GoWell Benefits

What GoWell Benefits does

GoWell Benefits is a SaaS-based benefits enrollment platform founded in 2021 and headquartered in Narberth, Pennsylvania. The company provides an online enrollment system for SMB employers (2-99 employees) and the insurance brokers who serve them, supporting medical, dental, vision, EAP, life/AD&D, disability, voluntary/worksite, pet, and ID-theft products, with a particular focus on Individual Coverage HRA (ICHRA) administration via its ICHRA Advantage product. The platform runs on Microsoft Azure, integrates with insurance carriers, payroll systems (e.g., ADP), and payment processors (ECHO Health, Piopac Fidelity) via APIs, and incorporates automated underwriting, 24-hour employer onboarding, multilingual support, and a proprietary "Pay Now" feature that lets employees pay with debit/credit/bank information without requiring payroll integration. The company is HIPAA, GDPR, and CCPA compliant.

GoWell distributes through insurance brokers and carriers as channel partners, supported by a dedicated Broker Partner Portal that includes case setup, ICHRA quoting, Level Funded/MEC/Reference Based Pricing/Benefits in a Box tools, and recurring training webinars. Direct sales via the company website complement this channel. Revenue is subscription-based, calculated per Registrant per month (with the registrant count fixed on the first of each month), supplemented by platform/setup fees, reseller fees paid by brokers, carriers, and general agents, and marketplace transaction fees on third-party products sold through the GoWell Marketplace.

The company was founded by Holly Adams (CEO), with Meredith McGrath (CTO) and Joseph Duckett (CMO) joining the management team; in September 2022 GoWell acquired ICHRA technology assets from Boston-based Nfor1, Inc. and brought in Nfor1's co-founder/CEO Joe Markland as Chief of Business Strategy. In January 2023, Naples Technology Ventures invested approximately $2.85 million to support market expansion. The company reportedly reaches every US state, services approximately 10,000 users, and reached profitability as of May 2025.

Name

GoWell Benefits

Legal name

GoWell Benefits, LLC

Website

https://gowellbenefits.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

GoWell Benefits is a cloud-based benefits enrollment platform serving SMB employers (2-99 employees) and insurance brokers, with particular focus on ICHRA administration, automated underwriting, and an integrated Pay Now payment capability for direct benefit purchases.

Ownership category

akta.pro rank

Product category

Employee Benefits Administration Software

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Benefits Administration (BPACAPAC)

akta.pro secondary industry

Eligibility, Enrollment & Benefits Administration (HLAEALAH)

Keywords

• Benefits enrollment platform
• Health insurance enrollment
• ICHRA administration software
• Broker technology platform
• Employee benefits SaaS

Headquarters

HQ city

Narberth

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Fees: Monthly subscription fees calculated based on number of Registrants per Business (or per Broker's customer) per month. The number of Registrants is determined on the first of each month and fixed for that month.
2. Platform and Setup Fees: Platform fees, set-up fees, implementation fees, and other similar fees may be assessed as detailed in the sales form.
3. Reseller Fees: Brokers, Carriers, and General Agents reselling access to the GoWell system pay fees based on number of Registrants per month and applicable Package.
4. Marketplace Fees: Third-Party Products sold through the GoWell Marketplace generate fees from Carriers as specified in the sales form.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

GoWell Benefits is a SaaS-based, all-in-one benefits enrollment platform that automates health insurance and ancillary benefits enrollment connecting brokers, employers, carriers, and employees. The platform supports ICHRA administration, automated underwriting, multilingual enrollment, and the industry-first Pay Now payment feature that allows employees to purchase benefits without a payroll system integration. Pricing is per-registrant monthly subscription, with additional platform, setup, implementation, and reseller fees.

Product overview

GoWell Benefits offers a unified all-in-one digital enrollment platform that combines multiple products and services for the employee benefits industry. The core offerings include GoWell Enrollment (automated enrollment platform connecting brokers, employers, carriers, and employees), ICHRA Advantage (Individual Coverage HRA administration), and the GoWell Broker Portal (comprehensive broker tools). The platform features the industry-first Pay Now option for direct benefit purchases, automated underwriting, and supports a wide variety of benefits including Medical, Dental, Vision, EAP, Life/AD&D, Disability, and more. Additional services include educational webinars for brokers and employers. The company acquired Nfor1's ICHRA technology in September 2022, which was fully integrated by October 2022 for Q4 enrollment season.

Differentiator

Problem solved

Functional benefit

Brands

• ICHRA Advantage: Health insurance product offering Individual Coverage HRA for employers and employees with more control over insurance options.
• GoWell Enrollment
• GoWell Broker Portal

Products and services

• GoWell Enrollment Benefits enrollment platform that automates the enrollment process from broker to employee, linking employees, employers, carriers, and brokers to streamline health insurance and ancillary benefit enrollment. Supports ICHRA, medical, dental, vision, EAP, voluntary/worksite, life/AD&D, disability, pet insurance, ID theft, and more, with features including the Pay Now option for direct benefit purchasing without payroll integration.
• ICHRA Advantage Individual Coverage Health Reimbursement Arrangement (ICHRA) administration product that allows employers to set fixed budgets and reimburse employees tax-free for their individual health insurance choices. Includes consulting, purchasing insurance, employer payment processing, and attestation/reimbursement components, designed for SMB employers seeking more plan options and cost control.
• GoWell Broker Portal All-in-one broker tools including case setup for both standard and ICHRA cases, quoting for ICHRA, Level Funded, MEC, Reference Based Pricing, and Benefits in a Box. Includes access to weekly ICHRA setup webinars and pre-recorded platform demos designed for benefits insurance brokers managing multiple employer clients.

Quantifiable outcome

• Save employers and employees up to 30% on medical premiums
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature6 records

Partnerships

One partnership is on record.

• Nfor1, Inc.coreTechnology or Integration · 16 September 2022GoWell Benefits acquired benefits technology assets from Nfor1, Inc., a Boston, MA based company. The key technology empowers everything needed for brokers, employers and employees to buy, sell or participate in an ICHRA. Joe Markland, Nfor1's Co-founder and CEO, joined GoWell as Chief of Business Strategy.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Zane Benefits: Zane Benefits is a long-standing ICHRA/defined-contribution benefits administration platform for small businesses, offering online setup and integration with brokers and carriers. It overlaps directly with GoWell's ICHRA and SMB benefits enrollment offerings.
• Thatch: Thatch (formerly ICHRA.com) is an ICHRA platform that helps small businesses set up individual coverage reimbursement arrangements and integrate with brokers and carriers. Directly comparable to GoWell's ICHRA Advantage product line.
• Remodel Health: Remodel Health is an ICHRA administrator serving small and mid-sized employers with technology to simplify individual coverage HRAs. It competes directly with GoWell on ICHRA administration for the SMB market.
• Take Command Health: Take Command Health is an ICHRA-focused platform that enables employers to reimburse employees tax-free for individual health insurance. It is a direct competitor to GoWell Benefits in the ICHRA administration and enrollment niche serving small and mid-sized employers.
• Ease (Benefit Technology Resources): Ease is a benefits administration and HR software platform purpose-built for SMBs and brokers, with online enrollment, carrier integrations, and broker portal functionality — directly comparable to GoWell's core enrollment and broker portal products.

Broad incumbents

• Zenefits: Zenefits is an established SMB-focused HR, payroll, and benefits administration platform with online enrollment and carrier integrations. It serves a similar customer base to GoWell but operates at much greater scale across a broader HR suite.
• Gusto: Gusto is a leading payroll, HR, and benefits platform for SMBs in the US, offering health insurance and benefits enrollment to the same 2-99 employee segment GoWell targets. It is a broader incumbent that competes indirectly via bundled payroll + benefits offerings.
• ADP (ADP TotalSource / RUN): ADP is a dominant payroll and HR services incumbent offering benefits administration for SMBs (RUN) and mid-market employers. Its scale and carrier integrations make it the primary incumbent competitor for SMB benefits enrollment workflows.

Emerging players

• BerniePortal: BerniePortal is an HR and benefits administration platform targeting small businesses with online enrollment, ACA compliance, and broker-friendly workflows. It is a partial competitor to GoWell in the SMB benefits enrollment space.
• Flock Benefits: Flock Benefits is a voluntary/worksite benefits platform focused on small and mid-sized employers, with broker distribution and digital enrollment. It overlaps with GoWell's voluntary/worksite and broker-driven enrollment capabilities but is broader on voluntary products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/gowell-benefits

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors2 records

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 GoWell Benefits