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About Benefitbay

Building a Better
Future for Benefits

benefitbay's story:

Built for the future of ICHRA (CHOICE)

benefitbay is the ICHRA partner that puts the full power of personalized benefits into your hands. When ICHRA became available in 2019, our team saw an opportunity to rethink how health benefits could work. Employers wanted more flexibility. Brokers needed better tools. Employees deserved more choice. We built benefitbay from the ground up to meet those needs, combining deep health benefits expertise with purpose-built technology that helps simplify every stage of the ICHRA journey. From plan modeling and compliance to enrollment and premium payments, our platform helps organizations deliver personalized benefits with confidence.

Purpose

We change lives through the power of choice. 

Vision

To make personalized benefits a reality for every employee.

Mission

To help all stakeholders win with ICHRA (CHOICE) through human-first service and integrated technology.

Who benefitbay Serves

We built benefitbay as the only fully accountable ICHRA ecosystem - connecting brokers, employers, employees, and carriers within a single platform to create a virtuous cycle of mutual benefit. Each stakeholder’s win lifts the entire industry. 

For Brokers

benefitbay gives you a powerful, secure platform, the tools to quote, model, and sell tailored ICHRA solutions, and a dedicated Partner Success team backing you the whole way — not just software on your own. That means happy clients, less churn, and new revenue opportunities — without adding to your workload.

  • See how we support brokers
See how we support brokers

For Account Managers

You get full visibility into onboarding, enrollment, reports, and more, so you can serve your clients well day to day. And you're backed by a benefitbay team who won't treat you like a number or leave you wondering what to do next.

  • See how we support account managers
See how we support account managers

For Employers

You get everything you need for enrollment, deployment, administration, and support in one secure platform, with the transparency to see exactly how your plan is performing. That means offering a diverse workforce more flexible coverage while keeping costs under control.

  • See how we support employers
See how we support employers

For Employees

You can shop for the best plan, sign up, track your benefits, and get help — all in one place, with real support when you need it. That means more coverage choices, more control over your health spend, and a plan that goes with you if you change jobs.

  • See how we support employees
See how we support employees

For Carriers

Direct integration means more secure data and fewer points of failure to manage, plus a platform built to showcase your plans to the members who need them. That means growing membership through ICHRA administration you can actually trust.

  • See how we support carriers
See how we support carriers

benefitbay's Technology:

Purpose-Built for Every Part of the ICHRA (CHOICE) Experience

ICHRA administration only works if the technology behind it actually holds up — for the broker proposing it, the employer funding it, and the employees relying on it. Here's the core of what benefitbay runs on. 

FULCRUM

FULCRUM is benefitbay's real-time modeling tool, letting you build contribution strategies and employee classes live, with compliance checks running as you go. Instead of waiting days for a revised quote, clients see their actual options take shape in the room — turning a proposal into a working session.

Direct Carrier Integrations

benefitbay connects directly to carrier systems for enrollment, eligibility, and plan data — no manual re-entry between platforms. That means faster, more accurate enrollment and fewer of the data errors that come from moving information across disconnected systems by hand.

ARC Accounts

ARC (Advanced Reimbursement Checking) accounts automate premium payments  with direct-to-carrier ACH transfers, replacing manual reimbursement tracking between employer contributions and employee premiums. The result is no missed payments, no coverage lapses, and audit-ready financial records employers and brokers can trust at any point in the year.

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What Makes benefitbay Different?

We're on a journey to make the world of benefits better through ICHRA. It's not an easy journey — but everything we do comes back to one heartbeat: We Make the Way. These six values are how that heartbeat shows up in practice, every day, for the brokers, carriers, employers, and employees who trust us.

Humanity

Success starts and ends with people. We treat everyone we serve with respect, humility, and integrity, every time, so no one on the other end of a benefits question ever feels like a case number.

Accountability

We take responsibility for results, follow through on our commitments, and show up every day ready to help the team win. That means when something needs to get handled, you're never left wondering whether it will be.

Excellence

Excellence is the standard, not the exception. We build a seamless, high-quality experience across our platform, our service, and every interaction with the people we serve — so the experience holds up whether you're modeling a plan, running payroll, or calling in with a question.

Adaptability

We evolve quickly and intelligently, using data to measure and adjust our approach and focus our energy where it matters most. ICHRA is still a moving target for most of the industry — we intend to keep moving faster than it does.

Transparency

We're straightforward when dealing with each other, our customers, our partners, and our vendors. That means clear reporting, clear pricing conversations, and no fine print you have to go looking for.

Persistence

We set bold goals and move with urgency, finding a way to get it done. When a plan hits a snag — a missed payment, a compliance question, a renewal gone sideways — persistence is what turns a problem into a solved problem instead of a client's problem.

We're proactive problem solvers who get gritty and find answers that work. We lead the way in building and refining technology and processes that actually serve people well. And we intentionally remove the roadblocks that keep brokers, carriers, employers, and employees from flourishing — because that's what it means to make the way.

benefitbay's Team:

The people behind better benefits

Benefits are not one-size-fits-all, and neither is the support behind them. Our team combines purpose-built technology with people who understand the details — from plan design and compliance to enrollment and ongoing administration. We are here to help brokers, employers and employees feel confident at every step, making personalized benefits easier to offer, understand and use through human-first service and integrated technology.

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Join us to build the future of benefits

benefitbay began developing its ICHRA (CHOICE) administration solution in 2021. We solved deployment hurdles before others were getting started. Our management pairs years of combined experience in health benefits with a best-in-class team of engineers.

The result — a simple, streamlined suite of tools that will manage every aspect of ICHRA from plan modeling and compliance to deployment and enrollment. benefitbay is backed by trusted investors, with Ten Coves Capital leading its series A round in 2026.