Highland Health Direct
Highland Health Direct, operating as Highland Health Care, is a Deerfield Beach, FL-based online insurance comparison and lead-generation platform connecting US consumers with Medicare Advantage, Medicare Supplement, Part D, and short-term health plans from a network of 200+ affiliated carriers via a licensed-agent call center.
- Company typePrivate
- Founded-
- HeadquartersDeerfield Beach, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Highland Health Direct does
Highland Health Direct, LLC, operating as Highland Health Care, is a privately held Florida limited liability company headquartered at 662 S. Military Trail, Deerfield Beach, FL. The company runs highlandhealthcare.com, an online insurance comparison and lead-generation platform that aggregates Medicare Advantage (Part C), Medicare Supplement, Prescription Drug (Part D), and Short-Term health insurance products from a network of more than 200 affiliated carriers and agencies including Aetna, Cigna, Humana, United Healthcare, Anthem, and Wellcare. Consumers submit quote requests through the website and are connected to a network of carriers and licensed insurance agents; per the company's terms, a consumer may receive calls from up to eight providers.
The underlying technology is an online plan-comparison and quote-request system supplemented by prescription drug substitution databases and educational content hosted on a Learning Center and blog (blog.highlandhealthcare.com). The company operates an on-premise call center staffed by licensed agents who are reportedly trained and licensed within two weeks to sell Medicare Advantage, Medicare Supplement, and Short-Term plans on behalf of carriers. The platform is flanked by Trustpilot social proof and consent-based multi-channel outreach (calls, texts, emails, postal mail).
Highland Health Direct monetizes through two streams: affiliate and referral fees paid by carriers for qualified leads forwarded via the quote request system, and commissions on policies sold through its internal licensed agent force. Distribution is digital-first, with organic SEO, paid digital advertising, and content marketing as primary acquisition channels, and the company's stated geographic market is the United States only, with explicit exclusion of the EU, Canada, and other non-US jurisdictions. The company has no disclosed institutional investors, parent company, or subsidiaries.
Highland Health Direct firmographics
Firmographics- Name
- Highland Health Direct
- Legal name
- Highland Health Direct, LLC
- Website
- https://highlandhealthcare.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Highland Health Direct, operating as Highland Health Care, is a Deerfield Beach, FL-based online insurance comparison and lead-generation platform connecting US consumers with Medicare Advantage, Medicare Supplement, Part D, and short-term health plans from a network of 200+ affiliated carriers via a licensed-agent call center.
- Ownership category
- akta.pro rank
Where Highland Health Direct is headquartered
LocationHeadquarters
- HQ city
- Deerfield Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Highland Health Direct business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Lead Generation & Referral Fees: The company generates revenue by connecting insurance shoppers with insurance carriers and professionals. When users submit quote requests, their information is forwarded to Requested Service Providers who may contact them directly. The company earns fees for qualified leads and referrals sent to the insurance provider network.
- Agent Network Services: Operates a call center with licensed insurance agents who sell Medicare Advantage, Medicare Supplement, and Short-Term plans on behalf of insurance carriers. Revenue generated from commissions on policies sold through their agent force.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Medicare Advantage Plans - Premiums as low as $0/month |
| Unit Pricing | Pay-as-you-go | Short-Term Health Insurance - 2021 Plans Starting at Under $5/Day |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Highland Health Direct product offering
Product offeringCore offering
Highland Health Direct operates highlandhealthcare.com, an online insurance comparison and lead-generation service that connects individual consumers with Medicare Advantage (Part C), Medicare Supplement, Medicare Part D Prescription Drug, and Short-Term health insurance providers. Consumers submit a quote request with contact details, and the company distributes the lead to up to eight affiliated insurance carriers/agencies while its own on-premise licensed agents in Deerfield Beach, FL assist consumers by phone. The company does not underwrite or issue insurance policies; it earns referral fees for leads and commissions on policies sold through its agent force.
Product overview
Highland Health Care operates as an online insurance comparison and lead generation platform operated by Highland Health Direct, LLC. The core offering consists of multiple insurance plan types: Medicare Advantage Plans (Part C), Medicare Supplement Plans, Prescription Drug Plans (Part D), and Short-Term Health Insurance. These products are aggregated through a quote request and plan comparison service that connects consumers with a network of licensed insurance agents and carrier partners. The platform is flanked by a Learning Center providing consumer health education content.
Differentiator
Problem solved
Functional benefit
Products and services
- Medicare Advantage Plans (Part C)
- Short-Term Health Insurance
- Medicare Supplement Plans
- Prescription Drug Plans (Medicare Part D)
- Quote Request and Comparison Service
Companies that use Highland Health Direct
Customer profileSegments2 records
Ideal customer profiles2 records
Highland Health Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Highland Health Direct partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- AetnacoreMajor health insurance carrier partner included in the network of affiliated companies that may contact consumers through the Highland Health Direct platform. One of the primary carriers shown on the careers page.
- CignacoreMajor health insurance carrier partner included in the network of affiliated companies that may contact consumers through the Highland Health Direct platform. One of the primary carriers shown on the careers page.
- HumanacoreMajor health insurance carrier partner included in the network of affiliated companies that may contact consumers through the Highland Health Direct platform. One of the primary carriers shown on the careers page.
- United HealthcarecoreMajor health insurance carrier partner included in the network of affiliated companies that may contact consumers through the Highland Health Direct platform. One of the primary carriers shown on the careers page.
- AnthemcoreMajor health insurance carrier partner included in the network of affiliated companies that may contact consumers through the Highland Health Direct platform.
- WellcarecoreHealth insurance carrier partner included in the network of affiliated companies that may contact consumers through the Highland Health Direct platform. One of the primary carriers shown on the careers page.
- 200+ Additional Insurance Companies & AgenciesminorExtensive network of over 200 affiliated insurance companies and agencies including AARP, Mutual of Omaha, Bankers Life & Casualty, Kaiser, Tufts, Harvard Pilgrim, Health Net, and many more regional and national carriers that may contact consumers with plan offers.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Highland Health Direct competitors and assessment
Company assessmentDirect peers
- SureBridge: SureBridge distributes individual and short-term health insurance products to under-65 consumers via online and agent channels. It overlaps with Highland's short-term health distribution offering.
- Policygenius: Policygenius is an online insurance comparison platform with growing Medicare and health offerings. It competes with Highland for online insurance shoppers and uses a similar content-led, multi-carrier distribution approach.
- HealthPlanOne: HealthPlanOne is an online Medicare brokerage connecting seniors with MA, Medigap, and PDP carriers. It is a direct functional peer to Highland's MA-focused lead-gen and enrollment platform.
- Medicare.com: Medicare.com is a consumer-facing Medicare comparison and education site that connects users with MA/Medigap/PDP carriers. It is a direct content-and-lead-gen peer to Highland's Medicare comparison offering.
- QuoteWizard (by MediaAlpha): QuoteWizard operates an online insurance comparison marketplace that aggregates consumer demand across health, auto, and home. Its health insurance lead marketplace overlaps with Highland's lead-gen and carrier distribution model.
- Benefytt Technologies (Health Insurance Innovations): Benefytt/HIIX sold short-term medical, fixed indemnity, and other limited-benefit health plans online via lead generation. It is comparable to Highland's short-term health and lead-referral model.
- GoHealth: GoHealth is a Medicare-focused online insurance marketplace with proprietary technology and licensed agent support. It competes directly with Highland in the same MA/Medigap/PDP lead generation and distribution space.
- eHealth: eHealth is the largest U.S. online health insurance marketplace, with Medicare as a core vertical. Like Highland, it operates a quote-comparison website, distributes MA/Medigap/PDP/short-term plans through a carrier network, and monetizes via commissions and lead referrals.
- SelectQuote: SelectQuote runs a call-center-driven insurance comparison platform with Medicare Advantage, Medigap, and ancillary products. It is one of the closest scaled comps to Highland's hybrid online-plus-agent Medicare distribution model.
Broad incumbents
- UnitedHealthcare (Direct-to-Consumer): UnitedHealthcare is both a Highland carrier partner and a competing D2C distribution channel for Medicare Advantage. Its own online enrollment portal competes with Highland for the same Medicare-eligible consumer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Highland Health Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Highland Health Direct leadership team
Management profileNumber of profiles
Highland Health Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Highland Health Direct 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 Highland Health Direct
What does Highland Health Direct do?
Highland Health Direct operates highlandhealthcare.com, an online insurance comparison and lead-generation service that connects individual consumers with Medicare Advantage (Part C), Medicare Supplement, Medicare Part D Prescription Drug, and Short-Term health insurance providers. Consumers submit a quote request with contact details, and the company distributes the lead to up to eight affiliated insurance carriers/agencies while its own on-premise licensed agents in Deerfield Beach, FL assist consumers by phone. The company does not underwrite or issue insurance policies; it earns referral fees for leads and commissions on policies sold through its agent force.
Is Highland Health Direct a public or private company?
Highland Health Direct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Highland Health Direct founded?
Highland Health Direct was founded in -1. It employs 51 to 100 people.
Where is Highland Health Direct based?
Highland Health Direct is headquartered in Deerfield Beach, United States, in the North America region.
How does Highland Health Direct make money?
Two revenue lines are on record. Lead Generation & Referral Fees are the primary driver. The others are agent Network Services.
Who are Highland Health Direct's main competitors?
Direct peers on record are SureBridge, Policygenius, HealthPlanOne, Medicare.com, QuoteWizard (by MediaAlpha), Benefytt Technologies (Health Insurance Innovations), GoHealth, eHealth and SelectQuote. UnitedHealthcare (Direct-to-Consumer) is listed as a broad incumbent.
Does Highland Health Direct have an API?
No public API is recorded for Highland Health Direct.