Insurance brokerages function as distinct participants in the U.S. health insurance marketplace by acting as intermediaries between consumers and health insurance providers. Unlike insurers, brokerages do not underwrite policies. They help clients compare coverage available from multiple insurers while navigating eligibility guidelines, enrollment requirements, and laws that vary by state.
The Centers for Medicare & Medicaid Services continues to recognize licensed agents and brokers as important participants in the Marketplace program. As part of its preparation for the 2025 Open Enrollment Period, the agency reported that more than 64,000 Marketplace-registered agents and brokers would be available, along with more than 5,000 trained enrollment assisters.
Within this landscape, The Healthy Insurance Dude operates as an independent insurance brokerage based in Hurst, Texas. Founded in 2018 by Perry Lunsford, the company operates as the trade name of Leon Financial Enterprises. Rather than issuing insurance policies itself, the brokerage works with third-party insurance providers and assists clients in comparing available plans.
Public information describes the business as focusing on consumers purchasing individual coverage while also serving families, self-employed workers, independent contractors, and small businesses. The company’s structure reflects the distinction made by HealthCare.gov between brokers that may represent multiple insurance companies and insurers that directly issue health plans.
The company’s operating model centers on helping consumers evaluate plans based on their individual circumstances. According to information published through its official resources, available products depend on factors including state regulations, participating insurance carriers, underwriting requirements, and individual eligibility.
The brokerage states that it offers guidance across Affordable Care Act Marketplace plans, private health insurance, Medicare-related insurance products, life insurance, and retirement-income planning. Its website also identifies capital-preservation services as an area under development. These services are presented as brokerage activities rather than insurance underwriting, with policies ultimately issued by third-party insurance companies. This approach aligns with the broader role independent brokers perform within the Marketplace framework established by CMS.
Publicly available information also outlines several operational characteristics that distinguish the company’s internal structure. The Healthy Insurance Dude states that its agents receive salaried compensation rather than relying exclusively on individual sales commissions. Performance-based compensation may also form part of the company’s compensation structure.
The company further describes its role as extending beyond the initial enrollment process by assisting with policy renewals, requested coverage or enrollment changes, and communication between clients and insurance carriers. CMS likewise notes that Marketplace-registered agents and brokers may assist consumers not only during annual Open Enrollment but also throughout the year when application updates, qualifying life events, or other circumstances require changes to existing coverage.
Beyond its brokerage activities, the company has established a broad public presence through professional platforms and publicly accessible business databases. Corporate profiles appear on LinkedIn, ZoomInfo, RocketReach, Yahoo Local, MapQuest, and other directory services that identify the company, its location, and its business activities.
Customer experiences have also been documented on review platforms including Yelp, Birdeye, and TrustAnalytica. Employee feedback published on Glassdoor provides additional information regarding workplace culture, while Reddit discussions illustrate that prospective clients have publicly discussed how the brokerage operates before engaging its services. Together, these platforms contribute to the company’s public visibility without necessarily serving as endorsements of its business practices.
Independent editorial coverage has further expanded the company’s profile beyond its own communications. Articles published by NY Review, CEO Times, and OHSEM have examined The Healthy Insurance Dude’s business model, consumer-guidance approach, and position within the insurance brokerage market.
In 2026, the online awards publication Best of Best Review named Perry Lunsford its “Best Health Insurance Broker in Texas of 2026.” The recognition applies to Lunsford rather than to the brokerage itself. These features exist alongside the company’s digital presence across YouTube, Facebook, Instagram, TikTok, LinkedIn, and X, where educational content and company updates are regularly published.
The broader insurance brokerage sector has also attracted increased regulatory attention as Marketplace enrollment has expanded. CMS requires agents and brokers working through the federal Marketplace to complete registration and annual training before assisting consumers. The agency also maintains resources covering compliance, enrollment procedures, and consumer assistance.
In 2026, the Government Accountability Office reported weaknesses in CMS safeguards intended to prevent unauthorized Marketplace enrollments and plan changes by agents and brokers. The GAO recommended stronger controls to verify licensing and registration, obtain and document consumer authorization, and inform consumers of agent or broker activity. The report underscored the continuing importance of oversight within the industry while recognizing the established role that licensed brokers play in assisting consumers.
The Healthy Insurance Dude illustrates how an independent brokerage has developed within that evolving environment. Since its establishment in 2018, the company has expanded its customer base from individuals and families to include self-employed workers, independent contractors, and small businesses. It has also broadened its services beyond health insurance to include Medicare-related products, life insurance, and retirement-income planning, with capital-preservation services identified as an area under development.
Founded by Perry Lunsford, the brokerage has developed a public profile through business directories, customer-review platforms, professional networking services, educational content, and independent media coverage. Together, these developments document the company’s growing visibility within the broader insurance brokerage sector while reflecting the expanding role of independent brokers in helping consumers understand increasingly complex insurance choices.
