True Choice

What True Choice does

True Choice is a US-based, privately-held insurance agency that operates in the Medicare market, connecting Medicare-eligible consumers with Medicare Advantage (MA) and Medicare Supplement (MS) plans offered by major health carriers. The company runs a high-volume, telephone-based contact center staffed by licensed health insurance agents who guide beneficiaries through plan selection and enrollment, and it works closely with carrier partners to deliver enrollment volume on a commission basis. The firm also generates secondary revenue through lead generation and referral services, routing qualified consumer traffic to partner carriers and agencies in exchange for transaction-based or referral compensation.

True Choice's core products are twofold. First, a consumer-facing Medicare health benefits service that helps individuals obtain additional health benefits and navigate coverage options. Second, a cloud-based telephone and lead management platform with comprehensive analytics that supports agent-led enrollment operations, performance monitoring, and data-driven adjustments. The platform is described as enabling rapid scaling and lower cost per sale by supporting a work-at-home, year-round agent model. The firm's website distinguishes propositions for agents, carriers, and consumers, indicating a multi-sided go-to-market that combines direct-to-consumer marketing (driven by a partner marketing agency) with a B2B channel-partner relationship to carriers.

Commercially, True Choice is a sales-led organization with both sales and inside-sales motions, compensated via commissions from health carriers and referral fees from lead generation. The company reports 11–50 employees, was founded around 2013, and operates from Layton, Utah, serving customers nationwide. Ownership is wholly private with no disclosed institutional or PE backing, and the company has no publicly disclosed funding rounds, revenue, or management team.

Name

True Choice

Legal name

True Choice LLC

Website

https://truechoiceagency.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

True Choice is a US-based, privately-held Medicare insurance agency that operates a cloud-based contact center staffed by licensed agents to enroll Medicare beneficiaries into Medicare Advantage and Medicare Supplement plans offered by major health carriers, monetizing through carrier commissions and lead-generation referrals.

Ownership category

akta.pro rank

Product category

Medicare Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Medicare Plan Administration & Third-Party Services (TPA/BPO, Enrollment, Billing) (FSAIAGAI)

Keywords

• Medicare insurance brokerage
• Medicare Advantage plans
• Health insurance agents
• Contact center operations
• Medicare enrollment services

Headquarters

HQ city

Layton

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicare Insurance Sales Commissions: True Choice generates revenue through commissions earned from Medicare Advantage (MA) and Medicare Supplement (MS) plan enrollments. Licensed health agents facilitate enrollment transactions with consumers, and the company receives compensation from health carriers for completed enrollments.
2. Lead Generation and Referral Services: The company drives qualified traffic and leads to partner health carriers and agencies, earning referral fees or transaction-based compensation for connecting consumers with appropriate Medicare coverage plans.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

True Choice Agency is a Medicare-focused health insurance brokerage that connects individual Medicare beneficiaries with Medicare Advantage and Medicare Supplement plans offered by carrier partners. The company operates a cloud-based telephone and lead management platform and a national network of licensed health insurance sales agents who guide consumers through coverage decisions via phone-based consultations. True Choice earns commission-based compensation from health carriers for completed enrollments.

Product overview

True Choice Agency is a healthcare-focused brokerage and contact center services provider operating in the Medicare space. The company offers two core offerings: (1) a cloud-based telephone/lead management platform with analytics that enables licensed sales agents to conduct Medicare enrollments, and (2) consumer-facing Medicare health benefits services that help individuals navigate and enroll in healthcare coverage. The platform serves as the operational backbone for their high-volume contact center operations, while the consumer services connect individuals with Medicare Advantage and related health plans offered by carrier partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Medicare Health Benefits Services Consumer-focused health benefits service that helps individuals obtain extra health benefits at no extra cost, including navigation and enrollment assistance for Medicare Advantage and Medicare Supplement plans offered by carrier partners. Aimed at Medicare-eligible consumers (typically seniors) and their families.
• Licensed Sales Agent Program (For Agents) Recruitment and ongoing employment program for licensed health insurance sales agents who handle Medicare enrollments by telephone. Offers year-round work-at-home positions, competitive compensation, powerful lead sources, cloud-based tools, and a culture fostered by leadership through virtual town meetings.
• Carrier Partnership Services (For Carriers) Channel partnership program for major health carriers and insurance agencies in which True Choice provides MA and MS enrollment services via its contact center and licensed agent network in exchange for commission-based compensation. Designed to help carriers achieve high-volume enrollment goals at a lower cost per sale.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Best-in-Class Marketing Agency (Unnamed)coreStrategic or Co-development PartnerTrue Choice has aligned itself with a best-in-class marketing agency possessing over 15 years of experience in the Medicare space. This partnership serves as a remarkable asset that consistently drives qualified traffic to True Choice, benefiting both consumers seeking coverage and carrier partners seeking enrollment volume.
• Major Health Carriers (Unnamed)coreChannel Partner/ Reseller/ DistributorTrue Choice works closely with major health carriers and agencies across the country, recruiting qualified licensed sales agents and facilitating Medicare Advantage and Medicare Supplement enrollments. The company helps carriers achieve MA and MS enrollment goals while driving lower cost per sale through functional contact center operations.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Benefytt Technologies: Benefytt was a Medicare and ACA-focused direct-to-consumer insurance distributor operating online and call-center channels selling MA and related plans to seniors. It is comparable as a Medicare-focused consumer brokerage with similar commission-based revenue.
• Assurance IQ: Assurance IQ is a technology-enabled insurance distribution platform (acquired by Prudential) selling Medicare, life, and ancillary products through licensed agents and a digital platform. It overlaps directly with True Choice's Medicare-focused licensed-agent distribution model.
• QuoteWizard (by MediaAlpha): QuoteWizard is an insurance comparison and lead-generation platform serving Medicare and other health and auto lines. It is comparable as a lead source and distribution channel connecting consumers with licensed agents, mirroring True Choice's reliance on its marketing partner.
• SelectQuote: SelectQuote is a publicly traded direct-to-consumer insurance distribution platform with a large Medicare-focused contact center and licensed agent base. It competes head-to-head with True Choice in driving MA and MS enrollments via inbound and outbound call center operations.
• GoHealth: GoHealth operates a Medicare-focused health insurance marketplace that connects beneficiaries with MA and Medicare Supplement plans through a proprietary technology platform and licensed agents. It is a scaled direct competitor to True Choice in Medicare enrollment distribution.
• eHealth: eHealth is a leading online Medicare insurance marketplace, offering MA, Medigap, and Part D plans via a licensed agent network. It is a direct competitor to True Choice in the consumer-facing Medicare brokerage segment with a more mature technology stack and public-company scale.
• HealthPlanOne: HealthPlanOne is a Medicare-focused insurance brokerage and lead-generation company selling MA, Medigap, and Part D plans via online and call-center channels. It is a direct competitor with a similar business model and carrier relationships.

Others

• MediaAlpha: MediaAlpha operates a programmatic customer acquisition platform for insurance and other verticals, supplying leads to carriers and agents. It is comparable to True Choice's strategic marketing partner in generating qualified Medicare consumer leads at scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/microcap-growth

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 True Choice