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Hawaii's Healthcare Gatekeeper: HMSA
How a non-profit insurer dominates the island's $576M healthcare ecosystem
HMSA isn't just Hawaii's largest health insurer—it's the state's medical infrastructure, serving 1.8 million members through 1,871 employees while generating $576M in revenue. But with a 1.3/5 Trustpilot rating and 56% direct traffic, the real story is about digital transformation meeting legacy trust.
"HMSA dominates Hawaii's healthcare market not through innovation, but through being the only game in town—yet their 1.3/5 Trustpilot score reveals a massive digital experience gap."
The Island Fortress
With 97% of traffic from undefined (Hawaii), HMSA operates as a geographic monopoly. Their keyword strategy reveals a captive audience: 'hmsa login' (3,060 monthly searches) and 'hmsa over the counter ordering' (1,880 searches) show members desperately seeking basic services, not exploring options. This isn't customer choice—it's customer captivity.
The Digital Divide
The tech stack tells a story of legacy systems bolted together: jQuery, Bootstrap, and PHP mixed with modern PWA and Pendo analytics. This hybrid approach explains the Trustpilot crisis—members face friction at every touchpoint. The 39% organic search traffic is alarmingly low for a monopoly, suggesting users can't find what they need without typing 'hmsa' directly.
The leadership team—led by President Mark Mugiishi—faces a critical inflection point. With 26,304 backlinks but poor user satisfaction, HMSA has brand authority but product weakness. Their social presence across Twitter, LinkedIn, and Instagram shows they're trying to connect, but the Trustpilot score (1.3/5 from 199 reviews) proves engagement ≠ satisfaction. The 1.8K employees serving 1.7M members creates a 1:936 ratio that explains the support bottleneck.
- Captive market: 97% Hawaiian traffic creates monopoly pricing power but zero competitive pressure
- Digital debt: jQuery/Bootstrap stack with PHP suggests monolithic architecture inhibiting rapid iteration
- Trust crisis: 1.3/5 rating with 199 reviews indicates systemic UX failures, not isolated complaints
- Search failure: Only 39% organic traffic means members can't self-serve, driving up support costs
HMSA is a sleeping giant
Their monopoly position masks a digital transformation crisis. The 1.3/5 rating isn't a bug—it's a feature of a system designed for provider convenience, not member experience. For investors: this is a turnaround play. For founders: this is the market gap. For product leaders: this is a case study in technical debt meeting regulatory moat.
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Hawaii Medical Service Association
HMSA advances your health. It's our promise and our privilege to serve our community by providing compassionate support, reliable advice, and innovative solutions to help you understand, access, and receive the best care possible.
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Reviews (20)
I was recently in a predicament
I was recently in a predicament because I signed up for a new health plan at the beginning of this year and mistakenly thought that my old plan would be canceled, until I saw my bill and was charged for two health plans. I called HMSA and was helped by Calvin, whose soothing voice and personality put me at ease and I knew I was in capable and caring hands! He had to go through a different department to help me cancel my previous plan and they were able to reimburse me, I'm not sure if it's because I hadn't used the plan, yet, but I am always receiving awesome, professional and courteous service from the people at HMSA. Thank you, again, Calvin!! Big Mahalo! Lynn
Jan B. of HMO Tele Service Rep
On June 14, 2021, Jan B. a representative for HMSA HMO division helped me out & answered questions plus she made calls to help me set-up an appt with a new provider. She also assisted with billings questions & help to correct it. Jan was very pleasant, friendly, comforting, clear communication skills & extremely PATIENT. We were on the phone for a long while & she checked & verified everything. It's been over 11 years since I've had HMSA & she made my experience extremely positive. Thank you Jan B. Lynn Iwashita
expensive but very good
expensive but very good
Good but expensive
Good but expensive
Worst!
Worst!! Especially Straub with it’s primary Doctor assessment first before seeing a specialist.
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About hmsa.com
HMSA advances your health. It's our promise and our privilege to serve our community by providing compassionate support, reliable advice, and innovative solutions to help you understand, access, and receive the best care possible.
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Technology Stack
hmsa.com uses 11 technologies across their website including Vimeo, Okta, HSTS, and more.
Video
Vimeo
Authentication
Okta
Security
HSTS
Programming Languages
PHP
Customer Support
Zendesk
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Pendo
Traffic & Audience
hmsa.com receives approximately 172.1K monthly visitors and ranks #183,977 globally. The website has a bounce rate of 27% with visitors viewing an average of 5.2 pages per visit. Users spend an average of 4:51 on the site.
The majority of hmsa.com's traffic comes from undefined, undefined, .
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