Goodfriend Health Insurance Advisors

What Goodfriend Health Insurance Advisors does

Goodfriend Health Insurance Advisors is a Florida-based independent insurance brokerage headquartered in Port Charlotte, FL. The firm distributes health, dental, life, Medicare, and retirement products from multiple major carriers (Florida Blue, Aetna, Cigna, Humana, United Healthcare, WellCare, Freedom Health, Devoted) to Florida residents across 16 counties, with particular depth in Medicare Advantage plans. Its service mix spans Individual Health Insurance (ACA marketplace HMO/PPO/EPO options), Medicare Health Plans including Medicare Advantage and Part D Prescription Drug Plans, Dental Insurance, Term Life Insurance, and Indexed Universal Life Insurance structured into a Family Retirement Plan under IRS section 7702. The company also runs a Prescription Drug Lookup intake service and publishes educational resources such as the 'Alphabet Soup of Medicare' guide and the Goodfriend Gazette blog.

The firm's business model is a commission-based independent agency model: revenue is generated from carrier commissions when clients are matched to and enrolled in coverage, with no proprietary insurance underwriting or claims capability. Go-to-market is direct-to-consumer via phone (888-300-9995), online appointment booking at schedule.goodfriendhealthinsurance.com, and a consultative three-step process (review, discuss, ongoing support). Marketing relies on educational content marketing, local SEO, and Google reviews rather than paid acquisition infrastructure. The leadership team consists of insurance advisors Brian Goodfriend and Justin Brock, with G2 Risk Solutions certification held by Brian Vincent Goodfriend.

Technology and operations are non-proprietary: the firm runs a standard CMS website, Jotform intake forms, and an online scheduler. There is no disclosed AI, no mobile app, and no public API or integrations. Ownership is private and owner-operated, with no disclosed venture capital, no parent company, and no acquisition history. The company is actively operating, with website copyright extending to 2026, and serves all Florida residents from its single Port Charlotte office with a 51-100 employee headcount range.

Name

Goodfriend Health Insurance Advisors

Legal name

Goodfriend Health Insurance Advisors

Website

https://goodfriendhealthinsurance.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Goodfriend Health Insurance Advisors is a Florida-based independent insurance brokerage that distributes Medicare, health, dental, life, and retirement products from multiple carriers to Florida residents across 16 counties, led by Brian Goodfriend from its Port Charlotte headquarters.

Ownership category

akta.pro rank

Product category

Insurance Brokerage and Advisory

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321)

akta.pro industry

PRIMARYFSAEABAH

Annuity & Insurance-Based Retirement Solutions Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

Keywords

• Medicare advisory services
• Individual health insurance brokerage
• Dental insurance plans
• Term life insurance plans
• Retirement planning advisory

Headquarters

HQ city

Port Charlotte

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: As an independent insurance agency, Goodfriend Health Insurance Advisors earns commissions from insurance carriers when clients enroll in health insurance, Medicare, dental, life insurance, and retirement planning products. The firm works with multiple insurers to match clients with appropriate coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Goodfriend Health Insurance Advisors is an independent, Florida-based insurance brokerage that helps individual consumers and families choose and enroll in health, Medicare, dental, life, and retirement (Indexed Universal Life) insurance products from multiple carriers. Its offerings include Individual Health Insurance (HMO/PPO/EPO via ACA marketplace or private carriers), Medicare Advantage and Part D plans across 16 Florida counties, Dental Insurance, Term Life Insurance (LifeEssentials Level Term), Indexed Universal Life Insurance for retirement income, and a Family Retirement Plan built around IULs under IRS section 7702.

Product overview

Goodfriend Health Insurance Advisors is a Florida-based insurance brokerage offering a portfolio of health, life, and retirement insurance products and advisory services. Its core offerings span Individual Health Insurance Plans (HMO/PPO/EPO), Medicare Health Plans including Medicare Advantage and Part D Prescription Drug Plans, Dental Insurance, Term Life Insurance, and Indexed Universal Life Insurance. The firm also offers a proprietary retirement strategy called the Family Retirement Plan built around IUL products under IRS section 7702, and a Prescription Drug Lookup service. Products are sourced from multiple leading carriers (Aetna, Cigna, Florida Blue, Humana, United Healthcare, WellCare, and others) and are available across 16 Florida counties.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Health Insurance Plans ACA-compliant individual and family health insurance policies from multiple insurers, with HMO, PPO, and EPO options at varying deductible and copay levels. Available premium tax credits through the marketplace for eligible consumers.
• Medicare Health Plans Medicare Advantage and Part D Prescription Drug Plans from multiple carriers (Aetna, Cigna, Florida Blue, Humana, United Healthcare, WellCare, etc.), designed to supplement or replace Original Medicare for Florida beneficiaries 65+ and qualifying under-65 individuals with disability or ESRD.
• Dental Insurance Low-cost Florida dental insurance plans covering families and seniors, with access to thousands of dentists, no-hassle claims, preventive services, and orthodontic/cosmetic discounts.
• Term Life Insurance (LifeEssentials Level Term) Level Term Individual Life insurance (LifeEssentials) for individuals aged 18–64, with term periods of 10, 15, 20, 25, or 30 years and coverage amounts of $25,000, $50,000, $75,000, or $100,000, plus optional Waiver of Premium and Accidental Death riders and a 30-day Free-Look Period.
• Indexed Universal Life Insurance Wealth-accumulation and tax-efficient retirement-income product using Indexed Universal Life (IUL) with principal and earned-interest protection from market volatility while tracking stock-market performance, with underlying guarantees and tax-free death benefits.
• Family Retirement Plan Tax-deferred growth and tax-free income retirement strategy leveraging Indexed Universal Life insurance under IRS section 7702, with no market risk, interest linked to broad stock-market performance, and tax-free proceeds to beneficiaries.
• Medicare Advantage Plans by County (Florida) Medicare Advantage Plans (Part C) available across 16 Florida counties (Charlotte, Manatee, Sarasota, Collier, Lee, Pinellas, Palm Beach, Volusia, Pasco, Miami-Dade, St Johns, Duval, Leon, Bay, Oskaloosa, Escambia), featuring plans from Aetna, Cigna, Florida Blue, Humana, United Healthcare, WellCare, Freedom Health, Devoted, and others with varying premiums (including many $0 premium plans), deductibles, and out-of-pocket maximums.

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• G2 Risk SolutionsminorOthersThird-party certification provider that verifies and certifies health insurance providers for compliance and risk management purposes. Brian Vincent Goodfriend is listed as an approved provider on their registry.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Humana: Humana is one of the largest Medicare Advantage carriers in the U.S. with heavy Florida concentration and a multi-channel distribution strategy including captive agents. It is simultaneously a major carrier whose Medicare Advantage plans Goodfriend sells and a broad incumbent competing for the same Florida seniors.
• Cigna: Cigna is a national health insurer offering Medicare Advantage, Medicare Supplement, and individual health plans that Goodfriend sells in Florida. Its broad portfolio and direct-to-consumer marketing place it in overlapping competitive context with Goodfriend's advisory-led distribution.
• Aetna: Aetna (CVS Health) is a major national health and Medicare Advantage carrier whose plans Goodfriend distributes in Florida. As a broad incumbent with retail clinic, pharmacy, and Medicare distribution scale, it competes for the same advisory-driven Medicare Advantage shopper.
• UnitedHealthcare: UnitedHealthcare (UnitedHealth Group) is the largest Medicare Advantage carrier nationally and a major Florida player. Its plans are distributed by Goodfriend, but its scale, AARP-branded direct marketing, and Optum-adjacent services make it a broad incumbent competitor for the same Florida consumer.
• Florida Blue: Florida Blue is the Blue Cross Blue Shield of Florida affiliate and a leading health and Medicare Advantage carrier in the state. It is both a primary carrier partner whose plans Goodfriend distributes and a broad incumbent that sells direct-to-consumer, creating a partner-competitor dynamic relevant to the firm's revenue mix.

Direct peers

• HealthCare.com: HealthCare.com is a digital insurance comparison and brokerage platform offering Medicare, ACA, and other health insurance products from multiple carriers. It overlaps with Goodfriend in individual and Medicare brokerage but competes via an online-first, less advisor-driven experience.
• SelectQuote: SelectQuote is a multi-carrier insurance brokerage selling term life, final expense, Medicare, and senior health products through a captive agent model. It competes head-to-head with Goodfriend on Medicare Advantage and life insurance brokerage, but operates nationally and across multiple product lines at much larger scale.
• eHealth: eHealth operates an online health insurance marketplace where consumers compare and enroll in Medicare, ACA, and ancillary plans from multiple carriers. It is a direct competitor to Goodfriend in individual and Medicare health insurance distribution, but reaches consumers primarily through self-serve digital rather than advisory-led channels.
• GoHealth: GoHealth is a large national Medicare-focused health insurance brokerage that sells Medicare Advantage, Medicare Supplement, and ACA plans from multiple carriers via telephonic and digital channels. It is a direct competitor to Goodfriend's core Medicare Advantage advisory motion, though at significantly greater scale and with proprietary technology.

Emerging players

• Medicareful: Medicareful is a digital Medicare plan recommendation and enrollment platform focused on simplifying the Medicare shopping experience for consumers and agents. It represents an emerging, technology-forward distribution model that intersects with Goodfriend's advisory motion but competes primarily via digital rather than consultative channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/goodfriendpc
• LinkedInlinkedin.com/company/goodfriend-health-insurance-advisors

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Goodfriend Health Insurance Advisors