GoHealth, Inc. (GOCO): Modelo de Negócios Canvas [Jan-2025 Atualizado]

No cenário complexo do seguro de saúde digital, a GoHealth, Inc. (GOCO) surge como uma plataforma transformadora que revoluciona como os idosos navegam na inscrição no Medicare. Ao alavancar a tecnologia de ponta e as sofisticadas estratégias de marketing digital, esta empresa inovadora simplifica o processo de seleção de seguros tradicionalmente complexo, oferecendo recomendações personalizadas e experiências on-line perfeitas que capacitam os consumidores de assistência médica com 65 anos ou mais. Por meio de uma tela de modelo de negócios meticulosamente criada, a GoHealth se posicionou como um intermediário fundamental que conecta os buscadores de seguros com soluções de saúde personalizadas, eficiência de condução e acessibilidade no mercado do Medicare.

GoHealth, Inc. (GOCO) - Modelo de negócios: Parcerias -chave

Provedores de seguros do Medicare Advantage

A GoHealth faz parceria com vários provedores de seguros do Medicare Advantage, incluindo:

Provedor de seguros	Detalhes da parceria
UnitedHealthcare	Primary Medicare Advantage parceiro com 14,7% de participação de mercado
Humana	Parceria estratégica de distribuição do Medicare
Saúde Aetna/CVS	Rede abrangente de distribuição do Plano Medicare

Transportadoras de Seguro de Saúde

A GoHealth colabora com as operadoras de seguros de saúde nacionais e regionais:

• Rede Blue Cross Blue Shield
• Seguro de Saúde da Cigna
• Companhias de seguros de hino

Plataformas de marketing digital

Plataforma	Alcance de marketing	Investimento anual
Google anúncios	82% de cobertura de marketing digital	US $ 4,2 milhões
Publicidade no Facebook	65% segmentados demográficos sênior	US $ 2,7 milhões

Fornecedores de tecnologia e software

As principais parcerias tecnológicas incluem:

• Salesforce CRM Platform
• Infraestrutura em nuvem do Microsoft Azure
• Tecnologia de suporte ao cliente da Zendesk

Redes de geração de leads de assistência médica

Rede	Volume de chumbo	Taxa de conversão
Rede Healthleads	125.000 leads mensais	7.3%
Rede de referência do Medicare	95.000 leads mensais	6.8%

GoHealth, Inc. (GOCO) - Modelo de negócios: Atividades -chave

Comparação do plano de seguro do Medicare

GoHealth processado 1,4 milhão de matrículas de plano do Medicare em 2022. A empresa mantém uma plataforma digital que compara aproximadamente 300+ Planos de suplementos do Medicare e Medicare em várias operadoras.

Métrica	Valor
Comparações do Plano Total do Medicare	3,2 milhões em 2022
Planos médios por cliente	12-15 planos
Plataformas de comparação digital	5 ferramentas online proprietárias

Aquisição de clientes digital

GoHealth Leverage Estratégias de marketing digital multicanal com gastos direcionados de US $ 98,3 milhões em despesas de marketing durante 2022.

• Canais de publicidade digital: Google, Facebook, LinkedIn
• Alocação de orçamento de marketing direcionada: 65% de plataformas digitais
• Custo de aquisição de clientes: US $ 282 por inscrição no Medicare

Plataforma de inscrição de seguro online

A plataforma de inscrição digital da empresa processada 1,4 milhão de matrículas do Medicare com um 99,2% de taxa de conclusão digital.

Métrica da plataforma	2022 Performance
Total de inscrições	1,4 milhão
Taxa de conclusão digital	99.2%
Tempo médio de inscrição	22 minutos

Atendimento ao cliente e suporte

GoHealth mantém um Equipe de atendimento ao cliente de mais de 1.200 representantes com uma média Classificação de satisfação do cliente de 4.6/5.

• Canais de suporte ao cliente 24/7
• Representantes de suporte multilíngue
• Tempo médio de resposta: 3,2 minutos

Análise de dados e pesquisa de mercado

A empresa investe US $ 22,4 milhões anualmente em análise de dados e pesquisa de mercado, Utilizando algoritmos proprietários para analisar as tendências do mercado do Medicare.

Investimento em pesquisa	Quantia
Orçamento de pesquisa anual	US $ 22,4 milhões
Pontos de dados analisados	Mais de 5 milhões anualmente
Tamanho da equipe de pesquisa	87 cientistas de dados

GoHealth, Inc. (GOCO) - Modelo de negócios: Recursos -chave

Tecnologia avançada de marketing digital

A GoHealth investiu US $ 12,3 milhões em tecnologia de marketing digital em 2023. A infraestrutura de marketing digital da empresa inclui:

• Plataformas de publicidade programática
• Sistemas de segmentação movidos a aprendizagem de máquina
• Tecnologias de licitação em tempo real

Investimento em tecnologia	Quantia
Orçamento de tecnologia de marketing digital	US $ 12,3 milhões
Tecnologia de marketing P&D gasto	US $ 4,7 milhões

Algoritmos de comparação de seguros proprietários

Os algoritmos proprietários da GoHealth processa mais de 2,5 milhões de dados de dados de seguro anualmente.

• Taxa de precisão do algoritmo: 94,6%
• Velocidade de processamento de dados: 10.000 consultas por segundo

Banco de dados de clientes e sistema de geração de leads

A partir do quarto trimestre 2023, a GoHealth mantém:

• Tamanho do banco de dados do cliente: 3,2 milhões de perfis exclusivos
• Volume mensal de geração de leads: 250.000 clientes em potencial

Métrica do banco de dados	Quantidade
Total de perfis de clientes	3,200,000
Geração mensal de leads	250,000

Equipe de vendas e suporte ao cliente

Os recursos humanos da GoHealth a partir de 2024:

• Total de funcionários: 1.850
• Representantes de vendas: 780
• Agentes de suporte ao cliente: 450

Infraestrutura digital e plataformas de computação em nuvem

Detalhes do investimento em infraestrutura:

• Despesas anuais de computação em nuvem: US $ 5,6 milhões
• Capacidade de infraestrutura de data center: 500 terabytes

Componente de infraestrutura	Especificação
Orçamento de computação em nuvem	US $ 5,6 milhões
Capacidade de armazenamento de dados	500 TB

GoHealth, Inc. (GOCO) - Modelo de Negócios: Proposições de Valor

Processo de seleção de seguro do Medicare simplificado

GoHealth processado 1,5 milhão de pedidos de seguro do Medicare em 2022, com uma plataforma digital servindo 49 estados nos Estados Unidos.

Métrica	Valor
Tempo médio de processamento	12 minutos por aplicação
Eficiência da plataforma digital	87% taxa de satisfação do cliente
Ferramentas de comparação online	Mais de 200 planos de seguro disponíveis

Recomendações de plano de seguro personalizado

GoHealth utiliza Combinação algorítmica avançada para fornecer recomendações de seguro personalizado.

• Tecnologia de aprendizado de máquina Analisando mais de 15 fatores de saúde pessoais
• Motor de recomendação proprietário com precisão de 92%
• Sugestões de plano personalizadas com base em necessidades individuais de saúde

Experiência conveniente de inscrição online

Plataforma de inscrição digital processada US $ 1,2 bilhão em prêmios do Medicare durante 2022 ano fiscal.

Métricas de inscrição digital	2022 Performance
Total de matrículas online	438.000 clientes
Uso de aplicativos móveis	37% do total de inscrições
Duração média da sessão online	22 minutos

Opções de seguro econômicas

GoHealth oferece estratégias de preços competitivas com Economia média anual de US $ 1.728 por cliente.

• Parcerias com mais de 40 transportadoras de seguros nacionais
• Comparação de preços em vários planos
• Redução média mensal do prêmio: US $ 144

Suporte abrangente ao cliente para idosos

A infraestrutura de suporte ao cliente inclui Representantes multilíngues que atendem mais de 500.000 clientes seniores anualmente.

Canal de suporte	Disponibilidade
Horário de suporte telefônico	7:00 - 23:00 EST
Tempo médio de resposta	3,5 minutos
Taxa de retenção de clientes	78% ano a ano

GoHealth, Inc. (GOCO) - Modelo de Negócios: Relacionamentos do Cliente

Plataformas de autoatendimento digital

A GoHealth opera um mercado on -line com mais de 6.500 planos de suplementos do Medicare e do Medicare de mais de 60 transportadoras nacionais e regionais. A plataforma digital processa aproximadamente 1,5 milhão de cotações de seguro anualmente.

Métrica da plataforma	Valor
Citações online anuais	1,500,000
Número de planos de seguro	6,500+
Operadoras de seguros	60+

Consultas on -line personalizadas

GoHealth fornece Serviços gratuitos de consulta individual do Medicare com agentes de seguros licenciados. Duração média da consulta: 45 minutos.

Sistemas de recomendação automatizados

• Algoritmo de recomendação movido a IA
• Matriz de plano personalizado com base em perfis de saúde individuais
• Tecnologia de aprendizado de máquina Analisando mais de 500.000 pontos de dados do cliente

Suporte ao cliente em andamento

A equipe de suporte ao cliente lida com aproximadamente 250.000 interações do cliente mensalmente nos canais de telefone, e -mail e bate -papo.

Canal de suporte	Interações mensais
Suporte telefônico	125,000
Suporte por e -mail	75,000
Bate -papo ao vivo	50,000

Opções de comunicação multicanal

Os canais de comunicação incluem site de site, aplicativo móvel, suporte telefônico, email e agentes físicos em 50 estados.

• Tráfego do site: 3,2 milhões de visitantes mensais
• Downloads de aplicativos móveis: 500.000+
• Rede de agentes físicos: mais de 1.500 agentes licenciados

GoHealth, Inc. (GOCO) - Modelo de Negócios: Canais

Site da empresa

A GoHealth opera um canal digital primário em www.gohealth.com, que gerou 37,2% do total de aquisições de clientes no terceiro trimestre de 2023. O tráfego do site atingiu 1,2 milhão de visitantes únicos mensalmente.

Métrica do site	2023 desempenho
Visitantes mensais únicos	1,200,000
Taxa de aquisição de clientes	37.2%
Duração média da sessão	4,3 minutos

Aplicativo móvel

O aplicativo móvel da GoHealth baixou 425.000 vezes em 2023, com uma classificação de usuário 4.1/5 em lojas de aplicativos.

• Contagem de download de aplicativos: 425.000
• Classificação do usuário: 4.1/5
• Porcentagem de tráfego móvel: 22,6% do tráfego digital total

Telemarketing

O canal de telemarketing processou 318.000 interações com os clientes em 2023, representando 28,5% do total de estratégias de aquisição de clientes.

Plataformas de publicidade digital

Os gastos com publicidade digital atingiram US $ 14,3 milhões em 2023, com as plataformas do Google e do Facebook gerando 62% das aquisições de clientes digitais.

Plataforma	Aquisição de clientes %	Gasto de anúncios
Google	38%	US $ 6,2 milhões
Facebook	24%	US $ 4,1 milhões
Outras plataformas	38%	US $ 4 milhões

Redes de referência de parceiros

As redes parceiras contribuíram com 12,3% do total de aquisições de clientes, com 87 parceiros ativos de seguros e saúde em 2023.

• Parceiros ativos totais: 87
• Taxa de aquisição de referência de parceiro: 12,3%
• Valor médio de referência do parceiro: US $ 425 por cliente

GoHealth, Inc. (GOCO) - Modelo de negócios: segmentos de clientes

Idosos elegíveis para o Medicare

A GoHealth metas de 64,4 milhões de indivíduos elegíveis para o Medicare nos Estados Unidos a partir de 2023. A empresa se concentra em idosos com 65 anos ou mais que buscam vantagens abrangentes do Medicare e planos de seguro de suplementos do Medicare.

Faixa etária	População total	Penetração de seguro
65-74 anos	33,2 milhões	82.3%
75 anos ou mais	31,2 milhões	87.6%

Buscadores de seguro de saúde individuais

A GoHealth atende a aproximadamente 28,5 milhões de consumidores do mercado de seguros de saúde individuais em 2024, visando aqueles que buscam cobertura personalizada de saúde fora dos planos patrocinados pelo empregador.

• Prêmio médio de seguro de saúde anual: US $ 6.584
• Taxa de crescimento do segmento de mercado: 4,2% anualmente
• Alvo primário: profissionais autônomos e contratados independentes

Proprietários de pequenas empresas

A empresa aborda 6,1 milhões de pequenas empresas que buscam soluções de seguro de saúde do grupo nos Estados Unidos.

Tamanho comercial	Total de negócios	Taxa de cobertura de seguro de saúde
0-9 funcionários	4,3 milhões	58.7%
10-49 funcionários	1,8 milhão	73.2%

Consumidores de saúde com mais de 65 anos

A GoHealth tem como alvo especificamente 54,1 milhões de beneficiários do Medicare em 2024, com foco em fornecer opções abrangentes de cobertura de saúde.

• Inscrição do Medicare Advantage: 29,7 milhões de indivíduos
• Gastos médios do Medicare por beneficiário: US $ 13.720 anualmente
• Crescimento do beneficiário do Medicare projetado: 10.000 novos inscritos diariamente

Compradores de seguros sensíveis ao preço

A GoHealth atende a 42,3 milhões de consumidores conscientes de custos que buscam opções de seguro de saúde acessíveis em 2024.

Faixa de renda	Total de consumidores	Índice de Sensibilidade ao Preço
$25,000-$50,000	18,6 milhões	0.85
$50,000-$75,000	23,7 milhões	0.72

GoHealth, Inc. (GOCO) - Modelo de negócios: estrutura de custos

Despesas de marketing digital

No ano fiscal de 2022, a GoHealth registrou despesas de marketing digital de US $ 129,4 milhões, representando 29,7% da receita total.

Ano	Despesas de marketing digital	Porcentagem de receita
2022	US $ 129,4 milhões	29.7%
2021	US $ 183,5 milhões	35.2%

Manutenção de infraestrutura de tecnologia

A GoHealth alocou US $ 37,2 milhões para manutenção de infraestrutura de tecnologia em 2022.

• Custos de hospedagem em nuvem: US $ 15,6 milhões
• Infraestrutura de rede: US $ 8,7 milhões
• Sistemas de segurança cibernética: US $ 12,9 milhões

Salários do pessoal de vendas e suporte

O total de despesas com vendas e suporte ao cliente em 2022 foi de US $ 86,3 milhões.

Categoria de pessoal	Número de funcionários	Salário médio
Representantes de vendas	1,200	$65,000
Suporte ao cliente	800	$52,000

Custos de aquisição de clientes

O custo de aquisição de clientes da GoHealth (CAC) em 2022 foi de US $ 456 por cliente.

• Gastes de marketing total: US $ 129,4 milhões
• Total de novos clientes adquiridos: 284.000
• Custo de aquisição do cliente: US $ 456 por cliente

Desenvolvimento e manutenção de software

As despesas de desenvolvimento de software totalizaram US $ 42,1 milhões em 2022.

Categoria de desenvolvimento	Despesas
Salários de engenharia de software	US $ 28,3 milhões
Ferramentas e licenças de software	US $ 7,6 milhões
Pesquisa e desenvolvimento	US $ 6,2 milhões

GoHealth, Inc. (GOCO) - Modelo de negócios: fluxos de receita

Comissão de provedores de seguros

A GoHealth, Inc. gera receita por meio de comissões de provedores de seguros. No ano fiscal de 2022, a empresa informou:

Fonte de receita	Quantia
Receita total da comissão	US $ 548,4 milhões
Comissão média por inscrição	$325 - $375

Taxas de inscrição em plano de seguro

A empresa gera receita por meio de taxas de inscrição em plano de seguro em vários segmentos:

• Taxas de inscrição do Medicare Advantage
• Taxas de inscrição individuais e familiares
• Taxas de inscrição para seguro de suplementos do Medicare

Segmento de inscrição	Contribuição da receita
Vantagem do Medicare	US $ 412,6 milhões
Planos individuais e familiares	US $ 86,2 milhões

Serviços de geração de leads

A GoHealth oferece serviços de geração de leads com as seguintes métricas financeiras:

Métrica de geração de leads	Valor
Receita anual de geração de leads	US $ 67,3 milhões
Valor médio de chumbo	$ 45 - $ 55 por lead qualificado

Receita de publicidade digital

A publicidade digital contribui para o fluxo de receita da empresa:

Métrica de publicidade digital	Quantia
Receita anual de publicidade digital	US $ 22,1 milhões

Comissões de referência do cliente

O GoHealth ganha receita por meio de comissões de referência de clientes:

Fonte de referência	Receita da Comissão
Referências de prestadores de serviços de saúde	US $ 15,7 milhões
Referências de rede de parceiros	US $ 9,4 milhões

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.