What BeWellnm does

BeWellnm (legal name: New Mexico Health Insurance Exchange) is the official state-based health insurance marketplace for New Mexico, established under the Affordable Care Act and operated as a non-profit state government entity. The organization connects New Mexico residents — individuals, families, Native Americans, small businesses, and self-employed individuals — to qualified health and dental insurance plans offered by five participating carriers: BlueCross BlueShield of New Mexico, Presbyterian Health Plan, Molina Healthcare, United Healthcare, and Best Life Dental. Consumers access coverage through a self-service web portal (enroll.bewellnm.com) or via a state-funded network of certified brokers and assisters who provide free, unbiased enrollment help across all New Mexico counties. The product portfolio spans Bronze, Silver, Gold, Turquoise (state-enhanced), and Clear Cost plan levels, with optional standalone dental coverage available year-round.

The underlying platform is the GetInsured enrollment technology, which handles anonymous plan browsing, eligibility determination, application processing, and consumer account management. BeWell does not charge consumers; instead, the marketplace is funded through carrier participation fees under the ACA, supplemented by state appropriations channeled through the New Mexico Health Care Authority's Health Care Affordability Fund. Financial assistance is delivered through multiple stacked programs: federal Advance Premium Tax Credits, state-funded New Mexico Premium Assistance, the Native American Premium Assistance (NAPA) program, Turquoise Plan cost-sharing reductions, and the Easy Enrollment Program that links state tax filing to eligibility discovery. BeWell also supports ICHRA and QSEHRA arrangements for small businesses. Operations are integrated with multiple state agencies (Human Services Department, Health Care Authority, Office of Superintendent of Insurance) and the Indian Health Service / Tribal Health Care Center network, with a CEO (Bruce Gilbert) and a small team headquartered in Albuquerque overseeing enrollment, outreach, and compliance functions.

Name

BeWellnm

Legal name

New Mexico Health Insurance Exchange

Website

https://bewellnm.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

BeWellnm (New Mexico Health Insurance Exchange) is the state's official ACA marketplace, connecting New Mexico residents to subsidized health and dental plans from five carriers through a GetInsured-powered enrollment portal and a statewide certified-assister network.

Ownership category

akta.pro rank

Product category

Health Insurance Marketplace

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Insurance Carriers and Related Activities (524), Insurance Agencies and Brokerages (524210)

SIC

Hospital & Medical Service Plans (6324), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

ACA Marketplace (On-Exchange) Individual Plans (FSAIAEAA)

akta.pro secondary industries

CO-OP / Nonprofit Individual Market Plans (HLAEABAH), Compliance, Reporting & Regulatory Administration (ERISA/ACA/No Surprises) (HLAEALAJ)

Keywords

• Health insurance marketplace
• State-based exchange
• ACA enrollment
• Subsidized health plans
• Insurance carrier platform

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Carrier Participation Fees: BeWell operates as New Mexico's official state-based health insurance marketplace under the Affordable Care Act. Revenue is derived from fees charged to participating insurance carriers for enrollment and coverage administration through the platform, functioning as a regulatory marketplace rather than a direct consumer billing entity.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

BeWellnm is New Mexico's official state-based health insurance marketplace operating under the Affordable Care Act. It aggregates qualified health insurance plans from multiple carriers (BlueCross BlueShield of New Mexico, Presbyterian Health Plan, Molina Healthcare, United Healthcare, and Best Life Dental) and connects individual consumers, families, and small businesses to coverage through an online enrollment portal (enroll.bewellnm.com) supported by free certified assisters and brokers. The marketplace administers federal Advance Premium Tax Credits (APTC), New Mexico Premium Assistance, Turquoise Plans, Native American Premium Assistance (NAPA), and Easy Enrollment via state tax filing.

Product overview

BeWell is New Mexico's official state-based health insurance marketplace—a single platform connecting residents to qualified health insurance plans from multiple carriers along with financial assistance programs. The core offering is the BeWell Marketplace where consumers shop and enroll in Bronze, Silver, Gold, Turquoise (state-enhanced), and Clear Cost (standardized) health plans, with optional standalone dental coverage. Financial assistance is delivered through multiple subsidy programs: Advance Premium Tax Credits (APTC) from the federal government, New Mexico Premium Assistance for state-level backfill, and Native American Premium Assistance (NAPA) for tribal members. The Easy Enrollment program integrates with state tax filing for streamlined eligibility discovery. For small businesses, BeWell supports Individual Coverage HRAs (ICHRA) and QSEHRAs as alternative benefit structures. Free certified assister services provide human support throughout the enrollment and account management process.

Differentiator

Problem solved

Functional benefit

Products and services

• BeWell Health Insurance Marketplace New Mexico's official state-based health insurance marketplace where individuals and families can shop for, compare, and enroll in qualified health insurance plans from multiple carriers, and access financial subsidies such as Advance Premium Tax Credits (APTC) and New Mexico Premium Assistance to lower monthly premiums.
• Bronze Level Health Plans Health insurance plans with the lowest monthly premiums but highest out-of-pocket costs. Bronze plans cover approximately 60% of healthcare costs while the enrollee pays 40%. Suitable for individuals who rarely need medical services and want minimal monthly expenses.
• Silver Level Health Plans Mid-tier health insurance plans with moderate monthly premiums and moderate cost-sharing. Silver plans cover approximately 70% of healthcare costs while the enrollee pays 30%. Also required to access Cost-Sharing Reductions (CSR) for income-eligible individuals.
• Gold Level Health Plans Health insurance plans with the highest monthly premiums but lowest out-of-pocket costs. Gold plans cover approximately 80% of healthcare costs while the enrollee pays 20%. Best suited for individuals who need frequent medical care and want to minimize costs when using services.
• Turquoise Plans State-enhanced health insurance plans offering the most savings on out-of-pocket costs (deductibles, copays, coinsurance) for New Mexicans with household incomes between 100% and 400% of the Federal Poverty Level. Turquoise Plans are available in Gold and Silver levels and are subsidized through the state's Health Care Affordability Fund.
• Clear Cost Plans Standardized health insurance plans offered by all marketplace carriers in Gold and Silver levels with fixed out-of-pocket costs for primary care visits, generic prescriptions, and emergency services. These plans have no coinsurance and include maximum out-of-pocket limits for predictable cost management.
• Standalone Dental Plans Affordable dental insurance plans available as standalone coverage through marketplace carriers (including Best Life Dental), enrollable any time throughout the year without open or special enrollment period restrictions. Dental coverage includes preventive care, basic procedures, and major services depending on the plan tier.
• Easy Enrollment Program A state tax form-based enrollment program allowing New Mexicans to check a box on their state income tax return to discover eligibility for low-cost or free health insurance through Medicaid or BeWell, enabling immediate simplified enrollment if qualified.
• New Mexico Premium Assistance State-funded financial assistance program providing subsidies to backfill loss of enhanced federal premium tax credits for New Mexicans, particularly those with incomes over 400% of the Federal Poverty Level. Administered through June 30, 2027 to prevent coverage disruptions.
• Native American Premium Assistance (NAPA) Enhanced premium assistance program for Native Americans who are members of federally recognized Tribes, providing free premium options for individuals and families with incomes up to 300% FPL and reduced premiums for those with incomes between 300-400% FPL.
• Individual Coverage Health Reimbursement Arrangement (ICHRA) Employer-sponsored benefit allowing employees to receive defined, non-taxed reimbursements for qualified medical expenses including monthly health insurance premiums, copayments, and deductibles. Employers can contribute flexible amounts without annual minimum or maximum requirements.
• Qualified Small Employer HRA (QSEHRA) Health savings account option for small businesses with fewer than 50 full-time employees, allowing them to provide HRA benefits to help employees purchase health insurance plans through BeWell during the Open Enrollment Period and pay for qualified medical expenses.
• Certified Assister Services Free, unbiased enrollment assistance provided by certified brokers and assisters across New Mexico who are not affiliated with any insurance carrier and help individuals find health insurance that fits their needs and budget. Available via appointment, phone, chat, and virtual sessions.

Quantifiable outcome

• 40% of eligible New Mexicans pay $10 or less per month for health insurance through BeWell
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• BlueCross BlueShield of New MexicocoreOthersBlueCross BlueShield of New Mexico is one of the health insurance carriers offering plans through the BeWell marketplace. Customers can select BCBSNM plans during enrollment and make payments through the carrier's member portal or by mail.
• Presbyterian Health PlancoreOthersPresbyterian Health Plan offers health insurance plans through the BeWell marketplace. Presbyterian issues member ID cards and handles billing, with invoices running on the 13th of each month.
• Molina HealthcarecoreOthersMolina Healthcare provides health insurance plans through the BeWell marketplace. Molina handles member services, billing, and premium collection for enrolled customers.
• United HealthcarecoreOthersUnited Healthcare offers health insurance plans through the BeWell marketplace. United Healthcare manages its own member billing, with premiums due on the 1st of each month.
• Best Life DentalcoreOthersBest Life Dental offers standalone dental insurance plans through the BeWell marketplace. Unlike health insurance, dental plans can be enrolled in at any time throughout the year with no open enrollment period required.
• Indian Health Service (IHS) and Tribal Health Care CenterscoreStrategic or Co-development PartnerBeWell complements IHS and Tribal Health Care Center coverage. Having insurance through BeWell allows IHS/Tribal centers to receive payment for services, which helps fund care for other community members. There is no copayment, deductible, or coinsurance at IHS or Tribal Health Care Centers for enrolled members.
• New Mexico Health Care Authority (HCA)coreStrategic or Co-development PartnerThe HCA administers state healthcare coverage programs including the Health Care Affordability Fund, which funds NM Premium Assistance and Turquoise Plans. HCA also oversees the 2026 DACA Coverage Program for eligible DACA recipients. BeWell and HCA share information and coordinate on eligibility for state-funded assistance programs.
• New Mexico Human Services DepartmentcoreStrategic or Co-development PartnerThe Human Services Department (HSD) is a key state partner overseeing public assistance programs. BeWell coordinates with HSD on Medicaid ineligibility referrals and integrates with the ASPEN eligibility system for seamless transitions between Medicaid and marketplace coverage.
• Office of Superintendent of Insurance of New Mexico (OSI)coreStrategic or Co-development PartnerOSI provides regulatory oversight of insurance markets in New Mexico and has partnered with BeWell on analyses of premium impacts. OSI also handles consumer complaints regarding carrier decisions. The OSI logo appears on BeWell's website as an official partner.
• Central New Mexico (CNM) Community CollegeminorGTM or Marketing PartnerBeWell holds regular in-person enrollment events at CNM Main Campus KW Building, providing health insurance enrollment assistance to students and the campus community. Multiple weekly sessions are scheduled throughout the year.
• GetInsuredcoreTechnology or IntegrationGetInsured provides the underlying technology platform powering BeWell's enrollment portal and backend systems. The partnership enables BeWell's plan browsing, eligibility determination, application processing, and account management capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MNsure: Minnesota's state-based ACA marketplace. Comparable single-state exchange with carrier participation, broker/assister support, and integrated eligibility screening — directly comparable scope to BeWell.
• Massachusetts Health Connector: Massachusetts' state-based ACA marketplace. Closely comparable operating model with carrier participation, state subsidies (ConnectorCare), and certified navigator network — directly analogous to BeWell's structure.
• Covered California: California's official state-based ACA marketplace. Direct peer to BeWell with the same regulatory mandate, subsidy-distribution authority, and carrier-participation revenue model, but operating at significantly greater scale in a larger state.
• Maryland Health Connection: Maryland's official state-based marketplace. Direct peer operating the same ACA exchange functions — plan comparison, APTC distribution, Medicaid transition — within a single state jurisdiction.
• Washington Healthplanfinder: Washington state's official ACA marketplace. Direct peer offering individual market enrollment, APTC distribution, and integrated state-agency eligibility verification similar to BeWell's relationship with NM HCA and HSD.
• Connect for Health Colorado: Colorado's official state-based health insurance marketplace. Operates the same exchange model with multiple carriers, certified assisters, and state-funded affordability programs — directly comparable to BeWell.
• NY State of Health: New York's official state-based health insurance marketplace. Functions identically to BeWell as the sole ACA exchange distributor in its state, offering qualified health plans, APTC, and state-funded subsidies through certified assisters.

Emerging players

• GetInsured: Technology vendor that powers BeWell's enrollment portal and backend systems. While not a direct exchange competitor, GetInsured enables multiple state-based marketplaces and represents a potential platform-level peer or replacement vendor for BeWell's operations.

Others

• Kaiser Permanente (individual market): Integrated managed-care organization that participates as a carrier on several state exchanges including in adjacent markets. Indirectly comparable as a participating health plan that competes for marketplace enrollees in markets adjacent to BeWell's.

Broad incumbents

• Healthcare.gov: The federal ACA marketplace operated by CMS. Functions as the fallback exchange for states without a state-based marketplace and as a direct alternative where BeWell does not offer unique state subsidies. Broad incumbent serving the uninsured nationwide.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NMHIX
• YouTubeyoutube.com/channel/UCmiIbrnW3Y65HlFBBDigCog
• Facebookfacebook.com/beWellnm
• LinkedInlinkedin.com/company/bewellnm
• Instagraminstagram.com/bewell_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 BeWellnm