FlexBenefits
FlexBenefits.co is a US supplemental health insurance carrier selling FlexAdvantage, FlexGap, and FlexProtect policies direct-to-consumer and through licensed brokers across 29 states plus DC, with telemedicine and medZERO delivered via partner integrations.
- Company typePrivate
- Founded2024
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingServices
What FlexBenefits does
FlexBenefits.co, LLC is a US-based supplemental health insurance company that designs and distributes a three-product platform — FlexAdvantage for Medicare Advantage enrollees, FlexGap for ACA marketplace plan holders, and FlexProtect for general supplemental coverage — built around a guaranteed-issue underwriting approach that does not require medical questions and accepts pre-existing conditions. The company sells directly to consumers through an online enrollment portal and indirectly through a licensed broker and producer network, supported by weekly training events and a 'Become a Producer' recruitment funnel, with policies active in 29 states plus Washington DC and additional jurisdictions added over time.
The product stack is delivered in partnership with third parties rather than on proprietary technology: telemedicine is provided through Clever Health's Smart Virtual Care, customer-service operations are supported by Loomis, and in December 2025 the company extended its offering with the medZERO Spending Account in partnership with Communicating for America. Underlying platform capabilities are oriented to insurance distribution — multi-state licensing, carrier appointments, broker onboarding, and consumer-facing enrollment flows — rather than to technology differentiation.
FlexBenefits generates revenue through recurring insurance premiums on its supplemental policies, monetizing both D2C and broker-assisted sales. The business is governed under Minnesota law and operates offices in Scottsdale, Arizona and Fergus Falls, Minnesota, with leadership including founder Jeff Smedsrud (also co-founder of Healthcare.com and Pivot Health), President and COO Brian Dow (former IHC Specialty Benefits COO), and advisor Tyler McClosky (ex-UnitedHealth One/Family Heritage). In 2025 the company was acquired by Tyler McClosky's RocketHealth.com vehicle, signaling horizontal consolidation in the direct-to-consumer supplemental health segment.
FlexBenefits firmographics
Firmographics- Name
- FlexBenefits
- Legal name
- FlexBenefits.co, LLC dba FlexBenefits.co Insurance Services, LLC
- Website
- https://flexbenefits.co
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FlexBenefits.co is a US supplemental health insurance carrier selling FlexAdvantage, FlexGap, and FlexProtect policies direct-to-consumer and through licensed brokers across 29 states plus DC, with telemedicine and medZERO delivered via partner integrations.
- Ownership category
- akta.pro rank
FlexBenefits industry classification
Industry- Product category
- Supplemental Health Insurance
- NAICS
- Direct Health and Medical Insurance Carriers (524114)
- SIC
- Accident & Health Insurance (6321)
- akta.pro primary industry
- Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)
- akta.pro secondary industries
- Guaranteed Issue & Simplified Issue Critical Illness/Hospital Indemnity (FSAIAKAG), Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ)
Keywords
FlexBenefits business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Supplemental Health Insurance Premiums: FlexBenefits generates revenue through recurring insurance premiums paid by individual policyholders. Customers enroll in supplemental accident, critical illness, hospital indemnity, and related insurance plans, paying monthly premiums in exchange for cash benefit payments upon qualifying events. The company offers guaranteed issue coverage with no medical questions required at enrollment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | FlexAdvantage Essential, Plus, and Max plans for Medicare Advantage complement |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
FlexBenefits product offering
Product offeringCore offering
FlexBenefits sells supplemental health insurance directly to individual consumers and through licensed insurance brokers, paying cash benefits to policyholders for accidents, critical illness, hospital stays, surgeries, ER visits, physician visits, and disability income. The portfolio is delivered as three configurable series — FlexAdvantage (for Medicare Advantage enrollees), FlexGap (for ACA marketplace plan holders), and FlexProtect (general supplemental coverage) — with guaranteed-issue enrollment and no deductibles on accident medical expense coverage. Every plan bundles non-insurance benefits including Clever Health virtual care telemedicine and access to a medZERO $1,500 0% APR healthcare spending account.
Product overview
FlexBenefits is a supplemental health insurance company offering three distinct product series: FlexAdvantage (for Medicare Advantage enrollees), FlexGap (for ACA marketplace plan holders), and FlexProtect (general supplemental coverage). Each series contains multiple tiered plans offering accident medical expense coverage, critical illness insurance, hospital indemnity benefits, disability income, and wellness benefits. The portfolio operates as standalone supplemental coverage that pays cash benefits directly to insureds to cover out-of-pocket costs like deductibles, copays, and coinsurance. The company also provides non-insurance member benefits including Clever Health Smart Virtual Care telemedicine services and the medZERO spending account.
Differentiator
Problem solved
Functional benefit
Brands
- FlexAdvantage Series: Designed specifically to complement Medicare Advantage plans by helping fill coverage gaps and reduce unexpected expenses.
- FlexGap Series
- FlexProtect Series
Products and services
- FlexAdvantage Series Supplemental insurance series designed to complement Medicare Advantage plans; pays cash benefits for hospital stays, accidents, physician visits, ER, surgical, wellness, and critical illness (up to $30,000), targeted at retirees and Medicare Advantage enrollees.
- FlexGap Series Supplemental insurance series designed for ACA marketplace plan holders; pays cash benefits from the first dollar for accidents, income protection, hospital stays, and critical illness, targeted at individuals with Bronze, Silver, Gold, or Platinum ACA plans.
- FlexProtect Series Supplemental accident and critical illness insurance that pays cash for out-of-pocket copays, deductibles, and coinsurance; includes low-cost accident, comprehensive accident-plus-sickness, and fully customizable plan options, targeted at employees, self-employed, industry workers, and early retirees.
- Clever Health Smart Virtual Care Non-insurance virtual care mobile app bundled with every FlexBenefits plan, providing 24/7 access to virtual doctor consultations, prescription drug discounts, and telehealth services without copays, for FlexBenefits members.
- medZERO Spending Account Member benefit providing enrolled FlexBenefits policyholders with a $1,500 healthcare spending account (virtual Mastercard) at 0% APR with no fees, no interest, and no credit check, repayable over 6 or 12 months via the medZERO mobile app.
Quantifiable outcome
- 41% of Americans have medical debt, and deductibles have increased 53% over the last 10 years, driving demand for supplemental coverage that FlexBenefits addresses.
- +2 more outcomes
Companies that use FlexBenefits
Customer profileSegments7 records
Ideal customer profiles4 records
FlexBenefits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
FlexBenefits partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Communicating for America (CA) / medZEROcoreCommunicating for America (CA) partnered with FlexBenefits to introduce medZERO as a membership benefit available to all FlexBenefits enrolled members. MedZERO provides a $1,500 Spending Account (virtual Mastercard) for qualified healthcare expenses at 0% APR with no fees and no credit checks. This is a co-branded membership benefit where FlexBenefits members automatically receive access to medZERO's financing platform, with repayment via the mobile app over 6 or 12 months.
- Clever HealthcoreFlexBenefits partnered with Clever Health to provide non-insurance Smart Virtual Care through a mobile app included with every FlexBenefits plan. The app provides 24/7 access to virtual doctor consultations, prescription drug discounts, and telehealth services without copays. This partnership reduces costly emergency room visits and in-person appointments for minor illnesses.
- LoomisminorLoomis handles customer service for FlexBenefits policyholders. Contact: 877-960-1343 or [email protected].
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
FlexBenefits competitors and assessment
Company assessmentDirect peers
- Pivot Health: Pivot Health is a direct competitor co-founded by Jeff Smedsrud (also FlexBenefits' founder). It sells short-term medical, supplemental accident, critical illness, and hospital indemnity plans to individuals through both D2C and broker channels, with overlapping product structures and target customer segments.
- ManhattanLife: ManhattanLife is a mid-sized carrier specializing in supplemental health products including accident, critical illness, hospital indemnity, and Medicare supplements, sold primarily through brokers. It is closely comparable to FlexBenefits in scale, product mix, and distribution strategy.
Broad incumbents
- Aflac: Aflac is the dominant US supplemental insurance carrier, offering accident, critical illness, hospital indemnity, and related cash-benefit products through an extensive broker and worksite distribution network. Comparable product lines and customer use cases make it the principal incumbent FlexBenefits competes against for broker mindshare.
- Humana (Supplemental Benefits):
- Cigna (Supplemental Health): Cigna offers individual supplemental health products — including accident, critical illness, and hospital indemnity coverage — through its carriers and broker-distributed products. Comparable in customer targeting (individual supplemental buyers) and product taxonomy, though much larger in scale.
- UnitedHealth One (UnitedHealthcare): UnitedHealth One is the individual division of UnitedHealthcare, marketing supplemental health, fixed-indemnity, and short-term medical products to individuals, including through broker channels. It competes directly with FlexBenefits in the individual supplemental segment under the umbrella of a major national insurer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
FlexBenefits social profiles
Digital presenceFlexBenefits financial estimates
Financial estimateRevenue estimate
Valuation estimate
FlexBenefits leadership team
Management profileNumber of profiles
Profiles8 records
FlexBenefits funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FlexBenefits 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 FlexBenefits
What does FlexBenefits do?
FlexBenefits sells supplemental health insurance directly to individual consumers and through licensed insurance brokers, paying cash benefits to policyholders for accidents, critical illness, hospital stays, surgeries, ER visits, physician visits, and disability income. The portfolio is delivered as three configurable series — FlexAdvantage (for Medicare Advantage enrollees), FlexGap (for ACA marketplace plan holders), and FlexProtect (general supplemental coverage) — with guaranteed-issue enrollment and no deductibles on accident medical expense coverage. Every plan bundles non-insurance benefits including Clever Health virtual care telemedicine and access to a medZERO $1,500 0% APR healthcare spending account.
Is FlexBenefits a public or private company?
FlexBenefits is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FlexBenefits founded?
FlexBenefits was founded in 2024. It employs 1 to 10 people.
How does FlexBenefits make money?
One revenue line is on record: supplemental Health Insurance Premiums.
Who are FlexBenefits's main competitors?
Direct peers on record are Pivot Health and ManhattanLife. Broad incumbents are Aflac, Humana (Supplemental Benefits), Cigna (Supplemental Health) and UnitedHealth One (UnitedHealthcare).
Does FlexBenefits have an API?
No public API is recorded for FlexBenefits.
What industry is FlexBenefits in?
FlexBenefits's product category is Supplemental Health Insurance. Its primary akta.pro industry code is FSAIAEAD, Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident), with a secondary code of FSAIAKAG, Guaranteed Issue & Simplified Issue Critical Illness/Hospital Indemnity. Its NAICS code is 524114 and its SIC code is 6321.