The ICHRA Shop

What The ICHRA Shop does

The ICHRA Shop (legal entity Golden Bee Advisors LLC, DBA "The ICHRA Shop Insurance Agency") is a Denver-based, independently owned insurance agency and consulting firm that helps employers transition from traditional group health plans to Individual Coverage Health Reimbursement Arrangements (ICHRAs). Founded in 2020 by Brad ONeill (Principal, Co-Owner) and Nicole ONeill (Co-Owner), the firm offers ICHRA feasibility analysis, technology-platform evaluation, vendor coordination, compliance guidance, and licensed-advisor employee enrollment support, including group enrollment meetings, one-on-one HIPAA-compliant sessions, and multilingual call-center assistance. Its proprietary offering is Choice Benefits™, a unified benefits platform that combines ICHRA administration with a 500+ employee benefits marketplace (medical, dental, vision, telehealth, Direct Primary Care, wellness, lifestyle, supplemental) on a single platform and app, available exclusively through The ICHRA Shop at $15 per enrolled employee per month; the platform integrates HealthSherpa for individual-market enrollment and Fijoya/Fijoya Buckets for payments. The company is a licensed insurance agency (Agency NPN #19498452; Agency Colorado License #642100) and operates nationwide in the U.S.

The ICHRA Shop's business model is hybrid: fee-based ICHRA consulting and implementation services delivered to HR leaders, finance teams, and insurance brokers, paired with a recurring subscription revenue stream from Choice Benefits™. The firm describes its go-to-market as referral-only, drawing employer and broker clients from brokers, consultants, PEOs, private equity firms, and CPAs, while also serving investment and PE-owned employers seeking predictable, defined-contribution benefits spending. It positions itself as a vendor-neutral advisor evaluating 30+ ICHRA solutions, explicitly contrasting its independent ownership against private-equity-backed competitors. The company has remained privately and independently funded since inception, with no disclosed institutional investors, M&A activity, or external funding rounds.

Name

The ICHRA Shop

Legal name

Golden Bee Advisors LLC

Website

https://ichra.shop

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

The ICHRA Shop is a Denver-based, independently owned insurance agency and consulting firm that helps U.S. employers, brokers, and private-equity buyers design, implement, and enroll employees in Individual Coverage Health Reimbursement Arrangements (ICHRAs), supplemented by its exclusive Choice Benefits™ platform.

Ownership category

akta.pro rank

Product category

Health Benefits Administration and ICHRA Advisory

NAICS

Health and Welfare Funds (525120), Other Insurance Funds (525190)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Employer Health Reimbursement Arrangements (HRA/ICHRA/QSEHRA) Administration (HLAEAAAG)

akta.pro secondary industries

Self-Funded (ERISA) Employer Plans (HLAEAAAC), Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)

Keywords

• ICHRA consulting services
• Health reimbursement arrangements
• Employee benefits administration
• Defined contribution health benefits
• Insurance brokerage advisory

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. ICHRA Consulting and Implementation Services: Fee-based consulting and implementation support for employers transitioning to ICHRA. Services include feasibility analysis, vendor selection, compliance support, and employee enrollment guidance.
2. Choice Benefits Platform Subscription: $15 per enrolled employee per month for access to the Choice Benefits platform which combines ICHRA administration with a comprehensive benefits marketplace.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

The ICHRA Shop provides independent advisory, implementation, and enrollment support services for employers transitioning from traditional group health plans to Individual Coverage Health Reimbursement Arrangements (ICHRAs). The firm's exclusive Choice Benefits™ platform combines ICHRA administration with a marketplace of 500+ employee benefits on one unified platform, priced at $15 per enrolled employee per month. Services span ICHRA feasibility analysis, platform/vendor selection, compliance guidance, employee education, and ongoing program support.

Product overview

The ICHRA Shop offers a portfolio of ICHRA (Individual Coverage Health Reimbursement Arrangement) consulting and enrollment services as an independent insurance agency and advisor. Their core offering consists of ICHRA Consulting & Implementation Services, which help employers transition from traditional group health plans to defined-contribution benefits. They also offer a proprietary tech-enabled product called Choice Benefits™—a unified benefits platform that combines ICHRA with 500+ employee benefits (medical, dental, vision, telehealth, wellness, supplemental) on one platform and app. Additional services include RFP & Procurement Support for public/private sector bids, Employee Enrollment Support with licensed advisors, and a Digital Benefits Marketplace for employee self-service enrollment. Choice Benefits™ is available exclusively through The ICHRA Shop at $15 per enrolled employee/month.

Differentiator

Problem solved

Functional benefit

Brands

• Choice Benefits™: A unified benefits platform combining ICHRA and 500+ employee benefits into one seamless experience, available exclusively through The ICHRA Shop under an exclusive platform partnership.

Products and services

• Choice Benefits™ A unified benefits platform that combines Individual Coverage Health Reimbursement Arrangement (ICHRA) administration with a complete benefits marketplace offering 500+ employee benefits—including medical, dental, vision, telehealth, Direct Primary Care, wellness, lifestyle, and supplemental benefits—on one platform and one app. Available exclusively through The ICHRA Shop.
• ICHRA Consulting & Implementation Services Independent advisory services helping employers evaluate, design, and implement Individual Coverage Health Reimbursement Arrangements. Includes ICHRA feasibility analysis, technology platform evaluation across 30+ ICHRA solutions, vendor coordination and implementation, compliance guidance, employee education, and ongoing program support. Sold to employers and delivered with brokers remaining as lead consultant where applicable.
• ICHRA RFP & Procurement Support End-to-end ICHRA consulting, enrollment, and compliance services tailored for public-sector and competitive procurement environments (RFPs, RFQs, competitive bids). Includes independent analysis of top ICHRA vendors across the nation.
• Employee Enrollment Support Licensed advisor services helping employees compare health plans, evaluate provider networks, review prescription coverage, and complete enrollment. Includes group enrollment meetings, one-on-one private HIPAA-compliant sessions, and multilingual call center support.

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Choice Benefits Platform PartnercoreTechnology or IntegrationChoice Benefits™ is powered by The ICHRA Shop under an exclusive platform partnership, providing unified ICHRA and benefits marketplace capabilities.
• ICHRA Administration PlatformscoreTechnology or IntegrationThe company works with several leading ICHRA administration platforms and helps employers determine which solution best fits their organization. They provide independent guidance for platform selection and implementation support.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PeopleKeep: PeopleKeep, a Bennie company, provides ICHRA administration software and personalized support for small businesses. It is a direct competitor in the ICHRA software-plus-service model that The ICHRA Shop also pursues via Choice Benefits.
• Take Command Health: Take Command is one of the largest venture-backed ICHRA administration platforms, offering employers and brokers technology and services to launch and manage ICHRA programs. It is the most direct competitor to The ICHRA Shop in the employer ICHRA implementation space.
• Remodel Health: Remodel Health is an ICHRA-focused advisor and administration platform serving small and mid-sized employers transitioning from group health plans. It competes head-to-head with The ICHRA Shop on employer consulting, platform selection, and enrollment support.
• Thatch: Thatch is a tech-enabled ICHRA and health benefits platform that combines ICHRA administration with personalized health insurance guidance for employees. It competes with The ICHRA Shop in both the employer platform layer and employee enrollment experience.

Broad incumbents

• ADP TotalSource: ADP TotalSource is one of the largest PEOs in the United States, offering co-employment, benefits, and HR administration. It represents the incumbent PEO channel that competes for the same employer benefits budgets as ICHRA programs.
• Rippling: Rippling is a unified HR, IT, and benefits platform that includes health benefits administration for employers. It competes for employer mindshare on benefits technology and could integrate or partner in the ICHRA ecosystem.
• Gusto: Gusto provides payroll, HR, and health benefits administration to small businesses. It is a relevant incumbent in the employer benefits technology stack and a potential partner or competitor as Gusto expands into defined-contribution benefits offerings.
• Justworks: Justworks is a PEO that provides payroll, benefits administration (including health insurance), and HR support to small and mid-sized businesses. It is a relevant incumbent alternative to ICHRA for employers considering PEO-based group benefits instead of defined-contribution models.

Emerging players

• Forma: Forma is a flexible benefits platform that enables employers to offer a wide range of lifestyle, wellness, and supplemental benefits alongside health coverage. It overlaps with The ICHRA Shop's Choice Benefits marketplace, though Forma is not a dedicated ICHRA administration provider.
• Accorded: Accorded provides actuarial and benefits consulting for ICHRA feasibility analysis and ongoing administration, serving brokers, employers, and ICHRA platforms. It is an emerging player in the ICHRA ecosystem with a services model comparable to The ICHRA Shop's consulting practice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/individualhealth
• LinkedInlinkedin.com/company/the-ichra-shop

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 The ICHRA Shop