Your Health Idaho

What Your Health Idaho does

Your Health Idaho, operating under its legal name Idaho Health Insurance Exchange, is Idaho's sole officially designated state-based health insurance marketplace, established in 2013 by Idaho House Bill 248 as a non-profit public entity governed by a 19-member Board of Directors. The organization serves approximately 120,000 Idaho residents (as of Open Enrollment 2025) who lack affordable employer-sponsored coverage, including individuals, families, tribal members, Medicaid transitioners, employees with unaffordable employer plans, and small businesses accessing the SHOP program. It is the only mechanism through which Idahoans can receive an Advance Premium Tax Credit (APTC) to lower monthly premiums or qualify for Cost-Sharing Reductions on Silver-tier plans.

The core product is a consumer-facing online marketplace built on the GetInsured Health Insurance Exchange (HIX) platform—selected via 2014 RFP and migrated from Healthcare.gov on November 15, 2014, making YHI the first state-based marketplace to do so. The platform supports 154 medical plans (across Platinum, Gold, Silver, Bronze, and Catastrophic tiers) and 21 standalone dental plans from 13 insurance carriers, plus supplemental VSP Vision Care for adults. Key technology components include real-time eligibility determination (live since June 30, 2022), a customizable side-by-side plan comparison tool, a tax credit estimator, a SharpenCX-powered customer support center, and an AudioEye accessibility overlay. Distribution is hybrid: direct online self-service combined with a network of 1,150+ certified Consumer Connectors (agents, brokers, enrollment counselors), in-person pop-up enrollment centers statewide, and a phone/chat support center (855-944-3246).

Your Health Idaho's revenue model is a transaction-based assessment fee on participating insurance carriers—1.5% in Plan Year 2015, 1.99% in PY 2016, and 2.29% in PY 2018—with carriers paying the fee rather than consumers. The marketplace is self-sustaining post-establishment (after receiving $102.2M in federal establishment grants across 2013 and 2015) and serves exclusively Idaho residents as a statutory monopoly on APTC administration within the state. Operational performance metrics include a Net Promoter Score of 73 (OE 2025, all-time high), 85% customer retention, 92% enrollee satisfaction, and a 16% YoY decline in call volume in 2024 despite a 21% increase in enrollments, attributed to technology updates.

Name

Your Health Idaho

Legal name

Idaho Health Insurance Exchange

Website

https://yourhealthidaho.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Your Health Idaho is Idaho's official state-based health insurance marketplace, serving approximately 120,000 individual consumers and small businesses with the sole ability to administer federal Advance Premium Tax Credits, funded by assessment fees on 13 participating insurance carriers.

Ownership category

akta.pro rank

Product category

Health Insurance Marketplace

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

ACA Marketplace (On-Exchange) Individual Plans (FSAIAEAA)

akta.pro secondary industries

Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ), Small Group Health Insurance (2–50/100) (FSAIAFAD)

Keywords

• Health insurance marketplace
• State-based exchange
• Insurance enrollment platform
• Medical insurance plans
• Dental insurance coverage

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Assessment Fees: Your Health Idaho generates revenue through assessment fees charged to insurance carriers operating on the marketplace. The assessment fee was initially set at 1.5% for Plan Year 2015, increasing to 1.99% for Plan Year 2016 and 2.29% for Plan Year 2018. This model funds marketplace operations and is separate from consumer pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Your Health Idaho is Idaho's official state-based health insurance marketplace where individuals, families, and small businesses can shop, compare, and enroll in 154 medical plans and 21 dental plans offered by 13 insurance carriers. The marketplace is the only place Idahoans can receive an Advance Premium Tax Credit (APTC) to lower monthly premiums and qualify for Cost-Sharing Reductions on Silver-tier plans. Free enrollment assistance is provided statewide through a network of over 1,150 certified Consumer Connectors.

Product overview

Your Health Idaho is Idaho's official state-based health insurance marketplace — a single, unified platform serving individuals, families, and small businesses. The core product is the marketplace itself, through which consumers shop and enroll in 154 medical plans (across five tiers: Platinum, Gold, Silver, Bronze, and Catastrophic) and 21 dental plans offered by 13 well-known insurance carriers. The only way Idahoans can receive an Advance Premium Tax Credit (APTC) to lower monthly premiums, and the only way to qualify for Cost-Sharing Reductions on Silver-tier plans, is through this marketplace. Adjacent services include a Tax Credit Estimator and Affordability Calculator for pre-enrollment planning, VSP Vision Care as a supplemental add-on for adult vision coverage, and a network of over 1,150 certified agents/brokers (Consumer Connectors) who provide free enrollment assistance. Small businesses are served through the SHOP program and Health Reimbursement Arrangements (QSEHRA and ICHRA). For technology, the platform powers real-time eligibility determinations, distributes Form 1095-A for tax reconciliation, and provides live chat and an AudioEye accessibility toolbar on the consumer-facing website.

Differentiator

Problem solved

Functional benefit

Brands

• SHOP (Small Business Health Options Program): Small Business Health Options Program helping small businesses and nonprofit organizations provide health insurance to their employees.
• QSEHRA
• ICHRA

Products and services

• Your Health Idaho Marketplace Idaho's official state-based health insurance marketplace where individuals, families, and small businesses can shop, compare, and enroll in medical and dental insurance plans from 13 well-known insurance companies. It is the only place Idahoans can receive an Advance Premium Tax Credit (APTC) to lower monthly premiums and qualify for Cost-Sharing Reductions on Silver-tier plans.
• Medical Plans 154 medical insurance plans offered by 13 well-known insurance companies through the marketplace, available in five tiers (Platinum, Gold, Silver, Bronze, Catastrophic) and covering ten essential health benefits including doctor visits, hospitalization, emergency services, prescription medicine, preventive wellness, and pediatric care.
• Dental Plans 21 dental insurance plans available as standalone coverage for both children and adults through the marketplace. Pediatric dental qualifies as an Essential Health Benefit covered by a tax credit; adult dental is offered separately.
• VSP Vision Care Supplemental vision coverage offered through a partnership with VSP Vision Care, including fully covered eye exams, lenses, a $150 frame allowance, and savings on lens enhancements. Adult vision benefits are available to enrollees via a network of over 119,000 providers nationwide.
• Small Business Health Options Program (SHOP) A program helping Idaho small businesses and nonprofit organizations provide health insurance to employees by selecting from quality health insurance plans meeting business needs, with potential access to small business tax credits.
• Health Reimbursement Arrangements (QSEHRA and ICHRA) Small business and employer health benefit options including Qualified Small Employer HRA (QSEHRA) for employers with fewer than 50 employees and Individual Coverage HRA (ICHRA), which reimburse employees for individual health insurance premiums purchased through the marketplace.
• Special Enrollment Period (SEP) An enrollment window outside the annual Open Enrollment (October 15-December 15) available to Idahoans who experience a Qualifying Life Event such as birth, adoption, marriage, divorce, loss of coverage, or permanent move.
• Consumer Connector Network Enrollment Assistance A network of over 1,150 Your Health Idaho-certified agents, brokers, and enrollment counselors who provide free, in-person and virtual enrollment assistance to Idahoans across the state, including bilingual services.

Quantifiable outcome

• 91% of enrollees qualified for a tax credit in 2025
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• GetInsuredcoreTechnology or Integration · 1 January 2014GetInsured was selected as the Health Insurance Exchange (HIX) technology platform vendor. The GetInsured platform went live on November 15, enabling Your Health Idaho to operate its own enrollment technology rather than relying on Healthcare.gov. The platform supports plan comparison, eligibility determination, and enrollment processing.
• VSP Vision CarecoreStrategic or Co-development PartnerYour Health Idaho partners with VSP Vision Care to offer supplemental vision coverage. While vision coverage for children is included in all health plans, most adult health plans do not include vision benefits. VSP provides access to eye exams, lenses, frames, and eyewear through a network of over 119,000 providers nationwide. Adults can enroll in VSP vision coverage anytime without a Qualifying Life Event.
• Insurance Carriers (13 Companies)coreChannel Partner/ Reseller/ DistributorYour Health Idaho partners with 13 well-known medical and dental insurance companies to offer 154 medical plans and 21 dental plans through the marketplace. Partner carriers include St. Luke's Health Plan, Humana, Blue Cross of Idaho, and others. These carriers pay assessment fees to participate in the marketplace.
• Consumer Connectors (Agents, Brokers, Enrollment Counselors)coreChannel Partner/ Reseller/ DistributorConsumer Connectors are agents, brokers, and enrollment counselors certified by Your Health Idaho to help Idahoans enroll in health coverage. Over 1,150 connectors are available statewide. They must complete certification training, pass exams with 90% minimum score, and be licensed with the Idaho Department of Insurance. They provide free enrollment assistance to consumers.
• Idaho Department of InsurancecoreOthersDirector Dean Cameron of the Idaho Department of Insurance serves as a non-voting member of the Your Health Idaho Board of Directors. The Department provides regulatory oversight and agents/brokers must be in good standing with the Department.
• Idaho Department of Health and WelfarecoreOthersDirector Juliet Charron of the Idaho Department of Health and Welfare serves as a non-voting member of the Your Health Idaho Board of Directors. The Department handles Medicaid eligibility support and was the initial support center for eligibility determination before Your Health Idaho took over APTC eligibility work.
• Community Organizations and PartnersminorGTM or Marketing PartnerYour Health Idaho partners with community organizations across Idaho to reach and educate residents about health insurance options. Partners include healthcare providers, social service agencies, employers, and community groups. The Outreach team provides presentations, marketing materials, and event support to partners.
• Leavitt PartnersminorOthersLeavitt Partners produced a case study on Your Health Idaho titled 'The Your Health Idaho Marketplace: A Model For State-Based Adoption,' documenting the marketplace as an exemplary state-based exchange implementation.

Scale indicators10 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Covered California: California's state-based ACA marketplace, the largest in the U.S., offering individual and SHOP coverage with APTCs/CSRs through a similar carrier-funded assessment model — directly comparable in structure and regulatory design to Your Health Idaho.
• Washington Healthplanfinder: Washington's state-based ACA marketplace offering individual, family, and small-business enrollment with tax credits — comparable in scale, carrier-funded assessment model, and Connector/broker network to YHI.
• Massachusetts Health Connector: Massachusetts' state-based exchange, the original ACA-style marketplace, offering individual, family, and small-business coverage with subsidies — direct peer in mission, regulatory design, and certified-assister distribution model.
• New York State of Health: New York's official health plan marketplace operating individual, family, and SHOP enrollment with integrated Medicaid eligibility — same state-based exchange model with carrier assessments and certified assistor networks.
• Access Health CT: Connecticut's state-based health insurance marketplace offering individual, family, and small-business coverage — comparable mid-size state exchange with similar carrier and broker ecosystem.
• Maryland Health Connection: Maryland's official state-based marketplace for individual, family, and small-business coverage with integrated Medicaid determination — directly comparable in technology-platform-led eligibility and enrollment approach.
• Pennie (Pennsylvania Health Insurance Exchange): Pennsylvania's state-based ACA marketplace offering individual and family coverage with APTCs — comparable in operating model, carrier-funded assessment, and certified-assister network structure to YHI.
• Connect for Health Colorado: Colorado's state-based ACA marketplace offering individual and SHOP coverage with APTCs — directly comparable Western-state exchange with carrier-funded operations and a similar broker/assister network.
• MNsure: Minnesota's state-based health insurance marketplace with individual and small-business enrollment and tax credits — comparable in mid-size-state scale, certified broker model, and assessment-fee economics.

Broad incumbents

• HealthCare.gov (CMS Federal Marketplace): The federal fallback marketplace that YHI and other state-based exchanges were carved out of under the ACA. Operates the same enrollment/APTC flow nationwide but at much larger scale and without state-specific customization; relevant as the regulatory template and alternative channel for any consumer who bypasses a state-based exchange.

Market position

Strengths4 records

Weaknesses4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/yourhealthidaho
• Facebookfacebook.com/YourHealthIdaho
• LinkedInlinkedin.com/company/your-health-idaho
• Instagraminstagram.com/yourhealthid

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 Your Health Idaho