Privately-owned is an unbiased search engine and comparison tool for health insurance plans. The website features over 120,000 plans, including many of the state-based exchange plans, federal exchange plans as well as private, off-exchange plans. 

Using proprietary technology and tools, helps consumers compare health insurance costs and subsidies for free, and enable them to purchase their health insurance online, over the phone with a licensed advisor, or in person with an expert, local agent. The company’s website offers recommendations and a comparison shopping experience to simplify decision-making, allowing consumers to find the right health insurance plan that fits their lifestyle. It also offers online calculators and shopping tools to make buying health insurance easier and more efficient. 

In November 2019 raised $18m in Series B funding in a round led by Second Alpha Partners. The round will be used to scale the business. has one million visitors each month, and has offices in Miami, Minneapolis, New York and Guatemala City. 

Map showing the location of

Miami, United States

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Key people

Jeff Smedsrud Co-Founder
Jose Vargas Co-Founder
Jeffery Boyd Board Member
Sergio Vela CTO
Julio Gonzalez Arrivillaga Advisor & Investor
Robert Mylod Advisor
Matias de Tezanos Founder, Board Director, Former CEO
Glenn Luk Investor & Co-Founder
Howard Yeh Co-Founder & CEO