Humana

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About

Humana was founded in 1961 by David A. Jones Sr. and Wendell Cherry in Louisville, Kentucky. Initially, the company focused on nursing homes but quickly shifted its strategy toward hospitals, creating one of the largest hospital chains in the U.S. by the 1970s. In the 1980s, Humana made a strategic pivot into health insurance, divesting its hospitals and focusing entirely on providing healthcare coverage. This transition allowed the company to evolve into one of the largest health insurers in the United States.

Today, Humana primarily focuses on health insurance products, with particular expertise in Medicare Advantage (MA) plans, Medicare Supplement Insurance (Medigap), and stand-alone prescription drug plans (Part D). The company's Medicare Advantage products are a major driver of its growth, appealing to the aging U.S. population seeking comprehensive, flexible coverage options. Additionally, Humana offers employer group health plans, dental and vision insurance, and Medicaid services, but its focus on Medicare solutions has positioned it as one of the largest providers in this space.

Humana is financially robust, with consistent revenue growth fueled by its Medicare products. As of 2023, the company’s revenue exceeded $92 billion. Its strong financial performance is driven primarily by its Medicare Advantage plans, where it has one of the largest enrollments in the U.S. market. Humana's strategy of vertically integrating healthcare services, including partnerships with healthcare providers and its in-house clinics, helps manage costs and improve patient care, providing a competitive edge in an increasingly cost-conscious healthcare market.

An interesting fact about Humana is that in 2015, it was the target of a high-profile acquisition by Aetna. However, the merger was blocked by federal courts due to antitrust concerns, marking a significant moment in the healthcare industry. Despite the merger’s collapse, Humana remained resilient and continued to thrive on its own. In 2021, the company announced plans to focus even more on home healthcare, underscoring its commitment to innovation and patient-centered care, particularly for seniors.

Pros
- Extensive Medicare Offerings: Humana is a market leader in Medicare Advantage plans, providing a broad array of plan options with comprehensive benefits, which include dental, vision, and hearing services.

- Innovative Care Delivery: Humana has made strides in integrating healthcare services, such as owning and partnering with healthcare providers to offer more coordinated care. This vertical integration helps control costs and improve patient outcomes.

- Strong Financial Health: Humana's financial position allows it to reinvest in its technology, customer service, and healthcare partnerships, staying competitive in the rapidly changing healthcare environment.

Cons
- Medicare Focus: While being a leader in Medicare Advantage has its advantages, Humana’s business model relies heavily on this segment. Any significant regulatory changes or shifts in government policy could impact their profitability.

- Competition and Market Saturation: The Medicare Advantage market is becoming increasingly competitive, with other major insurers like UnitedHealthcare and Anthem posing significant challenges. This puts pressure on margins and customer acquisition costs.

- Merger and Acquisition Risks: Past attempts to merge with other companies, such as Aetna, have been blocked. While this hasn't hurt the company in the long run, future M&A activities may face similar regulatory scrutiny, which could limit growth opportunities.

In summary, Humana stands out as one of the leading health insurance companies in the U.S., with its deep focus on Medicare products and innovative healthcare services. Its financial stability and dedication to coordinated care make it a strong player in the industry, but it also faces risks tied to its dependence on Medicare and increasing market competition.

News About Humana

New LPPO plans with 4+ Star Ratings are coming soon

We are excited to share news about a valuable opportunity for your business and your clients. Humana will be introducing new Local PPO (LPPO) plans in 2026, H7617.

These plans are comparable, the benefits your clients rely on with our existing LPPO options, while offering attractive features to bring in new members.

Plan benefits include:

$0 copays for primary care visits (non-SNP)
$0 copays for Tier 1 drugs
$0 preventive and diagnostic screenings for mammograms, colonoscopies and bone density scans
Enhancements to Go365® to incentivize preventive care

Offer your clients the confidence they deserve with a high-quality LPPO plan, rated 4+ Stars by CMS. Because when our members win, we win.

See what plans are out there and get going
Focus on placing new to Humana consumers in the 4 Star new PPO plans when they are a good fit for consumers based on their needs.

Visit First Look to see all the plans available. Enrollment materials can be ordered on the Enrollment Kit Ordering Site.

Product Sep 24, 2025

Updates regarding Humana’s Medicare Supplement product portfolio

We’re reaching out with important updates regarding Humana’s Medicare Supplement product portfolio in select states.

To ensure long-term sustainability and continue offering competitive products, Humana will be discontinuing select Medicare Supplement plans in the following states:

Alabama, Georgia and Kansas: Humana Achieve Medicare Supplement Plans

Last application signature date: September 30, 2025. Applications signed after 9/30/25 will be denied.
Final effective date: December 1, 2025.

California: Humana Achieve Medicare Supplement Plans

Last application signature date: October 19, 2025. Applications signed after 10/19/2025 will be denied.
Final effective date: January 1, 2026.

Connecticut & Massachusetts: Humana Medicare Supplement Plans

Last application signature date: September 30, 2025. Applications signed after 09/30/2025 will be denied.
Final effective date: December 1, 2025.

Please note: Current policyholders for all the plans listed above will remain covered, as Medicare Supplement plans are guaranteed renewable.

We will continue to have Humana Medicare Supplement Plans available for new enrollments in Alabama, Georgia, Kansas and California. The closures in these states referenced above only apply to the Humana Achieve Medicare Supplement products.

Product Sep 08, 2025

Humana Medicare Supplement Premium Rate Changes effective October 1, 2025

Monthly premium rates are changing for our 2010/MIPPA Humana Medicare Supplement Plans.

As of October 1, 2025, changes are as follows:

• Georgia - 15.0% to Plans A, F, G & N

Note: Plan G(HD) will renew at the current rate.

Delaware - 3.0% to Plans A, F, G, G(HD) & N
North Dakota - 15.0% to Plans A, F & G , 8.0% to Plans G(HD) & N

Rates Aug 05, 2025

Discontinuation of Humana Achieve Medicare Supplement Plans in Texas.

This notice applies to contracted agents appointed to sell the Humana Achieve product in the state of Texas.

Humana will be discontinuing the sales of Humana Achieve Medicare Supplement Plans in the state of Texas. The last possible coverage initial effective date via Humana electronic channel and paper applications is 11/1/2025.

Current policyholders of these plans will continue to be covered, as Medicare Supplement plans are guaranteed renewable. However, we will no longer accept new applications for these plans with signature dates after 8/31/2025. Applications signed after 8/31/2025 will be denied.

As we discontinue our current Humana Achieve Medicare Supplement product offering, our Humana Medicare Supplement product will remain in market for new enrollments. Our Humana Medicare Supplement product offering continues to deliver a competitive premium position in market as well as access to our robust suite of value-added services, including SilverSneakers. Thank you for your attention to this matter.

Product Jul 29, 2025

As a reminder, Humana’s soft blackout period for releases is quickly approaching - Thursday, July 10^th is the last day to submit DELAYED releases.

Any delayed release submitted on 7/11 or after will have the agent aligning under your organization on January 2^nd, 2026.

Immediate releases will continue to be processed through 9/30/2025. Please see the attached policy for full details.