What ChoiceBuilder does

ChoiceBuilder is a U.S. ancillary benefits exchange platform that enables employers with 2 to 500 employees to offer dental, vision, chiropractic/acupuncture, and group term life benefits sourced from multiple nationally recognized carriers under a single consolidated program. It is operated by CHOICE Administrators Insurance Services, Inc., a strategic operating subsidiary within The Word & Brown Companies, a privately-held insurance distribution organization founded in 1984 in Orange, California. The platform is licensed under Department of Insurance License #0B42994 and holds HITRUST certification for healthcare information security.

The product is built as a web-based multi-carrier aggregation layer that integrates Ameritas, Anthem Blue Cross, Delta Dental, MetLife, EyeMed, VSP Vision Care, Landmark Healthplan, and Assurity Life into a single program. Core platform features include one consolidated enrollment form, one monthly billing statement, one contact point for service, and self-service portals for brokers, employers, and individual members, along with provider search and downloadable forms filtered by state. Distribution is hybrid: licensed insurance brokers and general agencies earn a 10% commission on ancillary products sold through the platform, while a direct sales team handles employer outreach, and self-service online portals support quoting, enrollment, and account management.

ChoiceBuilder generates revenue through administration fees embedded in the premium pricing of the aggregated ancillary carriers (a recurring subscription-equivalent stream), and through commissions management infrastructure that pays brokers 10% on each ancillary line. The platform supports both Employer-Sponsored and Voluntary benefit structures, with Section 125 pre-tax payroll deduction available on voluntary lines and 12-month rate guarantees for employer groups. Operating geographies span California, Nevada, Texas, and nationwide distribution through the parent organization's broker network, with no operations outside the United States.

Name

ChoiceBuilder

Legal name

Choice Administrators Insurance Services, Inc.

Website

https://choicebuilder.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

ChoiceBuilder is a U.S. ancillary benefits exchange, operated by CHOICE Administrators within The Word & Brown Companies, that lets employers with 2-500 employees offer dental, vision, chiropractic, and life coverage from multiple national carriers through a single enrollment, billing, and service platform distributed via brokers and direct sales.

Ownership category

akta.pro rank

Product category

Group Ancillary Benefits Administration

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Employer-Sponsored Dental & Vision (Group) (FSAIAHAH)

akta.pro secondary industries

Basic Group Term Life (Employer-Paid) (FSAIADAA), Small Group Health Insurance (2–50/100) (FSAIAFAD)

Keywords

• Ancillary benefits exchange
• Multi-carrier insurance platform
• Group dental vision benefits
• Small employer benefits administration
• Insurance broker distribution

Headquarters

HQ city

Orange

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. Insurance Premium Administration: ChoiceBuilder aggregates multiple ancillary insurance carriers (dental, vision, chiropractic, life) and earns revenue through administration fees built into premium pricing. The platform consolidates billing for employers, collecting premiums and remitting to carriers.
2. Broker Commissions: Brokers earn 10% commission on all ancillary products sold through the ChoiceBuilder platform. Commissions are managed through the commissions department.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

ChoiceBuilder is an ancillary benefits exchange platform operated by CHOICE Administrators that aggregates multiple nationally recognized insurance carriers into a single program for employers with 2–500 employees. It offers Dental, Vision, Chiropractic/Acupuncture, and Group Term Life insurance benefits from carriers including Ameritas, Anthem Blue Cross, Delta Dental, MetLife, EyeMed, VSP, Landmark Healthplan, and Assurity Life. Employers receive one enrollment form, one consolidated monthly bill, and one point of contact, with both voluntary and employer-sponsored plan options.

Product overview

ChoiceBuilder is an ancillary benefits exchange platform that aggregates multiple insurance carriers into a single program, enabling employers with 2-500 employees to offer Dental, Vision, Chiropractic/Acupuncture, and Life insurance benefits. The platform provides both Voluntary and Employer-Sponsored benefit options with one consolidated monthly bill, one enrollment form, and one website for managing all benefits. ChoiceBuilder partners with nationally recognized carriers including Ameritas, Anthem Blue Cross, Delta Dental, MetLife, EyeMed, VSP Vision Care, Landmark Healthplan, and Assurity Life.

Differentiator

Problem solved

Functional benefit

Products and services

• ChoiceBuilder Ancillary Benefits Exchange An ancillary benefits exchange platform that aggregates multiple nationally recognized insurance carriers into a single program for employers with 2–500 employees, providing dental, vision, chiropractic/acupuncture, and group life insurance benefits through one enrollment form, one consolidated monthly bill, and one point of contact.
• Dental Benefits Dental insurance coverage offered through multiple carrier partners including Ameritas, Anthem Blue Cross, Delta Dental (PPO and HMO/DeltaCare USA), and MetLife, providing PPO and HMO plan options to employer groups and their employees.
• Vision Benefits Vision insurance coverage provided through EyeMed (offered by Ameritas) and VSP Vision Care, including access to retail chains (LensCrafters, Pearle Vision, Target Optical, Visionworks, Eyemart Express) and online eyewear options (Glasses.com, ContactsDirect, Eyeconic).
• Chiropractic/Acupuncture Benefits Chiropractic and acupuncture coverage through Landmark Healthplan, available in California with access to over 1,600 credentialed practitioners statewide, offering cost-saving alternatives to major medical with no prior authorization and no MD referrals required.
• Group Term Life Insurance Group term life insurance offered through Assurity Life and MetLife, including living benefits such as Employee Assistance Program, digital estate planning, grief counseling, and funeral planning services.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

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.

• AmeritascoreStrategic or Co-development PartnerAmeritas provides dental network (one of the nation's largest with 25-50% savings) and vision benefits through EyeMed. Ameritas has served customers since 1959 with BenchmarkPortal Center of Excellence award since 2006.
• Anthem Blue CrosscoreStrategic or Co-development PartnerAnthem Blue Cross provides dental benefits with over 50 years of experience in the dental industry and one of the nation's largest dental networks. Offers features including 24/7 Tele-dentistry, Ask the Dentist, and International Emergency Dental coverage.
• Delta Dental (DeltaCare USA, Delta Dental PPO)coreStrategic or Co-development PartnerDelta Dental provides dental benefits through DeltaCare USA (HMO) and Delta Dental PPO/Premier plans. Delta Dental of California enterprise provides coverage to 31 million members across 15 states with 78 million members nationwide through Delta Dental Plans Association.
• MetLifecoreStrategic or Co-development PartnerMetLife provides Dental PPO with 60+ years of experience covering 20+ million people, including 95 of the top 100 FORTUNE 500 companies. Also provides Group Term Life Insurance with living benefits, Employee Assistance Program, and estate planning tools.
• EyeMed Vision CarecoreStrategic or Co-development PartnerEyeMed provides vision benefits as part of Ameritas offerings with one of the largest vision networks including independent providers and retail chains (LensCrafters, Pearle Vision, Target Optical). Glasses.com and ContactsDirect available for online eyewear purchases.
• VSP Vision CarecoreStrategic or Co-development PartnerVSP provides vision care with thousands of in-network locations including private practice doctors, Visionworks, and Eyemart Express. Offers Eyeconic online eyewear store, Virtual Try-On feature, and VSP Premier Edge program.
• Landmark HealthplancoreStrategic or Co-development PartnerLandmark Healthplan provides chiropractic and acupuncture benefit plans since 1985 with over 1,600 credentialed practitioners in California. Offers cost-saving alternatives to major medical with no prior authorization and no MD referrals required.
• Assurity LifecoreStrategic or Co-development PartnerAssurity Life provides group term life insurance. As a diversified financial services organization licensed in all 50 states and DC, Assurity maintains principles of working for policyholders' best interests with financial strength and stability.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Gusto: Gusto is an SMB-focused HR, payroll, and benefits platform that bundles health, dental, vision, and life insurance for small employers with 2–500 employees — overlapping directly with ChoiceBuilder's target segment and benefit categories.
• Ease: Ease is a benefits administration and HR platform used by SMB brokers and employers to manage dental, vision, life and other ancillary benefits through a centralized portal — directly comparable as a multi-carrier ancillary administration tool.
• Zenefits: Zenefits is an SMB benefits and HR platform offering medical, dental, vision, and life benefits with broker/agent distribution — directly competing for the same 2–500 employer segment via a multi-carrier exchange model.

Emerging players

• Nava Benefits: Nava Benefits is a modern SMB-focused benefits brokerage combining licensed brokers with a technology platform to deliver medical and ancillary coverage — comparable as an emerging player attacking the same multi-carrier broker model.
• Beam Insurance: Beam Insurance is a digital-first dental and ancillary benefits carrier/platform for small businesses — comparable as an emerging player delivering dental and ancillary benefits to SMB employers through a modern, tech-enabled distribution model.
• SimplyInsured: SimplyInsured is an online small business health and benefits broker offering dental, vision, and life across multiple carriers through a digital quoting flow — comparable as an emerging exchange-style competitor for SMB ancillary benefits.
• Take Command Health: Take Command Health is a benefits platform helping small businesses and individuals compare and administer health and ancillary plans from multiple carriers — comparable as an emerging multi-carrier benefits exchange for SMB employers.

Broad incumbents

• Justworks: Justworks is a PEO providing payroll, benefits (medical, dental, vision, life), and HR to SMBs — comparable as a broader incumbent that bundles ancillary benefits with employer-paid administration for the same 2–500 employee market.
• ADP TotalSource: ADP TotalSource is a large PEO providing payroll, benefits (including dental, vision, and life), and HR administration to SMBs — comparable as a broad incumbent bundling ancillary benefits with full HR/payroll for the same employer segment.
• OneDigital: OneDigital is a large national insurance brokerage and consulting firm offering medical, ancillary, retirement, and HR consulting — comparable as a broader incumbent selling into the same SMB employer market with multi-carrier aggregation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 ChoiceBuilder