Assurance IQ, LLC

Assurance IQ agreed to pay $100 million in August 2025 to settle FTC allegations that it misled consumers seeking comprehensive health insurance into plans that did not provide the promised coverage, and bombarded them with telemarketing and robocalls.

1Official action

$100MRedress ordered

Documented. Subject of a regulatory action, lawsuit, or other official proceeding on the public record.

Identity

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Registrations: FTC v. Assurance IQ, LLC (settlement announced 7 August 2025)
Jurisdictions: United States (federal)

What is alleged

The FTC alleged that Assurance IQ, LLC and MediaAlpha, Inc. deceived millions of consumers seeking to buy comprehensive health insurance, leading them to purchase plans that did not provide the promised health care coverage.

The Commission further alleged the companies bombarded consumers with telemarketing and robocalls, and that Assurance IQ misrepresented the features and benefits of health insurance plans and billed consumers without express informed consent.

Assurance IQ agreed to pay $100 million.

The pairing is the point

This settlement was announced on the same day, 7 August 2025, as the $45 million settlement with MediaAlpha, which is recorded separately on this site. Together they total $145 million in a single announcement.

The FTC went after both ends of the same pipe at once: the lead broker that collected and auctioned the consumer’s information, and the seller that bought those leads and closed the sale.

That is the transferable lesson for anyone buying or selling leads. Regulators are treating the chain as a single system rather than a series of independent businesses that can each point at the other. Buying leads without asking how they were generated does not insulate the buyer, and generating leads without asking how they will be used does not insulate the generator.

Sourcing note

This entry rests on the FTC’s own business-guidance blog covering the two settlements together, plus legal reporting, rather than on a separate press release for Assurance IQ. It is recorded with that caveat.

What is not established

A settlement resolves allegations without any admission or finding of wrongdoing.

We have not yet contacted Assurance IQ for comment. When we do, the attempt and any response will appear on this entry.

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