GoBenefits
GoBenefits is a Dallas-based licensed insurance agency and SaaS platform that quotes, enrolls, and administers group health insurance and ACA compliance for US small and mid-sized businesses, with primary focus on restaurant and hospitality employers.
- Company typePrivate
- Founded2015
- HeadquartersDallas, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What GoBenefits does
GoBenefits is a Dallas-based, licensed National Insurance Agency that operates a cloud-based SaaS platform for group health insurance quoting, employee enrollment, ongoing benefits administration, and ACA compliance reporting. The company targets US small and mid-sized businesses with 7 to 250-plus employees, with particular focus on the restaurant and hospitality vertical and hourly workforces that are typically underserved by traditional group plans. The platform is structured as four integrated modules — Insurance Quoting, Online Enrollment, Benefits Administration, and ACA Compliance — supported by a native QuickBooks Online payroll integration that synchronizes employee records, life events, and deductions. GoBenefits monetizes through a tiered subscription model (Beginner free, Intermediate at $400 per year adding COBRA administration, and Pro at $1,500 per year adding full ACA 1094/1095 reporting, safe harbor contributions, lookback measurement, and Form 5500 filing), supplemented by carrier commissions on group health placements made through its licensed-agency capacity.
The company distributes primarily through a hybrid direct-digital and partnership channel mix, including a self-serve web application, a QuickBooks App Store listing, and high-leverage alliances with the National Restaurant Association (exclusive benefits platform for member operators), Chick-fil-A (white-label benefits portal integrated into CFA corporate payroll via Vendor Bridge), and the ACEC Life/Health Trust (engineering-firm distribution). The platform supports both self-service SMB enrollment and dedicated account management, with defined contribution and ICHRA positioning that broadens the addressable market beyond traditional fully-insured group plans.
Strategically, GoBenefits pursues vertical-association distribution and white-label franchise deployment as its primary growth levers rather than broad horizontal SaaS marketing. The combination of regulatory licensing across most US states, carrier relationships with UnitedHealthcare and other national/regional carriers, and payroll-system integrations creates workflow embeddedness with SMB customers. The company is privately held with no disclosed institutional funding, operates from a single Dallas headquarters, and is presently active with no indication of acquisition, closure, or IPO.
GoBenefits firmographics
Firmographics- Name
- GoBenefits
- Legal name
- GoBenefits
- Website
- https://gobenefits.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GoBenefits is a Dallas-based licensed insurance agency and SaaS platform that quotes, enrolls, and administers group health insurance and ACA compliance for US small and mid-sized businesses, with primary focus on restaurant and hospitality employers.
- Ownership category
- akta.pro rank
Where GoBenefits is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GoBenefits business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Subscription Tiers: Three-tier subscription model: Beginner (Free) for basic quoting and enrollment, Intermediate ($400/year) adding COBRA administration, and Pro ($1500/year) adding full ACA reporting including 1094/1095 forms, Safe Harbor contributions, and lookback measurement. Subscription-based annual billing provides predictable recurring revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier for small groups with basic needs |
| Subscription | Annual | Mid-tier with COBRA administration for growing businesses |
| Subscription | Annual | Full-service tier with ACA compliance for larger groups |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
GoBenefits product offering
Product offeringCore offering
GoBenefits is a licensed national insurance agency and SaaS platform that helps small and mid-sized businesses quote, enroll in, and administer group health, dental, and vision benefits through a defined contribution approach. It combines insurance brokerage with technology for quoting, online enrollment, payroll synchronization via QuickBooks, and ACA compliance reporting (1094/1095). The company serves SMBs (7-250+ employees) across the United States, with particular focus on restaurant, hospitality, and franchise operators.
Product overview
GoBenefits is a national group health insurance agency and employee benefits platform that operates as a single integrated system combining four core service modules: Insurance Quoting, Online Enrollment Service, Benefits Administration Service, and ACA Compliance Service. The platform is supported by a native QuickBooks Integration for payroll synchronization and includes specialized solutions for restaurant industries. GoBenefits offers a tiered pricing structure (Beginner Free, Intermediate $400/year, and Pro $1500/year) with additional free tools like the ACA Eligibility Calculator. The GoBenefits Platform serves as the umbrella product connecting all services, while the Chick-fil-A Benefits Portal represents a white-label implementation for franchise operators.
Differentiator
Problem solved
Functional benefit
Products and services
- GoBenefits Platform
Quantifiable outcome
- Employees can reduce healthcare costs by $1,000-$2,000 annually through optimized benefits structure
- +2 more outcomes
Companies that use GoBenefits
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
GoBenefits technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
GoBenefits partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- UnitedHealthcarecorePrimary medical insurance carrier partner providing group health insurance plans and UnitedHealthcare Level-funded options through the GoBenefits platform. Other national and regional carriers are manually quoted for each group.
- QuickBooks OnlinecoreDirect payroll system integration enabling automatic employee data sync, enrollment/termination workflow triggers, and payroll deduction alignment. Listed in QuickBooks App Store as integrated application.
- National Restaurant AssociationcoreStrategic partnership to offer affordable health plans for all restaurant operators in all states. GoBenefits works closely with the National Restaurant Association to provide comprehensive benefits solutions to member businesses.
- Chick-fil-AcoreGoBenefits powers the Chick-fil-A Benefits Portal with integration into CFA corporate payroll through Vendor Bridge. Medical plans through UnitedHealthcare, STD/LTD through One America, supplemental life through Western & Southern.
- ACEC (American Council of Engineering Companies)minorPartnership to offer the ACEC Life/Health Trust program to engineering firm members, providing access to competitive rates through group purchasing power and national PPO network options including Blue Cross Blue Shield.
- One AmericaminorSTD (Short-Term Disability) and LTD (Long-Term Disability) insurance carrier partner for Chick-fil-A franchise operators through the GoBenefits platform.
- Western & SouthernminorSupplemental life insurance carrier partner for Chick-fil-A franchise operators through the GoBenefits platform.
- Vendor BridgecoreIntegration technology enabling connection between GoBenefits platform and Chick-fil-A corporate payroll system for automated employee data synchronization and deduction management.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
GoBenefits competitors and assessment
Company assessmentBroad incumbents
- ADP: ADP is the dominant incumbent in payroll and HR services with extensive benefits administration and insurance brokerage capabilities via ADP TotalSource and RUN/Workforce Now. It serves the same SMB segment as GoBenefits but as part of a much broader product portfolio.
- Paychex: Paychex offers payroll, HR, and benefits administration for SMBs across the US. It competes with GoBenefits on group benefits and ACA compliance but as an add-on within a comprehensive payroll suite.
Direct peers
- PeopleKeep: PeopleKeep is an ICHRA/defined contribution benefits administration platform built specifically for small businesses. It overlaps with GoBenefits on the defined contribution health benefits model and SMB target market.
- Justworks: Justworks provides HR, payroll, and benefits administration with health insurance brokerage for SMBs. It competes head-to-head with GoBenefits on SMB group health offerings, though it bundles a full PEO-style service rather than selling a standalone benefits SaaS.
- Gusto: Gusto is a payroll, HR, and benefits administration platform targeting SMBs. It overlaps directly with GoBenefits on group health insurance quoting/enrollment and benefits administration, with broader payroll depth and significantly larger scale and funding.
- Zenefits: Zenefits is a cloud-based HR platform with benefits administration, ACA compliance, and insurance brokerage. It targets a similar SMB customer base with an integrated tech-and-broker model that closely mirrors GoBenefits' positioning.
- Take Command Health: Take Command Health is an ICHRA administrator serving small and mid-sized employers with defined contribution health benefits. It shares GoBenefits' core ICHRA/defined contribution thesis and SMB focus.
- SimplyInsured: SimplyInsured is a digital insurance brokerage that helps small businesses compare and purchase group health insurance online. Its self-serve quoting and enrollment experience directly mirrors GoBenefits' SMB positioning.
Emerging players
- Thatch: Thatch is an emerging ICHRA-focused health benefits platform for SMBs and startups. It competes with GoBenefits on the defined contribution model but is earlier-stage and more focused on tech/startup employers.
Others
- Mineral: Mineral (formerly ThinkHR) provides HR compliance and advisory content and is explicitly referenced by GoBenefits as its HR guidance partner. It is an ecosystem/enabling partner rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
GoBenefits social profiles
Digital presenceGoBenefits financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoBenefits leadership team
Management profileNumber of profiles
Profiles1 record
GoBenefits funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoBenefits 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 GoBenefits
What does GoBenefits do?
GoBenefits is a licensed national insurance agency and SaaS platform that helps small and mid-sized businesses quote, enroll in, and administer group health, dental, and vision benefits through a defined contribution approach. It combines insurance brokerage with technology for quoting, online enrollment, payroll synchronization via QuickBooks, and ACA compliance reporting (1094/1095). The company serves SMBs (7-250+ employees) across the United States, with particular focus on restaurant, hospitality, and franchise operators.
Is GoBenefits a public or private company?
GoBenefits is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GoBenefits founded?
GoBenefits was founded in 2015. It employs 1 to 10 people.
Where is GoBenefits based?
GoBenefits is headquartered in Dallas, United States, in the North America region.
How does GoBenefits make money?
One revenue line is on record: platform Subscription Tiers.
Who are GoBenefits's main competitors?
Broad incumbents on record are ADP and Paychex. Direct peers are PeopleKeep, Justworks, Gusto, Zenefits, Take Command Health and SimplyInsured. Thatch is listed as an emerging player. Mineral is listed as an others.
Does GoBenefits have an API?
No public API is recorded for GoBenefits.