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Summary of Business and Significant Accounting Policies (Narrative) (Details)
 12 Months Ended 20 Months Ended
Dec. 31, 2018
USD ($)
segment
state
Dec. 31, 2017
USD ($)
Dec. 31, 2016
USD ($)
segment
Jun. 30, 2012
USD ($)
Mar. 11, 2019
USD ($)
Mar. 08, 2019
USD ($)
Defined Contribution Plan Disclosure [Line Items]            
Number of states in which the Company is licensed to market and sell health insurance | state 50          
Number of operating segments | segment 2   2      
Prior period reclassification adjustment     $ 800,000      
Goodwill $ 40,233,000 $ 14,096,000 [1]        
Goodwill impairment 0 0 0      
Book-of-business transfers acquired       $ 13,900,000    
Book-of-business margin earned 800,000 900,000 1,000,000      
Advertising expense 64,400,000 56,000,000 64,800,000      
Research and development expense 6,900,000 7,600,000 8,900,000      
Capitalized internal-use software and website development costs 6,300,000 3,200,000 1,800,000      
Amortization of internally developed software $ 2,201,000 $ 1,464,000 [2] $ 936,000 [2]      
Vesting term for awards 4 years          
Maximum annual contributions per employee, percentage 25.00%          
Matching contribution, percent of match 25.00%          
Maximum matching contribution percentage 2.00% 1.00% 1.00%      
Matching contributions, vesting period 3 years          
Contribution amount $ 1,000,000 $ 400,000 $ 300,000      
Medicare Segment            
Defined Contribution Plan Disclosure [Line Items]            
Goodwill     3,700,000      
Individual, Family and Small Business            
Defined Contribution Plan Disclosure [Line Items]            
Goodwill     $ 10,400,000      
Internal-Use Software and Website Development Costs            
Defined Contribution Plan Disclosure [Line Items]            
Useful life 3 years          
Subsequent Event | Minimum | Accounting Standards Update 2016-02 | Scenario, Forecast            
Defined Contribution Plan Disclosure [Line Items]            
Right-of-use asset           $ 23,000,000
Lease liability         $ 23,000,000  
Subsequent Event | Maximum | Accounting Standards Update 2016-02 | Scenario, Forecast            
Defined Contribution Plan Disclosure [Line Items]            
Right-of-use asset           $ 26,000,000
Lease liability         $ 26,000,000  
Period One            
Defined Contribution Plan Disclosure [Line Items]            
Annual vesting percentage 33.00%          
Period Two            
Defined Contribution Plan Disclosure [Line Items]            
Annual vesting percentage 33.00%          
Period Three            
Defined Contribution Plan Disclosure [Line Items]            
Annual vesting percentage 33.00%          
[1] As adjusted for the adoption of ASC 606 using the full retrospective method.
[2] As adjusted for the adoption of ASC 606 using the full retrospective method.