First Choice Health Insurance
First Choice Health Insurance, Inc. is a privately held, independent health insurance brokerage founded in 1991 in Roseburg, Oregon. With approximately five to six licensed agents, the agency sells Medicare, individual, group, and supplemental health products from multiple carriers on a commission basis to seniors, families, individuals, and small businesses in the Pacific Northwest.
- Company typePrivate
- Founded1991
- HeadquartersRoseburg, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What First Choice Health Insurance does
First Choice Health Insurance, Inc. is a privately held, independent health insurance brokerage founded in 1991 and headquartered at 1959 NE Diamond Lake Blvd., Suite #117, Roseburg, Oregon. The company is owned by President/Broker May'Lene Miller, who purchased the agency in August 2020 during the COVID-19 pandemic after 27 years as an employee. The firm operates with a small team of approximately five to six licensed agents and support staff, serving individual consumers, families, seniors, and small businesses primarily in the Pacific Northwest. The agency holds a Better Business Bureau A+ accreditation in Alaska, Oregon, and Western Washington.
The company's core offering is a multi-line health insurance brokerage spanning Medicare Advantage, Medicare Supplement, Individual Health, Group Health, Dental/Vision/Hearing, Short Term Health, Prescription Drug Plans (Medicare Part D), Cancer/Heart/Stroke supplemental coverage, and specialty Travel Medical and International Health Insurance. These products are placed through a broker network of 15+ carrier partnerships, with Regence BCBS designated as a core partner and Humana, United Health Care, Wellcare, Providence, PacificSource, ATRIO, Devoted, Premera, Asuris, Silver Script, AARP, AFLAC, Elips, and Manhattan Life Annuity as additional channel partners. The firm operates exclusively on a Wix-hosted website for customer-facing enrollment and information, with no proprietary technology platform, no API integrations, and no disclosed automation or AI tooling.
Revenue is generated entirely through commissions paid by insurance carriers on placed policies. The go-to-market motion is sales-led and inside-sales driven: free consultations, "Turning 65" Medicare introductions, annual coverage reviews, and savings reviews ("Pop Review") are delivered by phone and in person Monday through Friday from 9:00 A.M. to 4:00 P.M. Pacific time. Customer acquisition relies on the website, direct phone inquiries, and word-of-mouth referrals. As a single-market, owner-operated brokerage with no external capital, the business model is highly dependent on individual agent productivity and carrier commission schedules.
First Choice Health Insurance firmographics
Firmographics- Name
- First Choice Health Insurance
- Legal name
- First Choice Health Insurance, Inc.
- Website
- https://ehealthlink.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- First Choice Health Insurance, Inc. is a privately held, independent health insurance brokerage founded in 1991 in Roseburg, Oregon. With approximately five to six licensed agents, the agency sells Medicare, individual, group, and supplemental health products from multiple carriers on a commission basis to seniors, families, individuals, and small businesses in the Pacific Northwest.
- Ownership category
- akta.pro rank
First Choice Health Insurance industry classification
Industry- Product category
- Health Insurance Brokerage
- NAICS
- Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Fully Insured Group Health Plans (Employer-Sponsored) (FSAIAFAA)
- akta.pro secondary industries
- ACA Marketplace (On-Exchange) Individual Plans (FSAIAEAA), Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)
Keywords
Where First Choice Health Insurance is headquartered
LocationHeadquarters
- HQ city
- Roseburg
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
First Choice Health Insurance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Brokerage Commissions: Revenue generated through commissions paid by insurance carriers for policies sold and serviced. As a licensed insurance agency, they earn commissions on Medicare Advantage, Medicare Supplement, Individual Health, Group, Dental, Vision, Hearing, and other insurance products placed with carrier partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free consultation service - no charge for initial coverage review |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels2 records
First Choice Health Insurance product offering
Product offeringCore offering
First Choice Health Insurance is a licensed health insurance brokerage that places Medicare Advantage, Medicare Supplement, Individual Health, Group Health, Dental/Vision/Hearing, Short Term Health, Prescription Drug Plans, Cancer/Heart & Stroke, and Travel/International health insurance policies on behalf of carrier partners. The agency earns commissions from carriers for sold and serviced policies while providing free enrollment consultations, coverage reviews, and annual check-ins for consumers, families, seniors, and small businesses.
Product overview
First Choice Health Insurance, Inc is an insurance agency/brokerage offering a portfolio of health insurance products. The company specializes exclusively in health insurance coverage across multiple lines: Medicare products (Medicare Advantage, Medicare Supplement, and Prescription Drug Plans through carriers including Asuris, ATRIO, Devoted, Humana, PacificSource, Premera, Providence, Regence, Silver Script, United Health Care, and Wellcare), individual and group health insurance, and ancillary products (Dental, Vision & Hearing through Manhattan Life and others, plus Cancer/Heart & Stroke coverage). The agency also offers specialty products including Travel Medical and International Health Insurance. Services include enrollment support, coverage consultations, annual reviews, and special Medicare transition assistance. The company was founded in 1991 and is headquartered in Roseburg, Oregon.
Differentiator
Problem solved
Functional benefit
Products and services
- Medicare Advantage Medicare Advantage plans providing comprehensive health coverage for seniors, offered through carrier partners such as Providence, Regence BCBS, and Wellcare.
- Medicare Supplement Medicare Supplement insurance plans that help cover costs not paid by Original Medicare, available through providers including AARP, AFLAC, Elips, Humana, Manhattan Life Annuity, and Regence.
- Individual Health Insurance Health insurance coverage designed for individuals and families not covered by employer-sponsored plans.
- Group Health Insurance Employer-sponsored health insurance plans providing coverage for employees and their dependents.
- Dental, Vision & Hearing Supplemental coverage for dental care, vision services including eye exams and glasses, and hearing aids, offered through Manhattan Life among other carriers.
- Short Term Health Insurance Temporary health insurance coverage for individuals between major life transitions, providing limited-duration protection.
- Prescription Drug Plans Standalone Medicare Part D prescription drug coverage plans available through carriers including Silver Script, Regence, and others.
- Cancer, Heart & Stroke Insurance Supplemental insurance coverage specifically designed to help offset costs associated with cancer diagnosis, heart disease, and stroke events.
- Travel Medical Insurance Medical insurance coverage for individuals traveling internationally, providing protection against healthcare costs abroad.
- International Health Insurance Long-term health insurance coverage for individuals living or working outside their home country.
Companies that use First Choice Health Insurance
Customer profileSegments3 records
Ideal customer profiles3 records
First Choice Health Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
First Choice Health Insurance partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered minor and core.
- AsurisminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner represented by First Choice Health Insurance agency.
- ATRIOminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner represented by First Choice Health Insurance agency.
- DevotedminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner represented by First Choice Health Insurance agency.
- HumanaminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner, also offering Medicare Supplement options through First Choice Health Insurance agency.
- PacificSourceminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner represented by First Choice Health Insurance agency.
- PremeraminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner represented by First Choice Health Insurance agency.
- ProvidenceminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner represented by First Choice Health Insurance agency. Also offers Medicare Advantage plans through enrollment links.
- Regence BCBScoreKey carrier partner offering Medicare Advantage Prescription Drug Plans, Medicare Advantage Plans, Medicare Supplement Plans, and Prescription Drug Plans. Has enrollment links directly on First Choice Health Insurance website.
- Silver ScriptminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner represented by First Choice Health Insurance agency.
- United Health CareminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner represented by First Choice Health Insurance agency.
- WellcareminorMedicare Advantage Prescription Drug (MAPD) and Prescription Drug Plan (PDP) carrier partner. Has enrollment links directly on First Choice Health Insurance website.
- AARPminorMedicare Supplement insurance option offered through First Choice Health Insurance agency.
- AFLACminorMedicare Supplement insurance option offered through First Choice Health Insurance agency.
- ElipsminorMedicare Supplement insurance option offered through First Choice Health Insurance agency.
- Manhattan Life Annuity (MLA)minorMedicare Supplement insurance option offered through First Choice Health Insurance agency. Also offers Dental, Vision & Hearing plans with enrollment links on the website.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
First Choice Health Insurance competitors and assessment
Company assessmentDirect peers
- eHealth: Online health insurance marketplace and brokerage offering Medicare, individual, family, and group health plans from multiple carriers nationally. Comparable to First Choice as a multi-carrier health insurance broker, though operating at vastly greater digital scale.
- GoHealth: Medicare-focused health insurance brokerage with call-center and digital enrollment for Medicare Advantage, Supplement, and Part D plans across many carriers. Directly comparable on product mix (Medicare-centric) and carrier-aggregator business model.
- QuoteWizard (by LendingTree): Online insurance comparison platform that connects shoppers with agents and carriers, including health insurance lines. Comparable as a digital lead-generation and brokerage intermediary for health coverage.
- SelectQuote: Multi-channel insurance brokerage generating commission revenue by placing consumers with carriers, with a heavy Medicare and life/health orientation. Comparable as a commission-driven brokerage selling carrier health products through consultative sales.
- HealthMarkets: National health insurance agency distributing individual, family, Medicare, and small-group plans across many carriers through a network of agents. Directly comparable as a multi-carrier health-focused brokerage.
Broad incumbents
- Anthem Blue Cross Blue Shield: Large national health insurance carrier offering individual, group, and Medicare plans with both direct and broker distribution. Comparable as a carrier partner and as a competitor reaching the same employer and individual customers through its own channels.
- Mutual of Omaha: Major insurance carrier with strong Medicare Supplement and individual health distribution through independent agents and direct channels. Comparable as a carrier competing for the same Medicare Supplement and individual health customers.
- Humana: Top-tier Medicare Advantage and Part D carrier that increasingly emphasizes direct-to-consumer enrollment alongside independent agent distribution. Comparable as both a carrier partner and a competitive distribution channel for the same Medicare customers.
- Aflac: Large supplemental insurance carrier that also sells through independent agent networks including for Medicare Supplement and group supplemental coverage. Comparable as a health-insurance distribution partner; also a First Choice carrier partner.
Emerging players
- Medicareful: Medicare-focused online enrollment platform partnering with agencies and carriers to facilitate Medicare plan shopping. Comparable on Medicare brokerage/distribution model though at earlier stage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
First Choice Health Insurance social profiles
Digital presenceFirst Choice Health Insurance compliance and trust
Trust signalCompliance1 record
First Choice Health Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Choice Health Insurance leadership team
Management profileNumber of profiles
Profiles5 records
First Choice Health Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Choice Health Insurance 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 First Choice Health Insurance
What does First Choice Health Insurance do?
First Choice Health Insurance is a licensed health insurance brokerage that places Medicare Advantage, Medicare Supplement, Individual Health, Group Health, Dental/Vision/Hearing, Short Term Health, Prescription Drug Plans, Cancer/Heart & Stroke, and Travel/International health insurance policies on behalf of carrier partners. The agency earns commissions from carriers for sold and serviced policies while providing free enrollment consultations, coverage reviews, and annual check-ins for consumers, families, seniors, and small businesses.
Is First Choice Health Insurance a public or private company?
First Choice Health Insurance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was First Choice Health Insurance founded?
First Choice Health Insurance was founded in 1991. It employs 1 to 10 people.
Where is First Choice Health Insurance based?
First Choice Health Insurance is headquartered in Roseburg, United States, in the North America region.
How does First Choice Health Insurance make money?
One revenue line is on record: insurance Brokerage Commissions.
Who are First Choice Health Insurance's main competitors?
Direct peers on record are eHealth, GoHealth, QuoteWizard (by LendingTree), SelectQuote and HealthMarkets. Broad incumbents are Anthem Blue Cross Blue Shield, Mutual of Omaha, Humana and Aflac. Medicareful is listed as an emerging player.
Does First Choice Health Insurance have an API?
No public API is recorded for First Choice Health Insurance.
What industry is First Choice Health Insurance in?
First Choice Health Insurance's product category is Health Insurance Brokerage. Its primary akta.pro industry code is FSAIAFAA, Fully Insured Group Health Plans (Employer-Sponsored), with a secondary code of FSAIAEAA, ACA Marketplace (On-Exchange) Individual Plans. Its NAICS code is 524210 and its SIC code is 6411.