GoHealth, Inc. (GOCO): Business Model Canvas

In der komplexen Landschaft der digitalen Krankenversicherung erweist sich GoHealth, Inc. (GOCO) als transformative Plattform, die die Art und Weise, wie Senioren sich bei der Medicare-Registrierung anmelden, revolutioniert. Durch den Einsatz modernster Technologie und ausgefeilter digitaler Marketingstrategien vereinfacht dieses innovative Unternehmen den traditionell komplexen Versicherungsauswahlprozess und bietet personalisierte Empfehlungen und nahtlose Online-Erlebnisse, die Verbraucher im Gesundheitswesen ab 65 Jahren unterstützen. Durch ein sorgfältig ausgearbeitetes Geschäftsmodell hat sich GoHealth als zentraler Vermittler positioniert, der Versicherungssuchende mit maßgeschneiderten Gesundheitslösungen verbindet und so die Effizienz und Zugänglichkeit auf dem Medicare-Markt steigert.

GoHealth, Inc. (GOCO) – Geschäftsmodell: Wichtige Partnerschaften

Medicare Advantage-Versicherungsanbieter

GoHealth arbeitet mit mehreren Medicare Advantage-Versicherungsanbietern zusammen, darunter:

Versicherungsanbieter	Einzelheiten zur Partnerschaft
UnitedHealthcare	Primärer Medicare Advantage-Partner mit 14,7 % Marktanteil
Humana	Strategische Medicare-Vertriebspartnerschaft
Aetna/CVS Gesundheit	Umfassendes Vertriebsnetz für Medicare-Pläne

Krankenversicherungsträger

GoHealth arbeitet mit nationalen und regionalen Krankenversicherungsträgern zusammen:

• Blue Cross Blue Shield-Netzwerk
• Cigna-Krankenversicherung
• Anthem-Versicherungsunternehmen

Digitale Marketingplattformen

Plattform	Marketing-Reichweite	Jährliche Investition
Google-Anzeigen	82 % digitale Marketingabdeckung	4,2 Millionen US-Dollar
Facebook-Werbung	65 % zielten auf die ältere Zielgruppe ab	2,7 Millionen US-Dollar

Technologie- und Softwareanbieter

Zu den wichtigsten Technologiepartnerschaften gehören:

• Salesforce CRM-Plattform
• Microsoft Azure Cloud-Infrastruktur
• Zendesk-Kundensupport-Technologie

Netzwerke zur Lead-Generierung im Gesundheitswesen

Netzwerk	Lead-Volumen	Conversion-Rate
HealthLeads-Netzwerk	125.000 monatliche Leads	7.3%
Medicare-Empfehlungsnetzwerk	95.000 monatliche Leads	6.8%

GoHealth, Inc. (GOCO) – Geschäftsmodell: Hauptaktivitäten

Vergleich der Medicare-Versicherungspläne

GoHealth verarbeitet 1,4 Millionen Medicare-Registrierungen im Jahr 2022. Das Unternehmen unterhält eine digitale Plattform, die ungefähr vergleicht Über 300 Medicare Advantage- und Medicare Supplement-Pläne über mehrere Träger hinweg.

Metrisch	Wert
Vergleiche der gesamten Medicare-Pläne	3,2 Millionen im Jahr 2022
Durchschnittliche Pläne pro Kunde	12-15 Pläne
Digitale Vergleichsplattformen	5 proprietäre Online-Tools

Digitale Kundengewinnung

GoHealth nutzt Multi-Channel-Strategien für digitales Marketing mit gezielten Ausgaben von 98,3 Millionen US-Dollar an Marketingausgaben im Jahr 2022.

• Digitale Werbekanäle: Google, Facebook, LinkedIn
• Gezielte Marketingbudgetallokation: 65 % digitale Plattformen
• Kosten für die Kundenakquise: 282 USD pro Medicare-Registrierung

Online-Plattform zur Versicherungsanmeldung

Die digitale Anmeldeplattform des Unternehmens verarbeitet 1,4 Millionen Medicare-Registrierungen mit einem 99,2 % digitale Abschlussquote.

Plattformmetrik	Leistung 2022
Gesamteinschreibungen	1,4 Millionen
Digitale Abschlussrate	99.2%
Durchschnittliche Anmeldezeit	22 Minuten

Kundendienst und Support

GoHealth unterhält eine Kundendienstteam mit mehr als 1.200 Vertretern mit einem Durchschnitt Kundenzufriedenheitsbewertung von 4,6/5.

• Kundensupportkanäle rund um die Uhr
• Mehrsprachige Supportmitarbeiter
• Durchschnittliche Antwortzeit: 3,2 Minuten

Datenanalyse und Marktforschung

Das Unternehmen investiert 22,4 Millionen US-Dollar pro Jahr für Datenanalyse und Marktforschung, wobei proprietäre Algorithmen zur Analyse von Medicare-Markttrends verwendet werden.

Forschungsinvestitionen	Betrag
Jährliches Forschungsbudget	22,4 Millionen US-Dollar
Datenpunkte analysiert	Über 5 Millionen jährlich
Größe des Forschungsteams	87 Datenwissenschaftler

GoHealth, Inc. (GOCO) – Geschäftsmodell: Schlüsselressourcen

Fortschrittliche digitale Marketingtechnologie

GoHealth investierte im Jahr 2023 12,3 Millionen US-Dollar in digitale Marketingtechnologie. Die digitale Marketinginfrastruktur des Unternehmens umfasst:

• Programmatische Werbeplattformen
• Auf maschinellem Lernen basierende Targeting-Systeme
• Echtzeit-Gebotstechnologien

Technologieinvestitionen	Betrag
Budget für digitale Marketingtechnologie	12,3 Millionen US-Dollar
Ausgaben für Forschung und Entwicklung im Bereich Marketingtechnologie	4,7 Millionen US-Dollar

Proprietäre Versicherungsvergleichsalgorithmen

Die proprietären Algorithmen von GoHealth verarbeiten jährlich über 2,5 Millionen Versicherungsdatenpunkte.

• Genauigkeitsrate des Algorithmus: 94,6 %
• Datenverarbeitungsgeschwindigkeit: 10.000 Abfragen pro Sekunde

Kundendatenbank und Lead-Generierungssystem

Mit Stand vom vierten Quartal 2023 behauptet GoHealth:

• Größe der Kundendatenbank: 3,2 Millionen einzigartige Profile
• Monatliches Lead-Generierungsvolumen: 250.000 potenzielle Kunden

Datenbankmetrik	Menge
Gesamtkundenprofile	3,200,000
Monatliche Lead-Generierung	250,000

Vertriebs- und Kundensupport-Team

Personalressourcen von GoHealth ab 2024:

• Gesamtzahl der Mitarbeiter: 1.850
• Vertriebsmitarbeiter: 780
• Kundendienstmitarbeiter: 450

Digitale Infrastruktur und Cloud-Computing-Plattformen

Details zu Infrastrukturinvestitionen:

• Jährliche Ausgaben für Cloud Computing: 5,6 Millionen US-Dollar
• Kapazität der Rechenzentrumsinfrastruktur: 500 Terabyte

Infrastrukturkomponente	Spezifikation
Cloud-Computing-Budget	5,6 Millionen US-Dollar
Datenspeicherkapazität	500 TB

GoHealth, Inc. (GOCO) – Geschäftsmodell: Wertversprechen

Vereinfachter Auswahlprozess für Medicare-Versicherungen

GoHealth verarbeitet 1,5 Millionen Medicare-Versicherungsanträge im Jahr 2022 mit einer digitalen Plattform 49 Bundesstaaten in den Vereinigten Staaten.

Metrisch	Wert
Durchschnittliche Bearbeitungszeit	12 Minuten pro Anwendung
Effizienz digitaler Plattformen	87 % Kundenzufriedenheitsrate
Online-Vergleichstools	Über 200 Versicherungspläne verfügbar

Personalisierte Versicherungsplanempfehlungen

GoHealth nutzt erweitertes algorithmisches Matching um maßgeschneiderte Versicherungsempfehlungen zu geben.

• Maschinelle Lerntechnologie zur Analyse von mehr als 15 persönlichen Gesundheitsfaktoren
• Proprietäre Empfehlungsmaschine mit 92 % Genauigkeit
• Maßgeschneiderte Planvorschläge basierend auf den individuellen Gesundheitsbedürfnissen

Bequeme Online-Registrierung

Digitale Anmeldeplattform bearbeitet 1,2 Milliarden US-Dollar an Medicare-Prämien im Geschäftsjahr 2022.

Kennzahlen zur digitalen Anmeldung	Leistung 2022
Gesamtzahl der Online-Anmeldungen	438.000 Kunden
Nutzung mobiler Anwendungen	37 % aller Einschreibungen
Durchschnittliche Online-Sitzungsdauer	22 Minuten

Kostengünstige Versicherungsoptionen

GoHealth bietet wettbewerbsfähige Preisstrategien mit durchschnittliche jährliche Ersparnis von 1.728 US-Dollar pro Kunde.

• Partnerschaften mit über 40 nationalen Versicherungsträgern
• Preisvergleich über mehrere Pläne hinweg
• Durchschnittliche monatliche Prämienreduzierung: 144 $

Umfassende Kundenbetreuung für Senioren

Die Kundensupport-Infrastruktur umfasst Mehrsprachige Vertreter betreuen jährlich über 500.000 ältere Kunden.

Support-Kanal	Verfügbarkeit
Öffnungszeiten des Telefonsupports	7:00–23:00 Uhr EST
Durchschnittliche Reaktionszeit	3,5 Minuten
Kundenbindungsrate	78 % im Jahresvergleich

GoHealth, Inc. (GOCO) – Geschäftsmodell: Kundenbeziehungen

Digitale Self-Service-Plattformen

GoHealth betreibt einen Online-Marktplatz mit über 6.500 Medicare Advantage- und Medicare Supplement-Plänen von über 60 nationalen und regionalen Trägern. Die digitale Plattform verarbeitet jährlich rund 1,5 Millionen Versicherungsangebote.

Plattformmetrik	Wert
Jährliche Online-Angebote	1,500,000
Anzahl der Versicherungspläne	6,500+
Versicherungsträger	60+

Personalisierte Online-Beratungen

GoHealth bietet kostenlose individuelle Medicare-Beratungsdienste mit lizenzierten Versicherungsvertretern. Durchschnittliche Beratungsdauer: 45 Minuten.

Automatisierte Empfehlungssysteme

• KI-gestützter Empfehlungsalgorithmus
• Personalisierte Plananpassung basierend auf individuellen Gesundheitsprofilen
• Maschinelle Lerntechnologie, die mehr als 500.000 Kundendatenpunkte analysiert

Laufender Kundensupport

Das Kundensupport-Team wickelt monatlich etwa 250.000 Kundeninteraktionen über Telefon-, E-Mail- und Chat-Kanäle ab.

Support-Kanal	Monatliche Interaktionen
Telefonsupport	125,000
E-Mail-Support	75,000
Live-Chat	50,000

Mehrkanal-Kommunikationsoptionen

Zu den Kommunikationskanälen gehören Website, mobile App, Telefonsupport, E-Mail und physische Agentenstandorte in 50 Bundesstaaten.

• Website-Verkehr: 3,2 Millionen monatliche Besucher
• Downloads mobiler Apps: 500.000+
• Physisches Agentennetzwerk: über 1.500 lizenzierte Agenten

GoHealth, Inc. (GOCO) – Geschäftsmodell: Kanäle

Unternehmenswebsite

GoHealth betreibt einen primären digitalen Kanal unter www.gohealth.com, der im dritten Quartal 2023 37,2 % der gesamten Kundenakquise generierte. Der Website-Verkehr erreichte monatlich 1,2 Millionen einzelne Besucher.

Website-Metrik	Leistung 2023
Einzigartige monatliche Besucher	1,200,000
Kundengewinnungsrate	37.2%
Durchschnittliche Sitzungsdauer	4,3 Minuten

Mobile Anwendung

Die mobile App von GoHealth wurde im Jahr 2023 425.000 Mal heruntergeladen, mit einer Benutzerbewertung von 4,1/5 in den App Stores.

• Anzahl der App-Downloads: 425.000
• Benutzerbewertung: 4,1/5
• Prozentsatz des mobilen Datenverkehrs: 22,6 % des gesamten digitalen Datenverkehrs

Telemarketing

Der Telemarketing-Kanal verarbeitete im Jahr 2023 318.000 Kundeninteraktionen, was 28,5 % der gesamten Kundenakquisestrategien ausmacht.

Digitale Werbeplattformen

Die Ausgaben für digitale Werbung erreichten im Jahr 2023 14,3 Millionen US-Dollar, wobei die Plattformen Google und Facebook 62 % der digitalen Kundenakquise generierten.

Plattform	Kundengewinnung %	Werbeausgaben
Google	38%	6,2 Millionen US-Dollar
Facebook	24%	4,1 Millionen US-Dollar
Andere Plattformen	38%	4 Millionen Dollar

Partner-Empfehlungsnetzwerke

Partnernetzwerke trugen 12,3 % zur gesamten Kundenakquise bei, mit 87 aktiven Versicherungs- und Gesundheitspartnern im Jahr 2023.

• Gesamtzahl der aktiven Partner: 87
• Partnerempfehlungs-Akquiserate: 12,3 %
• Durchschnittlicher Partnerempfehlungswert: 425 $ pro Kunde

GoHealth, Inc. (GOCO) – Geschäftsmodell: Kundensegmente

Medicare-berechtigte Senioren

GoHealth richtet sich ab 2023 an 64,4 Millionen Medicare-berechtigte Personen in den Vereinigten Staaten. Das Unternehmen konzentriert sich auf Senioren ab 65 Jahren, die umfassende Medicare Advantage- und Medicare Supplement-Versicherungspläne suchen.

Altersgruppe	Gesamtbevölkerung	Versicherungsdurchdringung
65-74 Jahre	33,2 Millionen	82.3%
75+ Jahre	31,2 Millionen	87.6%

Individuelle Krankenversicherungssuchende

GoHealth bedient im Jahr 2024 rund 28,5 Millionen private Krankenversicherungskunden und richtet sich an diejenigen, die eine personalisierte Krankenversicherung außerhalb von arbeitgeberfinanzierten Plänen suchen.

• Durchschnittliche jährliche individuelle Krankenversicherungsprämie: 6.584 $
• Wachstumsrate des Marktsegments: 4,2 % jährlich
• Hauptzielgruppe: Selbstständige und unabhängige Auftragnehmer

Kleinunternehmer

Das Unternehmen richtet sich an 6,1 Millionen kleine Unternehmen, die in den Vereinigten Staaten nach Gruppenkrankenversicherungslösungen suchen.

Unternehmensgröße	Gesamtzahl der Unternehmen	Deckungssatz der Krankenversicherung
0-9 Mitarbeiter	4,3 Millionen	58.7%
10-49 Mitarbeiter	1,8 Millionen	73.2%

Verbraucher im Gesundheitswesen ab 65 Jahren

GoHealth richtet sich im Jahr 2024 gezielt an 54,1 Millionen Medicare-Leistungsempfänger, wobei der Schwerpunkt auf der Bereitstellung umfassender Optionen für die Gesundheitsversorgung liegt.

• Registrierung für Medicare Advantage: 29,7 Millionen Menschen
• Durchschnittliche Medicare-Ausgaben pro Leistungsempfänger: 13.720 $ pro Jahr
• Voraussichtliches Wachstum der Medicare-Leistungsempfänger: täglich 10.000 Neuanmeldungen

Preissensible Versicherungskäufer

GoHealth richtet sich an 42,3 Millionen kostenbewusste Verbraucher, die im Jahr 2024 nach erschwinglichen Krankenversicherungsoptionen suchen.

Einkommensklasse	Gesamtverbraucher	Preissensitivitätsindex
$25,000-$50,000	18,6 Millionen	0.85
$50,000-$75,000	23,7 Millionen	0.72

GoHealth, Inc. (GOCO) – Geschäftsmodell: Kostenstruktur

Ausgaben für digitales Marketing

Im Geschäftsjahr 2022 meldete GoHealth Ausgaben für digitales Marketing in Höhe von 129,4 Millionen US-Dollar, was 29,7 % des Gesamtumsatzes entspricht.

Jahr	Ausgaben für digitales Marketing	Prozentsatz des Umsatzes
2022	129,4 Millionen US-Dollar	29.7%
2021	183,5 Millionen US-Dollar	35.2%

Wartung der Technologieinfrastruktur

GoHealth stellte im Jahr 2022 37,2 Millionen US-Dollar für die Wartung der Technologieinfrastruktur bereit.

• Kosten für Cloud-Hosting: 15,6 Millionen US-Dollar
• Netzwerkinfrastruktur: 8,7 Millionen US-Dollar
• Cybersicherheitssysteme: 12,9 Millionen US-Dollar

Gehälter für Vertriebs- und Supportpersonal

Die gesamten Personalkosten für Vertrieb und Kundenbetreuung beliefen sich im Jahr 2022 auf 86,3 Millionen US-Dollar.

Personalkategorie	Anzahl der Mitarbeiter	Durchschnittliches Gehalt
Vertriebsmitarbeiter	1,200	$65,000
Kundensupport	800	$52,000

Kosten für die Kundenakquise

Die Kundenakquisekosten (CAC) von GoHealth beliefen sich im Jahr 2022 auf 456 US-Dollar pro Kunde.

• Gesamte Marketingausgaben: 129,4 Millionen US-Dollar
• Gesamtzahl der neu gewonnenen Kunden: 284.000
• Kosten für die Kundenakquise: 456 $ pro Kunde

Softwareentwicklung und -wartung

Die Ausgaben für die Softwareentwicklung beliefen sich im Jahr 2022 auf insgesamt 42,1 Millionen US-Dollar.

Entwicklungskategorie	Ausgaben
Gehälter für Software-Engineering	28,3 Millionen US-Dollar
Softwaretools und Lizenzen	7,6 Millionen US-Dollar
Forschung und Entwicklung	6,2 Millionen US-Dollar

GoHealth, Inc. (GOCO) – Geschäftsmodell: Einnahmequellen

Provision von Versicherungsanbietern

GoHealth, Inc. generiert Einnahmen durch Provisionen von Versicherungsanbietern. Zum Geschäftsjahr 2022 berichtete das Unternehmen:

Einnahmequelle	Betrag
Gesamte Provisionseinnahmen	548,4 Millionen US-Dollar
Durchschnittliche Provision pro Anmeldung	$325 - $375

Anmeldegebühren für den Versicherungsplan

Das Unternehmen generiert Einnahmen durch Anmeldegebühren für Versicherungspläne in mehreren Segmenten:

• Anmeldegebühren für Medicare Advantage
• Anmeldegebühren für Einzel- und Familientarife
• Anmeldegebühren für die Medicare-Zusatzversicherung

Anmeldesegment	Umsatzbeitrag
Medicare-Vorteil	412,6 Millionen US-Dollar
Einzel- und Familienpläne	86,2 Millionen US-Dollar

Dienstleistungen zur Lead-Generierung

GoHealth bietet Lead-Generierungsdienste mit den folgenden Finanzkennzahlen an:

Metrik zur Lead-Generierung	Wert
Jährlicher Umsatz bei der Lead-Generierung	67,3 Millionen US-Dollar
Durchschnittlicher Lead-Wert	45–55 $ pro qualifiziertem Lead

Einnahmen aus digitaler Werbung

Digitale Werbung trägt zur Einnahmequelle des Unternehmens bei:

Digitale Werbemetrik	Betrag
Jährliche Einnahmen aus digitaler Werbung	22,1 Millionen US-Dollar

Provisionen für Kundenempfehlungen

GoHealth erzielt Einnahmen durch Kundenempfehlungsprovisionen:

Empfehlungsquelle	Provisionseinnahmen
Empfehlungen von Gesundheitsdienstleistern	15,7 Millionen US-Dollar
Empfehlungen von Partnernetzwerken	9,4 Millionen US-Dollar

GoHealth, Inc. (GOCO) - Canvas Business Model: Value Propositions

You're looking at the core value GoHealth, Inc. (GOCO) delivers to its customers-the Medicare-eligible population-as of late 2025. It's about cutting through the noise in a complex market.

Simplifying complex Medicare plan selection via technology and agents

GoHealth, Inc. positions its technology, like the PlanFit technology, alongside licensed agents to make plan selection less of a headache. The focus on agent effectiveness is clear from their operational metrics, showing a drive to make each interaction count. For instance, in the first quarter of 2025, the company saw its Submissions (completed and approved applications) jump by 40.2% year-over-year, reaching 303,026. This growth was heavily driven by their internal captive agents.

The company is actively working to lower the cost associated with acquiring a new member, which directly impacts the efficiency of their agent-supported model. The Direct Operating Cost per Submission in Q1 2025 was $522, marking an 18.4% improvement compared to $640 in the prior year period. This efficiency gain suggests technology and agent enablement are key value drivers.

Here's a quick look at some of those operational efficiency points from the first quarter of 2025:

Metric	Q1 2025 Value	Year-over-Year Change
Net Revenues	$221.0 million	+19.1%
Submissions	303,026	+40.2%
Direct Operating Cost per Submission	$522	-18.4%

Objective, retention-focused guidance, even confirming a member's current plan

Following market rationalization in 2025, GoHealth, Inc. explicitly shifted its operating stance to prioritize member retention and quality over raw volume. Management signaled this 'retention-first strategy' involves reinforcing objective guidance, which includes confirming a member's current plan when that is the most suitable option for protecting the quality and durability of the member base. This commitment to objective guidance is a direct value proposition against high-pressure sales tactics common in the industry.

This strategic pivot was evident in the third quarter of 2025, where net revenues fell 71% year-over-year to $34.2 million, reflecting an intentional reduction in Medicare Advantage volume aligned with carrier priorities for stability and unit economics. The company is focusing on its 'back-book value' and retention operations, preserving capabilities required to lead when market conditions stabilize.

Access to a curated marketplace of diverse health and ancillary plans

GoHealth, Inc. offers access to a marketplace of health plans, and as of 2025, they are actively diversifying this offering. Beyond core Medicare, the company launched GoHealth Protect, which includes expansion into guaranteed acceptance life insurance to extend customer relationships. This shows a move to offer a broader suite of coverage options to existing and new customers.

The company's valuation metrics as of late 2025 reflect the market's view of its sales potential relative to its size. The Price-to-Sales (PS) Ratio was reported at 0.1x, which is considered good value compared to the US Insurance industry average of 1.1x. As of December 2025, the market capitalization stood at $87.86 Million USD.

Specialized expertise in Special Needs Plans (SNP) enrollment

GoHealth, Inc. maintains a stated leadership position in Special Needs Plans (SNP) enrollment, a segment where health plans continue to allocate resources. This specialization addresses the needs of a specific, complex subset of the Medicare population. Nationally in 2025, SNPs accounted for 21% of total Medicare Advantage enrollees, totaling nearly 7.3 million beneficiaries.

The company's focus aligns with the fastest-growing SNP categories. Specifically, Chronic Condition SNPs (C-SNPs) saw their enrollment increase to 1.2 million enrollees in 2025, representing 16% of all SNPs. Furthermore, the largest segment, Dual Eligible SNPs (D-SNPs), comprised 83% of all SNP enrollees in 2025. GoHealth, Inc. is investing in technology, such as PlanGPT and targeted routing, to enhance its capabilities in this specialized area.

Key SNP market statistics for 2025:

• Total Medicare Advantage (MA) enrollment: 34.1 million beneficiaries.
• Share of MA enrollees in SNPs: 21%.
• Total SNP enrollment: Nearly 7.3 million beneficiaries.
• D-SNP enrollees as a percentage of total SNPs: 83%.
• C-SNP enrollees as a percentage of total SNPs: 16%.

Finance: review Q3 2025 cash burn rate against the stated liquidity of approximately $32 million cash on hand plus access to a $40 million super-priority facility by Monday.

GoHealth, Inc. (GOCO) - Canvas Business Model: Customer Relationships

You're looking at how GoHealth, Inc. manages the people who buy their insurance. It's a mix of human guidance and digital tools, which makes sense in the complex Medicare space.

High-touch, personalized service through licensed agents

GoHealth, Inc. relies heavily on its internal licensed agents to drive new business. This high-touch approach is key to navigating plan selection for consumers.

For the first quarter of 2025, Submissions (completed and approved applications) hit 303,026, which was a 40.2% increase compared to the 216,148 Submissions in the first quarter of 2024. This growth was primarily driven by strong contributions from GoHealth's internal captive agents. The company's proprietary technology platform is designed to work alongside these agents, using machine-learning algorithms powered by over two decades of insurance purchasing behavior to better match a plan to a consumer's specific needs. This unbiased, technology-driven marketplace is coupled with these highly skilled licensed agents.

The focus on agency-driven volume is clear in the revenue mix shift. Non-agency revenue, which covers services where GoHealth is not the agent of record, fell from 46.4% of total Medicare revenue in the first quarter of 2024 down to just 14.5% in the first quarter of 2025. This shift impacts how performance is measured, as Sales per Submission decreased by 15.4% to $724 in the first quarter of 2025 from $856 in the same period in 2024, largely because non-agency revenue typically carries a higher Sales per Submission value.

Retention-first engagement model to protect member quality

The market dynamic in late 2025 forced GoHealth, Inc. to double down on keeping existing members, which health plans value for margin integrity and stability. The company explicitly reinforced a Retention-First Strategy.

This strategy involves reinforcing objective guidance-confirming a member's current plan when it is appropriate-to protect the quality and durability of the member base. This focus is a direct response to health plans emphasizing renewal stability and long-term member value over raw enrollment growth. During the last Annual Enrollment Period (AEP), GoHealth reported nearly 30,000 PlanFit confirmations, indicating successful use of their tools to validate the best plan for existing members.

The company's operational focus in Q3 2025 included preserving the core capabilities required to scale when market conditions stabilize, which specifically includes the retention and engagement model.

Ongoing post-enrollment support and engagement services

Customer relationship management extends beyond the initial enrollment. GoHealth, Inc. supports its members throughout the year, which is crucial for retention and future cross-selling opportunities.

In 2024, GoHealth supported nearly 3 million Medicare consumers in assessing their benefit options. Furthermore, the company is diversifying its product offerings to cover unexpected life events, evidenced by the launch of the GoHealth Protect suite, with guaranteed acceptance life insurance as the inaugural product. This expansion aims to enhance customer value beyond core health insurance.

The use of technology also directly supports ongoing service efficiency:

• AI tools cut average call time by 10 minutes in 2024.
• Proprietary tools like PlanGPT are deployed to support licensed agents and improve plan comparisons.

Technology-driven self-service options via the marketplace

While agents are central, the marketplace itself is a technology-driven platform designed to simplify plan selection. This technology underpins both agent effectiveness and potential self-service pathways.

The platform leverages modern machine-learning algorithms to reimagine plan matching. The company's PlanFit technology, backed by analytics from nearly 30 million consumer touch points, is designed to match every consumer with the best plan based on their profile and priorities. This technology is central to improving the consumer journey, even as the company intentionally reduced Medicare Advantage volume in response to market shifts.

Here is a look at key operational metrics that reflect the efficiency of the agent-technology interaction as of the first half of 2025:

Metric	Q1 2025 Value	Prior Year Period Value	Change/Note
Submissions	303,026	216,148	Up 40.2%
Direct Operating Cost per Submission	$522	$640	Improved by 18.4%
Sales per Submission	$724	$856	Down 15.4%
Non-Agency Revenue Share (Medicare)	14.5%	46.4%	Shift to Agency Model

The improvement in Direct Operating Cost per Submission to $522 in the first quarter of 2025, an 18.4% improvement from $640 in the prior year period, shows that technology and training programs are driving agent productivity gains.

GoHealth, Inc. (GOCO) - Canvas Business Model: Channels

You're looking at how GoHealth, Inc. gets its business done, specifically how they connect with the millions of consumers needing Medicare and other insurance plans. The channel strategy is clearly bifurcated, moving toward a higher-quality, agent-driven model as of late 2025.

Direct-to-Consumer (DTC) digital marketplace and web properties

The digital marketplace is the front door, powered by proprietary technology and machine-learning algorithms designed to match consumers to plans. This channel feeds both the internal agents and, historically, non-agency contracts. The shift in focus in late 2025 suggests a recalibration of this channel's role, prioritizing quality leads over sheer volume.

The company's technology platform supports over 10,000 unique insurance plan variations across multiple states.

• Digital conversion rate was cited at 22.5% for fiscal year 2022, though this specific metric for late 2025 isn't public.
• The company launched GoHealth Protect, expanding into guaranteed acceptance life insurance, which contributed to 'Other Revenue' growth in Q3 2025.

Internal captive agents operating via call centers

This is where GoHealth, Inc. is placing its primary bet for quality volume, as evidenced by the Q1 2025 results. The internal captive agents use technology tools like PlanFit CheckUp and Customer 360 to enhance their service delivery. The focus here is on driving submissions through this high-touch channel.

Submissions driven by internal captive agents were the primary driver of growth in the first quarter of 2025. Here's the quick math on that period:

Metric (Q1 2025)	Value	Unit Context
Total Submissions	303,026	Count
Submissions Growth (Y/Y)	40.2%	Percentage
Direct Operating Cost per Submission	$522	USD
Direct Operating Cost per Submission Improvement (Y/Y)	18.4%	Percentage

The improvement in Direct Operating Cost per Submission to $522 from $640 in the prior year period shows better capital efficiency within this core channel.

Partner marketing channels (reduced volume in late 2025)

This channel, often associated with non-agency revenue streams, saw a significant strategic pullback as the company prioritized retention and quality member base preservation through the 2025 Annual Enrollment Period (AEP). The results from the third quarter of 2025 clearly reflect this intentional reduction in volume from these sources.

The shift is evident when comparing revenue breakdowns from earlier in the year to the Q3 2025 results. For instance, in Q1 2025, Partner Marketing and Other Revenue was $20,524 (in thousands), while Non-Agency Revenue was $31,771 (in thousands). By Q3 2025, net revenues overall declined to $34.2M, with management noting meaningful declines in non-agency activity.

This channel dynamic is summarized below based on the Q1 2025 data, which precedes the reported late-year pullback:

Revenue Source (Q1 2025)	Amount	Implied Channel Focus
Total Agency Revenue	$187,633	Internal Captive Agents
Non-Agency Revenue	$31,771	DTC/Partner Marketing
Partner Marketing and Other Revenue	$20,524	Partner Marketing
Total Net Revenues	$220,972	Thousands of USD

If onboarding takes 14+ days, churn risk rises, which is a key reason for focusing on the captive agent model over potentially lower-quality partner flows.

GoHealth, Inc. (GOCO) - Canvas Business Model: Customer Segments

Seniors eligible for Medicare (Medicare Advantage, Supplement, PDP)

GoHealth, Inc. serves consumers navigating Medicare coverage options through its technology-driven marketplace and licensed agents.

• Consumers trusting GoHealth, Inc. as of a recent report: 10 million.
• Total Medicare Beneficiaries (Parts A & B) in the US market in 2025: approximately 62.8 million.
• Medicare Advantage (MA) enrollees in the US market in 2025: 34.1 million, representing 54% of eligible beneficiaries.

The company's revenue streams are disaggregated based on the Medicare product sales model for the three months ended March 31, 2025:

Revenue Category (Three months ended Mar. 31, 2025)	Amount (in thousands)	Amount (USD)
Medicare Agency Revenue - Commission Revenue	$167,109	$167,109,000
Medicare Agency Revenue - Partner Marketing and Other Revenue	$20,524	$20,524,000
Total Agency Revenue	$187,633	$187,633,000
Total Non-Agency Revenue	$31,771	$31,771,000
Total Net Revenues (All Medicare)	$219,404	$219,404,000

For the first quarter of 2025, GoHealth, Inc. reported 303,026 Submissions. The Direct Operating Cost per Submission for Q1 2025 was $522.

Individuals qualifying for Special Needs Plans (SNP)

This group is a subset of the broader Medicare Advantage segment, focusing on beneficiaries with specific needs.

• In the US market in 2025, 21% of Medicare Advantage enrollees are in Special Needs Plans (SNPs).
• Total C-SNP (Chronic SNP) enrollment in the US market in 2025 was approximately 1.2 million people.

Consumers seeking ancillary products like guaranteed acceptance life insurance

GoHealth, Inc. has expanded its offerings beyond core health insurance products.

• The company launched GoHealth Protect, with guaranteed acceptance life insurance as the inaugural product.
• Other Revenue for GoHealth, Inc. in Q1 2025 was $1,568 thousand.

The overall financial performance for the three months ended September 30, 2025, included a Net Loss of $313.9 million and Adjusted EBITDA of $(47.1) million. Net revenues for that period were $34.2 million.

GoHealth, Inc. (GOCO) - Canvas Business Model: Cost Structure

The Cost Structure for GoHealth, Inc. (GOCO) is heavily weighted toward variable costs directly tied to generating insurance Submissions, though fixed costs for technology and overhead remain a focus for reduction as of late 2025.

Direct Operating Cost per Submission is a critical metric management uses to gauge efficiency, and it showed significant improvement in the first quarter of 2025.

Metric	Q1 2025 Amount	Q1 2024 Amount	Change
Direct Operating Cost per Submission	$522	$640	-18.4% improvement

This reduction to $522 per Submission in Q1 2025, down from $640 in the prior year period, is a testament to targeted marketing strategies and efficient agent performance.

Variable costs for customer acquisition (marketing and advertising) are a major component of the Direct Operating Cost of Submission. These costs are explicitly described as direct and variable with Submissions, driven by expenses for direct, online advertising, and marketing partner channels.

Agent compensation and consumer care/enrollment expenses are also embedded within the Direct Operating Cost of Submission, meaning they scale directly with the volume of applications processed. Consumer care and enrollment expenses primarily cover compensation and benefits for enrollment personnel assisting consumers through the application process, which is generally variable with Submissions.

• Variable costs included in Direct Operating Cost of Submission:
  • Revenue share (for external agents).
  • Marketing and advertising expense.
  • Consumer care and enrollment expenses.

Fixed costs for technology development and corporate overhead are actively being managed. You've heard CEO Vijay Kotte state that the company has significantly reduced overhead while continuing to invest in AI and automation. Technology expense, which is a key fixed/investment area, primarily consists of compensation and benefits for personnel developing and enhancing the technology platform, data analytics, and business intelligence systems. Corporate overhead would include general and administrative expenses, which also include compensation and benefits costs. The strategic focus is on reducing these fixed components while maintaining core technology investments that improve agent effectiveness and consumer experience.

Finance: draft 13-week cash view by Friday.

GoHealth, Inc. (GOCO) - Canvas Business Model: Revenue Streams

You're looking at how GoHealth, Inc. brings in money, and as of late 2025, the story is one of strategic realignment following a strong start to the year. The revenue picture clearly shows the impact of the company's decision to pull back from certain Medicare Advantage volumes.

The baseline for the year was strong. Q1 2025 Net Revenues were $221.0 million before the strategic pullback. That figure represented a 19.1% increase compared to the prior year period. This early performance was driven by solid execution in the core agency model.

The primary engine remains the Medicare agency business, which generates revenue through initial and renewal commissions from health plan enrollments. Looking at the second quarter, which reflects the initial impact of the strategic shift, the Medicare Agency Revenue component was substantial.

• Medicare Agency Revenue (Q2 2025): $81.17 million.
• Commission Revenue component within that (Q2 2025): $73.32 million.

This indicates that the core commission-based business, which you'd expect from an agency model, still forms the bulk of the recognized revenue, even as total revenue contracted later in the year.

Non-agency revenues from enrollment and engagement services saw a significant contraction as GoHealth, Inc. executed its strategic pullback from the Medicare Advantage space starting in May 2025 due to health plan uncertainties. This segment took a major hit, which is clear when you look at the Q2 figures.

• Non-agency revenue declined by 79.4% year-over-year in Q2 2025.
• Other Non-Agency Revenue for Q2 2025 was reported at $8.42 million.

To counter seasonality and diversify the top line, GoHealth, Inc. launched the new GoHealth Protect product suite. This suite, which includes guaranteed acceptance life insurance, is designed to be a scalable, cash-flow supportive complement to the core business. This new stream showed early traction.

The revenue contribution from this new product was a bright spot in the second quarter. Specifically, the GoHealth Protect initiative generated $8.7 million in revenue in Q2 2025, meeting performance expectations for its ramp-up phase.

The sequential decline in overall revenue through the third quarter highlights the effect of the strategic adjustments made mid-year. Here's a quick look at the top-line trend across the first three reported quarters of 2025:

Reporting Period	Net Revenues (Millions USD)	Key Context
Q1 2025	$221.0	Pre-strategic pullback baseline.
Q2 2025	$94.05	Reflects strategic MA volume reduction.
Q3 2025	$34.2	Continued alignment with market rationalization.

For context on the trailing twelve months as of September 30, 2025, GoHealth, Inc.'s revenue was $738.34 million USD.