GoHealth
Founded 2001 Β· 1,974 employees on LinkedIn Β· Public Β· 3 known investors
GoHealth operates a health insurance marketplace that uses machine learning and licensed agents to match consumers with health insurance plans, including Medicare Advantage plans, based on their needs and budget. It offers free plan guidance in the United States and supports members with plan usage and retention throughout the year.
Also known as GOCO Β· GoHealth, Inc. Β· Norvax, Inc.
Investors Β· 3
Also in the syndicate Β· 1
Company profile
researched Aug 2026GoHealth, Inc. (Nasdaq: GOCO) operates a health insurance marketplace focused on Medicare, distributing Medicare Advantage, MediGap (Medicare Supplement) and Medicare Part D plans that are administered by private carriers. It also runs an online marketplace for individual health insurance and short-term health insurance, and markets final expense insurance. The company pairs a consumer-facing comparison platform with licensed insurance agents who advise shoppers by phone at no charge to the consumer, help determine eligibility for government subsidies, and complete enrollment.
The company's stated model combines proprietary technology with human advice. Its PlanFit technology applies machine learning trained on roughly two decades of insurance purchasing behavior to match consumers with Medicare Advantage plans, and a free "PlanFit CheckUp" invites existing members to re-shop their coverage each year. After enrollment, a CARES/Member Services team supports members through a messaging portal and by phone to drive benefit usage and retention, and a member help center provides resources on topics such as Chronic Condition Special Needs Plans (C-SNPs) and carrier benefit questions, plus member perks from partner organizations including Retirable and Propel.
GoHealth also distributes through an external agent channel branded GoPartner Solutions (GPS), under which independent agencies operate as downlines with access to GoHealth's PlanFit tools, marketing channels and health plan contracts. The company reports it has enrolled millions of people in Medicare plans and individual and family plans since inception, and its website states that 10 million consumers trust GoHealth.
Founding story
The company was founded in 2001 in Chicago, Illinois, by Clint Jones and Brandon Cruz under the name Norvax, Inc. It initially built websites and lead management software for insurance brokers before moving into consumer-facing insurance distribution.
Business model
GoHealth acts as an insurance distributor and marketplace rather than an underwriter, partnering with national insurance carriers and enrolling consumers in their plans. Services are free to the consumer; guidance is delivered by licensed agents supported by the PlanFit matching technology. Alongside its captive agent workforce, GoHealth operates the GoPartner Solutions external agent channel, through which independent agencies such as e-TeleQuote operate as downlines using GoHealth's marketing, technology and carrier contracts. Disclosed financial reporting references Revenue, Adjusted EBITDA and Cash Flow from Operations as key measures.
Revenue is generated from distributing health insurance policies issued by partner carriers, with services provided at no charge to consumers. Medicare Advantage business generates contract assets recognized on the balance sheet, as illustrated by the over $100 million contract asset acquired with e-TeleQuote. Reported revenue was approximately $800 million in 2020.
Traction
The company's website states that 10 million consumers trust GoHealth, and its corporate description says it has enrolled millions of people in Medicare plans and individual and family plans since inception. Wikipedia reports 2020 revenue of about $800 million and approximately 1,500 employees. The 2024 e-TeleQuote transaction added nearly 400 licensed agents, more than $18 million of cash and a contract asset valued at over $100 million.
Latest developments
In October 2024 GoHealth announced the closing of its acquisition of e-TeleQuote Insurance, which was folded into the GoPartner Solutions external agent channel ahead of the Annual Enrollment Period, with management stating it expected a positive impact on revenue, Adjusted EBITDA and cash flow from operations. Katie O'Halloran served as Interim CFO at the time of that announcement. On June 7, 2026, the company filed for Chapter 11 bankruptcy protection under a plan to transfer ownership to lenders while reinstating preferred equity, paying trade payables and providing cash payments to equity holders.
βΈFull profile β market position, technology, go-to-market, geography, history, risks & controversies
Market position
GoHealth describes itself as a leading health insurance marketplace and Medicare-focused digital health company; Wikipedia characterizes it as a Medicare marketplace with roughly 1,500 employees and about $800 million of revenue in 2020. Its 2019 majority-stake sale to Centerbridge Partners at an approximate $1.5 billion valuation was reported as the largest purchase of a Chicago-based technology company in the preceding five years. The 2024 e-TeleQuote acquisition consolidated a peer in the Medicare insurance marketplace.
GoHealth positions its combination of the PlanFit machine-learning plan-matching engine, licensed agents offering free and unbiased guidance, and year-round post-enrollment member support as its distinguishing features, along with management of customer acquisition costs, which it cites as an industry-leading capability. Its external agent channel enabled a 30-day close and "plug and play" integration of e-TeleQuote's roughly 400 licensed agents without the usual cash outlay for hiring and training.
Technology
GoHealth's platform centers on PlanFit, a proprietary matching system that uses machine learning algorithms trained on nearly two decades of insurance purchasing behavior to rank Medicare Advantage plans against a consumer's stated needs and priorities. The platform supports agent-assisted comparison and enrollment workflows, an annual PlanFit CheckUp re-shopping process, and a member messaging portal used by the post-enrollment support team. Technology development capacity includes Slovak engineering operations built around the 2015 acquisition of Creatix.
Go-to-market
The company acquires consumers through direct marketing and its website, then converts through licensed agents in call centers reachable by a toll-free number during weekday business hours. It supplements owned agent capacity with the GoPartner Solutions external agent channel and has used partnerships (for example with ADP in 2015) to reach employees without employer coverage. Retention efforts include annual plan re-shopping outreach to existing members.
Primarily Medicare-eligible consumers shopping for Medicare Advantage, Medicare Supplement and Medicare Part D coverage, including those enrolling in Chronic Condition Special Needs Plans. The company also serves individuals purchasing individual and family health plans and short-term health insurance on and off the federal exchange.
Geography
GoHealth serves consumers across the United States and is headquartered at 222 West Merchandise Mart Plaza, Suite 1750, Chicago, Illinois. U.S. locations also include Charlotte, North Carolina and Lindon, Utah, and the company operates offices in Slovakia in Bratislava and Kosice. Its regulatory approval for subsidized exchange enrollment applied to the 36 states using the federal insurance exchange.
History
Norvax began offering online comparison health insurance shopping in 2008 and was renamed GoHealth in 2009. In 2012 it received a $50 million investment from Norwest Equity Partners and became a government-approved exchange under an arrangement with CMS, and in 2013 it was appointed by the federal government to enroll residents of 36 federal-exchange states in subsidized Affordable Care Act plans, acting as the first private marketplace to enroll subsidy-eligible consumers after HealthCare.gov's troubled launch. Also in 2013 it purchased 90,000 square feet at Chicago's Merchandise Mart. It acquired Bratislava-based software developer Creatix in 2015, partnered with ADP the same year, opened a Charlotte, North Carolina site in 2016 and a Lindon, Utah site in 2018, and shifted its focus to Medicare in 2016 as Affordable Care Act growth slowed. Centerbridge Partners took a majority stake in 2019 at an approximate $1.5 billion valuation, and the company announced plans for an IPO in June 2020, trading on Nasdaq as GOCO. Vijay Kotte became CEO and Jason Schulz CFO in June 2022, with co-founder Clint Jones moving to Executive Chairman. GoHealth closed the acquisition of e-TeleQuote on September 30, 2024, and filed for Chapter 11 bankruptcy protection on June 7, 2026.
Risks & controversies
GoHealth filed for Chapter 11 bankruptcy protection on June 7, 2026, under a plan that would transfer ownership of the company to its lenders. The business is exposed to regulatory and policy shifts in Medicare and the Affordable Care Act, as shown by the 2016 pivot to Medicare after Affordable Care Act growth slowed, and to broker-industry marketing capacity and customer acquisition cost dynamics cited by management around the 2024 Annual Enrollment Period. Company statements about the e-TeleQuote integration and future results are explicitly forward-looking and subject to risks and uncertainties.
Compiled by commissioned research from 8 cited public sources β announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed β not independently audited.
Timeline Β· 12
launches, deals, and filingsGoHealth filed for Chapter 11 bankruptcy protection as part of a plan to transfer ownership of the company to lenders while reinstating preferred equity, paying trade payables and ensuring cash payments to equity holders.
GoHealth completed its acquisition of Medicare marketplace e-TeleQuote Insurance, Inc., investing $5 million for newly issued shares representing an 18.9% stake while the previous owner relinquished its 81.1% interest, leaving GoHealth as sole owner. The transaction, entered into via a purchase and subscription agreement on August 30, 2024, brought over $18 million in cash (including the $5 million paid), a contract asset valued at over $100 million tied to e-TeleQuote's Medicare Advantage business, and a workforce of nearly 400 licensed agents. e-TeleQuote continues to operate as an independent agency as a downline under GoHealth's GoPartner Solutions external agent channel. Closing was announced October 1, 2024.
$5M source β
GoHealth announced the appointment of Vijay Kotte as Chief Executive Officer and Jason Schulz as Chief Financial Officer, effective immediately. Co-founder and then-CEO Clint Jones became Executive Chairman of the Board.
Centerbridge Partners made a majority stake investment in GoHealth at a valuation of approximately $1.5 billion. Norwest Equity Partners retained a stake and co-founders Clint Jones and Brandon Cruz continued to hold substantial equity stakes.
GoHealth acquired Creatix, a software development company based in Bratislava, Slovakia.
ADP partnered with GoHealth to help employees without employer health insurance coverage enroll in subsidized health plans.
GoHealth purchased 90,000 square feet in Chicago's Merchandise Mart, expanding its Chicago footprint to four locations.
GoHealth was appointed by the federal government to enroll eligible residents of the 36 states using the federal insurance exchange in subsidized plans made available under the Affordable Care Act, and became the first private marketplace to enroll Americans in subsidy-eligible plans.
GoHealth became a government-approved exchange under an arrangement with the Centers for Medicare & Medicaid Services, allowing it to enroll consumers in the same plans and offer the same tax subsidies available on HealthCare.gov.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
βΈResearch sources Β· 8
primary sources listed
- GoHealthgohealth.com Β· web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does GoHealth do?
- GoHealth is a Nasdaq-listed U.S. health insurance marketplace that matches consumers with Medicare and individual plans.
- Who are GoHealth's investors?
- GoHealth's investors include TPG, ACE & Company.