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eHealth

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FY2024 Annual Report · eHealth
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eHealth, Inc. • Fremont, CA; Salt Lake City, UT; Austin, TX; Indianapolis, IN • www.ehealth.com 
 
 
Dear Fellow Stockholders, 
 
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our organization has accomplished and excitement about the path ahead. In an industry 
marked by continuous change and growing complexity, eHealth has not only adapted but 
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0HGLFDUH$GYDQWDJH(“MA”) market in particular saw unprecedented disruption in 2024, as 
carriers experienced higher medical cost trends and regulatory pressures. This resulted in 
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these IDFWRUV impacted 0HGLFDUHEHQHȴFLDULHVduring WKHIRXUWKTXDUWHUannual enrollment 
period (“AEP”).  
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eHealth's carrier-DJQRVWLF FKRLFHSODWIRUP)RU EHQHȴFLDULHVZH R΍HU a broad VHOHFWLRQ RI
SODQV UHODWLYH WR RXU SHHUV ZKLOH UHPDLQLQJ WUXO\ FDUULHU DJQRVWLF :H EHOLHYH ZH DUH
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OLFHQVHG EHQHȴW DGYLVRUV DQG ULFK VXLWH RI RPQLFKDQQHO HQUROOPHQW WRROV—including our 
XQLTXH HQG-to-end online enrollment engine—SURYLGH RXU FXVWRPHUV JXLGDQFH WKrough a 
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LPSRUWDQWRSHUDWLQJPRGHOFKDQJHV7KHVHLQYHVWPHQWVKDYHFUHDWHGDVFDODEOHSODWIRUm that 
DOORZVXVWRFDSLWDOL]HRQLQFUHDVHGFRQVXPHUGHPDQGZKLOHPDLQWDLQLQJGLVFLSOLQHGȴQDQFLDO
management. Our strategic direction and priorities, coupled with continued momentum in 
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eHealth, Inc. • Fremont, CA; Salt Lake City, UT; Austin, TX; Indianapolis, IN • www.ehealth.com  
2 
I am pleased to report that 2024 was a \HDURIVWURQJH[HFXWLRQDVZHVLJQLȴFDQWO\H[FHHGHG
RXU H[SHFWDWLRQV IRU UHYHQXH HQUROOPHQW YROXPH DQG SURȴWDELOLW\ 2XU SHUIRUPDQFH
HVSHFLDOO\ GXULQJ WKH FULWLFDO IRXUWK TXDUWHU was truly D WHVWDPHQW WR WKH VXFFHVV RI WKH
WUDQVIRUPHGH+HDOWKand has positioned us well IRUVXVWDLQed SURȴWDEOHgrowth in the years 
ahead. 
2024: A Year of Remarkable Achievement 
ΖQH+HDOWKDFKLHYHGVHYHUDOVLJQLȴFDQWPLOHVWRQHVWKDWXQGHUVFRUHWKHVWUHQJWKRIRXU
strategy and execution: 
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YDOLGDWHVRXUVWUDWHJLFWUDQVIRUPDWLRQRYHUWKHSDVWWKUHH\HDUV 
™ )XOO \HDU  UHYHQXH JUHZ  \HDU-RYHU-\HDU LQFOXGLQJ IRXUWK TXDUWHU UHYHQXH
JURZWKRI\HDU-RYHU-year 
™ Total Medicare submissions across our core MA Agency and carrier-GHGLFDWHG$PSOLI\
SODWIRUPVJUHZ\HDU-RYHU-year in 2024 and LQWKHIRXUWKTXDUWHU year-RYHU-
year 
™ We substantially LPSURYHG our enrollment margins year-RYHU-year, with our Medicare 
$GYDQWDJH/79-to-&$&UDWLRJURZLQJIURP[WR[LQWKHIRXUWKTXDUWHU 
™ 2024 DGMXVWHG(%Ζ7'$ LQFUHDVHGE\PRUHWKDQPLOOLRQFRPSDUHGWRWKHSUHYLRXV
\HDUUHSUHVHQWLQJPHDQLQJIXOH[SDQVLRQ 
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Medicare market dynamics. 'XULQJ$(3Whe disruption in MA SODQR΍HULQJVPDGHRXUVHUYLFHV 
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FRPPLVVLRQVXSSUHVVLRQVDQGSODQFKDQJHVGL΍HUHQWLDWHGXVIURPFRPSHWLWRUVZLWKPRUH
limited carrier relationships. 
 
 
 
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February 26, 202 IRUPDQDJHPHQWȇVGHȴQLWLRQRIDGMXVWHG(%Ζ7'$DQRQ-*$$3ȴQDQFLDOPHDVXUHDQGDUHFRQFLOLDWLRQ
RIDGMXVWHG(%Ζ7'$WR*$$3QHWLQFRPHORVVLWVPRVWGLUHFWO\FRPSDUDEOH*$$3ȴQDQFLDOPHDVXUH 
 

 
 
eHealth, Inc. • Fremont, CA; Salt Lake City, UT; Austin, TX; Indianapolis, IN • www.ehealth.com  
3 
Key Achievements Driving Our Success 
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™ Brand Recognition and Direct Marketing Excellence: Our marketing organization 
VXFFHVVIXOO\GURYHOHDGV within our direct channels through GLVWLQFWLYHbrand building, 
UHȴQHGDXGLHQFHWDUJHWLQJDQGFRPSHOOLQJPHVVDJLQJ7RWDODLGHGEUDQGDZDUHQHVV
increased materially year-RYHU-year, and our branded direct marketing channels GURYH 
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™ Superior Telesales Performance: 2XU WHOHVDOHV RUJDQL]DWLRQ DFKLHYHG VXEVWDQWLDO
FRQYHUVLRQ UDWH JDLQV ZLWKLQ RXU MA Agency DQG $PSOLI\ enrollment models. This 
VXFFHVVZDVGULYHQE\RXUODUJHUQXPEHURIWHQXUHGEHQHȴWDGYLVRUVcompared with 
the prior year DQG RXU DELOLW\ WR QDUURZ WKH SHUIRUPDQFH JDS EHWZHHQ QHZ DQG
VHDVRQHGDGYLVRUV 
™ Digital Innovation: :H LQYHVWHG LQ VWUHDPOLQLQJ DQG SHUVRQDOL]LQJ WKH FRQVXPHU
H[SHULHQFH RQ RXU SODWIRUP FUHDWLQJ D PRUH VHDPOHVV ȵRZ IURP RQOLQH DGV LQWR
tailored landing pages. :HEHOLHYHWKDWWKHVHLPSURYHPHQWVGURYHPRUHYLVLWRUVWRRXU
RQOLQHSODWIRUPDQGKHOSHGFRQYHUW them at a higher rate, resulting in a sizable increase 
in online unassisted applications. In 2024, wHDOVRLQWURGXFHG/LYH$GYLVHTM, our one-
ZD\YLGHRFKDWFDSDELOLW\ZKLFKDGGVDSHUVRQDOL]HGWRXFKWRWKHHQUROOPHQWSURFHVV
DQGKHOSVEXLOGWUXVWEHWZHHQRXUDGYLVRUVDQGEHQHȴFLDULHV 
™ +Ζ75867 &HUWLȴFDWLRQ: In 2024 eHealth DFKLHYHG +HDOWKΖQIRUPDWLRQ 7UXVW $OOLDQFH
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DFFRXQWDEOH IRU PDLQWDLQLQJ WKH KLJKHVW VWDQGDUGV RI VHFXULW\ DQG FRPSOLDQFH
strengthening our reputation as a trusted EUDQGIRUFXVWRPHUs. 
™ Trustpilot Rating: H+HDOWK PDLQWDLQV D  RXW RI  UDWLQJ RQ 7UXVWSLORW EDVHG RQ
IHHGEDFN IURP PRUH WKDQ  FXVWRPHU UHYLHZV UHȵHFWLQJ VWURQJ FXVWRPHU
VDWLVIDFWLRQDQGWUXVW7KHFRPSDQ\LVDOVRDFFUHGLWHGE\WKH%HWWHU%XVLQHVV%XUHDX
%%%ZLWKDQ$UDWLQJUHLQIRUFLQJRXUFRPPLWPHQWWRVHUYLFHH[FHOOHQFH 
™ Member Retention: :HVXFFHVVIXOO\HQJDJHGRXUH[LVWLQJPHPEHUVWKURXJKSURDFWLYH
RXWUHDFK SDUWLFXODUO\ IRFXVLQJ RQ WKRVH LPSDFWHG E\ SODQ FDQFHOODWLRQV DQG FDUULHU
market exits. Our proprietary online tools, such as MatchMonitorTM, enabled members 
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™ Great Place to Work: &HUWLȴHGE\*UHDW3ODFHWR:RUNpLQEDVHGRQHPSOR\HH
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stronger business outcomes. We are committed to building on this momentum, 
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VKDUHKROGHUYDOXH 

 
eHealth, Inc. • Fremont, CA; Salt Lake City, UT; Austin, TX; Indianapolis, IN • www.ehealth.com  
4 
Looking Ahead: Our 2025 Strategic Priorities 
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JHQHUDWLYH EXVLQHVV WKURXJK VFDOHG GL΍HUHQWLDWLRQ LQ MA AJHQF\ VHUYLFHV DQG WDUJHWHG
GLYHUVLȴFDWLRQ2XUVWUDWHJLFSULRULWLHVIRULQFOXGH WKHIROORZLQJ: 
1. Expanding Brand Recognition: We aim to extend our brand reach across all direct 
marketing channels and beyond our core MA products. 
2. Enhancing Customer Loyalty: We plan to strengthen our retention strategies, 
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products. 
3. Optimizing Our Telesales Organization: We plan to FRQWLQXHSURYLGLQJRXUDGYLVRUV
with 
strong 
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opportunities, and technological tools. 
4. Advancing AI and Digital Technology: We plan to IXUWKHUGHYHORSRXUkey technology-
HQDEOHGFXVWRPHUDQGDGYLVRUIDFLQJWRROVincluding LQQRYDWLRQs in AI, aimed DWGULYLQJ 
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5. Strengthening Carrier Relationships: We plan to IRFXV RQ GHHSHQLQJ RXU
partnerships with carriers, expanding our collaboration and integration within both our 
MA Agency choice model DQGRXU$PSOLI\FDUULHU-dedicated model. 
6. Diversifying Our Revenue Base: We plan to PDNHWDUJHWHGLQYHVWPHQWVLQ0HGLFDUH
Supplement, Under- ΖQGLYLGXDO )DPLO\ (PSOR\HU DQFLOODU\ SURGXFWV DQG FDUULHU-
GHGLFDWHGVHUYLFHV 
:KLOH ZH H[SHFW WKH 0HGLFDUH PDUNHW WR UHPDLQ ȵXLG LQ  ZH EHOLHYH ZH are well-
SRVLWLRQHGWRQDYLJDWHWKLVHQYLURQPHQW and DFKLHYHRXUȴQDQFLDOJRDOVIRUWKH\HDU. 
 
 

eHealth, Inc. • Fremont, CA; Salt Lake City, UT; Austin, TX; Indianapolis, IN • www.ehealth.com

Our Commitment to our Stakeholders
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WKH KHDOWKFDUH MRXUQH\ IRU PLOOLRQV RI $PHULFDQV E\ SURYLGLQJ WUDQVSDUHQW SHUVRQDOL]HG
guidance through the complex health insurance landscape. Our Medicare Matchmaker brand 
identity H[HPSOLȴHVWKLVFRPPLWPHQWKHOSLQJEHQHȴFLDULHVȴQGWKHFRYHUDJHWKDWEHVWVXLWV
WKHLUXQLTXHQHHGV
I would like to express my sincere gratitude to our exceptional employees and management 
WHDPZKRVHGHGLFDWLRQDQGH[SHUWLVHKDYHEHHQLQVWUXPHQWDOWRRXUVXFFHVV2XUFRPSDQ\
FXOWXUHFRQWLQXHVWREHDVRXUFHRIVWUHQJWKDQGSULGHIRVWHULQJLQQRYDWLRQDQd customer-
centricity across the organization.
$VZH ORRN WRWKH IXWXUHΖ DPFRQȴGHQW LQ RXU DELOLW\ WR FRQWLQXH GHOLYHULQJ YDOXH WRRXU
stockholders while working closely with our carrier partners to make DPHDQLQJIXOGL΍HUHQFH
LQWKHOLYHVRIWKHFXVWRPHUVZHVHUYH
Sincerely,
Fran Soistman
&KLHI([HFXWLYH2ɝFHU, eHealth, Inc. 

 
eHealth, Inc. • Fremont, CA; Salt Lake City, UT; Austin, TX; Indianapolis, IN • www.ehealth.com  
6 
Forward-Looking Statements: 
 
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DV GHȴQHG ZLWKLQ WKH 3ULYDWH 6HFXULWLHV /LWLJDWLRQ 5HIRUP $FW RI  7KHVH LQFOXGH VWDWHPHQWV UHJDUGLQJ RXU
H[SHFWDWLRQVUHJDUGLQJRXUEXVLQHVVRSHUDWLRQVDQGVWUDWHJ\WKHLPSDFWRIRXUEXVLQHVVWUDQVIRUPDWLRQSURJUDPRQ
our business; our business, industry and market trends, including market opportunity, consumer demand and our 
FRPSHWLWLYHDGYDQWDJHWKHH΍HFWRIRXUPDUNHWLQJDQGEUDQGLQJH΍RUWVRQRXUEXVLQHVV, including our ability to increase 
our brand recognition; RXUDELOLW\WRHQKDQFHFXVWRPHUOR\DOW\RSWLPL]HRXUWHOHVDOHVRUJDQL]DWLRQDGYDQFH$ΖDQG
GLJLWDOWHFKQRORJ\VWUHQJWKHQFDUULHUUHODWLRQVKLSVDQGGLYHUVLI\RXUUHYHQXHEDVHRXUDELOLW\WRH΍HFWLYHO\QDYLJDWHRXU
FRPSOH[ UHJXODWRU\ ODQGVFDSH RXU H΍RUWV WR PLWLJDWH UHJXODWRU\ ULVN DQG XQORFN QHZ PDUNHW RSSRUWXQLWLHV; our 
HVWLPDWHV UHJDUGLQJ FRQVWUDLQHG OLIHWLPH YDOXHV RI FRPPLVVLRQV SHU DSSURYHG PHPEHU RXU DELOLW\ WR DFKLHYH RXU
ȴQDQFLDO WDUJHWV; our ability to  GULYH RXU %% VWUDWHJ\ DQG IRUWLI\ WKH RUJDQL]DWLRQDO IRXQGDWLRQ WKDW VXSSRUWV RXU
strategic partners and direct-to-HPSOR\HURSSRUWXQLWLHVDQGRWKHUVWDWHPHQWVUHJDUGLQJRXUIXWXUHRSHUDWLRQVȴQDQFLDO
condition, prospects and business strategies.  
 
These forward-ORRNLQJVWDWHPHQWVDUHLQKHUHQWO\VXEMHFWWRULVNVDQGXQFHUWDLQWLHVWKDWFRXOGFDXVHRXUDFWXDOUHVXOWVWRGL΋HU
materially from those indicated in these forward-ORRNLQJVWDWHPHQWVLQFOXGLQJEXWQRWOLPLWHGWRULVNVGHVFULEHGLQRXUȴOLQJs 
with the Securities and Exchange Commission. For important cautionary language regarding these forward-looking statements, 
please see the section titled “Cautionary Note Regarding Forward-Looking Statements” in our Annual Report on Form 10-K, 
included herein. The Company undertakes no obligations to update any forward-looking statements. 

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