GoHealth operates a digital health insurance marketplace focused almost entirely on Medicare. The company helps seniors navigate Medicare Advantage, Medicare Supplement, and prescription drug plans by matching consumers to the plan that best fits their doctors, medications, and financial situation. Consumers reach GoHealth through paid digital and TV advertising, direct mail, affiliate partners, and organic web traffic, and are then connected with licensed agents who use GoHealth's PlanFit tool to recommend a plan. GoHealth holds agency agreements with major health plans including United, Humana, Elevance, Aetna, and Centene, and is licensed to sell in all 50 states. GoHealth earns revenue two ways: agency revenue, where GoHealth's agents enroll consumers and collect multi-year commissions from health plans paid out over the life of the policy; and non-agency revenue, where GoHealth provides enrollment services to health plans on a fee-for-service basis with faster cash collection. The core economics hinge on the spread between upfront customer acquisition costs and the estimated lifetime value of an enrolled member — making policy renewal rates critical. GoHealth has also launched GoHealth Protect, an early-stage final expense life insurance product targeting the same senior demographic, which management argues provides faster cash realization and reduces the business's reliance on the Q4 Medicare enrollment peak. The Medicare Advantage market has faced significant stress since 2024, with health plans cutting broker compensation and pulling back on new enrollment, prompting GoHealth to intentionally reduce Medicare Advantage enrollments while redeploying capacity toward GoHealth Protect. GoHealth entered a new $115M term loan in mid-2025 to extend liquidity through 2029, and management is pursuing acquisitions of other brokers, supported by a $250M acquisition basket in the new debt facility.