Aetna
A health insurance brand offering plans, benefits and provider tools.
Aetna at a glance
Aetna is a health website and one of the most visited sites in United States, currently ranked #404 in the country. It was founded in 1853 by Eliphalet Bulkeley and is headquartered in Hartford, CT, USA. Today Aetna is owned by CVS Health Corporation. Our estimates put its audience at ≈ 25 million visits per month. The business earns money mainly through insurance premiums. Its closest rivals include unitedhealthcare.com, cigna.com, bcbs.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 23.5 million / month | +2% |
| Q2 | ≈ 24.3 million / month | +3% |
| Q3 | ≈ 25 million / month | +3% |
| Q4 | ≈ 26.5 million / month | +6% |
Traffic sources
- Organic search52%
- Direct31%
- Referral9%
- Social5%
- Paid3%
Audience & demographics
- Women56%
- Men44%
- Age 25-3426%
- Age 35-4425%
- Age 45-5422%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 7.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| aetna | 1 | Very high | Dominant |
| symptoms | Top 10 | High | — |
| doctor appointment | Top 10 | High | — |
| hospital near me | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 75% mobile
- Position in country
- Among the leading health apps in United States
Company information
- Website
- aetna.com
- Sector
- Health
- Owner
- CVS Health Corporation
- Owner type
- Subsidiary of public company
- Founders
- Eliphalet Bulkeley
- Founded
- 1853
- Headquarters
- Hartford, CT, USA
- Employees
- 40,000+
- Ownership
- CVS Health Corporation controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $100 billion annual revenue (est.)
- Languages
- English, Spanish
- Top traffic sources
- organic search, direct, referral
Financials
- Revenue
- ≈ $100 billion annual revenue (est.)
- Ownership
- Subsidiary of public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Aetna operates a health information and services platform focused on United States. A health insurance brand offering plans, benefits and provider tools. Revenue comes mainly from insurance premiums, supported by the other lines listed below.
- Insurance premiums
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #404 in this index
- Sector rank
- Leading health site in United States
- Global rank
- 2500
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| unitedhealthcare.com | ≈ 15 million / month | #405 class competitor | — |
| cigna.com | ≈ 11.2 million / month | #406 class competitor | — |
| bcbs.com | ≈ 7.5 million / month | #407 class competitor | — |
What is Aetna?
Aetna (aetna.com) is a health information and services platform serving users in United States. A health insurance brand offering plans, benefits and provider tools. It ranks #404 among the most visited websites in the country in this index, within the health category.
Who owns Aetna?
The site is operated by CVS Health Corporation, founded by Eliphalet Bulkeley. The company was established in 1853 and is headquartered in Hartford, CT, USA. It employs around 40,000+.
Traffic and audience
Traffic estimates place Aetna at roughly 25 million visits per month, about 0.8 million per day. Around 75% mobile of sessions come from mobile devices, and visitors view about 4.2 pages per visit with an average session of 5 min.
How Aetna makes money
Revenue comes primarily from insurance premiums, alongside .
Competitors in United States
Its closest rivals include unitedhealthcare.com, cigna.com, bcbs.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1853
Aetna is founded in Hartford, CT, USA.
- Growth phase
Expands its health offering and moves to a mobile-first product.
- Today
Ranks #404 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Reliable health information in the local language
- Online appointment and record access
- Doctor and hospital directories
- Free to use for patients
Cons
- Advice cannot replace a consultation
- Appointment availability is limited
- Some content is sponsored
- Interface dated in places
Key statistics
Frequently asked questions
Who owns Aetna?
Aetna is operated by CVS Health Corporation. Subsidiary of public company structure, based on public filings and press reporting.
Where is Aetna headquartered?
Aetna is headquartered in Hartford, CT, USA.
When was Aetna founded?
Aetna was founded in 1853 by Eliphalet Bulkeley.
How many employees does Aetna have?
Aetna employs approximately 40,000+ people.
What is Aetna's revenue?
Aetna's revenue: ≈ $100 billion annual revenue (est.).
Who are Aetna's competitors?
Main competitors in United States include unitedhealthcare.com, cigna.com, bcbs.com.
How does Aetna make money?
Mainly insurance premiums.
Is Aetna publicly traded?
Aetna's ownership: Subsidiary of public company.
How many visitors does Aetna get?
Third-party estimates place Aetna at roughly 25 million visits per month, mostly from United States, with 75% mobile traffic.
Is Aetna safe?
Aetna is an established health site founded in 1853 and ranked #404 in United States; use the official domain aetna.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsaetna.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos