Health Trust Financial

What Health Trust Financial does

Health Trust Financial is an independent, licensed health insurance agency founded in 1995 and headquartered in Montgomery, Alabama. Operating under the legal name Health Trust Financial, Inc., the company functions as a multi-carrier insurance brokerage that compares and distributes health insurance products for individuals, families, self-employed professionals, small business owners, and Medicare-eligible seniors. Its core technology is a website-based insurance comparison and quotation platform supplemented by phone-based licensed advisors; the platform integrates plan offerings from six major U.S. carriers — Blue Cross Blue Shield, Aetna, Humana, United Healthcare, Cigna, and Kaiser Permanente — alongside the faith-based Medi-Share healthcare sharing ministry (including Medi-Share Complete and Medi-Share 65+ variants). Adjacent offerings include Health Savings Accounts, dental and vision plans, short-term health insurance, ACA marketplace plans, Special Enrollment Period support, and a Virtual Care telehealth service.

The company's business model is a carrier-commission affiliate/referral model: Health Trust Financial charges customers nothing for its advisory and comparison services, instead earning commissions from insurance carriers for placements. It goes to market through a sales-led, advisor-driven motion (phone and website quote tools), with the majority of top-of-funnel demand sourced from an exclusive RamseyTrusted endorsement by The Ramsey Show / Dave Ramsey Team — Health Trust Financial is the only health insurance partner the Ramsey Team recommends. Supporting channels include an educational content blog, SEO/organic search, and email nurture flows. The company is privately held with no disclosed investors, no funding history, no parent company, and no M&A activity on record; only one named officer (Cindi Thompson, Privacy Officer) is publicly identified. Scale signals include a 10,000+ customer review base with a 4.9/5 rating, a 97% national approval rating, and a stated position as one of the nation's largest HSA providers, against a headcount of 11-50 employees.

Name

Health Trust Financial

Legal name

Health Trust Financial, Inc.

Website

https://healthtrustfinancial.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Health Trust Financial is an independent, multi-carrier health insurance brokerage founded in 1995 in Montgomery, Alabama, serving individuals, families, self-employed, small businesses, and Medicare beneficiaries via phone- and web-based licensed advisors, earning carrier commissions under an exclusive RamseyTrusted endorsement.

Ownership category

akta.pro rank

Product category

Health Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)

akta.pro primary industry

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Faith-Based Healthcare Ministries (Hospitals, Clinics, Medical Missions) (BPAGAJAH), Primary Care & General Medicine Virtual Care (Employer-Sponsored) (HLALADAA)

Keywords

• Health insurance brokerage
• Medicare plan comparison
• ACA marketplace plans
• Health sharing ministry
• Dental vision coverage

Headquarters

HQ city

Montgomery

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission Revenue: Health Trust Financial earns commissions from insurance carriers for placing customers in health insurance plans, Medicare products, and health sharing programs. The service is free to customers as the company is compensated by insurance providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Health Trust Financial is an independent health insurance agency that helps individuals, families, self-employed professionals, and small business owners compare and enroll in health insurance plans from multiple top-rated carriers (Blue Cross Blue Shield, Aetna, Humana, United Healthcare, Cigna, Kaiser Permanente) along with the Medi-Share Christian healthcare sharing ministry. Services include personalized advisor support, ACA marketplace enrollment, Medicare plan selection, short-term coverage, dental and vision plans, and Health Savings Accounts, all provided at no cost to the customer with revenue earned through carrier commissions.

Product overview

Health Trust Financial is an independent health insurance agency offering a comprehensive portfolio of health coverage solutions. The core offering centers on health insurance products including ACA Marketplace plans, Medicare coverage (Advantage, Supplements, Part D), and short-term plans, supplemented by the faith-based Medi-Share healthcare sharing ministry (with variants including Medi-Share Complete and Medi-Share 65+ for seniors). Add-on services include dental/vision plans and Health Savings Accounts. The company operates as a comparison and brokerage platform, helping individuals, families, self-employed professionals, and small business owners find and enroll in appropriate coverage, with services for Special Enrollment Periods and virtual care access. All offerings are aligned with the Ramsey financial philosophy and endorsed by Dave Ramsey.

Differentiator

Problem solved

Functional benefit

Products and services

• Health Insurance (Individual & Families) Comprehensive health insurance coverage for individuals and families, offering plans that cover doctor's visits, prescription drugs, preventative care, and other healthcare services, with personalized advisor support from licensed agents at no cost.
• Medicare Insurance Medicare coverage options for seniors aged 65 and older, including Medicare Advantage, Medicare Supplements, and Medicare Part D prescription drug plans, with licensed advisor guidance to compare carriers.
• Short-Term Health Insurance Plans Temporary health coverage providing limited benefits at affordable prices with quick coverage start dates, intended as a bridge for individuals between jobs or waiting for other coverage.
• Medi-Share A Christian healthcare sharing ministry where members voluntarily share each other's eligible medical expenses; members make monthly contributions based on household size and age, and after meeting the Annual Household Portion, qualifying medical bills are shared among the community.
• Medi-Share Complete Full-featured Medi-Share program option providing comprehensive healthcare sharing for individuals and families aligned with Christian values.
• Medi-Share 65+ A Medicare supplement option specifically designed for seniors aged 65 and older with Original Medicare (Parts A and B); a cost-sharing program where members contribute monthly to help cover eligible out-of-pocket expenses like deductibles and coinsurance.
• Dental and Vision Plans Supplemental dental and vision coverage that may include routine cleanings, fillings, eye exams, contact lenses, glasses, and more comprehensive procedures at reduced costs.
• Health Savings Accounts (HSAs) Tax-advantaged savings accounts paired with high-deductible health plans that allow users to save for medical expenses tax-free, with triple tax advantages on contributions, growth, and withdrawals for qualified medical expenses.
• Self-Employed and Small Business Health Insurance Health insurance solutions tailored for self-employed individuals and small business owners, including short-term medical plans, Medi-Share options, and assistance finding affordable coverage without employer-sponsored benefits.
• ACA Marketplace Plans Affordable Care Act health insurance plans available through the health insurance marketplace, offering coverage for pre-existing conditions, prescription medications, mental health services, and other essential benefits.
• Special Enrollment Periods Enrollment assistance for qualifying life events that allow individuals and families to enroll in or change health insurance outside the annual Open Enrollment Period, including events like marriage, birth, job loss, or relocation.
• Virtual Care Telehealth and virtual healthcare services providing 24/7 access to medical professionals for consultations, evaluations, and certain treatments remotely.

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Blue Cross Blue ShieldcoreChannel Partner/ Reseller/ DistributorInsurance carrier whose plans are offered through Health Trust Financial's comparison platform. One of the major carriers available to customers seeking health coverage.
• AetnacoreChannel Partner/ Reseller/ DistributorInsurance carrier whose plans are offered through Health Trust Financial's comparison platform.
• HumanacoreChannel Partner/ Reseller/ DistributorInsurance carrier whose plans are offered through Health Trust Financial's comparison platform.
• United Healthcare (UHC)coreChannel Partner/ Reseller/ DistributorInsurance carrier whose plans are offered through Health Trust Financial's comparison platform.
• CignacoreChannel Partner/ Reseller/ DistributorInsurance carrier whose plans are offered through Health Trust Financial's comparison platform.
• Kaiser PermanentecoreChannel Partner/ Reseller/ DistributorInsurance carrier whose plans are offered through Health Trust Financial's comparison platform.
• Medi-Share (Christian Healthcare Sharing Ministry)coreChannel Partner/ Reseller/ DistributorFaith-based healthcare sharing program endorsed by Health Trust Financial as an alternative to traditional health insurance. HTF offers Medi-Share, Medi-Share Complete, and Medi-Share 65+ products to customers seeking affordable, values-based healthcare options.
• The Ramsey Show / Dave Ramsey TeamflagshipGTM or Marketing PartnerExclusive RamseyTrusted endorsement relationship. Health Trust Financial is the only company the Ramsey Team recommends for health insurance. Dave Ramsey has known and trusted the company for over 20 years. This endorsement provides access to Ramsey's large audience of financially-conscious consumers who align with the company's values-based approach.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• QuoteWizard (LendingTree): Insurance comparison platform owned by LendingTree that distributes auto, home, and health insurance leads to carrier and agent partners. Overlaps with HTF on health lead generation and multi-carrier comparison but operates as part of a much broader financial services marketplace.

Direct peers

• eHealth: Long-standing online health insurance marketplace offering ACA, Medicare, short-term, and ancillary plans across multiple carriers. Highly comparable to HTF on product breadth, multi-carrier distribution model, and individual/family/senior target customer base, with the key difference being eHealth's proprietary technology platform and public-company scale.
• Healthcare.com: Online health insurance comparison and enrollment platform distributing ACA, short-term, Medicare, and supplemental plans across multiple carriers. Comparable to HTF in targeting individuals and families seeking health coverage comparison, and competes in the same SEO and direct-response acquisition channels.
• SelectQuote: Public, tech-enabled direct-to-consumer insurance brokerage that distributes health, life, and Medicare plans across multiple carriers. Closely comparable in model (multi-carrier comparison, agent-assisted phone sales, broad product portfolio) and serves the same individual, family, and senior segments as Health Trust Financial.
• Policygenius: Online insurance marketplace that distributes life, disability, home, auto, and (historically) health insurance across multiple carriers. Comparable as a multi-carrier digital brokerage with similar target customer segments, though its core focus has shifted toward life and disability.
• HealthMarkets: National independent insurance agency distributing individual, family, Medicare, and small-business health plans from multiple carriers via a network of licensed agents. Closely mirrors HTF's sales-led, agent-assisted, multi-carrier brokerage model.
• SmartFinancial: Online insurance comparison platform that lets consumers compare quotes from multiple carriers across health, auto, home, and other lines. Directly comparable on the health insurance comparison and quote-aggregation model that underpins HTF's customer experience.
• GoHealth: Public Medicare-focused health insurance brokerage that uses a technology platform combined with licensed agents to enroll consumers in Medicare Advantage, Supplements, and Part D plans. Directly comparable to HTF's Medicare distribution business and uses a similar agent-assisted, multi-carrier model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HealthTrustFinancial
• LinkedInlinkedin.com/company/healthtrust-financial

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 Health Trust Financial