Supplemental health insurance surpassed 53.3 million beneficiaries in 2025, reflecting a market where consumers have begun to more rigorously compare price, hospital network, and coverage before switching plans. Migrations between operators advanced consistently throughout the year, alongside the growth of corporate group plans, which continue to lead the expansion, and enrollments by small and medium-sized enterprises. This movement is more intense among beneficiaries aged 30 to 49, the profile that concentrates the highest rate of change, while the group above 59 years old maintains growing demand for products with more comprehensive networks. In searches for new plans, 62% of choices are determined by the hospital network, which has surpassed price alone as the main decision factor and has driven a large portion of the migrations throughout the year.
Within this context, Click Planos analyzed quotes made on its marketplace, available at www.clickplanos.com.br which brings together 77 operators, more than 1,120 plans and a network with 1,335 accredited hospitals , to map the products that stand out in cost-benefit. According to Gustavo Succi, CEO of Click Planos, the comparison is no longer superficial and now involves more robust criteria. “The consumer has understood that cost-benefit is not about paying little, it's about paying intelligently. They evaluate the network, specific coverages, adjustment histories, and real access to the service. When this analysis becomes transparent, the choice changes completely,” he states. Succi highlights that digitalization has accelerated this process by allowing simultaneous analyses, eliminating doubts that were previously common in the enrollment process.
The survey also revealed the Top 3 operators most quoted on the health plan marketplace, evidencing a trend of concentration in consumer choices. Amil leads with 22% of the search volume, followed by Unimed, with 18%, and Hapvida, with 14%, a result that indicates greater adherence of these products to the criteria that currently carry the most weight in the enrollment process.
See the complete marketplace ranking:
| Position | Operator | Quote Percentage |
| 1st place | Amil | 22% |
| 2nd place | Unimed | 18% |
| 3rd place | Hapvida | 14% |
The combination of a consistent hospital network, more predictable prices, and a variety of coverages explains the performance of these operators in the ranking, especially at a time when predictability has become a central factor for families and businesses. The competition for cost-benefit is directly related to the regional supply of healthcare services and each operator's ability to meet specific usage needs. This regional focus also highlights that more competitive markets tend to accelerate adjustments, pushing operators to review products, networks, and pricing models to remain relevant in an increasingly technical choice environment.
For Gustavo Succi, the advancement of comparative analyses tends to structurally raise the level of competition in the sector, pressuring operators to deliver more value and transparency. “The market has begun to operate at another level. Rankings like this make it clear who delivers real value, who is growing, and who is losing ground. The consumer is more informed, more demanding, and less tolerant of poor experiences,” he assesses. Succi highlights that the digital platform reinforces this change by allowing families and businesses to compare, in a few minutes, differences that were previously difficult to identify, such as network density, breadth of coverage, and adjustment history. For him, the trend is for this type of comparison to become standard in the enrollment journey, reducing information asymmetries, expanding access, and stimulating a cycle of competition based on objective criteria, not just price.
About Click Planos
Click Planos is Latin America's 1st Health Plan Marketplace, created to digitize and simplify access to private healthcare. The platform connects consumers directly to operators, offering instant comparisons, 100% online enrollment, and humanized support, focusing on convenience, transparency, and savings.
Currently, the company has 77 integrated partner operators, 1,120 plans and one a network of 1,335 accredited hospitals across the country. Click Planos has an estimated valuation of R$ 50 million, a result of the advancement of healthcare digitalization and the growing adoption of technological models in the sector.
With its own algorithm based on artificial intelligence, a mobile-first structure, and an advanced relational database, Click Planos offers a fluid, secure, and automated experience, reduces bureaucracy, expands access, and reduces health plan prices across the country.
