The Insurance Industry Is Broken. Georgia CEO Todd Baxter Thinks Heathos Can Fix It.
Georgia-based Heathos, led by Todd Baxter, is building a connected InsurTech ecosystem to solve the insurance industry’s fragmentation problem.
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The insurance industry has a fragmentation problem, says Georgia-based Todd Baxter.
Agencies juggle multiple vendors for enrollment, claims, and marketing. For consumers, the complexity translates to confusion , even as they've gained unprecedented choice in coverage options.
“It's very interesting how the individual market has evolved,” Baxter told Hypepotamus. “A lot of very small agencies (think three to five person teams) had grown to a certain level by selling one product or sitting in one place in the insurance spectrum.”
But that leaves a lot of potential customers out of luck.
“The individual consumer, who has more agency than ever, is realizing they have a choice. They just want to see what their health insurance options are.”
For Baxter, the solution is a connected insurance ecosystem called Heathos, a company he has been running since 2024.
A Connected Ecosystem for a Disconnected Market
Heathos operates on a B2B2C model, serving insurance agencies through an integrated platform. Under Heathos is FirstEnroll (a third-party administrator handling enrollment and billing), AdminOne (claims administration), and SonicMarketing (a national marketing organization facilitating direct carrier contracts).
By consolidating these traditionally siloed functions, Heathos enables agencies to offer comprehensive insurance solutions without the operational headache.
The team recently launched Heathos Pulse, a digital portal designed to give health insurance agencies real-time, business intelligence-driven insights. The “homegrown platform,” Baxter explained, “empowers users to make data driven-decisions” by providing agency certification, product knowledge, collateral training, and other important training guidelines.
"Our thought was, how do we help an agency become blended in a way that they can offer any product to an individual, and do it with ease," Baxter added. "I think we're the first to put all the pieces together to make it easy for the agency to serve the customer, no matter where they are in life."
Why InsurTech Innovation Matters in 2025
Health insurance has been in the spotlight for years, and even more during the current government shutdown, as uncertainty remains in what the marketplace that millions of Americans rely on for coverage will look like in the future.
The InsurTech industry has been evolving over the years, as investors see opportunity to change how consumers and employers get coverage. Over $61 billion has been invested into the space since 2012.
Putting Heathos’ headquarters in Alpharetta, Georgia, was strategic, Baxter told Hypepotamus. Building in the Metro Atlanta area gives Heathos access to talent with technology, marketing, and insurance backgrounds.
"The one thing that we all share a passion for is making this easy for consumers," Baxter emphasized.
Beyond a health insurance focus, other InsurTech startups in the Metro Atlanta area to note include:
Kaleido: Life insurance InsurTech platform
Buckle: A Series B InsurTech
Mile Auto: Pay-by-mile car insurance
Axle: Venture-backed platform that instantly verifies insurance
Slope Software: Transparent actuarial modeling
Layr: Venture-backed InsurTech for independent agencies and brokerages
Sola Insurance: Venture-backed insurance for natural disasters
Findevor: An agentic AI platform designed for the insurance industry
PlanGap: Social Security Benefit Protection for the insurance industry
