Health Insurance Innovations
Corporate brand
UnclaimedA U.S. insurance-technology platform that distributed short-term medical and supplemental insurance products through independent agents and digital channels.
Last updated August 26, 2026
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History
Health Insurance Innovations developed as an intermediary and technology provider for insurance distribution rather than as a traditional carrier underwriting a broad portfolio of its own health policies. Its earlier operating structure was connected to Health Plan Intermediaries, LLC, which was owned by Naylor Group Partners, LLC. In 2011, HII agreed to purchase units of Health Plan Intermediaries. By September 30, 2012, the company had 51 employees, reflecting an early-stage platform operation rather than a large nationwide insurer with a substantial direct workforce. The company’s core infrastructure used cloud-based tools to support licensed independent agents. Those tools facilitated enrollment in products supplied by insurance companies and also supported billing and information services for agents and customers. HII’s product-agnostic model allowed it to distribute multiple types of coverage and non-insurance services, including short-term medical plans, limited medical benefits, accident and illness products, discount memberships, prescription savings, dental and vision benefits, life insurance, and wellness offerings. HII expanded its consumer and digital capabilities through acquisitions. In 2014 it acquired HealthPocket for $32 million, adding a website that compared health insurance plans and provided statistics, surveys, research, and other consumer information. HealthPocket subsequently appeared in a 2016 RAND Corporation research report concerning web design and consumer healthcare decision-making. The founders of HealthPocket made a planned departure from the business in 2018. In 2015 HII announced the acquisition of Agile Health Insurance, also known as AgileHealthInsurance. Agile focused on short-term health insurance alternatives to Affordable Care Act plans, displayed pricing information for private plans, and enabled consumers to apply online. In 2019 HII announced the acquisition of TogetherHealth, LLC, a direct-to-consumer platform connecting individuals with carriers through customer acquisition and engagement. These moves broadened the company’s position in digital comparison, lead generation, direct consumer marketing, and enrollment. Leadership changed during this expansion. Michael Hershberger, previously senior vice president of finance and business development, was named interim chief financial officer and assigned related principal financial and accounting officer responsibilities in March 2015. Gavin Southwell became president and chief executive officer in 2016. The company was listed on NASDAQ during the period described by the supplied reference material, although a ticker symbol and reliable current listing information are not provided here. HII’s growth was accompanied by disputes over how short-term and limited-benefit products were marketed. These products generally did not provide comprehensive coverage or meet the Affordable Care Act’s minimum-essential-coverage standard. Critics and consumers alleged that telemarketers sometimes represented such products as comparable to or better than Obamacare coverage. In a 2017 interview cited by the reference material, Southwell rejected the idea that HII was responsible for the conduct of privately owned call centers. In December 2018, HII reached a settlement with insurance regulators in 43 states regarding marketing practices. The supplied account characterizes the settlement as containing no fines, penalties, or findings of wrongdoing. The same period also involved the closure of Simple Health by federal regulators and the termination of HII’s relationship with that company. In 2019, two federal lawsuits alleged that consumers were misled in connection with policies sold through Simple Health and asserted that Simple Health had been financially supported by HII. The available reference does not provide a final judicial resolution or establish that regulators cleared HII of all responsibility. The Massachusetts attorney general’s office had conducted an inquiry since at least June 2016 into the marketing and sale of health insurance and discount health plans by HII and distributors including National Brokers of America. HII also received a low Better Business Bureau rating, with the referenced material attributing part of that rating to unresolved patterns of complaints. Because the supplied sources do not document the company’s subsequent legal, ownership, or operating status with sufficient reliability, its current status remains unknown in this dossier.
- 2019
TogetherHealth acquisition announced
[1]HII announced the acquisition of TogetherHealth, a direct-to-consumer insurance acquisition and engagement platform.
- 2018
Multistate regulatory settlement
[1]HII reached a settlement with regulators in 43 states over marketing practices, without fines, penalties, or findings of wrongdoing according to the supplied reference.
- 2016
Gavin Southwell becomes CEO and president
[1]Gavin Southwell was named chief executive officer and president.
- 2015
Agile Health Insurance acquisition announced
[1]The company announced its acquisition of Agile Health Insurance, expanding its digital short-term medical insurance capabilities.
- 2014
HealthPocket acquisition
[1]HII acquired HealthPocket, a consumer health-insurance comparison and information platform.
- 2012
Company reports 51 employees
[1]The company had 51 employees as of September 30, 2012.
- 2011
Agreement to purchase Health Plan Intermediaries units
[1]Health Insurance Innovations agreed to purchase units of Health Plan Intermediaries, LLC, an earlier organization associated with the company’s operating history.
Products and positioning
Insurance-technology and distribution platform focused on short-term medical, supplemental, and limited-benefit products rather than comprehensive major-medical coverage.
Health insurance
Short-term medical insurance
Short-term medical plans were among HII’s principal offerings. They were designed as temporary or alternative coverage products and were distributed through agents and digital channels. Unlike comprehensive Affordable Care Act plans, these products could have narrower benefits and did not necessarily satisfy minimum-essential-coverage requirements.
Supplemental insurance
Supplemental and limited-benefit coverage
HII distributed a broad group of supplemental and limited-benefit products, including accident, cancer, critical-illness, life, and accidental-death-and-dismemberment coverage. These products were intended to address specific risks or provide defined benefits rather than replace comprehensive medical insurance.
Insurance comparison platform
HealthPocket
HealthPocket was a consumer website acquired by HII in 2014. It helped users compare health insurance plans and offered supporting information such as statistics, polls, research, and other decision-making resources. Its platform extended HII’s reach beyond agent infrastructure into consumer research and plan discovery.
Digital insurance marketplace
Agile Health Insurance
Agile Health Insurance, also known as AgileHealthInsurance, focused on short-term health insurance alternatives to Affordable Care Act plans. Its website presented prices for private plans and allowed consumers to apply for coverage online, supporting HII’s digital acquisition and enrollment strategy.
Direct-to-consumer insurance platform · 2019
TogetherHealth
TogetherHealth was a direct-to-consumer platform announced as an HII acquisition in 2019. It was intended to connect individuals with insurance carriers through consumer acquisition and engagement capabilities, complementing HII’s agent-oriented technology and distribution services.
Controversies
2019
Litigation involving Simple Health policy sales
Two federal lawsuits alleged that consumers were misled in connection with insurance policies sold through Simple Health, which had been closed by federal regulators in 2018. The complaints alleged a financial relationship between Simple Health and HII. The supplied material does not establish the final disposition of the lawsuits or a definitive regulatory finding against HII.
2018
Multistate scrutiny of insurance marketing practices
HII reached a settlement with regulators in 43 states concerning marketing practices. The supplied reference states that the settlement involved no fines, penalties, or findings of wrongdoing. The matter nevertheless reflected broad regulatory scrutiny of the company’s distribution and marketing environment.
Massachusetts attorney general inquiry
The Massachusetts attorney general’s office had an ongoing inquiry since at least June 2016 concerning the marketing and sale of health insurance and discount health plans by HII and distributors including National Brokers of America.
Brand decisions
2019
Acquire TogetherHealthM&ABackground
HII was broadening its model from agent infrastructure toward direct-to-consumer acquisition and engagement.
Action taken
The company announced the acquisition of TogetherHealth, a platform connecting consumers with insurance carriers.
Aftermath
The transaction was intended to complement HII’s existing enrollment, marketing, and carrier-connection capabilities; the supplied material does not document longer-term results.
2015
Acquire Agile Health InsuranceM&ABackground
The company wanted to strengthen its online distribution of short-term health insurance alternatives.
Action taken
HII announced the acquisition of Agile Health Insurance, a digital short-term-plan marketplace and application channel.
Aftermath
The transaction expanded HII’s ability to display private-plan pricing and accept online applications.
2014
Acquire HealthPocketM&ABackground
HII sought to expand its consumer-facing health-insurance comparison and information capabilities.
Action taken
The company acquired HealthPocket, a website offering plan comparisons and health-care decision resources.
Aftermath
The acquisition added a consumer research and comparison channel to HII’s insurance distribution platform.
Acquisition price. $32 million (2014)
Sources1 sources
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