As you say, the sheer number of choices can be overwhelming. This is why we have our brokers, who are experts on the nuances of health plans, recommend a few plans for each employee - we do the shopping for most employees, and the power users can pick for themselves if they like. Employees can always chat with us in-app as well.

If you work for a large employer, you have benefits professionals who spend all year thinking about this - we work with small employers who don't have these kinds of resources and are happy to offload it onto us.