Covered California Shop and Compare Tool


In order to provide expanded health coverage to seven million uninsured residents by 2017, the State of California determined the need for a web-based calculator widget to assist consumers with estimating the costs of purchasing a health insurance plan along with a cross-platform (iOS and Android) mobile application targeted at over 80% of all smartphone users in California.

Additionally, both tools would need to accommodate challenges inherent with foreign languages, beginning with Spanish in the first launch and expanding to an additional 13 other languages, some of which read right-to-left.


Kiefer designed a web-based calculator widget (the Shop and Compare Tool), in order to provide Covered California partners with a branded and locked utility to be hosted on partner sites. The tool would assist consumers with estimating the costs of purchasing a health insurance plan and allow the partners to control the final step of that process, providing targeted messaging to consumers, such as website direction and contact information.

In conjunction with the widget, a mobile application would be distributed through the Apple and Google marketplaces. These apps, as with the widget, would deliver their contact information into the Covered California Customer Relationship Management (CRM) tool which manages leads and customer contact information.


The Affordable Care Act, signed March 23, 2010, gave states the option to run their own exchanges or to participate in the federal government’s website. Only 14 states and the District of Columbia opted to operate their own exchange, of which California is the largest. Covered California’s Shop and Compare Tool, built by Kiefer, has successfully sped up the process for over 4.5 million Californians.

With the Shop and Compare Tool, it took less than 15 seconds to find out whether my children were eligible for the new Medi-Cal Kids program.