eHealth announced a new vision that moves the company from a transaction‑driven enrollment model to an ongoing relationship model designed to support members from working years through retirement.
The strategy includes broadening the ancillary product portfolio, building on the success of its Hospital Indemnity Plans, and adding services that help consumers stay healthier and save money. eHealth will also deepen its AI and advanced analytics capabilities to streamline shopping and enrollment, and to enable licensed agents to provide year‑round, multi‑year support.
By expanding beyond Medicare into ACA plans and employer‑sponsored Individual Coverage Health Reimbursement Arrangements (ICHRA), eHealth aims to capture a larger share of the health‑insurance market while improving member lifetime value and retention.
CEO Derrick Duke said, “For nearly three decades, eHealth has helped millions of Americans find the right plan for them at the right moment. But consumers need more than once‑per‑year support. Our goal is to be a lifelong ally, helping people stay protected, informed, and supported at every stage.” The company cites a survey in which 90% of Americans agree that the health‑insurance selection and enrollment process today is broken, and 87% say it is important to have an advisor who can help them understand coverage options year‑round.
The announcement follows Duke’s appointment as CEO in September 2025, succeeding Fran Soistman. It aligns with industry trends that emphasize consumer experience, technology, and personalized support, and it builds on eHealth’s ongoing AI integration—most notably its voice agent “Alice”—and its long‑standing ICHRA offerings that began in August 2022.
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