aetna.comvsehealthinsurance.com

Aetna and Ehealthinsurance are nearly tied on overall homepage messaging — 63 vs 62. The difference comes down to where each invests its messaging effort.

Ehealthinsurance is clearer about what it does (100 vs 80 on clarity).

Aetna uses a "Community / Movement" positioning while Ehealthinsurance goes with "Price / Value Leader" — fundamentally different approaches to winning the same buyer.