Core Insights - eHealth has announced a new growth strategy focused on building trusted, lifelong customer relationships to enhance member lifetime value and retention while expanding its product offerings [1][2] - A recent survey indicates that a significant majority of Americans recognize the need for year-round insurance advisory support, with 87% valuing ongoing assistance in understanding coverage options [1][2] Group 1: New Strategy Overview - The new strategy shifts from a transaction-driven model to an ongoing relationship model, supporting consumers throughout their health journey, including Medicare and ACA plan enrollment [1] - eHealth aims to strengthen relationships with consumers by providing year-round support, conducting needs assessments, and managing plan changes proactively [1][2] Group 2: Market Insights and Consumer Needs - Survey findings reveal that 90% of Americans believe the current health insurance selection process is broken, highlighting a demand for improved support [1] - 97% of working-age Americans are interested in personalized plans tailored to their specific needs, indicating a market opportunity for customized insurance solutions [1] Group 3: Technology and Service Expansion - eHealth plans to invest in enhanced technology and integrated data systems to streamline shopping and enrollment processes, leveraging AI and advanced analytics [1] - The company intends to expand its portfolio of ancillary products and services, building on the growth achieved with Hospital Indemnity Plans in 2025 [1] Group 4: Focus on Diverse Consumer Segments - eHealth is expanding its support for consumers accessing individual coverage through employers, including Individual Coverage Health Reimbursement Arrangements (ICHRA) [1] - The strategy is expected to improve brand recognition and member retention while driving increased lifetime value [1]

Core Insights - A significant majority of small to mid-sized businesses are concerned about the affordability of health benefits, with 90% expressing worries about future costs [2][7] - There is a strong interest in transitioning to a defined contribution model for health benefits, with 75% of respondents favoring this approach [1][7] - Awareness of Individual Coverage Health Reimbursement Arrangements (ICHRA) remains low, despite a 52% increase in enrollment among small businesses this year [3][4] Survey Findings - 93% of small to mid-sized businesses believe the current health benefit model is ineffective and requires a new solution [7] - 66% of businesses not currently offering group health benefits would contribute to employee-purchased health insurance premiums if feasible [7] - 54% of respondents lack familiarity with ICHRA, indicating a need for better education on this option [7] Government and Policy Implications - 92% of respondents feel that government leaders are not adequately addressing the health benefit challenges faced by business owners [7] - 82% of businesses would be more inclined to adopt ICHRA if tax incentives proposed in the House version of the Big Beautiful Bill were implemented [7]