1. What Is an ICP?
ICP stands for Ideal Customer Profile. It describes the type of client who is the best fit for our product and most likely to enroll and stay. Our ICP generally looks like this:
- Self-employed, freelance, or 1099 contractor
- Individual or family earning $50,000–$150,000/year
- Does not qualify for a meaningful ACA subsidy
- Healthy or moderately healthy — can pass our underwriting questions
- Frustrated with ACA costs, narrow networks, or complexity
- Wants predictable costs and real PPO access
Within that profile, several sub-types show up regularly. Recognizing them early helps you understand what they actually care about.