In March 2025, GoHealth took an important step forward – one that extends our mission, strengthens our business, and deepens the way we serve consumers. With the launch of GoHealth Protect, designed to bring peace of mind beyond healthcare. The first product in this portfolio is Guaranteed Acceptance Life Insurance. It is a feature of final expense insurance, a type of permanent life insurance with a smaller death benefit designed to cover end-of-life costs like funeral expenses, medical bills, and other debts.
The key relationship is that “guaranteed acceptance” describes the policy’s eligibility, which has no medical exams, and “final expense” describes the policy’s purpose and a relatively modest death benefit. Guaranteed Acceptance Life Insurance is offered in partnership with Colonial Penn Life Insurance Company, a trusted name with more than 60 years of experience in the life insurance space. And this is just the beginning, with more products to come under the GoHealth Protect umbrella.
This product marks a new chapter for GoHealth: one that combines innovation, diversification, and care for the consumers who have long trusted us to guide their most important decisions.
Why We Launched GoHealth Protect
GoHealth Protect was created with two clear goals in mind:
- To balance the seasonality of the Medicare Advantage is a U.S. health insurance program where private companies, approved by the government, provide Medicare benefits to eligible individuals. It combines public funding with private-sector innovation to offer seniors more plan options, often including extra benefits like prescription drugs, dental, and vision care.
- To extend peace of mind to the consumers we already serve.
There is a significant overlap between the Guaranteed Acceptance customer and the Medicare Advantage customer. By offering Guaranteed Acceptance Life Insurance, we’re helping them prepare for one of life’s most difficult realities (final expenses such as funerals or medical costs) so they and their families can focus on what truly matters.
GoHealth’s COO Mike Hargis shared in March, this expansion reflects our forward-thinking approach in a constantly evolving industry.
“Our move into life insurance strengthens GoHealth’s presence in the marketplace. It allows us to diversify revenue streams while continuing to meet the evolving needs of the people who count on us.”
Building on What We Do Best
This new offering is more than just an additional product; it’s a natural extension of our core business and values.
From our Medicare Advantage platform, which has been the foundation of GoHealth’s success, we’ve developed deep consumer trust, an expert agent network, and advanced technology platforms that make personalized recommendations possible.
Our advanced technology platforms also played a key role in making this expansion possible. Thanks to our flexible architecture and deep integration capabilities, we were able to onboard and launch a completely new product line in record time — a testament to how GoHealth’s technology can adapt quickly to new business opportunities (A speed that truly saved us when timing mattered most).
Now, we’re using that same approach to expand into adjacent verticals like life insurance, where our expertise, relationships, and technology can deliver even more value.
“Guaranteed acceptance life insurance is a simple, affordable product that helps families cover final expenses. It aligns perfectly with our mission to bring consumers peace of mind, enabling them to focus on living life.”
A Smart, Sustainable Business Move
While our mission remains centered on helping people live healthier, more secure lives, GoHealth Protect also strengthens our financial foundation.
By adding a product line that’s less dependent on enrollment cycles, we reduce business seasonality and unlock more predictable revenue throughout the year. The economics are strong: attractive policy value, lower acquisition costs, and a growing base of life-licensed agents who are genuinely excited to bring this product to consumers.
“The early response from agents has been overwhelmingly positive,” leadership shared. “With a significant percentage of our advocates already holding life insurance licenses, we’re seeing strong engagement and momentum that will continue throughout 2025.”
Early Success and What’s Next
In the first few months since launch, early traction has been encouraging. We’ve seen strong collaboration across CARES, Commercial, Marketing, Technology, and Compliance teams, each playing a vital role in bringing the new product to market.
The introduction of Guaranteed Acceptance Life Insurance has already demonstrated measurable results:
- Extending GoHealth’s value to both new and existing consumers
- Helping us reduce seasonality across operations
- Enhancing unit economics through multi-product engagement
- Empowering our agents to build stronger, longer-lasting relationships with consumers
“This initiative reinforces our resilience and our commitment to innovation,” said Mike. “It’s about giving people stability and security for themselves and their families – and ensuring GoHealth’s growth is as steady and dependable as the trust we’ve built over the years.”
Looking Ahead
The launch of GoHealth Protect represents more than diversification – it’s a thoughtful evolution of who we are as a company. We’re expanding our ability to serve consumers through life’s most important moments, while creating new growth opportunities for our people and our business.
As we continue to scale this product and explore additional offerings within the GoHealth Protect portfolio, one thing remains constant: our mission to ensure peace of mind for everyone we serve.
Because helping people live better, healthier, more secure lives has always been, and will continue to be, what GoHealth does best.
