for specific Medicare-related problems. $299/hour with 3-hour minimum.
- 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.
- HeyMOE Automated Service: Automated Medicare Open Enrollment reminder and plan review subscription service. $30 per year, per person.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Medicare Planning Consultation - Individual |
| One time/ perpetual license | Pay-as-you-go | Medicare Planning Consultation - Spouse Add-on |
| One time/ perpetual license | Pay-as-you-go | Existing Coverage Review - Individual |
| One time/ perpetual license | Pay-as-you-go | Existing Coverage Review - Couple |
| Usage-based | Pay-as-you-go | Anytime Advisor Service |
| One time/ perpetual license | Pay-as-you-go | Part D Plan Review - Report Only |
| One time/ perpetual license | Pay-as-you-go | Part D Plan Review - Report + Consultation |
| One time/ perpetual license | Pay-as-you-go | Medigap Policy Review |
| Subscription | Annual | HeyMOE Automated Service |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
65 Incorporated product offering
Product offeringCore 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
Companies that use 65 Incorporated
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
65 Incorporated technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
65 Incorporated partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
65 Incorporated competitors and assessment
Company assessmentBroad 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
65 Incorporated social profiles
Digital presence65 Incorporated financial estimates
Financial estimateRevenue estimate
Valuation estimate
65 Incorporated leadership team
Management profileNumber of profiles
Profiles2 records
65 Incorporated funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
65 Incorporated M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 65 Incorporated
What does 65 Incorporated do?
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.
Is 65 Incorporated a public or private company?
65 Incorporated is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 65 Incorporated founded?
65 Incorporated was founded in 2012. It employs 11 to 50 people.
Where is 65 Incorporated based?
65 Incorporated is headquartered in Mequon, United States, in the North America region.
How does 65 Incorporated make money?
Five revenue lines are on record. Medicare Planning Consultation is the primary driver. The others are existing Medicare Coverage Review, anytime Advisor Service, open Enrollment Plan Review and heyMOE Automated Service.
Who are 65 Incorporated's main competitors?
Broad incumbents on record are eHealth, GoHealth and SelectQuote. Emerging players are Medicareful, Chapter and HealthView Services. Direct peers are Boomer Benefits and Allsup.
Does 65 Incorporated have an API?
No public API is recorded for 65 Incorporated.
What industry is 65 Incorporated in?
65 Incorporated's product category is Medicare Consulting Services. Its primary akta.pro industry code is HSABAIAG, Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC), with a secondary code of HLADALAI, Benefits, Insurance & Long-Term Care Planning Navigation (Medicare/Medicaid/LTC). Its NAICS code is 624120 and its SIC code is 8742.