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Surest: The Shoppable Health Plan
How a UnitedHealthcare spinoff is rewriting the rules of employer-sponsored health insurance.
Health insurance is notoriously opaque, but Surest is betting its business on radical transparency. By ditching deductibles and turning care into a shoppable marketplace, this UnitedHealthcare spinoff is challenging the industry's most entrenched frustrations.
"They're not just selling insurance; they're selling clarity in a system designed to be confusing."
The Traffic Paradox
With 230,000 monthly visits, Surest's traffic profile reveals a mature, operational business rather than a growth-stage startup. The most telling metric? A staggering 65% direct traffic—far exceeding the 25% organic search share. This isn't a company relying on SEO hacks; it's a service users actively seek out and return to, likely driven by employer onboarding and member portal logins. The 25% organic search is dominated by branded terms like 'surest login' and 'surest united healthcare,' confirming they've achieved brand recognition in a crowded market.
The Employer-First Strategy
Surest's model is fundamentally B2B2C. They target employers with 2+ employees, positioning themselves as a modern alternative to traditional PPOs. The leadership team—led by CEO Alison Richards—reflects this hybrid expertise, blending healthcare veterans with tech operators. This isn't a consumer app that happens to be used by companies; it's an enterprise product with a consumer-grade interface, designed to reduce HR overhead while giving employees direct control over their spending.
- Zero-deductible model: Members see exact cost-sharing upfront before booking care
- Direct-to-consumer app: Shoppable marketplace for doctors, labs, and procedures
- Employer-centric pricing: Fixed per-member fees that replace traditional premium structures
- UnitedHealthcare infrastructure: Leveraging parent company's scale while maintaining brand independence
The Trustpilot rating of 1.5/5 from 31 reviews tells a complex story. In insurance, low ratings are common, but this signals potential friction in member experience or expectations. However, the 65% direct traffic suggests these users aren't churning—they're returning to manage their benefits. The real challenge for Surest isn't acquisition; it's scaling a fundamentally different insurance model without losing the clarity that defines their value proposition.
Surest is building insurance's future on transparency
While competitors obscure costs, they're turning healthcare into a transparent marketplace—proving that in a broken system, clarity is the ultimate competitive moat.
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Surest Health Plan
Surest is an employer-sponsored health plan available to employers with 2+ employees.
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Reviews (20)
Fluctuating Prices
I was intrigued by Surest because of the transparency pricing, but recenly I noticed I was getting charged more than what I had saw. I thought I was tripping at first, so I paid.. but when this happened a 2nd time, I knew it was the system changint he pricing on me. They first keep things cheap, and then change the prices slowly higher so you get charged more. It went from $5 copay for an office visit, then to $50, and then went down to $25 without me even doing anything? Its so bizzare.. I cant wait to get on another health plan! This put a terrible taste in my mouth.
Shady, Unclear, Unavailable
Everything is out of network. Only obscure, cheap and inefficient doctors and facilities are in network, and the copay for decent primary care? 75+. I regret ever even thinking of joining this atrocity of an insurance product. Should have thought better than to think a United Health”care” product would be good. Avoid like the plague. Because if you catch it while under this awful system, you’ll pay out the rear for it.
Claims getting lost in system
I've been waiting for claims that have been sent twice to Surest from Sutter Health to even being acknowledged that they have received them. Now that I am not a member I feel like the customer service managers are not figuring out where the claims are even at. My phone calls have been going on for 2 months now. Another claim from Sutter health seems to have been lost in Surest's Export port, whatever that means. Surest UHC was my companies group health plan so that's why I had them. Now I'm getting no where with my claims and it's very very stressful.
Surest is an absolutely horrid company
This is an absolutely horrid company. Every paycheck they take about half for the insurance, they cover nearly nothing and struggling to pay the 100 dollars on meds. Doctor visits cost between 30-100 something dollars. Every two weeks they take half my paycheck... the only company that was available for me at the time through work Do not go with Surest, you will regret.
Worst healthcare plan EVER
Worst healthcare plan I have ever been on. Horrible customer service. This plan is outright stealing from customers. They deny claims. Loose claims. Refuse to respond to appeals. Surest = Fraud!!!!
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About surest.com
Surest is an employer-sponsored health plan available to employers with 2+ employees.
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Technology Stack
surest.com uses 7 technologies across their website including Font Awesome, HSTS, DoubleClick Floodlight, and more.
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Traffic & Audience
surest.com receives approximately 230.0K monthly visitors and ranks #134,445 globally. The website has a bounce rate of 33% with visitors viewing an average of 6.2 pages per visit. Users spend an average of 6:02 on the site.
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This page provides publicly available information about surest.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit surest.com directly at https://surest.com.