GoHealth’s PlanFit Technology
GoHealth develops and deploys a full stack of proprietary technology solutions, enabling deep integration, real-time adaptability, and optimization of every step in the consumer journey. The PlanFit platform applies sophisticated machine learning algorithms to deliver high-quality Medicare enrollment experiences at scale.
GoHealth’s PlanFit technology simplifies and expedites the process of shopping for Medicare Advantage plans, bringing consumers peace of mind in their healthcare choices.
Finding the Right Fit
On average, an eligible consumer has 42 Medicare Advantage plans to choose from in their ZIP code. That decision is often confusing and difficult. Making the wrong call can mean paying higher out-of-pocket costs and missing out on coverage for medications or preferred healthcare providers.
GoHealth developed PlanFit technology to narrow down those dozens of options to the ideal one based on factors that make a difference in people’s lives, like:
- Low monthly premiums
- Prescription drug coverage
- Additional benefits
- In-network doctors and pharmacies
- Coordinated care services for a chronic condition
Consumers can go through the full shopping process over the phone with a licensed insurance agent, or they can enter their preferences into GoHealth’s online marketplace to start comparing costs and coverage instantly. The enrollment platform is fully integrated with carrier systems, allowing licensed agents to access real-time plan data and seamlessly submit enrollments.
How PlanFit Works
PlanFit technology harnesses machine learning algorithms, powered by analytics from millions of interactions with Medicare consumers, to make informed recommendations.
The platform determines the top five options, accounting for:
- The preferences expressed by consumers in a needs asssessment
- An analysis of the details from individual plans
- Data from the overall market for plans.
PlanFit integrates with other GoHealth tools to give consumers the full picture of their choices.
PlanGPT
Uses a large language model to summarize documentation, answering in-depth questions about op to three plans at a time.
LeadScore
A proprietary machine-learning model that predicts lead quality, lifetime value, and conversion probability for real-time optimization of routing, prioritization, and agent pairing.
CallRouter
Combines LeadScore data with live performance analytics to match each consumer with the best-fit licensed insurance agent, improving conversion rates and consumer satisfaction.
Customer 360
A centralized data layer that delivers a unified view of each consumer, ensuring a personalized and compliant experience across every interaction.
PlanFit Checkups and PlanFit Saves
Since plan details and availability change every year, GoHealth encourages people on Medicare to schedule an annual PlanFit CheckUp. A licensed insurance agent uses PlanFit technology to check for any plan updates and explore whether there are better alternatives now available.
GoHealth incentivizes agents to provide consumers with accurate guidance based on a PlanFit analysis, never pressuring them to make a change. A PlanFit Save occurs when an agent advises a consumer to stick with their existing coverage because it’s the best choice available.
Learn more: How Can You Tell if a Medicare Plan Is the Right Fit for You?
GoHealth’s PlanFit technology brings ease and efficiency to the Medicare Advantage market.
PlanFit by the Numbers
42
Average number of Medicare Advantage plans available to a beneficiary in 2025.
180
Consumer-specific factors reviewed by PlanFit’s recommendation engine.
62%
GoHealth members who chose a plan ranked in the top three by PlanFit in 2024.
81.6%
Consumers who requested a plan that covered a preferred healthcare provider in their needs assessment.
72%
Year-over-year growth in PlanFit CheckUps for 2024.