Justworks renames ICHRA health reimbursements to CHOICE, pricing unchanged
What happened
Between the Oct 5, 2026 and Oct 12, 2026 captures of Justworks's pricing page, Pulse recorded one change: Health Insurance Reimbursements feature relabeled from ICHRA to CHOICE in plan comparison; no price change. Pulse files it as a product change (positioning) with a neutral direction. Pulse's latest capture (Oct 26, 2026) lists Payroll at $50, PEO Basic at $79, PEO Plus at $124, EOR at $599 and Health Insurance Reimbursements (ICHRA) at $25.
It lands 101 days after Justworks's previous change, "Justworks: PEO Plus price increase $109→$124/mo + new ICHRA benefit" (Jul 3, 2026). Before that Pulse recorded "Justworks adds ICHRA health insurance reimbursements at $25/employee" (Jun 23, 2026), "Justworks clarifies PEO Plus coverage with explicit dental, vision labels" (Jun 16, 2026) and "Justworks raises PEO Plus plan 14% to $124/month per employee" (Jun 9, 2026). Justworks has been tracked since 2024-10-01.
In the same window Paychex and BambooHR also changed their Workforce Management pricing pages. Those moves are listed further down, and the Pulse Agent can compare them side by side.
- — · PositioningChangedICHRACHOICE
| Plan | Field | Before | After | Change |
|---|---|---|---|---|
| — | Positioning | ICHRA | CHOICE | Changed |
Values as written on Justworks's public pricing page in the two captures Pulse compared; where the page states no number, the cells give the wording before and after.
Evidence
The two captures Pulse comparedFull-page captures of Justworks's pricing page (justworks.com) from Oct 5, 2026 and Oct 12, 2026; the change is marked around the middle of the page, where "ICHRA" becomes "CHOICE".
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The two full-page captures with this change marked up are free with an account.
Justworks, pricing history
Full history- Oct 26, 2026improvedJustworks adds applicant tracking to PEO Basic and PEO Plus plans
- Oct 12, 2026packagingJustworks renames ICHRA health reimbursements to CHOICE, pricing unchanged · this change
- Jul 3, 2026increaseJustworks: PEO Plus price increase $109→$124/mo + new ICHRA benefit
- Jun 23, 2026packagingJustworks adds ICHRA health insurance reimbursements at $25/employee
- Jun 16, 2026improvedJustworks clarifies PEO Plus coverage with explicit dental, vision labels
- Jun 9, 2026increaseJustworks raises PEO Plus plan 14% to $124/month per employee
- Apr 3, 2026packagingJustworks simplifies comparison table with shorter Analytics label
- Jan 13, 2026packagingJustworks Introduces Dedicated HR Consulting Add-On for $30/Month/Employee Amidst Plan Renaming Changes
Across Workforce Management in the same window
All Workforce Management changes- PaychexNov 2Paychex extends Pay Nothing Until 2027 deal but cuts free months to five
- PaychexOct 19Paychex offers 6 months free, no payments until April 2027, through Oct. 31
- BambooHRJul 6BambooHR renames EOR add-on to Global Employment, swaps in Contractor Management
- BambooHRJul 3BambooHR: On-Demand Pay, Recognition & Rewards, Shift Scheduling added
- PaychexJun 2Paychex rebrands Select plan, strips feature lists from Pro tier
Questions about this change
Did Justworks raise prices in October 2026?
No list-price increase was recorded between Oct 5, 2026 and Oct 12, 2026. The change Pulse detected was a product change: positioning.
What changed on Justworks's pricing page between Oct 5, 2026 and Oct 12, 2026?
Positioning: ICHRA → CHOICE, changed. Pulse compared the captures it took on Oct 5, 2026 and Oct 12, 2026; the before/after table above lists each item as written on the page.
How often does Justworks change its pricing?
Pulse recorded 0 other pricing-page changes for Justworks in the 90 days before this one; the previous change was "Justworks: PEO Plus price increase $109→$124/mo + new ICHRA benefit" on Jul 3, 2026; Justworks has been tracked since 2024-10-01.