Austin, Texas — October 20, 2026 — We Know Medicare (WKM), a Medicare brokerage powered by Gyde, has acquired Marketplace Insurance Agency & ElderCare Associates, Inc., an independent agency based in Harrisonburg, Virginia that has served seniors and families since 1979. Today, Gyde is proud to welcome Carolyn Smith and the Marketplace team to our platform.

When Gyde acquired WKM in May, it was with the intention for WKM CEO, Mike Mathweg, to keep bringing great Medicare businesses into a next-generation, AI-enabled platform. Following the previously announced Medical Plans of Idaho acquisition, Marketplace is another great example of Mike’s work since becoming a Gyde Partner. Partner agencies like WKM can continue to grow through acquisition, with Gyde's capital, technology, and operational support behind them.

Marketplace has built its reputation over nearly five decades. Carolyn Smith has led the agency for more than 25 years, running a Harrisonburg-based operation with 6 licensed agents and a support team. The agency serves seniors across Medicare Advantage, prescription drug plans, Medicare Supplement, life insurance, and annuities. 

For WKM, the deal adds a 30-state licensing footprint with a high-volume Medicare operation that Gyde's AI platform is built to accelerate. Marketplace’s extension into life insurance and annuities aligns with Gyde’s commitment to bringing comprehensive guidance across insurance, wealth, and health.

"Carolyn runs one of the most impressive Medicare shops I've seen. It's high-volume and high-touch, and her clients keep coming back year after year," said Mike Mathweg, CEO of We Know Medicare and a Gyde Partner. "She and her team run things the way we do: relationships first, and service that doesn't stop at enrollment. Adding that team and a 30-state footprint to WKM moves us years ahead, and having Gyde behind us is what makes a deal like this possible."

"I'm not slowing down. I'm growing," said Carolyn Smith, President and CEO of Marketplace Insurance Agency & ElderCare Associates. "Every AEP, my team puts in an incredible amount of work to get people enrolled and taken care of. What I wanted was a partner who could help us do even more of it while lightening the admin load. Between WKM's Medicare expertise and Gyde's technology, especially around renewals, client service, and expanding the products we offer, we have the support to take on more clients while keeping the personal service they've always counted on from us."

"This is a great example of how Gyde’s model works to accelerate scale without compromising service," said Will Johnson, Co-Founder and CEO of Gyde. "The combination of organic and inorganic growth not only allows our offering to scale through multiple channels, but allows us to partner with experienced leaders like Carolyn and her team. She has built a centralized, high-touch Medicare operation with decades of client trust. That's exactly the kind of team our AI is built to support, because it keeps every client in the loop and gives agents more time for the conversations that matter. We're thrilled to welcome Carolyn and her team to Gyde."

Carolyn will stay on to lead her team as part of WKM. Her staff, client relationships, and carrier partnerships all carry forward. Over time, the agency will adopt Gyde's AI platform to expedite renewals, enrollment, cross-selling, and client servicing workflows, giving agents more capacity during peak seasons. The platform works alongside the systems the team already uses.

The acquisition continues the momentum Gyde has built in 2026, following its launch with $60 million in funding led by Lightspeed and partnerships with Avid Health, Benavest, We Know Medicare, Osborne Insurance, and Capstone Benefits Consulting.

About Gyde

Gyde is an AI-native brokerage headquartered in Austin, Texas, with offices in New York City. Built for modern insurance professionals, Gyde combines advanced artificial intelligence with broker-first tools and operational support to streamline client servicing, renewals, and growth at scale. The Gyde platform enables brokers to grow faster and operate more efficiently while delivering comprehensive insurance, health, and wealth solutions.

About We Know Medicare

We Know Medicare is a Medicare insurance brokerage, powered by Gyde, with licensed insurance professionals representing Medicare health care products and a suite of ancillary products to meet senior adults' unique coverage needs. Headquartered near Seattle, Washington, the company has over 300 agents serving clients across 44 states.

About Marketplace Insurance Agency & ElderCare Associates

Founded in 1979 and based in Harrisonburg, Virginia, Marketplace Insurance Agency & ElderCare Associates, Inc. is an independent insurance agency that helps seniors and families with Medicare, prescription drug, Medicare Supplement, life insurance, and annuity coverage. The agency is licensed in 30 states and serves clients nationwide.