HealthPass

What HealthPass does

HealthPass is a privately held insurance exchange and benefits administrator founded in 1999 and headquartered in NYC (with an operational base in Nyack, NY), serving small employers with 1–100 full-time-equivalent employees located in the lower 15 counties of New York State. Its core product, the HealthPass Benefits Exchange, is a defined-contribution private exchange that lets employers set a fixed dollar contribution while employees individually select from medical, dental, vision, and ancillary plans across multiple carriers — Anthem, EmblemHealth, Oxford/UnitedHealthcare, Guardian, Solstice, and others — with consolidated billing on a single monthly invoice.

The technology backbone is the HealthPass Online Portal (HOP), a web-based enrollment and benefits management platform powered by bswift. HOP supports plan comparison, online enrollment, ID card access, and year-round member self-service. HealthPass complements the core exchange with two additional platforms: the HealthPass Ancillary Exchange, which opens voluntary benefits (dental, vision, life, disability, accident, identity-theft, pet) to businesses of all sizes in the greater NY metro, and the HealthPass PEO, powered by a strategic partnership with DecisionHR, which extends the offering into co-managed HR, payroll, workers' compensation, compliance, and liability mitigation.

HealthPass generates revenue through administrative fees embedded in the employer benefit packages selected on the exchange, with quote-based pricing that varies by employer size, county, and carrier/plan mix. The company distributes exclusively through a network of licensed New York State insurance brokers supported by a broker calculator portal and quarterly rate sheets, supplemented by direct phone and web-based quote capture. The firm has operated continuously for 25+ years with no disclosed funding rounds, acquisitions, or institutional ownership.

Name

HealthPass

Legal name

HealthPass

Website

https://healthpass.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

HealthPass is a privately held insurance exchange founded in 1999 that lets small employers (1–100 employees) in the lower 15 counties of New York offer employees a choice of health, dental, vision, and ancillary plans from multiple carriers, with consolidated billing through the bswift-powered HealthPass Online Portal.

Ownership category

akta.pro rank

Product category

Employee Benefits Exchange

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Hospital & Medical Service Plans (6324)

akta.pro primary industry

Eligibility, Enrollment & Benefits Administration (HLAEALAH)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Employer Health Reimbursement Arrangements (HRA/ICHRA/QSEHRA) Administration (HLAEAAAG), Association & PEO Group Health Plans (AHP/PEO-Sponsored) (FSAIAFAH), Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)

Keywords

• Private insurance exchange
• Employee benefits administration
• Defined contribution benefits
• Small group health insurance
• Multi-carrier benefits platform

Headquarters

HQ city

Nyack

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Exchange Administration Services: HealthPass generates revenue by charging employers for access to its private insurance exchange platform. The company aggregates multiple insurance carriers and provides administrative services including enrollment, billing, and member support. Revenue is derived from administrative fees built into the overall cost of the benefit packages selected by employers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

HealthPass operates a private insurance exchange that aggregates multiple insurance carriers (Anthem, EmblemHealth, Oxford/UnitedHealthcare, Guardian, Solstice, and others) and offers small employers in the New York metropolitan area a defined contribution benefits platform. Employers set a fixed dollar contribution, and employees select from multiple health, dental, vision, and ancillary plans through the bswift-powered HealthPass Online Portal (HOP), with consolidated billing and a single enrollment experience. The company also operates an ancillary-only exchange for businesses of all sizes and a PEO service powered by DecisionHR for co-managed HR and benefits administration.

Product overview

HealthPass operates as a three-platform benefits administration ecosystem for employers in the New York metropolitan area. The core offering is the HealthPass Benefits Exchange, a private insurance exchange serving small employers (1-100 employees) with 1-100 employees, enabling employees to build customized benefits packages from multiple carriers. This is complemented by the HealthPass Ancillary Exchange for voluntary benefits and the HealthPass PEO (powered by DecisionHR) for co-managed HR administration. The HealthPass Online Portal (HOP) serves as the member-facing interface for enrollment and ID card management. The platform offers a comprehensive menu of insurance and benefit products including medical plans (through Anthem, EmblemHealth, Oxford), dental plans (Guardian, Solstice, UnitedHealthcare), vision plans, FSA & commuter benefits (OCA), life/AD&D/disability (Guardian EverGuard products), accident coverage (Guardian AccidentGuard Adv), identity theft protection (Allstate, LifeLock), pet benefits (Total Pet Plan), wellness services (Beyond Med), plus administrative services for COBRA and Section 125 POP.

Differentiator

Problem solved

Functional benefit

Brands

• HealthPass Online Portal (HOP): Online portal platform for employer benefits enrollment and administration through bswift technology.

Products and services

• HealthPass Benefits Exchange

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core, secondary and supporting.

• AnthemcoreOthersAnthem provides medical insurance coverage through the HealthPass exchange, offering EPO plans including Blue Access and Connection products with various Bronze, Silver, Gold, and Platinum tier options.
• EmblemHealthcoreOthersEmblemHealth provides medical insurance coverage through the HealthPass Benefits Exchange, offering Select Care plans with Bronze, Silver, Gold, and Platinum tier options.
• Oxford (UnitedHealthcare)coreOthersOxford, operating under UnitedHealthcare, provides medical insurance through HealthPass including Freedom, Liberty, and Metro plan options with various EPO and HSA configurations.
• GuardiancoreOthersGuardian provides dental (DentalGuard Preferred), vision, life insurance, AD&D, disability (EverGuard), and accident coverage (AccidentGuard Adv) through the HealthPass exchange.
• SolsticesecondaryOthersSolstice provides dental and vision insurance plans through the HealthPass exchange, offering EPO and PPO options for both dental and vision coverage.
• UnitedHealthcare (Dental & Vision)secondaryOthersUnitedHealthcare provides dental and vision insurance plans through the HealthPass exchange, including PPO and national exclusive network options.
• OCAsupportingOthersOCA provides FSA (Flexible Spending Account) and Commuter Benefits through the HealthPass exchange, including FSA, Dependent Care Account, Parking Plan, and Transit Plan options.
• Allstate Identity ProtectionsupportingOthersAllstate provides identity theft protection plans through the HealthPass exchange, offering protection against data breaches and financial losses from cyber threats.
• LifeLock (Norton)supportingOthersLifeLock (Norton) provides identity theft protection plans through the HealthPass exchange, defending employees and families from evolving cyber threats.
• Beyond MedsupportingOthersBeyond Med provides a wellness membership program offering access to health and wellness doctors, providers, and specialists at reduced rates for elective and cosmetic services.
• Pet Benefit Solutions (Total Pet Plan)supportingOthersPet Benefit Solutions provides the Total Pet Plan discount bundle through HealthPass, offering pet care discounts without age exclusions or insurance restrictions.
• DecisionHR (DHR)coreStrategic or Co-development PartnerHealthPass PEO is powered by DecisionHR (DHR), delivering workforce solutions that co-manage HR/personnel administration, including health insurance, workers comp, payroll, compliance, and liability mitigation.
• bswiftcoreTechnology or Integrationbswift provides the technology platform powering the HealthPass Online Portal (HOP), the employee-facing web portal used for enrollment, plan comparison, ID card access, and benefits management.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• BenefitMall: BenefitMall is a wholesale benefits aggregator and exchange serving small and mid-sized employers primarily through broker distribution, with consolidated billing and multi-carrier plan selection. It is the closest direct peer to HealthPass's exchange model, competing for the same small-group employer audience with similar broker-channel go-to-market.
• OneExchange (Towers Watson / WTW): OneExchange, originally Extend Health and now part of WTW, operates one of the largest private Medicare and active-employee benefits exchanges, with a defined contribution model and multi-carrier selection. It is a direct functional peer to HealthPass's defined contribution exchange, operating at meaningfully larger scale and broader geography.
• Zenefits: Zenefits is a cloud-based HR, benefits, and insurance platform targeting small and mid-sized employers with broker and direct distribution, including a private health insurance exchange. It competes with HealthPass for the small-employer benefits buyer and overlaps on multi-carrier medical, dental, vision, and FSA administration.
• Justworks: Justworks is a PEO serving small and mid-sized employers with bundled HR, payroll, benefits administration, and access to multiple health insurance options. Its PEO-with-benefits-marketplace model directly mirrors HealthPass's HealthPass PEO (powered by DecisionHR) and ancillary exchange products for the same SMB segment.
• Insureon: Insureon is an online small-business insurance marketplace that aggregates multiple carriers and distributes through a partner network, specializing in the small employer segment. It is comparable to HealthPass in target customer (1–100 employees) and multi-carrier aggregation model, though focused more on commercial P&C than health benefits.

Broad incumbents

• TriNet: TriNet is a large, established PEO providing HR, benefits, payroll, and risk-management services primarily to small and mid-sized businesses. It is a broad incumbent operating in the same SMB benefits administration space as HealthPass PEO but at significantly larger scale and broader geographic footprint.
• eHealth: eHealth is a large, established online health insurance marketplace operating in both individual and small-group markets with multi-carrier quoting and enrollment. It is a broad incumbent in the same insurance exchange category as HealthPass, with deeper technology investment and national reach.

Emerging players

• SimplyInsured: SimplyInsured is an online small-business health insurance platform with multi-carrier quoting, enrollment, and broker tools targeting the small-group employer market. It is an emerging player with comparable product scope to HealthPass's benefits exchange and competes for the same digital-first small-employer buyer.
• Decisely: Decisely provides benefits technology and back-office administration for small and mid-sized employers and brokers, including private exchange-like multi-carrier plan selection. It is an emerging player with overlapping capabilities on enrollment, billing, and consolidated benefits administration for the SMB segment.

Others

• HealthCare.gov / NY State of Health: NY State of Health is the public health insurance exchange for individuals and small businesses in New York, providing a SHOP platform and individual marketplace. It is an adjacent ecosystem participant that competes for the same small-employer buyer HealthPass serves, particularly on cost and choice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HealthPassNY
• LinkedInlinkedin.com/company/healthpass

Revenue estimate

Valuation estimate

Number of profiles

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 HealthPass