Covering Wisconsin
Covering Wisconsin is a UW-Madison Division of Extension non-profit program that provides free, federally-certified health insurance enrollment assistance to Wisconsin residents across all 72 counties via approximately 42 multilingual navigators.
- Company typePrivate
- Founded2014
- HeadquartersMilwaukee, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Covering Wisconsin does
Covering Wisconsin is a non-profit health insurance navigator program operating as a unit within the University of Wisconsin-Madison Division of Extension. Founded in 2014 under the Affordable Care Act, the organization delivers free, federally-certified enrollment assistance to Wisconsin residents across all 72 counties through a team of approximately 42 navigators, including 11 bilingual Spanish-speakers and 2 bilingual Hmong-speakers, with interpreter services available in 15+ additional languages. Its core offering is one-on-one navigation through ACA Marketplace, BadgerCare Plus, and Medicaid enrollment — delivered via in-person appointments, phone, video, and an online scheduling platform called GetCovered Connector — supplemented by community outreach (44,963+ individuals contacted at events in 2025), an annual Wisconsin Health Insurance Enrollment Conference (362 registrants, 122 organizations in 2025), and Regional and Affinity Networks coordinating 2,250 participants across agencies, carriers, and community organizations.
The business model is grant-funded rather than revenue-generating: all services to consumers are provided free of charge, and the operating budget of approximately $3.1-3.2 million annually has historically been supported by federal CMS/HHS Navigator grants (roughly 75%), with supplementary funding from UW Health, Wisconsin DHS, Dane County, Milwaukee Shared Community Investment Fund, Molina Healthcare, Dean Health Plan, UnitedHealthcare, Wisconsin Hospital Association, Evjue Foundation, and other foundations. In February 2025, CMS announced a 90% reduction in national Navigator program funding effective for plan year 2026, dropping Covering Wisconsin's federal award from approximately $3.1 million to approximately $300,000 — a structural shock that has already triggered navigator headcount reductions from 50 to roughly 44 and a scaling-back of outreach and professional training programs. The organization recorded a 97% navigator satisfaction rating and facilitated enrollment of 291,336 Wisconsin residents in ACA Marketplace plans during the 2025-26 Open Enrollment period.
Covering Wisconsin firmographics
Firmographics- Name
- Covering Wisconsin
- Legal name
- Covering Wisconsin
- Website
- https://coveringwi.org
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Covering Wisconsin is a UW-Madison Division of Extension non-profit program that provides free, federally-certified health insurance enrollment assistance to Wisconsin residents across all 72 counties via approximately 42 multilingual navigators.
- Ownership category
- akta.pro rank
Covering Wisconsin industry classification
Industry- Product category
- Health Insurance Navigation Services
- NAICS
- Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Managed Care / Network-Based Group Health Plans (Carrier Network Products) (FSAIAFAO)
- akta.pro secondary industry
- Off-Exchange Individual & Family Plans (HLAEABAB)
Keywords
Where Covering Wisconsin is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Covering Wisconsin business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Federal Navigator Grants: Primary funding from federal CMS/HHS Navigator program grants, representing approximately three-quarters of budget. Award of $1,976,369 with 16% from CMS/HHS and $373,805 (19%) from non-governmental sources. Previous grants of $3.1-3.2 million annually.
- Contributions and Donations: Individual and organizational contributions from supporters including healthcare providers, insurers, and foundations. Promotional materials indicate contributions help advance health and well-being of Wisconsin residents.
- Healthcare System ROI: Indirect value generated through reduced uncompensated care when Wisconsinites are enrolled in coverage. Adding 1,000 consumers to subsidized ACA coverage yields estimated $6.8 million in annual federal subsidy support (10:1 return).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Navigator Services - Health insurance help available to all Wisconsin residents at no cost |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Covering Wisconsin product offering
Product offeringCore offering
Covering Wisconsin provides free, federally-certified health insurance navigation and enrollment assistance to Wisconsin residents. Approximately 42 trained navigators help consumers compare plans, submit applications for ACA Marketplace coverage (Healthcare.gov) and BadgerCare Plus/Medicaid, resolve billing and coverage issues, file eligibility appeals, and provide year-round multilingual support in 15+ languages. Services are delivered in person, by phone, video, and via the GetCovered Connector online scheduling tool.
Product overview
Covering Wisconsin is a program of the University of Wisconsin-Madison Division of Extension that provides free health insurance navigation services to Wisconsin residents. The core offering consists of Navigator Services (federally-certified enrollment assisters who help consumers understand and sign up for ACA Marketplace, BadgerCare Plus, and Medicaid), supported by the GetCovered Connector scheduling tool. The program also provides Educational Resources, runs the annual Wisconsin Health Insurance Enrollment Conference for professional development, facilitates Regional Enrollment Networks for statewide coordination, and offers Language Access Services to serve non-English speaking residents.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 291,336 Wisconsin residents enrolled in ACA Marketplace plans during 2025-26 Open Enrollment
- +4 more outcomes
Companies that use Covering Wisconsin
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Covering Wisconsin technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Covering Wisconsin partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major and minor.
- ABC for Rural HealthcorePartnership for delivering enrollment services and conducting local outreach across Wisconsin's rural communities. ABC for Rural Health is one of multiple community organizations collaborating with Covering Wisconsin for statewide coverage assistance.
- Allied Wellness CentercoreCollaboration for community-based health insurance enrollment assistance and outreach coordination in local communities.
- Bread of Healing CliniccorePartnership providing enrollment assistance to patients and community members seeking health coverage.
- Centro Hispano of Dane CountycoreCollaboration providing bilingual Spanish-language enrollment assistance and culturally appropriate outreach to Latino communities in Dane County.
- Sixteenth Street Community Health CenterscorePartnership delivering enrollment services at community health center locations serving diverse Milwaukee populations.
- Northlakes Community CliniccoreFederally Qualified Health Center partnership for comprehensive enrollment assistance services.
- Family Health Center of MarshfieldcorePartnership providing enrollment assistance and health coverage navigation for patients and community members.
- UW HealthmajorMajor healthcare system partner providing financial support and community relations collaboration for health coverage outreach programs. UW Health contributes to Covering Wisconsin's navigator funding.
- Wisconsin Department of Health ServicescoreState agency partnership for Medicaid/BadgerCare enrollment coordination and policy alignment. Covering Wisconsin receives state funding support and collaborates on enrollment initiatives.
- Public Health Madison & Dane CountycoreLocal public health department partnership for coordinated health coverage outreach and enrollment assistance.
- Common Ground Healthcare CooperativeminorHealthcare cooperative providing sponsorship support and community partnership for enrollment initiatives.
- Dean Health Plan by MedicaminorHealth insurer providing sponsorship support for enrollment education programs and conference.
- Molina HealthcareminorHealth insurer providing sponsorship support for enrollment education and professional development.
- United Healthcare Community PlanminorHealth insurer providing sponsorship and community support for coverage outreach programs.
- Wisconsin Hospital AssociationminorHealthcare industry association providing sponsorship support for enrollment education initiatives.
- Milwaukee Enrollment NetworkcoreCollaborative enrollment network coordinating ACA enrollment efforts across Milwaukee County with Covering Wisconsin leadership.
Scale indicators13 records
Recent moves6 records
Expansion highlights5 records
Covering Wisconsin competitors and assessment
Company assessmentOthers
- Wisconsin Department of Health Services (DHS): Wisconsin's state Medicaid agency administering BadgerCare Plus and Medicaid, with which Covering Wisconsin partners for enrollment coordination. An ecosystem partner rather than a competitor; shares the Medicaid enrollment mission and is a major Covering Wisconsin partner and funder.
Emerging players
- HealthSherpa: Private online ACA Marketplace enrollment platform and broker network that competes with navigator programs by offering free enrollment assistance backed by carrier commissions. Comparable target market and product (Marketplace enrollment) but distinct commercial business model.
- United Way 211: National 211 referral service that, in many states including Wisconsin, helps connect residents with health insurance and social service resources including navigator programs. Overlapping mission in connecting consumers to coverage assistance, with broader social service scope.
Direct peers
- MNsure: Minnesota's state-based health insurance marketplace and navigator program, providing free enrollment assistance to residents in ACA Marketplace and MinnesotaCare plans. Directly comparable in mission, structure as a state-level navigator entity, and reliance on federal/state funding.
- Pennie: Pennsylvania's state-based health insurance marketplace and navigator program, providing free enrollment assistance to state residents for ACA Marketplace and Medicaid coverage. Directly comparable in operating model, target population, and federal grant funding structure.
- Get Covered Illinois: Illinois's official health insurance marketplace and navigator assistance program serving residents seeking ACA Marketplace and Medicaid coverage. Comparable as a state-based navigator entity with similar community outreach and consumer education focus.
- Washington Healthplanfinder: Washington state's health insurance exchange and navigator program, providing free enrollment assistance for QHP and Apple Health (Medicaid) coverage. Comparable in mission, statewide navigator network, and community-based partner model.
- NY State of Health: New York's official health insurance marketplace, including its navigator and enrollment assistance programs serving individuals, families, and small businesses. Comparable as a state-based navigator entity providing free enrollment help across Marketplace, Medicaid, and Child Health Plus.
- BeWell New Mexico: New Mexico's state-based health insurance marketplace and navigator program providing free enrollment assistance for QHP and Medicaid coverage. Comparable in operating as a state-orchestrated navigator entity serving a mix of Marketplace and Medicaid populations.
- Maryland Health Connection: Maryland's state-based health insurance marketplace with navigator and connector entities providing free enrollment assistance for individuals and small businesses. Comparable in structure, multilingual support, and partnership with FQHCs and community organizations.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Covering Wisconsin social profiles
Digital presenceCovering Wisconsin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Covering Wisconsin leadership team
Management profileNumber of profiles
Profiles12 records
Covering Wisconsin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Covering Wisconsin 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 Covering Wisconsin
What does Covering Wisconsin do?
Covering Wisconsin provides free, federally-certified health insurance navigation and enrollment assistance to Wisconsin residents. Approximately 42 trained navigators help consumers compare plans, submit applications for ACA Marketplace coverage (Healthcare.gov) and BadgerCare Plus/Medicaid, resolve billing and coverage issues, file eligibility appeals, and provide year-round multilingual support in 15+ languages. Services are delivered in person, by phone, video, and via the GetCovered Connector online scheduling tool.
Is Covering Wisconsin a public or private company?
Covering Wisconsin is a private company. It is classified as state government owned and is currently operating.
When was Covering Wisconsin founded?
Covering Wisconsin was founded in 2014. It employs 11 to 50 people.
Where is Covering Wisconsin based?
Covering Wisconsin is headquartered in Milwaukee, United States, in the North America region.
How does Covering Wisconsin make money?
Three revenue lines are on record. Federal Navigator Grants are the primary driver. The others are contributions and Donations and healthcare System ROI.
Who are Covering Wisconsin's main competitors?
Wisconsin Department of Health Services (DHS) is listed as an others. Emerging players are HealthSherpa and United Way 211. Direct peers are MNsure, Pennie, Get Covered Illinois, Washington Healthplanfinder, NY State of Health, BeWell New Mexico and Maryland Health Connection.
Does Covering Wisconsin have an API?
No public API is recorded for Covering Wisconsin.
What industry is Covering Wisconsin in?
Covering Wisconsin's product category is Health Insurance Navigation Services. Its primary akta.pro industry code is FSAIAFAO, Managed Care / Network-Based Group Health Plans (Carrier Network Products), with a secondary code of HLAEABAB, Off-Exchange Individual & Family Plans. Its NAICS code is 52421 and its SIC code is 6411.