Healthplans.com

What Healthplans.com does

HealthPlans.com is a direct-to-consumer health insurance lead generation and comparison platform operated by QuoteLab, LLC, a privately-held licensed insurance agency headquartered at 700 S. Flower St., Suite 640, Los Angeles. Founded in 2012, the company operates a 3-step online quoting flow in which consumers submit their ZIP code and basic personal information to be matched with licensed insurance carriers and brokers. The platform aggregates ACA metal-tier plans (Bronze, Silver, Gold, Platinum), Catastrophic plans, Short-Term Health Insurance, Fixed Indemnity plans, Healthcare Sharing Ministries, and Medicare Advantage plans, alongside educational resources on subsidies (Premium Tax Credit, Cost Sharing Reductions) and Special Enrollment Period qualification.

The underlying technology is a quote comparison platform built on cookie-based visitor tracking and lead routing infrastructure, with no APIs, SDKs, or AI/ML components disclosed. The platform does not sell insurance directly; instead, it transfers qualified consumer leads to carriers and brokers and monetizes through lead transfer fees (affiliate referral economics) and advertising placements on the site. QuoteLab represents 73 organizations offering 5,110 products nationally, providing broad carrier-side coverage.

HealthPlans.com is likely bootstrapped or self-funded, with no disclosed venture capital, private equity investment, public listing, or M&A activity identified in the source material. The company maintains a domestic-only operating footprint across the United States and supports a headcount of 51-100 employees, with Betsy Niksefat serving as VP of Finance and HR as the only identified executive. The end-customer base consists of individual consumers seeking health insurance, with secondary segments including Medicare-eligible individuals and income-qualified subsidy-eligible households.

Name

Healthplans.com

Legal name

QuoteLab, LLC

Website

https://healthplans.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

HealthPlans.com is a direct-to-consumer health insurance comparison and lead generation platform operated by QuoteLab, LLC, connecting individual consumers in the United States with licensed insurance carriers and brokers across ACA, short-term, fixed indemnity, Medicare Advantage, and healthcare sharing ministry plans.

Ownership category

akta.pro rank

Product category

Health Insurance Comparison and Brokerage

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 industry

Medigap Marketing, Lead Gen & Compliance (CMS/Do-Not-Call/TPMO) (HLAEADAE)

Keywords

• Health insurance comparison
• ACA plan shopping
• Insurance lead generation
• Medicare plan comparison
• Broker referral services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lead Transfer Fees: HealthPlans.com receives compensation when user information is transferred to insurance carriers and brokers who may contact users to offer ACA plans, short-term plans, medical indemnity plans, and healthcare sharing ministry plans.
2. Advertising Revenue: Advertisements are placed by clients who compensate QuoteLab, LLC for placement, which may impact which advertisements appear and the order in which they appear.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

HealthPlans.com is a direct-to-consumer online platform that helps individuals and families shop for and compare health insurance coverage. Users enter their zip code and basic information, and the platform connects them with licensed insurance carriers and brokers offering ACA (Bronze, Silver, Gold, Platinum, Catastrophic) plans, short-term health insurance, fixed indemnity plans, healthcare sharing ministries, and Medicare Advantage plans. The company generates revenue through lead transfer fees paid by carriers and brokers, plus advertising.

Product overview

HealthPlans.com is a health insurance comparison and shopping platform operated by QuoteLab, LLC, that connects consumers with licensed insurance carriers and brokers. The platform aggregates multiple health insurance products including ACA metal-tier plans (Bronze, Silver, Gold, Platinum), Catastrophic plans, short-term health insurance, fixed indemnity plans, and healthcare sharing ministries. The core service helps users understand plan types, compare options, and get connected with providers. The platform also assists with government subsidies including Premium Tax Credits (lowering monthly premiums for those at or below 4x Federal Poverty Line) and Cost Sharing Reductions (lowering out-of-pocket costs for Silver plan holders at or below 2.5x Federal Poverty Line). Additional offerings include Medicare Advantage plan connections and Special Enrollment Period eligibility assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• HealthPlans.com Quote Comparison Platform
• ACA Health Plans (Bronze, Silver, Gold, Platinum)
• Catastrophic Health Plans
• Short-Term Health Insurance Plans
• Fixed Indemnity Health Insurance Plans
• Healthcare Sharing Ministries (HCSMs)
• Medicare Advantage Plans
• Premium Tax Credit (PTC) Subsidy Assistance
• Cost Sharing Reduction (CSR) Assistance
• Special Enrollment Period (SEP) Eligibility Services

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• QuoteLab, LLCcoreOthersHealthPlans.com is operated by QuoteLab, LLC, a licensed insurance agency (NPN #19911386). QuoteLab is the parent company and operating entity behind the HealthPlans.com platform. QuoteLab represents 73 organizations offering 5,110 products nationally. The company is independent and not affiliated with government programs like Medicare or federal/state health insurance exchanges.

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• GoHealth: GoHealth is a health insurance marketplace focused on Medicare Advantage, Medicare Supplement, and ACA plans, distributing leads to carriers and agents. It is a direct competitor in the Medicare lead generation lane that HealthPlans.com explicitly serves.
• QuoteWizard (by LendingTree): QuoteWizard is an insurance comparison marketplace within LendingTree that generates consumer quotes across multiple lines including health. Comparable as a lead-generation and quote-comparison platform with affiliate revenue economics.
• SelectQuote: SelectQuote is a multi-line insurance comparison platform with a substantial Medicare and senior-focused lead generation business. Comparable to HealthPlans.com on Medicare Advantage and Supplement shopping, with similar affiliate/lead-transfer economics.
• eHealth: eHealth operates ehealthinsurance.com, a long-standing direct-to-consumer health insurance comparison and brokerage platform covering ACA, Medicare, short-term, and ancillary plans. It is the most direct comparable to HealthPlans.com in product mix, distribution model, and target customer (individual ACA and Medicare shoppers).
• Policygenius: Policygenius is an online insurance marketplace covering life, disability, home, and health coverage, connecting consumers with carriers and brokers. Overlaps HealthPlans.com in consumer-facing insurance comparison and lead monetization, though with broader line-of-business coverage.
• HealthMarkets: HealthMarkets is a national health insurance distribution agency connecting individuals, families, and small businesses with ACA, Medicare, and ancillary plans. Directly comparable business model: licensed agency, multi-carrier comparison, and consumer lead capture.
• SmartFinancial: SmartFinancial operates an insurance comparison platform across health, auto, home, and life lines, monetizing through lead transfer to carriers and agents. Overlaps HealthPlans.com on the health insurance shopping funnel and lead-routing infrastructure.
• Benefytt Technologies: Benefytt operates technology-enabled health insurance distribution platforms including Medicare-focused properties. Comparable to HealthPlans.com on the consumer-facing health insurance comparison and Medicare lead monetization model.
• HealthSherpa: HealthSherpa is a leading ACA marketplace enrollment platform that connects consumers with on-exchange plans and licensed agents. It competes directly with HealthPlans.com for ACA shopper intent and for broker/carrier lead distribution.

Broad incumbents

• MediaAlpha: MediaAlpha is a publicly traded customer acquisition platform for insurance and other verticals, providing the technology infrastructure behind QuoteLab's HealthPlans.com (per the privacy policy URL). Operates as the broader incumbent platform enabling this and similar lead-gen businesses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/healthplans
• Facebookfacebook.com/healthplanscom
• LinkedInlinkedin.com/company/healthplans-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Healthplans.com