Golden Rule Insurance Company

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Golden Rule Insurance Company is a UnitedHealthcare company based in Indianapolis, Indiana, U.S.A., and has offered insurance to individuals and families for more than 60 years. It offers a type of health insurance known as a health savings account (HSA), and was closely involved in the political discussions that led to the enactment of legislation that offered tax incentives to consumers who set up health savings accounts, in addition to funding conservative politicians such as Newt Gingrich to fight broader reform. In April 2007, Golden Rule launched (, a website that offers general, comprehensive information about HSAs so that consumers can better educate themselves about health savings accounts and how they work. Its political action committee has raised substantial funds for Republican politicians who support health savings accounts.

Golden Rule became a UnitedHealthcare company in 2003. UnitedHealthcare’s individual line of business, which includes Golden Rule, PacifiCare, American Medical Security (AMS), MAMSI, Oxford Health Plans and UnitedHealthcare administered by Golden Rule, currently offers PPO health insurance and HMO products to individuals and families in 40 states and the District of Columbia.

In 1981, the company sued the Educational Testing Service (ETS) and the Illinois Department of Insurance, claiming that the ETS examination for Illinois insurance agents discriminated against members of minority groups. The parties reached a settlement.

During the 1980s Golden Rule employed the motto of the Biblical Golden Rule regarding advocacy in the United States Congress for insurance provisions for those persons diagnosed with and submitting to tests for HIV/AIDS. The lobbyist employed by Golden Rule for this purpose was Marla Stevens née Devendorf, a prominent Indiana LGBT Activist.


Golden Rule is closely affiliated with the Federation of American Consumers and Travelers, a not-for-profit consumer group.


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