GoHealth, Inc. (GOCO): Business Model Canvas [Jan-2025 Mise à jour]

Dans le paysage complexe de l'assurance maladie numérique, Gohealth, Inc. (GoCo) émerge comme une plate-forme transformatrice révolutionnant la façon dont les personnes âgées naviguent sur l'inscription à Medicare. En tirant parti de la technologie de pointe et des stratégies de marketing numérique sophistiquées, cette entreprise innovante simplifie le processus de sélection d'assurance traditionnellement complexe, offrant des recommandations personnalisées et des expériences en ligne transparentes qui permettent aux consommateurs de soins de santé de 65 ans et plus. Grâce à une toile de modèle commercial méticuleusement conçue, Gohealth s'est positionné comme un intermédiaire pivot reliant les demandeurs d'assurance avec des solutions de soins de santé sur mesure, une efficacité et une accessibilité sur le marché Medicare.

Gohealth, Inc. (GoCo) - Modèle d'entreprise: partenariats clés

Fournisseurs d'assurance Medicare Advantage

GoHealth s'associe à plusieurs fournisseurs d'assurance Medicare Advantage, notamment:

Assureur	Détails du partenariat
UnitedHealthcare	Primal Medicare Advantage partenaire avec 14,7% de part de marché
Humana	Partenariat stratégique de distribution de Medicare
Santé Aetna / CVS	Réseau complet de distribution du plan Medicare

Compagnies d'assurance maladie

GoHealth collabore avec les compagnies d'assurance maladie nationales et régionales:

• Blue Cross Blue Shield Network
• Cigna Health Assurance
• Compagnies d'assurance hymne

Plateformes de marketing numérique

Plate-forme	Portée du marketing	Investissement annuel
Publicités Google	Couverture de marketing numérique de 82%	4,2 millions de dollars
Publicité Facebook	65% ciblé la démographie senior ciblée	2,7 millions de dollars

Fournisseurs de technologie et de logiciels

Les partenariats technologiques clés comprennent:

• Plateforme Salesforce CRM
• Infrastructure cloud Microsoft Azure
• Technologie de support client Zendesk

Réseaux de génération de leads de santé

Réseau	Volume de plomb	Taux de conversion
Réseau HealthLeads	125 000 pistes mensuelles	7.3%
Réseau de référence Medicare	95 000 pistes mensuelles	6.8%

Gohealth, Inc. (GoCo) - Modèle d'entreprise: activités clés

Comparaison du régime d'assurance Medicare

Gohealth traité 1,4 million d'inscriptions du plan Medicare en 2022. La société maintient une plate-forme numérique qui compare approximativement 300+ plans d'assouplissement Medicare Advantage et Medicare sur plusieurs transporteurs.

Métrique	Valeur
Comparaisons totales du plan Medicare	3,2 millions en 2022
Plans moyens par client	12-15 plans
Plates-formes de comparaison numérique	5 outils en ligne propriétaires

Acquisition de clients numériques

Gohealth exploite stratégies de marketing numérique multicanal avec des dépenses ciblées de 98,3 millions de dollars en frais de marketing en 2022.

• Channeaux de publicité numérique: Google, Facebook, LinkedIn
• Attribution du budget marketing ciblé: 65% de plateformes numériques
• Coût d'acquisition du client: 282 $ par inscription Medicare

Plateforme d'inscription d'assurance en ligne

La plate-forme d'inscription numérique de l'entreprise traitée 1,4 million d'inscriptions de Medicare avec un Taux d'achèvement numérique à 99,2%.

Métrique de la plate-forme	2022 Performance
Inscriptions totales	1,4 million
Taux d'achèvement numérique	99.2%
Temps d'inscription moyen	22 minutes

Service client et assistance

Gohealth maintient un Équipe de service à la clientèle de plus de 1 200 représentants avec une moyenne Évaluation de satisfaction du client de 4,6 / 5.

• Canaux de support client 24/7
• Représentants de soutien multilingue
• Temps de réponse moyen: 3,2 minutes

Analyse des données et études de marché

L'entreprise investit 22,4 millions de dollars par an en analyse de données et en étude de marché, en utilisant des algorithmes propriétaires pour analyser les tendances du marché de Medicare.

Investissement en recherche	Montant
Budget de recherche annuel	22,4 millions de dollars
Points de données analysés	Plus de 5 millions par an
Taille de l'équipe de recherche	87 scientifiques des données

GoHealth, Inc. (GoCo) - Modèle d'entreprise: Ressources clés

Technologie de marketing numérique avancé

Gohealth a investi 12,3 millions de dollars dans la technologie de marketing numérique en 2023. L'infrastructure de marketing numérique de la société comprend:

• Plateformes publicitaires programmatiques
• Systèmes de ciblage alimentés par l'apprentissage
• Technologies d'enchères en temps réel

Investissement technologique	Montant
Budget de technologie de marketing numérique	12,3 millions de dollars
TECHNOLOGIE DE MARKETING R&D Dépens	4,7 millions de dollars

Algorithmes de comparaison d'assurance propriétaire

Les algorithmes propriétaires de Gohealth traitent plus de 2,5 millions de points de données d'assurance par an.

• Taux de précision de l'algorithme: 94,6%
• Vitesse de traitement des données: 10 000 requêtes par seconde

Base de données client et système de génération de leads

Depuis le quatrième trimestre 2023, Gohealth maintient:

• Taille de la base de données client: 3,2 millions de profils uniques
• Volume mensuel de génération de leads: 250 000 clients potentiels

Métrique de la base de données	Quantité
Profils de clients totaux	3,200,000
Génération de leads mensuelle	250,000

Équipe de vente et de support client

Les ressources humaines de Gohealth en 2024:

• Total des employés: 1 850
• Représentants commerciaux: 780
• Agents du support client: 450

Infrastructure numérique et plateformes de cloud computing

Détails de l'investissement des infrastructures:

• Dépenses annuelles en cloud computing: 5,6 millions de dollars
• Capacité d'infrastructure du centre de données: 500 téraoctets

Composant d'infrastructure	Spécification
Budget de cloud computing	5,6 millions de dollars
Capacité de stockage de données	500 To

Gohealth, Inc. (GoCo) - Modèle d'entreprise: propositions de valeur

Processus de sélection d'assurance de l'assurance-maladie simplifiée

Gohealth traité 1,5 million de demandes d'assurance Medicare en 2022, avec une plate-forme numérique servant 49 États aux États-Unis.

Métrique	Valeur
Temps de traitement moyen	12 minutes par application
Efficacité de la plate-forme numérique	Taux de satisfaction du client 87%
Outils de comparaison en ligne	Plus de 200 régimes d'assurance disponibles

Recommandations de régime d'assurance personnalisée

Gohealth utilise correspondance algorithmique avancée pour fournir des recommandations d'assurance sur mesure.

• Technologie d'apprentissage automatique analysant plus de 15 facteurs de santé personnels
• Moteur de recommandation propriétaire avec une précision de 92%
• Suggestions de plan personnalisés en fonction des besoins de santé individuels

Expérience d'inscription en ligne pratique

Plate-forme d'inscription numérique traitée 1,2 milliard de dollars en primes Medicare En 2022, l'exercice.

Métriques d'inscription numérique	2022 Performance
Inscriptions totales en ligne	438 000 clients
Utilisation des applications mobiles	37% du total des inscriptions
Durée moyenne de session en ligne	22 minutes

Options d'assurance rentables

Gohealth propose des stratégies de tarification compétitives avec Économies annuelles moyennes de 1 728 $ par client.

• Partenariats avec plus de 40 compagnies d'assurance nationales
• Comparaison des prix sur plusieurs plans
• Réduction mensuelle moyenne mensuelle: 144 $

Support client complet pour les aînés

L'infrastructure de support client comprend Des représentants multilingues desservant plus de 500 000 clients supérieurs.

Canal de support	Disponibilité
Heures d'assistance téléphonique	7 h à 23 h HNE
Temps de réponse moyen	3,5 minutes
Taux de rétention de la clientèle	78% d'une année à l'autre

GoHealth, Inc. (GoCo) - Modèle d'entreprise: relations avec les clients

Plates-formes de libre-service numériques

GoHealth exploite un marché en ligne avec plus de 6 500 plans d'assouplissement Medicare Advantage et Medicare de plus de 60 transporteurs nationaux et régionaux. La plate-forme numérique traite environ 1,5 million de devis d'assurance par an.

Métrique de la plate-forme	Valeur
Citations en ligne annuelles	1,500,000
Nombre de régimes d'assurance	6,500+
Compagnies d'assurance	60+

Consultations en ligne personnalisées

Gohealth fournit Services de consultation Medicare individuels gratuits avec des agents d'assurance agréés. Durée moyenne de la consultation: 45 minutes.

Systèmes de recommandation automatisés

• Algorithme de recommandation alimenté par AI
• Plan personnalisé correspondant en fonction des profils de santé individuels
• Technologie d'apprentissage automatique analysant plus de 500 000 points de données clients

Support client continu

L'équipe de support client gère environ 250 000 interactions client tous les mois sur le téléphone, les e-mails et les canaux de chat.

Canal de support	Interactions mensuelles
Support téléphonique	125,000
Assistance par e-mail	75,000
Chat en direct	50,000

Options de communication multicanal

Les canaux de communication incluent le site Web, l'application mobile, l'assistance téléphonique, les e-mails et les emplacements des agents physiques dans 50 États.

• Trafic de site Web: 3,2 millions de visiteurs mensuels
• Téléchargements d'applications mobiles: 500 000+
• Réseau d'agent physique: plus de 1 500 agents agréés

Gohealth, Inc. (GoCo) - Modèle d'entreprise: canaux

Site Web de l'entreprise

Gohealth exploite une chaîne numérique principale sur www.gohealth.com, qui a généré 37,2% du total des acquisitions de clients au troisième trimestre 2023. Le trafic du site Web a atteint 1,2 million de visiteurs uniques par mois.

Métrique du site Web	Performance de 2023
Visiteurs mensuels uniques	1,200,000
Taux d'acquisition des clients	37.2%
Durée moyenne de la session	4,3 minutes

Application mobile

L'application mobile de GoHealth a téléchargé 425 000 fois en 2023, avec une note d'utilisateur 4.1 / 5 sur les magasins d'applications.

• Compte de téléchargement d'applications: 425 000
• Évaluation de l'utilisateur: 4.1 / 5
• Pourcentage de trafic mobile: 22,6% du trafic numérique total

Télémarketing

Le canal de télémarketing a traité 318 000 interactions client en 2023, représentant 28,5% du total des stratégies d'acquisition des clients.

Plateformes de publicité numérique

Les dépenses publicitaires numériques ont atteint 14,3 millions de dollars en 2023, les plates-formes Google et Facebook générant 62% des acquisitions de clients numériques.

Plate-forme	Client Acquisition%	Dépense publicitaire
Google	38%	6,2 millions de dollars
Facebook	24%	4,1 millions de dollars
Autres plateformes	38%	4 millions de dollars

Réseaux de référence partenaires

Les réseaux de partenaires ont contribué 12,3% du total des acquisitions de clients, avec 87 partenaires actifs d'assurance et de santé en 2023.

• Total des partenaires actifs: 87
• Taux d'acquisition de référence des partenaires: 12,3%
• Valeur de référence du partenaire moyen: 425 $ par client

Gohealth, Inc. (GoCo) - Modèle d'entreprise: segments de clientèle

Seniors éligibles à l'assurance-maladie

GoHealth cible 64,4 millions de personnes éligibles à l'assurance-maladie aux États-Unis à partir de 2023. La société se concentre sur les personnes âgées de 65 ans et plus qui recherchent un avantage complet de Medicare Advantage et des régimes d'assurance de suppléments Medicare.

Groupe d'âge	Population totale	Pénétration de l'assurance
65-74 ans	33,2 millions	82.3%
Plus de 75 ans	31,2 millions	87.6%

Demandeurs d'assurance maladie individuels

GoHealth dessert environ 28,5 millions de consommateurs individuels sur le marché de l'assurance maladie en 2024, ciblant ceux qui recherchent une couverture sanitaire personnalisée en dehors des plans parrainés par l'employeur.

• Prime d'assurance maladie individuelle annuelle moyenne: 6 584 $
• Taux de croissance du segment de marché: 4,2% par an
• Cible principale: professionnels indépendants et entrepreneurs indépendants

Propriétaires de petites entreprises

La société aborde 6,1 millions de petites entreprises à la recherche de solutions d'assurance maladie de groupe aux États-Unis.

Taille de l'entreprise	Total des entreprises	Taux de couverture d'assurance maladie
0-9 employés	4,3 millions	58.7%
10-49 employés	1,8 million	73.2%

Consommateurs de soins de santé âgés de 65 ans et plus

Gohealth cible spécifiquement 54,1 millions de bénéficiaires de Medicare en 2024, en mettant l'accent sur la fourniture d'options complètes de couverture des soins de santé.

• Inscription Medicare Advantage: 29,7 millions d'individus
• Dépenses moyennes de l'assurance-maladie par bénéficiaire: 13 720 $ par an
• Croissance des bénéficiaires de Medicare projetés: 10 000 nouveaux inscrits quotidiennement

Acheteurs d'assurance sensibles aux prix

GoHealth s'adresse à 42,3 millions de consommateurs conscients des coûts à la recherche d'options d'assurance maladie abordables en 2024.

Tranche de revenu	Total des consommateurs	Indice de sensibilité aux prix
$25,000-$50,000	18,6 millions	0.85
$50,000-$75,000	23,7 millions	0.72

Gohealth, Inc. (GoCo) - Modèle d'entreprise: Structure des coûts

Dépenses de marketing numérique

Au cours de l'exercice 2022, Gohealth a déclaré des frais de marketing numérique de 129,4 millions de dollars, ce qui représente 29,7% des revenus totaux.

Année	Dépenses de marketing numérique	Pourcentage de revenus
2022	129,4 millions de dollars	29.7%
2021	183,5 millions de dollars	35.2%

Maintenance des infrastructures technologiques

Gohealth a alloué 37,2 millions de dollars pour la maintenance des infrastructures technologiques en 2022.

• Coûts d'hébergement cloud: 15,6 millions de dollars
• Infrastructure réseau: 8,7 millions de dollars
• Systèmes de cybersécurité: 12,9 millions de dollars

Salaires du personnel des ventes et du soutien

Les dépenses totales du personnel pour les ventes et le support client en 2022 étaient de 86,3 millions de dollars.

Catégorie de personnel	Nombre d'employés	Salaire moyen
Représentants des ventes	1,200	$65,000
Support client	800	$52,000

Coûts d'acquisition des clients

Le coût d'acquisition des clients de GoHealth (CAC) en 2022 était de 456 $ par client.

• Total des dépenses de marketing: 129,4 millions de dollars
• Total de nouveaux clients acquis: 284 000
• Coût d'acquisition du client: 456 $ par client

Développement et maintenance logiciels

Les dépenses de développement logiciel ont totalisé 42,1 millions de dollars en 2022.

Catégorie de développement	Dépenses
Salaires d'ingénierie logicielle	28,3 millions de dollars
Outils et licences logicielles	7,6 millions de dollars
Recherche et développement	6,2 millions de dollars

GoHealth, Inc. (GoCo) - Modèle d'entreprise: Strots de revenus

Commission des assureurs

GoHealth, Inc. génère des revenus grâce aux commissions des assureurs. Depuis l'exercice 2022, la société a rapporté:

Source de revenus	Montant
Revenus de commission totale	548,4 millions de dollars
Commission moyenne par inscription	$325 - $375

Frais d'inscription du régime d'assurance

La société génère des revenus grâce à des frais d'inscription au régime d'assurance sur plusieurs segments:

• Frais d'inscription Medicare Advantage
• Frais d'inscription du plan individuel et familial
• Frais d'inscription d'assurance de supplément Medicare

Segment d'inscription	Contribution des revenus
Avantage Medicare	412,6 millions de dollars
Plans individuels et familiaux	86,2 millions de dollars

Services de génération de leads

GoHealth propose des services de génération de leads avec les mesures financières suivantes:

Métrique de génération de leads	Valeur
Revenus de génération de leads annuels	67,3 millions de dollars
Valeur du plomb moyen	45 $ - 55 $ par avance qualifiée

Revenus publicitaires numériques

La publicité numérique contribue à la source de revenus de l'entreprise:

Métrique publicitaire numérique	Montant
Revenus publicitaires numériques annuels	22,1 millions de dollars

Commissions de référence des clients

Gohealth gagne des revenus grâce à des commissions de référence des clients:

Source de référence	Revenus de commission
Référentiels des fournisseurs de soins de santé	15,7 millions de dollars
Références du réseau partenaire	9,4 millions de dollars

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.