CareValue

What CareValue does

CareValue (legal entity: Care Value, LLC) is a Field Marketing Organization (FMO) headquartered in Canandaigua, New York, that serves independent insurance agents selling Medicare and senior-market life and health insurance products. The company provides agents with carrier contracts, quoting tools, enrollment technology, and back-office support across a national footprint. Its proprietary technology platform centers on two core products: MedicareValue, an online enrollment exchange launched in October 2018 that enables agents to quote and enroll beneficiaries in Medicare Advantage, Supplement, and Part D plans across multiple carriers, and AllRep CRM, an agent-built customer relationship management system released in October 2015. Supporting modules include Electronic Forms, eSOA (Electronic Statement of Application), Quoting Tools, Call Recording, and a Medicare Blue Button API integration introduced in October 2020.

CareValue monetizes through a commission-based FMO model: agents access the platform free of charge and CareValue earns a residual share of carrier commissions when policies are sold through its agent network. The company aggregates access to multiple A-rated carriers including Aetna, Cigna, Humana, Empire BCBS, Excellus BCBS, EmblemHealth, ConnectiCare, WellCare, and Molina, and supplements its technology offering with marketing services (Marketing Hub, FASTRACK, Walmart Retail Program), compliance resources, online contracting via SuranceBay integration, E&O insurance access, AHIP certification discounts, and continuing education through CareValue WebCE. In September 2022, CareValue was acquired by Alliant with Senior Market Sales (SMS), continuing to operate as a brand within that organization and expanding its agent resources while maintaining its existing support model.

Name

CareValue

Legal name

Care Value, LLC

Website

https://carevalue.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

CareValue is a national Field Marketing Organization providing independent insurance agents with proprietary technology (MedicareValue enrollment exchange, AllRep CRM, quoting tools) and carrier contracts to sell Medicare and senior-market insurance products on a commission-based model.

Ownership category

akta.pro rank

Product category

Insurance Marketing Technology

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Plan Distribution & Brokerage (Captive, Independent, FMOs) (FSAIAGAH)

akta.pro secondary industries

Medigap Distribution & Brokerage (Captive/Independent/IMO/FMO) (HLAEADAD), Medigap Marketing, Lead Gen & Compliance (CMS/Do-Not-Call/TPMO) (HLAEADAE), Medicare Plan Administration & Third-Party Services (TPA/BPO, Enrollment, Billing) (FSAIAGAI)

Keywords

• Field marketing organization
• Medicare enrollment software
• Insurance agent platform
• Insurance CRM software
• Carrier contracting services

Headquarters

HQ city

Canandaigua

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Commission-based FMO Revenue: CareValue operates as a Field Marketing Organization (FMO) earning commissions from insurance carriers when agents sell policies through their platform. The company passes through commissions to agents while retaining a portion as revenue. This is a commission-based model where revenue is generated from the volume of insurance policies sold through their agent network.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

CareValue operates as a Field Marketing Organization (FMO) providing independent insurance agents with proprietary technology platforms, carrier contracts, and back-office support to sell Medicare Advantage, Medicare Supplement, Medicare Part D, life insurance, and health insurance products. The company offers free access to its MedicareValue online enrollment exchange and AllRep CRM platform, earning revenue through commissions from insurance carriers when agents sell policies through the platform.

Product overview

CareValue operates as a Field Marketing Organization (FMO) offering a comprehensive platform of insurance sales and marketing tools for independent Medicare insurance agents. The company's product architecture centers on two core technology platforms: MedicareValue, an online Medicare enrollment exchange that connects agents with multiple insurance carriers for plan quoting and enrollment, and AllRep CRM, a proprietary customer relationship management system designed specifically for insurance agents. These core platforms are supported by a suite of complementary modules including Electronic Forms, eSOA (Electronic Statement of Application), and Quoting Tools that together create an end-to-end sales workflow. CareValue also provides marketing support services such as the Marketing Hub, FASTRACK Marketing Assistance, and Time.MedicareValue.com resource portal, alongside operational tools like Online Contracting, E&O Insurance, AHIP certification discounts, and Call Recording for compliance. The platform aggregates access to A-rated Medicare carriers including Excellus BlueCross BlueShield, Empire BlueCross BlueShield, EmblemHealth, ConnectiCare, WellCare, and numerous other national and regional insurance providers.

Differentiator

Problem solved

Functional benefit

Brands

• MedicareValue: MedicareValue is an online enrollment exchange platform for Medicare products.
• AllRep CRM

Products and services

• MedicareValue MedicareValue is an online enrollment exchange that enables independent insurance agents to quote, compare, and enroll Medicare beneficiaries in Medicare Advantage, Medicare Supplement, and Part D plans from multiple carriers, all within a single platform.
• AllRep CRM AllRep is a proprietary CRM system designed specifically for insurance agents, providing lead management, client tracking, and sales automation capabilities to help agents manage their insurance business.
• Quoting Tools Electronic quoting tools that allow agents to generate plan comparisons and premium quotes for Medicare Advantage, Supplement, and Part D products across multiple carriers.
• Electronic Forms and eSOA Digital forms and Electronic Statement of Application (eSOA) capabilities enabling agents to complete insurance applications and Medicare documentation electronically, streamlining the enrollment process.
• Online Contracting Digital platform enabling independent agents to complete carrier contracting and appointment processes online, streamlining the onboarding process for new agent partnerships.
• Marketing Hub Centralized marketing resource platform providing agents with promotional materials, content, and tools to support their insurance sales activities.
• FASTRACK Marketing Assistance Marketing assistance program providing agents with resources and support to accelerate their Medicare insurance sales and marketing efforts.
• Walmart Retail Program Retail marketing program partnership enabling agents to reach Medicare beneficiaries through Walmart retail locations.
• E&O Insurance (Errors and Omissions) Errors and omissions insurance offerings for agents, providing liability protection in connection with their insurance sales activities.
• AHIP Discount Discounted AHIP (America's Health Insurance Plans) certification training for affiliated agents, providing $50 savings on fraud, waste, and abuse training required for Medicare product sales.

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Ritter Insurance Marketing: Ritter Insurance Marketing is a national FMO/IMO focused on Medicare and senior market products, offering carriers, contracting, CRM, and lead-generation tools to independent agents. It is the most directly comparable FMO peer to CareValue in product, customer (independent agents), and distribution model.
• Senior Market Sales (SMS): Senior Market Sales is one of the largest independent FMOs in the senior market, providing carriers, technology, and support to independent agents across Medicare, life, and health lines. It is CareValue's parent organization following the September 2022 acquisition and operates an overlapping agent-services platform.
• Benefytt Technologies (e-TeleQuote): Benefytt Technologies operates a Medicare-focused distribution and member-acquisition platform serving seniors with MA, Medigap, and Part D products. It competes with CareValue's MedicareValue exchange for both agent-driven and direct-to-consumer Medicare sales.
• HealthPlanOne:

Broad incumbents

• Alliant Insurance Services: Alliant Insurance Services is a large national specialty insurance brokerage and the parent of Senior Market Sales. It provides broad insurance distribution and risk management services and acquired CareValue via SMS, making it a parent/scale incumbent comparable through ownership and shared distribution infrastructure.
• SelectQuote: SelectQuote is a large, public-facing direct-to-consumer insurance distribution platform with a major Medicare Advantage vertical. It competes with CareValue's MedicareValue platform for senior policyholders and operates an overlapping agent/sales infrastructure at much greater scale.
• GoHealth: GoHealth is a public Medicare-focused health insurance marketplace that uses both direct-to-consumer and agent-driven distribution. It is a comparable scaled incumbent in Medicare distribution with technology-enabled enrollment, overlapping with CareValue's MedicareValue offering.
• eHealth: eHealth is a long-standing public online health insurance marketplace with a major Medicare segment and licensed agent sales force. It is a comparable scaled incumbent in Medicare plan comparison and enrollment, serving overlapping end customers and agents.

Emerging players

• QuoteWizard (MediaAlpha): QuoteWizard, owned by MediaAlpha, is a leading insurance lead-generation and comparison platform with material Medicare vertical exposure. It is comparable to CareValue as an enabling distribution and consumer-acquisition layer for Medicare and senior products, rather than a direct FMO competitor.
• Assurance IQ: Assurance IQ (an Allstate-owned platform) is a tech-enabled insurance distribution and engagement platform with a strong Medicare and senior product focus. It overlaps with CareValue in agent-assisted Medicare enrollment and carrier-aggregated distribution, operating at a larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Care_Value
• Facebookfacebook.com/CareValue
• LinkedInlinkedin.com/company/carevalue

Compliance1 record

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 CareValue