What is a White Label?
Your HealthSherpa White Label is a fully branded, single-carrier shopping and enrollment site. Think of it as a "walled garden," a dedicated space where only your plans appear to agents and consumers. Unlike the open HealthSherpa Marketplace, where all carrier plans display, your White Label only shows your branding and plans.
Your White Label is powered by HealthSherpa's Phase 3 Enhanced Direct Enrollment (EDE) infrastructure, which connects directly to HealthCare.gov via CMS APIs. The end-to-end enrollment process, from eligibility screening to application submission, happens seamlessly on your branded site without redirecting users to a separate platform. HealthSherpa partners closely with CMS to ensure your White Label site is always in compliance with the latest regulations and change request as issued by CMS.
What your White Label does
For consumers:
Eligibility screening and plan shopping, with only your plans shown
Application submission and enrollment (on & off-exchange if configured)
Premium payment links at the point of enrollment
Post-enrollment support: SEP documentation, SVI resolution, DMI management
Annual renewals with pre-filled information
For agents and brokers:
A streamlined quoting and enrollment experience tied to your plans
A full client dashboard: policy status, documents, and Marketplace notices in one place
Resume links so clients can pick up mid-application
Turbo Renewal: renew a client in minutes with pre-filled application data
Compliance tools including CMS-compliant consent, authorization and identity proofing
Your branded experience
Your White Label can be customized to reflect your organization's brand. From the Branding section of your Carrier Admin Dashboard, White Label Admins can configure your logo and color palette and the consumer-facing landing page experience. Optional features include a custom URL (if URL masking is enabled for your account) and a custom no-reply email address (if email masking is enabled).
URL masking and email masking replace the default HealthSherpa URL and email sender with your own domain. These are configured during onboarding. Contact your Account Manager if you are interested in enabling them. |
How consumers and agents access your White Label
Consumers and agents reach your White Label through a custom URL in the format https://www.healthsherpa.com/?_agent_id=[your-carrier-slug]. Your carrier slug is the unique identifier assigned to your organization (for example, uhc or centene). If you are unsure of your slug, contact your HealthSherpa Account Manager. If your account has URL masking enabled, your White Label appears under your own domain instead of ours at healthsherpa.com.
The Carrier Admin Dashboard
Your Carrier Admin Dashboard gives you centralized control over your White Label. From here you can monitor enrollment performance and download reports, view and manage applications, add and manage agents, view agencies, customize branding, configure off-exchange settings (if applicable), access Marketplace Pulse data, manage user roles, and payment redirects.
The dashboard is accessible at https://www.healthsherpa.com/carriers/[your-carrier-slug] in production and https://staging.healthsherpa.com/carriers/[your-carrier-slug] in staging. See the Getting Started Guide for Carrier Admins for a full walkthrough.
Your White Label and the HealthSherpa Marketplace
Your White Label is separate from the HealthSherpa Marketplace (HSMP). Your White Label is a branded, single-carrier site where only your plans appear and you control the experience. HSMP is the multi-carrier shopping site at healthsherpa.com where all contracted carriers' plans are listed alongside competitors. Enrollments made through your White Label are tracked separately from HSMP enrollments; Marketplace Pulse in your dashboard shows HSMP performance only.
Need help?
If you have questions about your White Label or want to make changes to your setup, contact your HealthSherpa Technical Account Manager (TAM). You can also visit the Carrier Help Center at carrierhelp.healthsherpa.com for self-service documentation.