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eHealth partners with BerniePortal to support CHOICE enrollments
The partnership links eHealth with more than 5,000 employers and over 1,000 brokers using BerniePortal, with eHealth handling needs analyses and enrollment support for CHOICE Arrangements.
Insurance Business reports that eHealth will now be able to run needs analyses and help review CHOICE options for brokers selling CHOICE Arrangements, the federal name for ICHRAs, while brokers keep agent-of-record status for employee enrollment work.
The change is driven by a new partnership between eHealth and benefits administration platform BerniePortal, which connects more than 5,000 employers and over 1,000 insurance brokers that use BerniePortal. eHealth will use licensed agents to help employees use employer-provided benefit dollars to buy and enroll in individual and family health plans.
The deal targets a key friction point brokers have raised, employee confusion during enrollment. In TASC's 2026 Broker ICHRA Survey, 54% of brokers said they had never sold an ICHRA, up from 47% in 2025, and 85% cited employee confusion as a concern.
Brokers who had sold the product said education and enrollment took longer than expected, and broker support fell from 48% to 29%. Workers can choose from hundreds of Affordable Care Act-compliant plans, and the announcement did not specify how commissions on individual policies will be shared between brokers and eHealth.