healthmarkets.com
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HealthMarkets: The Insurance Aggregator Playing the Long Game
How a 1,858-person agency built a $572M revenue engine in a crowded market
In an industry dominated by giants like UnitedHealth and Anthem, HealthMarkets quietly operates a $572M insurance distribution machine with just 1,858 employees. They're not selling policies—they're selling access, comparison, and choice to 362,000 monthly visitors. Here's why they're a playbook worth studying.
"They don't underwrite risk—they underwrite traffic. In a regulated industry, distribution is the real moat."
The Trust Paradox
With 3,177 Trustpilot reviews at 3.2/5 stars, HealthMarkets sits in the 'good enough' zone. For insurance—a product bought on trust—this rating is surprisingly modest. Yet their 50% direct traffic suggests strong brand recall. The insight? In insurance aggregation, convenience often trumps perfect sentiment. Customers return because they need options, not because they love the experience.
The SEO Fortress
HealthMarkets built a 569,470-backlink empire while ranking for 'medicare.gov'—a keyword with 101,570 monthly searches. This is aggressive SEO strategy: targeting high-intent, high-volume terms even when they don't own the brand. With 37% organic traffic, they're capturing Medicare shoppers before insurers can. It's a classic aggregator move: intercept demand, not create it.
The tech stack reveals a modern hybrid: WordPress for content, Gatsby for speed, Marketo for lead capture. They're not a legacy agency—they've invested in infrastructure. Yet the employee count (1,858) vs. revenue ($572M) suggests high efficiency: ~$308K revenue per employee, typical for a tech-enabled distributor. They're lean where it counts.
- Dual-channel model: 37% organic search + 50% direct traffic = sustainable growth
- Brand arbitrage: Ranking for 'medicare.gov' to capture Medicare Advantage shoppers
- Trust deficit: 3.2/5 stars is acceptable for aggregation but not ideal for insurance
- Tech stack modernization: Gatsby + WordPress signals investment in speed and SEO
- Revenue concentration: $572M from 1,858 employees = high-margin distribution
The Aggregator's Edge
HealthMarkets proves that in insurance, owning distribution beats owning risk—especially when you can rank for your competitor's keywords.
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Device Distribution
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5 keywordsHow is Healthmarkets's SEO?
Meta Tags
Your Insurance Marketplace | HealthMarkets
Get free health insurance and Medicare quotes online. Compare affordable plans for individuals, families, seniors, and small businesses. Apply now with HealthMarkets.
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Reviews (20)
Excellent Service!
Ron Paschal, was very professional and helped make a challenging experience very simple and easy, he was very informative and he was very knowledgeable, we received the coverage that we needed and the experience gave us peace of mind. Thank you very much Ron for your help!
BRYAN POSILLICO with HEALTHMARKETS…
BRYAN POSILLICO with HEALTHMARKETS INSURANCE WAS EXTEREEMLY KNOWAGEBLE, WELL VERSED AND CALMING WITH THE COMPLETE PROCEDURE, STEP BY STEP. “A SKEPTICAL PROTECTORATE” ONE MIGHT THINK THAT I WAS WRITING A REVIEW FOR AN EXCELLENT WEED KILLER. BUT NO, I’M AN 82-YEAR-OLD DISABLED VET. AND I AM FORTUNATE TO HAVE A GUARDIAN ANGEL “MY WIFE” TO HELP IN MAKING DECISIONS ABOUT ANY AND ALL FINANCIAL MATTERS, INCLUDING MEDICARE ADVANTAGE BENEFITS. WELL, BRYAN POSILLICO with HEALTHMARKETS INSURANCE, (860) 209-8018, BRYAN.POSILLICO at HEALTHMARKETS, (SURVIVED THE DRILLING AND DIRECT INTERIGATION FROM MY WIFE WITH LITTLE TO NO BLEMISHES WHATSOEVER. AND, I QUICKLY REALIZED (while listening) THAT IT WASN’T PURE LUCK… THIS GUY {really} KNEW HIS STUFF! I LIVE IN FLORIDA BUT A FRIEND OF MINE IN CONNECTICUT HAD AN AGENT, WALTER TAYOR, THAT HIGHLY RECOMMENDED BRIAN TO ME. AGAIN, BRIAN WAS EXTEREEMLY KNOWAGEBLE, WELL VERSED AND CALMING WITH THE COMPLETE PROCEDURE, STEP BY STEP. HIS COLLECTED EXPERIENCE WITH INSURANCE COMPANIES HAD AN ENORMOUS IMPACT ON OUR DECISION TO GO WITH AETNA INSURANCE COMPANY FOR MAXIMUM BENEFITS. WE THANK BRYAN POSILLICO FOR HIS EXPERTICE.
My yearly Insurance checkup.
I have been working with Brittany Robichaud since November of 2018. And I just got through with my yearly insurance check up and as usual Britney was excellent. She has a wonderful personality and makes you feel comfortable asking Maybe, silly questions! The thing that I value the most is that you don't feel rushed and if you have a question she will go to Great depths to find the answer. And if she can't find it while you're in the office I promise you she will find it! You just feel very assured that she knows her business very well! Thanks Brittany, you never let me down! Keep up the good work! We're lucky to have you.
Latoya Mais just helped me navigate all…
Latoya Mais just helped me navigate all of my Medicare needs. Good agent and does what she says. She speaks slowly and doesn't offended if you have questions. Awesome !!
I felt that it was educational and then…
I felt that it was educational and then I'll bring you realize that I am a freaking man and I am a genius
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About healthmarkets.com
Get free health insurance and Medicare quotes online. Compare affordable plans for individuals, families, seniors, and small businesses. Apply now with HealthMarkets.
Company Overview
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Technology Stack
healthmarkets.com uses 12 technologies across their website including Google Fonts, PHP, WordPress, and more.
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Google Fonts
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PHP
CMS
WordPress
Privacy & Consent
TrustArc
Marketing Automation
Marketo
Feedback
Qualtrics
Traffic & Audience
healthmarkets.com receives approximately 362.4K monthly visitors and ranks #133,969 globally. The website has a bounce rate of 49% with visitors viewing an average of 2.7 pages per visit. Users spend an average of 1:58 on the site.
The majority of healthmarkets.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about healthmarkets.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit healthmarkets.com directly at https://healthmarkets.com.