HealthPass
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.
- Company typePrivate
- Founded1999
- HeadquartersNyack, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
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.
HealthPass firmographics
Firmographics- 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
HealthPass industry classification
Industry- 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
Where HealthPass is headquartered
LocationHeadquarters
- HQ city
- Nyack
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
HealthPass business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Quote-based pricing tailored to each employer's needs and location |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
HealthPass product offering
Product offeringCore 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
Companies that use HealthPass
Customer profileSegments2 records
Ideal customer profiles2 records
HealthPass technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
HealthPass partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, secondary and supporting.
- AnthemcoreAnthem 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.
- EmblemHealthcoreEmblemHealth provides medical insurance coverage through the HealthPass Benefits Exchange, offering Select Care plans with Bronze, Silver, Gold, and Platinum tier options.
- Oxford (UnitedHealthcare)coreOxford, operating under UnitedHealthcare, provides medical insurance through HealthPass including Freedom, Liberty, and Metro plan options with various EPO and HSA configurations.
- GuardiancoreGuardian provides dental (DentalGuard Preferred), vision, life insurance, AD&D, disability (EverGuard), and accident coverage (AccidentGuard Adv) through the HealthPass exchange.
- SolsticesecondarySolstice provides dental and vision insurance plans through the HealthPass exchange, offering EPO and PPO options for both dental and vision coverage.
- UnitedHealthcare (Dental & Vision)secondaryUnitedHealthcare provides dental and vision insurance plans through the HealthPass exchange, including PPO and national exclusive network options.
- OCAsupportingOCA 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 ProtectionsupportingAllstate provides identity theft protection plans through the HealthPass exchange, offering protection against data breaches and financial losses from cyber threats.
- LifeLock (Norton)supportingLifeLock (Norton) provides identity theft protection plans through the HealthPass exchange, defending employees and families from evolving cyber threats.
- Beyond MedsupportingBeyond 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)supportingPet Benefit Solutions provides the Total Pet Plan discount bundle through HealthPass, offering pet care discounts without age exclusions or insurance restrictions.
- DecisionHR (DHR)coreHealthPass 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.
- bswiftcorebswift 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
HealthPass competitors and assessment
Company assessmentDirect 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
HealthPass social profiles
Digital presenceHealthPass financial estimates
Financial estimateRevenue estimate
Valuation estimate
HealthPass leadership team
Management profileNumber of profiles
HealthPass funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HealthPass 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 HealthPass
What does HealthPass do?
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.
Is HealthPass a public or private company?
HealthPass is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HealthPass founded?
HealthPass was founded in 1999. It employs 11 to 50 people.
Where is HealthPass based?
HealthPass is headquartered in Nyack, United States, in the North America region.
How does HealthPass make money?
One revenue line is on record: exchange Administration Services.
Who are HealthPass's main competitors?
Direct peers on record are BenefitMall, OneExchange (Towers Watson / WTW), Zenefits, Justworks and Insureon. Broad incumbents are TriNet and eHealth. Emerging players are SimplyInsured and Decisely. HealthCare.gov / NY State of Health is listed as an others.
Does HealthPass have an API?
No public API is recorded for HealthPass.
What industry is HealthPass in?
HealthPass's product category is Employee Benefits Exchange. Its primary akta.pro industry code is HLAEALAH, Eligibility, Enrollment & Benefits Administration, with a secondary code of FSAIAFAD, Small Group Health Insurance (2–50/100). Its NAICS code is 524292 and its SIC code is 6411.