EMPLOYMENT
AGREEMENT


 


THIS
EMPLOYMENT AGREEMENT (this “Agreement”) is entered into as of November 12, 2019, by and between HEALTH INSURANCE
INNOVATIONS, INC., a Delaware corporation (the “Company”), and ERIK M. HELDING (“Executive”).


 


Recitals


 


A.
The Board of Directors of the Company (the “Board”) has determined that the services of Executive and his financial,
managerial, and professional experience are of value to the Company; and


 


B.
The Company desires to employ the Executive, and the Executive desires to be employed by the Company, upon the terms and conditions
set forth in this Agreement.


 


Agreement


 


NOW,
THEREFORE, in consideration of the mutual promises made herein and other good and valuable consideration, the receipt and sufficiency
of which are hereby acknowledged, the parties, intending to be legally bound, agree as follows:


 


Section
1. Employment, Duties and Acceptance.


 


(a)
The effective date of this Agreement shall be November 15, 2019 (the “Effective Date”). Effective as of the
Effective Date, and during the Term (as defined below), Executive shall serve as the Chief Financial Officer and Treasurer of
the Company. In his capacity as Chief Financial Officer and Treasurer, Executive shall (i) manage the financial reporting of the
Company and have such authority and responsibilities as are consistent with the authority and responsibilities of a Chief Financial
Officer and Treasurer of a publicly-traded company; (ii) be responsible for performing such other duties and exercising such other
powers which the Chief Executive Officer of the Company or the Board may from time-to-time assign to Executive; and (iii) report
directly to the Chief Executive Officer of the Company.


 


(b)
Executive hereby accepts such employment and agrees, during the Term (as defined below), to render Executive’s services
to the Company on a full-time basis and to devote Executive’s full business time and attention to the business and affairs
of the Company and its subsidiaries and, as needed, Company affiliates. Executive agrees that at all times during the Term, Executive
will faithfully perform his duties to the best of Executive’s ability. Executive further agrees to accept election, and
to serve, during all or any part of the Term, as an officer, director or representative of any subsidiary or affiliate of the
Company, and to hold any additional office of the Company or any subsidiary or affiliate thereof, as determined to be necessary
by the Board and/or Chief Executive Officer without any additional compensation therefor other than that specified in this Agreement.


 




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(c)
The duties to be performed by Executive hereunder shall be principally performed at the Company’s offices located in Tampa,
Florida, subject to reasonable travel requirements on behalf of the Company. Executive shall be entitled to an annual paid time
off of 20 days on the same terms that are applicable to other members of the Company’s senior management and in accordance
with the Company’s policies and practices; provided that Executive shall schedule the timing and duration of Executive’s
vacations in a reasonable manner taking into account the needs of the business of the Company.


 


(d)
Executive acknowledges that from time to time the Company may promulgate workplace policies and rules. Executive agrees to fully
comply with all such policies and rules and to comply with all applicable laws and regulations, and understands that failure to
do so may result in a disciplinary action up to and including immediate discharge for Cause.


 


Section
2. Term. As used herein, the “Term” means the period commencing on the Effective Date and ending
as of the close of business on November 15, 2022 together with each one (1) year extension period thereafter (pursuant to the
next sentence) so long as this Agreement remains in effect. The Term shall automatically be extended for successive one-year periods
if this Agreement is not terminated earlier in accordance with Section 4 below unless Executive or the Company gives written
notice of termination on or before the 30th day prior to the expiration of the then current Term of its desire not to renew the
current Term. Any such renewal shall be upon the terms and conditions set forth herein unless otherwise agreed between the Company
and Executive. In the event that the Company gives written notice that it does not intend to renew the Term at a time when there
are no circumstances pending that would permit Termination for Cause (as defined below), Executive shall be entitled to the benefits
set forth in Section 4(b)(iii).


 




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Section
3. Compensation. Executive shall be entitled to the following compensation:


 


(a)
The Company agrees to pay to Executive a salary (“Salary”) at the rate of $450,000 per year, pro-rated for
any period less than twelve (12) months. Executive’s Salary will be paid in accordance with the Company’s customary
payroll procedures and will be subject to applicable taxes and withholdings. During the Term, the Company shall have the right
to (at its discretion) increase, but not decrease, Executive’s Salary, except the Company may decrease Executive’s
Salary in connection with and in the same proportion as a base salary decrease that is generally applicable to all members of
the Company’s senior management. Executive’s salary as in effect from time to time shall constitute his “Salary”
for purposes of this Agreement.


 


(b)
On the Effective Date, Executive will be granted an aggregate of 30,000 restricted shares of the Company’s Class A Common
Stock (the “Restricted Shares”) under the Health Insurance Innovations, Inc. Long Term Incentive Plan. The
Restricted Shares will vest 25% on each of the first four anniversaries of the Effective Date and will be granted pursuant to
award agreement in substantially the same form, and containing substantially the same terms and conditions, as the Restricted
Stock Award Agreement in the form attached hereto as Exhibit B. Also on the Effective Date, the Company shall execute and
deliver to the Executive a Stock Appreciation Rights Award Agreement in the form attached hereto as Exhibit C (the “SARA
Agreement”), evidencing a grant to Executive pursuant to the terms of the Health Insurance Innovations, Inc. Long Term
Incentive Plan of 50,000 SARs (as defined in the SARA Agreement) that will vest 25% on each of the first four anniversaries of
the Effective Date (subject to the SARA Agreement). Executive may also participate in future awards under the Health Insurance
Innovations, Inc. Long Term Incentive Plan as and to the extent determined by the Board, in its discretion.


 


(c)
The Company shall reimburse Executive for all reasonable expenses incurred by Executive in the course of performing Executive’s
duties under this Agreement that are consistent with the Company’s policies in effect from time to time with respect to
travel, entertainment and other business expenses, subject to the Company’s requirements with respect to reporting and documentation
of such expenses.


 




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(d)
Executive shall be eligible for an annual bonus as determined at the sole discretion of the Board under the Company’s management
bonus plan, as may be adopted from year to year. Executive’s target bonus under the Company’s management bonus plan
will be equal to 100% of Executive’s Salary then in effect and his maximum bonus opportunity will be 150% of his Salary
then in effect.


 


(e)
Executive shall be entitled to participate under any retirement, retirement savings, profit-sharing, pension or welfare benefit
plan, life, disability, health, dental, hospitalization and other forms of insurance and all other so-called “fringe”
benefits or perquisites (except for with respect to any plan that provides severance or other similar benefits) on the same terms
that are applicable to other members of the Company’s senior management (subject to all restrictions on participation that
may apply under federal and state tax laws).


 


(f)
In addition to any amounts which Employee may be entitled pursuant to the other provisions of this Section 3, the Company
shall reimburse Executive up to $75,000 (before tax withholdings) for relocation expenses actually incurred by the Executive during
the 180 days following the date of this Agreement in connection with relocation of Executive and his family to the Tampa, Florida
metropolitan area (including house hunting trips, moving and storage expenses, temporary housing, and closing costs) following
receipt of a valid request for reimbursement from Executive (with an itemized listing of expenses and receipts, closing statements,
or other reasonably evidence of the expenditure).


 


(g)
All determinations and calculations of compensation and adjustments to any of the foregoing, shall be made by the Company and
approved by the Board or the Compensation Committee thereof, whose determinations and calculations shall be final and not subject
to dispute.


 




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Section
4. Termination.


 


(a)
Events of Termination. Executive’s employment with the Company shall terminate (the date of such termination being
the “Termination Date”) immediately upon any of the following:


 


(i)
Executive’s death (“Termination Upon Death”);


 


(ii)
the effective date of a written notice sent to Executive stating the Company’s determination, made in good faith, that due
to a mental or physical condition, Executive has been unable and failed to substantially render the services to be provided by
Executive to the Company for a period of at least 90 days out of any consecutive 180 days (“Termination For Disability”);


 


(iii)
the effective date of a written notice sent to Executive stating the Company’s determination, made in good faith, that it
is terminating Executive’s employment for Cause (as defined below) (“Termination For Cause”);


 


(iv)
the effective date of a notice sent to Executive stating that the Company is terminating Executive’s employment without
Cause (including any notice from the Company to Executive pursuant to Section 2 that the Company has decided not to renew
the Term at a time when there are no circumstances pending that would permit Termination for Cause), which notice can be given
by the Company at any time after the Effective Date at the Company’s sole discretion, for any reason or for no reason (“Termination
Without Cause”);


 


(v)
the effective date of a notice (excluding a notice delivered pursuant to Section 4(a)(vi) of this Agreement, but including
any notice from Executive to the Company pursuant to Section 2 that Executive has decided not to renew the Term) sent to
the Company from Executive stating that Executive is electing to terminate Executive’s employment with the Company (“Resignation
Without Good Reason”), provided that the Company shall in its discretion have the right to accelerate the Termination
Date once such a notice is delivered (and the compensation specified in Section 4(b)(iv) shall be payable through the accelerated
Termination Date); or


 




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(vi)
the effective date of a written notice to Company stating Executive’s determination, made in good faith, that a Good Reason
Event (as defined below) has occurred within 30 days preceding such notice and as a consequence Executive is electing to terminate
Executive’s employment hereunder for a Good Reason Event (“Resignation For Good Reason”); provided, however,
that Executive will give the Company 30 days to cure such Good Reason Event, and if the Company fails to cure such Good Reason
Event within 30 days after Executive gives written notice of resignation hereunder, then Executive may immediately terminate Executive’s
employment with the Company, and such termination will be a Resignation For Good Reason hereunder; provided, further, that Executive’s
termination shall be deemed a Termination For Cause if the Company has delivered to Executive written notice of any act or omission
that, if not cured, would constitute Cause at any time preceding the notice provided by Executive hereunder.


 


As
used herein, the term “Cause” shall mean (i) commission of a willful act of dishonesty in the course of Executive’s
duties hereunder, (ii) conviction by a court of competent jurisdiction of, or plea of no contest to, a crime constituting a felony
or conviction in respect of, or plea of no contest to, any act involving fraud, dishonesty or moral turpitude, (iii) Executive’s
performance under the influence of controlled substances (other than those taken pursuant to a medical doctor’s orders),
or continued habitual intoxication, during working hours, (iv) frequent or extended, and unjustifiable, absenteeism, (v) Executive’s
personal misconduct or refusal or inability to timely perform duties and responsibilities or to timely carry out the lawful directives
of the Board or the Chief Executive Officer, which, if capable of being cured shall not have been cured, within 30 days after
the Board or Chief Executive Officer shall have advised Executive in writing of its intention to terminate Executive’s employment;
provided, that such right to cure shall not apply to any subsequent act or omission of a substantially similar nature or type,
(vi) Executive’s material non-compliance with the terms of this Agreement, which, if capable of being cured, shall not have
been cured within 30 days after the Company shall have advised Executive in writing of its intention to terminate Executive’s
employment for such reason, or (vii) any grossly negligent or intentional wrongful act or omission by Executive that results in
a restatement of the Company’s financial statements.


 




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As
used herein, the term “Good Reason Event” shall mean (i) a material adverse change in the responsibilities
or duties of Executive as set forth in this Agreement without Executive’s prior consent at a time when there are no circumstances
pending that would permit a Termination for Cause, or (ii) any reduction in the Salary or a material reduction in Executive’s
benefits (other than (x) a reduction in Salary that is the result of an administrative or clerical error, and which is cured within
15 business days after the Company receives notice of such failure or (y) a reduction in Salary or benefits that is generally
applicable to all members of the Company’s senior management). With regard to clause (i), Executive acknowledges that the
Board has flexibility under Section 1(a) to assign Executive a broad range of responsibilities and duties that are consistent
with his duties as Chief Financial Officer and Treasurer, and to make changes in Executive’s responsibilities in a manner
that is materially consistent with the duties described under Section 1(a), and such assignments and change will not constitute
a “Good Reason Event.”


 


(b)
Effect of Termination.


 


(i)
Death or Disability. In the event of Termination Upon Death or Termination For Disability pursuant to Sections 4(a)(i)
or 4(a)(ii) of this Agreement:


 


(A)
Executive (or Executive’s legal representative) shall be entitled to receive wages in an amount equal to any earned but
unpaid Salary owing by the Company to Executive as of the Termination Date (the “Accrued Salary”);


 


(B)
Executive (or Executive’s legal representative) shall be entitled to receive wages in an amount equal to the pro rata portion,
determined as of the Termination Date, of any accrued bonus to which Executive would have been entitled had Executive been employed
by the Company at the time such bonus would have otherwise been paid (the “Accrued Bonus”); and


 


(C)
Executive (or Executive’s legal representative) shall be entitled to receive an amount equal to any accrued and unused vacation
of Executive.


 


(ii)
Termination For Cause. In the event of a Termination For Cause pursuant to Section 4(a)(iii) of this Agreement,
Executive shall be entitled to receive an amount equal to any Accrued Salary.


 




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(iii)
Termination Without Cause and Resignation For Good Reason. In the event of Termination Without Cause or Resignation For
Good Reason pursuant to Sections 4(a)(iv) or 4(a)(vi) of this Agreement, subject to Section 4(c)(ii) and (iv)
of this Agreement:


 


(A)
Executive (or Executive’s legal representative) shall be entitled to receive wages in an amount equal to the Accrued Salary;


 


(B)
Executive (or Executive’s legal representative) shall be entitled to receive wages in an amount equal to the Accrued Bonus;
and


 


(C)
Executive (or Executive’s legal representative) shall be entitled to receive wages in an amount equal to twelve months of
Executive’s Salary (at the rate then in effect, and without taking into account any reductions that would have given rise
to a Good Reason Event), payable in equal installments in accordance with the Company’s customary payroll procedures commencing
on the Termination Date and ending twelve months thereafter.


 


(iv)
Resignation Without Good Reason. In the event of Resignation Without Good Reason pursuant to Section 4(a)(v) of
this Agreement, Executive shall be entitled to receive wages in an amount equal to any Accrued Salary.


 


(v)
Upon Termination For Any Reason. In the event of any termination, Executive shall be entitled to receive:


 


(A)
any unpaid reasonable, reimbursable business expenses incurred by Executive in the course of performing Executive’s duties
under this Agreement that were incurred in a manner consistent with the Company’s policies in effect from time to time with
respect to travel, entertainment and other business expenses, subject to the Company’s requirements with respect to incurring,
reporting and documenting such expenses; and


 


(B)
benefits under the Company’s benefit plans of general application as shall be determined under the provisions of those plans.


 




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(c)
Additional Provisions.


 


(i)
Any amounts to be paid pursuant to this Section 4 shall be paid in accordance with the Company’s existing payroll
or bonus payment practices, as applicable, subject to applicable taxes and withholdings.


 


(ii)
As a condition to the Company’s obligations, if any, to make any Accrued Bonus and post-employment payments provided under
Sections 4(b)(i)(B), 4(b)(iii)(B), and 4(b)(iii)(C), Executive (or Executive’s legal representative in the case of
death or Disability) shall have executed, delivered and not revoked a general release in the form attached hereto as Exhibit
A.


 


(iii)
Notwithstanding any provision of this Agreement to the contrary, the obligations and commitments under Section 5 of this
Agreement shall survive and continue in full force and effect in accordance with their terms notwithstanding any termination of
Executive’s employment for any reason or termination of this Agreement for any reason.


 


(iv)
Notwithstanding anything in this Agreement to the contrary, the Company shall have no obligation to pay any amounts payable under
Sections 4(b)(i)(B), 4(b)(iii)(B), or 4(b)(iii)(C) of this Agreement during such times as Executive is in breach of Section
5 or Section 18 of this Agreement, after the Company provides Executive with notice of such breach.


 


(v)
Executive agrees that termination of Executive’s employment for any reason shall, with no further action by Executive required,
constitute Executive’s resignation, as of the Termination Date and to the extent applicable, from all positions as an officer,
director or representative of the Company, any subsidiary and/or any affiliate of the Company.


 


Section
5. Noncompetition, Nonsolicitation And Confidentiality.


 


(a)
Definitions.


 


“Company’s
Business” means (i) developing and administering web-based individual and/or group health insurance plans and ancillary
insurance products, (ii) designing and structuring data-driven individual and/or group health insurance plans and ancillary insurance
products, (iii) marketing individual and/or group health insurance plans and ancillary insurance products, (iv) managing relations
with insureds, (v) the development and maintenance of insurance and call center-oriented software and information technology systems,
(vi) the development and maintenance of information technology systems to facilitate the comparison of health insurance plans
and (vii) any other material business or commercial activity, in each case as conducted by the Company or any parent, subsidiary
or other affiliate of the Company.


 




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“Competitor”
means any company, other entity or association or individual that directly or indirectly is engaged in the Company’s Business
to a material extent.


 


“Confidential
Information” means any confidential information with respect to the Company’s Business and/or the businesses of
its clients or customers, including, but not limited to: the trade secrets of the Company; products or services; standard proposals;
standard submissions, surveys and analyses; Commercial Lines Quality Assurance Manual; Claims Services Department Procedures and
Quality Assurance Manual; Surety Quality Assurance Manual; policy forms; fees, costs and pricing structures; marketing information;
advertising and pricing strategies; analyses; reports; computer software, including operating systems, applications and program
listings; flow charts; manuals and documentation; data bases; all copyrightable works; the Company’s existing and prospective
clients and customers, their addresses or other contact information and/or their confidential information; existing and prospective
client and customer lists and other related data; expiration periods; policy numbers; coverage specifications; daily reports and
related correspondence; premium renewal notices; all other Company records, files, data, methods, formulae, products, apparats,
sales lists, agent lists, vendor lists, plans, specifications, price lists, and other similar and related information in whatever
form. The term Confidential Information does not include, and there shall be no obligation hereunder with respect to, information
that (i) is generally available to the public on the date of this Agreement, (ii) becomes generally available to the public other
than as a result of a disclosure by Executive not otherwise permissible hereunder or (iii) Executive has learned or learns from
other sources where, to Executive’s knowledge, such sources have not violated their confidentiality obligation to the Company
or any other applicable obligation of confidentiality.


 


(b)
Noncompetition. Executive covenants and agrees that during the period commencing on the Effective Date and ending one year
following the Termination Date (the “Restricted Period”), Executive will not, directly or indirectly, own,
manage, operate, control, render service to, or participate in the ownership, management, operation or control of any Competitor
anywhere in the United States of America; provided, however, that Executive shall be entitled to own shares of stock of any entity
having a class of equity securities actively traded on a national securities exchange or on the NASDAQ Global Market which represent,
in the aggregate, not more than 1% of such entity’s fully-diluted shares.


 




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(c)
Nonsolicitation of Employees. Executive covenants and agrees that during the Restricted Period, Executive will not, directly
or indirectly, employ or solicit, or receive or accept the performance of services by any then current officer, manager, employee
or independent contractor of the Company or any subsidiary or affiliate of the Company, or in any way interfere with the relationship
between the Company or any subsidiary or affiliate of the Company, on the one hand, and any such officer, manager, employee or
independent contractor, on the other hand.


 


(d)
Nonsolicitation of Customers and Vendors. Executive covenants and agrees that during the Restricted Period, Executive will
not, directly or indirectly, knowingly induce, or attempt to induce, any customer, salesperson, distributor, supplier, vendor,
manufacturer, representative, agent, jobber, licensee or other person known by Executive to be transacting business with the Company
or any subsidiary or affiliate of the Company (collectively the “Customers” and “Vendors”)
to reduce or cease doing business with the Company or any such subsidiary or affiliate of the Company, or in any way to interfere
with the relationship between any such Customer or Vendor, on the one hand, and the Company or any subsidiary or affiliate of
the Company, on the other hand.


 


(e)
Representations and Covenants by Executive. Executive represents and warrants that: (i) Executive’s execution, delivery
and performance of this Agreement do not and will not conflict with, breach, violate or cause a default under any contract, agreement,
instrument, order, judgment or decree to which Executive is a party or by which Executive is bound; (ii) Executive is not a party
to or bound by any employment agreement, noncompete agreement or confidentiality agreement with any other person or entity (other
than the Company) and Executive is not subject to any other agreement that would prevent or in any manner restrict Executive from
performing Executive’s duties for the Company or otherwise complying with this Agreement; (iii) Executive is not subject
to or in breach of any nondisclosure agreement, including any agreement concerning trade secrets or confidential information owned
by any other party; and (iv) upon the execution and delivery of this Agreement by the Company, this Agreement shall be the valid
and binding obligation of Executive, enforceable in accordance with its terms.


 




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(f)
Nondisclosure of Confidential Information. Executive hereby acknowledges and represents that Executive has consulted with
independent legal counsel regarding Executive’s rights and obligations under this Agreement and that Executive fully understands
the terms and conditions contained herein and Executive agrees that Executive will not, directly or indirectly: (i) use, disclose,
reverse engineer or otherwise exploit for Executive’s own benefit or for the benefit of anyone other than the Company the
Confidential Information except as authorized by the Company; (ii) during Executive’s employment with the Company, use,
disclose, or reverse engineer (x) any confidential information or trade secrets of any former employer or third party, or (y)
any works of authorship developed in whole or in part by Executive during any former employment or for any other party, unless
authorized in writing by the former employer or third party; or (iii) upon Executive’s resignation or termination (x) retain
Confidential Information, including any copies existing in any form (including electronic form), that are in Executive’s
possession or control, or (y) destroy, delete or alter the Confidential Information without the Company’s consent. Notwithstanding
the foregoing, Executive may use the Confidential Information in the course of performing Executive’s duties on behalf of
the Company or any subsidiary or affiliate of the Company as described hereunder, provided that such use is made in good faith.
Executive will immediately surrender possession of all Confidential Information to Company upon any suspension or termination
of Executive’s employment with Company for any reason. Nothing in this Agreement is intended to discourage or restrict Employee
from reporting any theft of trade secrets pursuant to the Defend Trade Secrets Act of 2016 (the “DTSA”) or
other applicable state or federal law. The DTSA prohibits retaliation against an employee because of whistleblower activity in
connection with the disclosure of trade secrets, so long as any such disclosure is made either (i) in confidence to an attorney
or a federal, state, or local government official and solely to report or investigate a suspected violation of the law, or (ii)
under seal in a complaint or other document filed in a lawsuit or other proceeding.


 




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(g)
Inventions and Patents. Executive acknowledges that all (i) inventions, innovations, improvements, developments, methods,
designs, analysis, drawings, reports, processes, novel concepts, ideas, copyrights, trademarks and service marks relating to any
present or prospective activities of Company, including but not limited to structures, processes, software, formula, techniques
and improvements to the foregoing or to know how, and all similar or related information (whether or not patentable) that relate
to the Company’s or any of its subsidiaries’ or affiliates’ actual or anticipated businesses, (ii) research
and development, and (iii) existing or future products or services that are, to any extent, conceived, developed or made by Executive
while employed by the Company or any subsidiary or affiliate of the Company (“Work Product”) belong to the
Company or such subsidiary or affiliate. Executive shall promptly disclose such Work Product to the Company and, at the cost and
expense of the Company, perform all actions reasonably necessary or requested by the Company (whether during or after the Term)
to establish and confirm such ownership (including, without limitation, executing assignments, consents, powers of attorney and
other instruments).


 


(h)
Miscellaneous.


 


(i)
Executive acknowledges that (x) Executive’s position is a position of trust and responsibility with access to Confidential
Information of the Company, (y) the Confidential Information, and the relationship between the Company and each of its employees,
Customers and Vendors, are valuable assets of the Company and may not be converted to Executives own use and (z) the restrictions
contained in this Section 5 are reasonable and necessary to protect the legitimate business interests of the Company and
will not impair or infringe upon Executive’s right to work or earn a living after Executive’s employment with the
Company ends.


 


(ii)
Each of the foregoing obligations shall be enforceable independent of any other obligation, and the existence of any claim or
cause of action that Executive may have against the Company, whether predicated on this Agreement or otherwise, shall not constitute
a defense to the enforcement by the Company of these obligations.


 




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(iii)
Executive acknowledges that monetary damages will not be an adequate remedy for the Company in the event of a breach of this Agreement
and that it would be impossible for the Company to measure damages in the event of such a breach. Therefore, Executive agrees
that, in addition to other rights that the Company may have at law or equity, the Company is entitled, without posting bond, to
seek an injunction preventing Executive from any breach of this Agreement.


 


(iv)
In the event of a breach or violation by Executive during the Restricted Period of any restriction in Section 5(b), (c)
or (d) of this Agreement, the Restricted Period shall be tolled until such breach or violation has been cured.


 


(v)
The parties intend to provide the Company with the maximum protection possible with respect to its Customers and Vendors. The
parties, however, do not intend to include a provision that contravenes the public policy of any state. Therefore, if any provision
of this Section 5 is unlawful, against public policy or otherwise declared void, such provision shall not be deemed part
of this Agreement, which otherwise shall remain in full force and effect. If, at the time of enforcement of this Agreement, a
court or other tribunal holds that the duration, scope or area restriction stated herein is unreasonable under the circumstances
then existing, the parties agree that the court should enforce the restrictions to the extent it deems reasonable.


 


(vi)
Executive hereby agrees that prior to accepting employment with any other person or entity during the Term or during the Restricted
Period following the Termination Date, Executive will provide such prospective employer with written notice of the existence of
this Agreement and the provisions of this Section 5 of this Agreement, with a copy of such notice delivered simultaneously
to the Company in accordance with Section 10 of this Agreement.


 


(vii)
Notwithstanding any provision of this Agreement, the obligations and commitments of this Section 5 shall survive and continue
in full force and effect in accordance with their terms notwithstanding any termination of Executive’s employment for any
reason or termination of this Agreement for any reason.


 


Section
6. Withholding Taxes. Prior to making any payments required to be made pursuant to this Agreement (including reimbursement
of relocation expenses as provided herein), the Company may require that the Company be reimbursed in cash for any taxes required
by any government to be withheld or otherwise deducted and paid by the Company in respect of such payment by the Company. In lieu
thereof, the Company shall have the right to withhold the amount of such taxes from any sums due or to become due from it to Executive.


 




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Section
7. Expenses. In the event of any legal action to enforce Executive’s or the Company’s rights under this
Agreement, each party will be responsible for that party’s own attorneys’ fees, expenses and disbursements.


 


Section
8. Assignment. This Agreement is binding upon and shall inure to the benefit of the parties hereto and their respective
successors and assigns. Executive shall not assign or transfer any rights or obligations hereunder. The Company shall have the
right to assign or transfer any rights or obligations hereunder only to (a) a successor entity in the event of a merger, consolidation,
or transfer or sale of all or substantially all the assets of the Company or (b) a subsidiary or affiliate of the Company. Any
purported assignment, other than as provided above, shall be null and void.


 


Section
9. Indemnification. The Company shall indemnify Executive for any act or omission done or not done in performance of
Executive’s duties hereunder in accordance with the Company’s certificate of incorporation, by-laws and any other
constituent document to the extent provided for any other officer of the Company and thought to be in the best interest of the
Company. The Company’s obligations under this Section 9 shall survive any termination of this Agreement or Executive’s
employment hereunder.


 


Section
10. Notices. All notices, requests, consents and other communications required or permitted to be given hereunder,
shall be in writing and shall be delivered personally or sent by overnight courier or mailed, first class, postage prepaid by
registered or certified mail, as follows:


 


	If
    to the Company:	Health
    Insurance Innovations, Inc.
	 	15438
    N. Florida Avenue, Suite 201
	 	Tampa,
    Florida 33613
	 	Attention:
    Chairman of the Board


 




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	 	with
    a copy to (which shall not constitute notice hereunder):
	 	 
	 	Health
    Insurance Innovations, Inc.
	 	15438
    N. Florida Avenue, Suite 201
	 	Tampa,
    Florida 33613
	 	Attention:
    Chief Executive Officer


 


	If
    to Executive:	To
    Executive’s address as reflected on the payroll records of the Company


 


or
such other address as either party shall designate by notice in writing to the other in accordance herewith. Any such notice shall
be deemed given when so delivered personally, or if sent by overnight courier, one day after delivery to such courier by the sender
or if mailed, five days after deposit by the sender in the U.S. mails.


 


Section
11. Entire Agreement. Except as otherwise indicated herein, this Agreement shall constitute the entire agreement between
Executive and the Company concerning the subject matter hereof. This Agreement supersedes and preempts any prior employment agreement
or other understandings, agreements or representations by or among the parties, written or oral, that may have related to the
subject matter hereof. No provisions of this Agreement may be modified, waived or discharged unless such waiver, modification
or discharge is agreed to in writing, signed by Executive and an authorized officer of the Company.


 


Section
12. Governing Law. This Agreement shall be subject to and governed by the laws of the State of Florida, without giving
effect to the principles of conflicts of law under Florida law that would require or permit the application of the laws of a jurisdiction
other than the State of Florida and irrespective of the fact that the parties now or at any time may be residents of or engage
in activities in a different state. Executive agrees that in the event of any dispute or claim arising under this Agreement, jurisdiction
and venue shall be vested and proper, and Executive hereby consents to the jurisdiction of any court sitting in Tampa, Florida,
including the United States District Court for the Middle District of Florida.


 




    	16



    	 



    

 


Section
13. Full Settlement. Executive acknowledges and agrees that, subject to the payment by the Company of the benefits
provided in this Agreement to Executive, in no event will the Company nor any subsidiary or affiliate thereof be liable to Executive
for damages under any claim of breach of contract as a result of the termination of Executive’s employment. In the event
of any such termination, the Company shall be liable only to provide to Executive, or Executive’s heirs or beneficiaries,
the benefits specified in this Agreement.


 


Section
14. Strict Compliance. Executive’s or the Company’s failure to insist upon strict compliance with any provision
of this Agreement or the failure to assert any right Executive or the Company may have hereunder shall not be deemed to be a waiver
of such provision or right or any other provision or right of this Agreement. The waiver, whether express or implied, by either
party of a violation of any of the provisions of this Agreement shall not operate or be construed as a waiver of any subsequent
violation of any such provision.


 


Section
15. Creditor Status. No benefit or promise hereunder shall be secured by any specific assets of the Company. Executive
shall have only the rights of an unsecured general creditor of the Company in seeking satisfaction of such benefits or promises.


 


Section
16. Section 409A. This Agreement is intended to comply with the requirements of Section 409A (“Section 409A”)
of the Internal Revenue Code of 1986, as amended (the “Code”), and shall be construed accordingly. Any payments
or distributions to be made to Executive under this Agreement upon a separation from service of amounts classified as “nonqualified
deferred compensation” for purposes of Section 409A, shall in no event be made or commence until six months after such separation
from service if Executive is determined to be a specified Executive of a public company (all as determined under Section 409A).
Each payment of nonqualified deferred compensation under this Agreement shall be treated as a separate payment for purposes of
Section 409A. Any reimbursements made pursuant to this Agreement shall be paid as soon as practicable but no later than 90 days
after Executive submits evidence of such expenses to the Company (which payment date shall in no event be later than the last
day of the calendar incurred). The amount of such reimbursements paid and any in-kind benefits the year following the calendar
year in which the expense was provided during any calendar year shall not affect the reimbursements paid or in-kind benefits provided
in any other calendar year, and the right to any such payments and benefits shall not be subject to liquidation or exchange for
another payment or benefit.


 




    	17



    	 



    

 


Section
17. Cooperation. Executive agrees to provide assistance to and cooperate with the Company upon its reasonable request
with respect to matters within the scope of Executive’s duties and responsibilities during the Restricted Period. During
such Period, the Company shall, to the maximum extent coordinate or cause any such request with Executive’s other commitments
and responsibilities to minimize the degree to which such request interferes with such commitments and responsibilities. The Company
agrees that it will reimburse Executive for reasonable documented travel expenses (i.e., travel, meals and lodging) that Executive
may incur in providing assistance to the Company hereunder.


 


Section
18. Non-disparagement. Executive agrees to not make any statements, written or oral, while employed by the Company
and thereafter, which would be reasonably likely to disparage or damage the Company, its affiliates or subsidiaries or the personal
or professional reputation of any present or former employees, officers or members of the managing or directorial boards or committees
of the Company or its affiliates or subsidiaries. The Company agrees that it will instruct each of its and its affiliates’
and subsidiaries’ members, directors, managers, officers and employees not to make any disparaging communication regarding
Executive, and no such person or entity will be authorized on the Company’s or any affiliate’s or subsidiary’s
behalf to make any such disparaging communications regarding Executive.


 




    	18



    	 



    

 


Section
19. Recoupment. Executive agrees to reimburse the Company for all or a portion, as determined below, of any bonus or
incentive or equity-based compensation paid or awarded to Executive by the Company, if the Board determines that (a) the payment,
award or vesting thereof was predicated upon the achievement of certain financial results that were subsequently the subject of
a material financial restatement, (b) Executive engaged in fraud or misconduct that caused, in whole or in part, the need for
the material financial restatement, and (c) a lower payment, award or vesting would have occurred based upon the restated financial
results. In such event, Executive agrees to reimburse (in the manner determined by the Board, including cancellation of options
or other stock awards) any bonus or incentive or equity-based compensation previously paid, awarded or vested in the amount by
which such bonus or incentive or equity-based compensation actually paid, awarded or vested exceeds the lower payment, award or
vesting that would have occurred based upon the restated financial result; provided that no reimbursement shall be required
if the payment, award or vesting otherwise subject to reimbursement hereunder occurred more than three (3) years prior to the
date the applicable restatement is disclosed. In addition, notwithstanding anything to the contrary, any bonus or incentive or
equity-based compensation, or other compensation, payable to Executive pursuant to this Agreement or any other agreement, plan
or arrangement of the Company shall be subject to repayment or recoupment (clawback) by the Company to the extent applicable under
Section 304 of the Sarbanes-Oxley Act of 2002, as amended (and not otherwise exempted), and in accordance with such policies and
procedures as the Board or the Compensation Committee of the Board may adopt from time to time, including policies and procedures
to implement applicable law (including, but not limited to, Section 954 of the Dodd-Frank Act), stock market or exchange rules
and regulations or accounting or tax rules and regulations.


 


Section
20. Parachute Payments.


 


(a)
Calculation of Payments. If there is a change in ownership or control of the Company that would cause any payment or distribution
by the Company or any of its subsidiaries or any other person or entity to Executive or for Executive’s benefit (whether
paid or payable or distributed or distributable pursuant to the terms of this Agreement or otherwise) (each, a “Payment”,
and collectively, the “Payments”) to be subject to the excise tax imposed by Section 4999 of the Code (such
excise tax, together with any interest or penalties incurred by Executive with respect to such excise tax, the “Excise
Tax”), then Executive will receive the greatest of the following, whichever gives Executive the highest net after-tax
amount (after taking into account federal, state, local and social security taxes): (1) the Payments or (2) one dollar less than
the amount of the Payments that would subject Executive to the Excise Tax (the “Safe Harbor Amount”). If a
reduction in the Payments is necessary so that the Payments equal one dollar less than the Safe Harbor Amount, then the reduction
will be determined in a manner which has the least economic cost to Executive and, to the extent the economic cost is equivalent,
will be reduced in the inverse order of when payment would have been made to Executive, until the reduction is achieved. Any reductions
pursuant to this Section shall be made in a manner intended to be consistent with the requirements of Section 409A of the Code.


 




    	19



    	 



    

 


(b)
Determinations. All determinations required to be made under this Section, including whether and when the Safe Harbor Amount
is required and the amount of the reduction of the Payments and the assumptions to be utilized in arriving at such determination,
shall be made by the Company which shall provide detailed supporting calculations to Executive. Executive shall cooperate with
any reasonable requests by the Company in connection with any contests or disputes with the Internal Revenue Service in connection
with the Excise Tax.


 


(c)
Adjustments. As a result of the uncertainty in the application of Section 4999 of the Code at the time of a determination
hereunder, it is possible that Payments will be made which should not have been made under clause (a) of this Section (an “Overpayment”)
or that additional Payments which are not made pursuant to clause (a) of this Section should have been made (an “Underpayment”).
In the event that there is a final determination by the Internal Revenue Service, or a final determination by a court of competent
jurisdiction, that an Overpayment has been made, any such Overpayment shall be treated for all purposes as a loan to Executive
which Executive shall repay to the Company together with interest at the applicable Federal rate provided for in Section 7872(f)(2)
of the Code. In the event that there is a final determination by the Internal Revenue Service, a final determination by a court
of competent jurisdiction or a change in the provisions of the Code or regulations pursuant to which an Underpayment arises under
this Agreement, any such Underpayment shall be promptly paid by the Company to or for the benefit of Executive, together with
interest at the applicable Federal rate provided for in Section 7872(f)(2) of the Code.


 


Section
21. Survival. Any provision of this Agreement that is expressly or by implication intended to survive the termination
of this Agreement shall survive or remain in effect after the termination of this Agreement.


 


Section
22. Counterparts. This Agreement may be executed in separate counterparts, either one of which need not contain the
signature of more than one party, but both such counterparts taken together shall constitute one and the same agreement. Counterparts
may be delivered via facsimile, electronic mail (including .pdf or any electronic signature complying with the U.S. federal ESIGN
Act of 2000, e.g., www.docusign.com) or other transmission method and any counterpart so delivered shall be deemed to have been
duly and validly delivered and be valid and effective for all purposes.


 


[signatures
follow]


 




    	20



    	 



    

 


IN
WITNESS WHEREOF, the parties hereto have executed this Agreement as of the day and year first written above.


 


	 	HEALTH
    INSURANCE INNOVATIONS, INC.
	 	 
	 	By:	/s/
Gavin D. Southwell
	 	Name:	Gavin
    D. Southwell, Chief Executive Officer
	 	Title:	Chief
    Financial Officer
	 	 	 
	 	EXECUTIVE
	 	 
	 	/s/ Erik
M. Helding
	 	Erik
    M. Helding, individually


 




    	21



    	 



    

 


EXHIBIT
A


FORM
OF RELEASE


 


This
RELEASE (“Release”) is granted effective as of the [·] day of [·], 20[·]
by ERIK M. HELDING (the “Executive”) in favor of HEALTH INSURANCE INNOVATIONS, INC. (the “Company”)
and the other Released Parties (as defined below). This is the Release referred to in the Employment Agreement, dated as of November
12, 2019, between the Company and the Executive (the “Employment Agreement”). The Executive gives this Release
in consideration of the Company’s promises and covenants contained in the Employment Agreement, with respect to which this
Release is an integral part.


 


1.
Release of the Company. The Executive, for himself, his successors, assigns, attorneys, and all those entitled to assert
his rights, now and forever hereby releases and discharges the Company and its respective officers, directors, stockholders, trustees,
executives, agents, parent corporations, subsidiaries, affiliates, estates, successors, assigns and attorneys (the “Released
Parties”), from any and all claims, actions, causes of action, sums of money due, suits, debts, liens, covenants, contracts,
obligations, costs, expenses, damages, judgments, agreements, promises, demands, claims for attorney’s fees and costs, or
liabilities whatsoever, in law or in equity, which the Executive ever had or now has against the Released Parties, arising by
reason of or in any way connected with or which may be traced either directly or indirectly to the employment relationship which
existed between the Company or any of its parents, subsidiaries, affiliates, or predecessors and the Executive, or the termination
of that relationship, that the Executive has, had or purports to have, from the beginning of time to the date of this Release,
whether known or unknown, that now exists, no matter how remotely they may be related to the aforesaid employment relationship
including but not limited to claims for employment discrimination under federal or state law, except as provided in Paragraph
2; claims arising under Title VII of the Civil Rights Act of 1964, and any amendments, the Florida Human Rights Act of 1977, the
Florida Civil Rights Act of 1992, Section 760.50 of the Florida Statutes, Section 440.205 of the Florida Statutes, the Florida
Minimum Wage Act (Fla. Stat. 448.110), Section 448.102 of the Florida Statutes, 42 U.S.C. §1981, the Equal Pay Act, the Americans
With Disabilities Act, Sections 503 and 504 of the Rehabilitation Act of 1973, the Family Medical Leave Act, the ADA Amendments
Act of 2008, the Age Discrimination in Employment Act (ADEA), the Fair Labor Standards Act, the Lilly Ledbetter Fair Pay Act of
2009, the Civil Rights Act of 1866, the Civil Rights Act of 1991, the Employee Retirement Income Security Act, the Genetic Information
Nondiscrimination Act, the Occupational Safety and Health Act, the Workers’ Adjustment and Retraining Notification Act,
as amended, Florida’s private sector and public sector Whistle-Blower Act, as amended, the Hillsborough County, Florida
Code of Ordinances, and any of the wage and discrimination laws of the United States, the State of Florida, or any other state,
civil or statutory laws, including any and all human rights laws and laws against discrimination, workers’ compensation
laws, any other federal, state or local fair employment statute, code or ordinance, common law, contract law, tort, including,
but not limited to, negligence claims and fraudulent inducement to enter into this contract, and any and all claims for attorneys’
fees.; and provided, however, that nothing herein shall release the Company of its obligations to the Executive under the
Employment Agreement, or any other contractual obligations between the Company or its subsidiaries or affiliates and the Executive
(including, without limitation, any equity award agreement), or any indemnification obligations to the Executive under the Indemnification
Agreement, Company’s certificate of incorporation, bylaws, operating agreement or other constituent document or any federal,
state or local law or otherwise.


 




    	22



    	 



    

 


2.
Release of Claims Under Age Discrimination in Employment Act. Without limiting the generality of the foregoing, the Executive
agrees that by executing this Release, he has released and waived any and all claims he has or may have as of the date of this
Release for age discrimination under the Age Discrimination in Employment Act, 29 U.S.C. § 621, et seq. It is understood
that the Executive has been advised to consult with an attorney prior to executing this Release; that he in fact has consulted
a knowledgeable, competent attorney regarding this Release; that he may, before executing this Release, consider this Release
for a period of 21 calendar days; and that the consideration he receives for this Release is in addition to amounts to which he
was already entitled. It is further understood that this Release is not effective until seven calendar days after the execution
of this Release and that the Executive may revoke this Release within seven calendar days from the date of execution hereof.


 


The
Executive agrees that he has carefully read this Release and is signing it voluntarily. The Executive acknowledges that he has
had 21 days from receipt of this Release to review it prior to signing or that, if the Executive is signing this Release prior
to the expiration of such 21-day period, the Executive is waiving his right to review the Release for such full 21-day period
prior to signing it. The Executive has the right to revoke this release within seven days following the date of its execution
by him. However, if the Executive revokes this Release within such seven-day period, no post-employment benefit will be payable
to him under the Employment Agreement and he shall return to the Company any such payment received prior to that date.


 


THE
EXECUTIVE HAS CAREFULLY READ THIS RELEASE AND ACKNOWLEDGES THAT IT CONSTITUTES A GENERAL RELEASE OF ALL KNOWN AND UNKNOWN CLAIMS
AGAINST THE COMPANY UNDER THE AGE DISCRIMINATION IN EMPLOYMENT ACT. THE EXECUTIVE ACKNOWLEDGES THAT HE HAS HAD A FULL OPPORTUNITY
TO CONSULT WITH AN ATTORNEY OR OTHER ADVISOR OF HIS CHOOSING CONCERNING HIS EXECUTION OF THIS RELEASE AND THAT HE IS SIGNING THIS
RELEASE VOLUNTARILY AND WITH THE FULL INTENT OF RELEASING THE COMPANY FROM ALL SUCH CLAIMS.


 


	 	 
	 	ERIK
    M. HELDING
	 	Date:
    [●], 20[●]


 




    	23



    	 



    

 


EXHIBIT
B


FORM
OF RESTRICTED STOCK AWARD AGREEMENT


 


(ATTACHED)


 




    	24



    	 



    

 


HEALTH
INSURANCE INNOVATIONS, INC.


LONG
TERM INCENTIVE PLAN


 


Restricted
Stock Award Agreement


 


You
have been granted Restricted Stock (this “Award”) on the following terms and subject to the provisions of Attachment
A and the Long Term Incentive Plan (the “Plan”) of Health Insurance Innovations, Inc. (the “Company”).
Unless defined in this Award (including Attachment A, this “Agreement”), capitalized terms will have the meanings
assigned to them in the Plan. In the event of a conflict among the provisions of the Plan, this Agreement and any descriptive
materials provided to you, the provisions of the Plan will prevail.


 


	Participant	 	Erik
    M. Helding
	 	 	 
	Number
    of Shares Underlying Award	 	30,000
    Shares (to the extent not vested as of any applicable date, the “Restricted Shares”)
	 	 	 
	Grant
    Date	 	November
    [___], 2019


 


Vesting
Schedule


(subject
to Section 3 of Attachment A)


 


	Vesting	 	Subject
    to Section 3 of Attachment A, the Restricted Shares shall vest and become non-forfeitable in four tranches,
    on the following dates in the following amounts:
	 	 	 
	 	 	November
    [__], 2020: 7,500
	 	 	November
    [__], 2021: 7,500
	 	 	November
    [__], 2022: 7,500
	 	 	November
    [__], 2023: 7,500


 




    	 



    	 



    

 


Attachment
A


 


Restricted
Stock Award Agreement


Terms
and Conditions


 


Grant
to: Erik M. Helding


 


Section
1. Grant of Restricted Stock Award. Subject to the terms and conditions of the Plan and this Agreement, the Company hereby
grants this Award to the Participant on the Grant Date on the terms set forth on the cover page of this Agreement, as more fully
described in this Attachment A. This Award is granted under the Plan, which is incorporated herein by this reference and made
a part of this Agreement.


 


Section
2. Issuance of Shares.


 


(a)
Generally. The Restricted Shares shall be evidenced by entry into the register of stockholders of the Company; provided,
however, that the Committee may determine that the Restricted Shares shall be evidenced in such other manner as it deems
appropriate, including the issuance of a share certificate or certificates. In the event that any share certificate is issued
in respect of the Restricted Shares, such certificate shall (i) be registered in the name of the Participant, (ii) bear an appropriate
legend referring to the terms, conditions and restrictions applicable to the Restricted Shares and (iii) be held in custody by
the Company.


 


(b)
Voting Rights. The Participant shall have voting rights with respect to the Restricted Shares.


 


(c)
Dividends. All cash and other dividends and distributions, if any, that are paid with respect to the Restricted Shares
shall be paid to the Participant at the time that the portion of this Award to which such dividends or other distributions relate
vests and becomes nonforfeitable.


 


(d)
Transferability. Unless and until the Restricted Shares become vested in accordance with this Agreement, the Restricted
Shares shall not be assigned, sold, transferred or otherwise be subject to alienation by the Participant, and any purported assignment,
sale, transfer or other alienation not permitted hereunder shall be void.


 


(e)
Section 83(b) Election. If the Participant chooses, the Participant may make an election under Section 83(b) of the Code
with respect to the Restricted Shares, which would cause the Participant currently to recognize income for U.S. federal income
tax purposes in an amount equal to the excess (if any) of the Fair Market Value of the Restricted Shares (determined as of the
Grant Date) over the amount, if any, that the Participant paid for the Restricted Shares, which excess will be subject to U.S.
federal income tax. The form for making a Section 83(b) election is available from the Company at the address indicated in Section
4(a). The Participant acknowledges that (i) the Participant is solely responsible for the decision whether or not to make a
Section 83(b) election, and the Company is not making any recommendation with respect thereto, (ii) it is the Participant’s
sole responsibility to timely file the Section 83(b) election within 30 days after the Grant Date, if the Participant decides
to make such election, and (iii) if the Participant does not make a valid and timely Section 83(b) election, the Participant will
be required to recognize ordinary income at the time of vesting on any future appreciation on the Restricted Shares.


 




    	A-1



    	 



    

 


(f)
Withholding Requirements. The Company may withhold any tax (or other governmental obligation) that becomes due with respect
to the Restricted Shares (or any dividend or distribution thereon), and the Participant shall make arrangements satisfactory to
the Company to enable the Company to satisfy all such withholding requirements. Notwithstanding the foregoing, the Committee,
in its sole discretion, may permit the Participant to satisfy any such withholding requirement by transferring to the Company
pursuant to such procedures as the Committee may require, effective as of the date on which such requirement arises, a number
of vested Shares owned and designated by the Participant having an aggregate Fair Market Value as of such date that is equal to
the minimum amount required to be withheld. If the Committee permits the Participant to satisfy any such withholding requirement
pursuant to the preceding sentence, the Company shall remit to the Internal Revenue Service and appropriate state and local revenue
agencies, for the credit of the Participant, an amount of cash withholding equal to the Fair Market Value of the Shares transferred
to the Company as provided above.


 


Section
3. Vesting; Change in Control; Forfeiture upon Termination of Service.


 


(a)
Vesting. The Restricted Shares shall vest and become non-forfeitable (subject to Section 3(b)) in accordance with
the Vesting Schedule set forth on the cover page of this Agreement; provided that the Restricted Shares shall vest on any
date in such Vesting Schedule only if no Termination of Service occurs with respect to the Participant on or prior to such vesting
date. In the event of the Participant’s Termination of Service at any time and for any reason, the unvested Restricted Shares
shall be forfeited in their entirety without any payment to the Participant.


 


(b)
Termination for Cause. In the event of the Participant’s Termination of Service by reason of a Termination for Cause
(as defined in the Employment Agreement dated _____, 2019, between the Company and Participant), all of the Participant’s
Shares of Restricted Stock granted under this Agreement, including those that are otherwise vested, shall be forfeited in their
entirety simultaneously with the Termination of Service without any payment to the Participant.


 


(c)
Change of Control. If the Participant holds Restricted Shares at the time a Change in Control occurs, the Restricted Shares
shall become 100% vested and non-forfeitable on the date of the Change in Control immediately prior to the consummation thereof.


 


(d)
Effect of Vesting. Subject to the provisions of this Agreement, upon the vesting of any of the Restricted Shares, the restrictions
under this Award with respect to such Shares shall lapse. Subject to any applicable Lock Up Agreement, such Shares shall be fully
assignable, saleable and transferable by the Participant, and the Company shall deliver such Shares to the Participant by transfer
to the Depository Trust Company for the benefit of the Participant or by delivery of a share certificate registered in the Participant’s
name and such transfer shall be evidenced in the register of stockholders of the Company.


 




    	A-2



    	 



    

 


Section
4. Change in Control. Without limiting the Committee’s power under the Plan, upon the occurrence of a Change in Control,
the Committee is authorized (but not obligated) to make adjustments to the terms and conditions of the Restricted Shares without
the need for the consent of the Participant, including, without limitation, the following (or any combination thereof):


 


(a)
The Committee may provide for the continuation or assumption of the Restricted Shares and this Agreement by the acquiring or successor
entity (or parent thereof), including the Company if it is the surviving entity, or for the substitution of the Restricted Shares
and this Agreement with a substitute award with terms comparable to the Restricted Shares and this Agreement (in each case with
appropriate adjustments as to the number and type of Shares (or other securities) underlying the Award or substitute award). The
determination of such appropriate adjustments and comparability shall be made by the Committee.


 


(b)
The Committee may provide for the cancellation of all or any portion of the Restricted Shares for value (payable in the form of
cash, stock, securities, other property or any combination thereof) based upon the price per Share received or to be received
by other stockholders of the Company in the Change in Control transaction.


 


Section
5. Miscellaneous Provisions.


 


(a)
Notices. All notices, requests and other communications under this Agreement shall be in writing and shall be delivered
in person (by courier or otherwise), mailed by certified or registered mail, return receipt requested, or sent by facsimile transmission,
as follows:


 


if
to the Company, to:


 


Health
Insurance Innovations, Inc.


15438
N. Florida Avenue, Suite 201


Tampa,
Florida, 33613


Attention:
Chief Executive Officer


Facsimile:
(877) 376-5832


 


if
to the Participant, to the address that the Participant most recently provided to the Company,


 


or
to such other address or facsimile number as such party may hereafter specify for the purpose by notice to the other party hereto.
All such notices, requests and other communications shall be deemed received on the date of receipt by the recipient thereof if
received prior to 5:00 p.m. on a business day in the place of receipt. Otherwise, any such notice, request or communication shall
be deemed received on the next succeeding business day in the place of receipt.


 




    	A-3



    	 



    

 


(b)
Entire Agreement. This Agreement, the Plan and any other agreements referred to herein and therein and any attachments
referred to herein or therein, constitute the entire agreement and understanding between the parties in respect of the subject
matter hereof and supersede all prior and contemporaneous arrangements, agreements and understandings, both oral and written,
whether in term sheets, presentations or otherwise, between the parties with respect to the subject matter hereof.


 


(c)
Amendment; Waiver. No amendment or modification of any provision of this Agreement shall be effective unless signed in
writing by or on behalf of the Company and the Participant, except that the Committee may amend or modify this Agreement without
the Participant’s consent in accordance with the provisions of the Plan or as otherwise set forth in this Agreement. No
waiver of any breach or condition of this Agreement shall be deemed to be a waiver of any other or subsequent breach or condition
whether of like or different nature. Any amendment or modification of or to any provision of this Agreement, or any waiver of
any provision of this Agreement, shall be effective only in the specific instance and for the specific purpose for which made
or given.


 


(d)
Assignment. Neither this Agreement nor any right, remedy, obligation or liability arising hereunder or by reason hereof
shall be assignable by the Participant.


 


(e)
Successors and Assigns; No Third Party Beneficiaries. This Agreement shall inure to the benefit of and be binding upon
the Company and the Participant and their respective heirs, successors, legal representatives and permitted assigns. Nothing in
this Agreement, expressed or implied, is intended to confer on anyone other than the Company and the Participant, and their respective
heirs, successors, legal representatives and permitted assigns, any rights, remedies, obligations or liabilities under or by reason
of this Agreement.


 


(f)
Counterparts. This Agreement may be signed in any number of counterparts, each of which shall be an original, with the
same effect as if the signatures thereto and hereto were upon the same instrument.


 


(g)
Plan. The Participant acknowledges and understands that material definitions and provisions concerning this Award and the
Participant’s rights and obligations with respect thereto are set forth in the Plan. The Participant has read carefully,
and understands, the provisions of the Plan.


 


(h)
Governing Law. The Agreement shall be governed by the laws of the State of Florida, without application of the conflicts
of law principles thereof.


 


(i)
No Right to Continued Service. The granting of the Award evidenced hereby and this Agreement shall impose no obligation
on the Company or any Affiliate to continue the service of the Participant and shall not lessen or affect the right that the Company
or any Affiliate may have to terminate the service of such Participant.


 


(j)
WAIVER OF JURY TRIAL. EACH OF THE PARTIES HERETO IRREVOCABLY WAIVES ANY AND ALL RIGHT TO TRIAL BY JURY IN ANY LEGAL PROCEEDING
ARISING OUT OF OR RELATED TO THIS AGREEMENT OR THE TRANSACTIONS CONTEMPLATED HEREBY.


 


[Signature
Page Follows]


 




    	A-4



    	 



    

 


IN
WITNESS WHEREOF, the parties have executed this Agreement as of the day and year first written above.


 


	 	HEALTH
    INSURANCE INNOVATIONS, INC.
	 	 
	 	By:	 
	 	 	Gavin
    D. Southwell
	 	 	Chief
    Executive Officer
	 	 	 
	 	PARTICIPANT
	 	 
	 	 
	 	Erik M. Helding


 


(Signature
Page to Restricted Stock Award Agreement, Erik M. Helding)


 




    	 



    	 



    

 


EXHIBIT
C


FORM
OF SARA AGREEMENT


 


(ATTACHED)


 




    	25



    	 



    

 


HEALTH
INSURANCE INNOVATIONS, INC.


LONG
TERM INCENTIVE PLAN


 


Stock
Appreciation Rights Award Agreement


 


You
have been granted Stock Appreciation Rights (this “Award”) on the following terms and subject to the provisions
of Attachment A and the Long Term Incentive Plan (the “Plan”) of Health Insurance Innovations, Inc.
(the “Company”). Unless defined in this Award (including Attachment A, this “Agreement”),
capitalized terms will have the meanings assigned to them in the Plan. In the event of a conflict among the provisions of the
Plan, this Agreement and any descriptive materials provided to you, the provisions of the Plan will prevail.


 


	Participant	 	Erik
    M. Helding
	 	 	 
	Number
    of Stock Appreciation Rights	 	50,000
    (each a “SAR”)
	 	 	 
	Exercise
    Price per SAR	 	$[Closing
    Price on Date of Grant]
	 	 	 
	Grant
    Date	 	_____________,
    2019
	 	 	 
	Expiration
    Date	 	November
    ____, 2026, subject to earlier termination under Section 2(d) of Attachment A.


 


Vesting
Schedule


(subject
to Section 2(c) and Section 2(d) of Attachment A)


 


	Vesting	 	Subject
    to Section 2(c) and Section 2(d) of Attachment A, the SARs shall vest and become non-forfeitable in three
    tranches, on the following dates in the following amounts:
	 	 	 
	 	 	November
    ___, 2020: 12,500
	 	 	November
    ___, 2021: 12,500
	 	 	November
    ___, 2022: 12,500
	 	 	November
    ___, 2023: 12,500


 




    	 



    	 



    

 


Attachment
A


 


Stock
Appreciation Rights Award Agreement


 


Terms
and Conditions


 


Grant
to: Erik M. Helding


 


Section
1. Grant of Stock Appreciation Rights. Subject to the terms and conditions of the Plan and this Agreement, the Company
hereby grants this Award to the Participant on the Grant Date on the terms set forth on the cover page of this Agreement, as more
fully described in this Attachment A. This Award is granted under the Plan, which is incorporated herein by this reference
and made a part of this Agreement.


 


Section
2. Terms of SAR.


 


(a)
Generally. Subject to the terms and conditions of this Agreement and the Plan, each SAR constitutes an unfunded and unsecured
promise of the Company to deliver to Participant, at the time such SAR is validly exercised, an amount, payable in the form of
Shares, equal to the excess of (i) the Fair Market Value of one Share on the date of exercise, over (ii) the Exercise Price per
SAR set forth on the cover page of this Agreement (the “Spread”).


 


(b)
Exercisability. Subject to the terms and conditions of this Agreement and the Plan, a SAR may be exercised only after if
it has vested and become exercisable under Section 2(c) or Section 2(d)(ii), and only before it has expired or been
terminated under Section 2(d)(i), Section 2(d)(ii) or Section 2(d)(iii).


 


(c)
Vesting, Generally.


 


(i)
Subject to Section 2(d), the SARs shall vest and become exercisable in accordance with the Vesting Schedule set forth on
the cover page of this Agreement.


 


(ii)
If the Participant holds unvested SARs at the time a Change in Control occurs, the SARs shall become 100% vested and exercisable
on the date of the Change in Control immediately prior to the consummation thereof.


 




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(d)
Accelerated Vesting; Termination.


 


(i)
Except as otherwise provided in this Section 2(d), all of the SARs shall terminate at 5:00 p.m., Eastern time, on the Expiration
Date set forth on the cover page of this Agreement, unless earlier terminated under subsections (ii) or (iii) below.


 


(ii)
In the event of the Participant’s Termination of Service at any time due to Termination Upon Death or Termination For Disability,
100% of the SARs granted under this Agreement shall become vested and exercisable, and shall continue to be exercisable until
5:00 p.m., Eastern time, on the date that is ninety (90) days after the Termination Date and at such time any unexercised SARs
shall terminate, cease to be exercisable and by automatically forfeited to the Company without consideration. For purposes of
this Agreement, Termination Upon Death and Termination For Disability shall have the respective meanings set forth in the Employment
Agreement, dated as of _________, 2019, by and between the Participant and the Company.


 


(iii)
In the event of the Participant’s Termination of Service at any time under circumstances not described in Section 2(d)(ii),
all of the SARs shall terminate simultaneously with the Termination of Service on the Termination Date, including to the extent
that the SARs are otherwise vested and exercisable as of the Termination Date, and shall automatically be forfeited to the Company
without consideration, and, if otherwise vested and exercisable, shall cease to be exercisable.


 


For
clarity, in no event shall any SAR be exercisable after the Expiration Date set forth on the cover page of this Agreement.


 


(e)
Transferability. The SARs, and the Participant’s rights under this Agreement, shall not be assigned, sold, transferred
or otherwise be subject to alienation by the Participant, other than by will or the law of descent and distribution, and any purported
assignment, sale, transfer or other alienation not permitted hereunder shall be void. During the Participant’s lifetime,
the SARs shall be exercisable only by the Participant.


 




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Section
3. Exercise.


 


(a)
When to Exercise. Except as otherwise provided in the Plan or this Agreement, the Participant (or in the case of exercise
after the Participant’s death or incapacity, the Participant’s guardian, legal representative, heir or legatee, as
the case may be) may exercise his or her SARs that are then exercisable under Section 2, in whole or in part, by following
the procedures set forth in this Section 3. If partially exercised, the Participant (or in the case of exercise after the
Participant’s death or incapacity, the Participant’s guardian, legal representative, heir or legatee, as the case
may be) may thereafter exercise the remaining unexercised portion of the SARs, to the extent that they are then exercisable under
Section 2, by following the procedures set forth in this Section 3.


 


(b)
Election to Exercise. To exercise the SARs, the Participant (or in the case of exercise after the Participant’s death
or incapacity, the Participant’s guardian, legal representative, heir or legatee, as the case may be) must deliver to the
Secretary of the Company (or his or her designee) a written notice (or notice through another previously approved method, which
could include a web-based or e-mail system) which sets forth the number of SARs being exercised, together with any additional
documents as the Company may require. Each such notice must satisfy whatever then-current procedures apply to the SARs and must
contain such representations, warranties and covenants as the Company requires. If someone other than the Participant exercises
the SARs, then such person must submit documentation reasonably acceptable to the Company verifying that such person has the legal
right to exercise the SARs.


 


(c)
Date of Exercise. The SARs shall be deemed to be exercised on the business day that the Company receives a fully executed
and completed exercise notice. If an exercise notice is received on a day that is not a business day, or is received after 5:00
p.m., Eastern time, on a business day, then the SARs shall be deemed to be exercised on the first business day immediately following
the day such notice is received by the Company.


 


(d)
Settlement. Upon a valid exercise of SARs, the Participant shall be entitled to receive that number of Shares determined
by dividing (i) (1) the total number of SARs then being exercised, multiplied by (2) the Spread on the date of exercise, by (ii)
the Fair Market Value of one Share on the date of exercise.


 




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(e)
Fractional Shares. No fractional Shares shall be issued upon exercise of SARs, and if the number of Shares otherwise issuable
under Section 3(d) upon an exercise of SARs includes a fraction of a Share, then upon such exercise the Participant shall
be entitled to receive (i) the number of Shares determined under Section 3(d), rounded down to the nearest whole Share,
plus (ii) an amount of cash equal to the Fair Market Value of one Share on the date of exercise, multiplied by such fraction of
a Share.


 


(f)
Withholding Requirements. The delivery of Shares upon settlement of SARs is conditioned on the Participant making arrangements
satisfactory to the Company to enable the Company to satisfy all tax (or other governmental obligation) withholding requirements.
In the event that there is any such withholding requirement upon an exercise of SARs, the Committee may, in its sole discretion
and pursuant to such procedures as the Committee may require, permit the Participant to satisfy any such withholding requirement
by having the Company withhold from the number of Shares otherwise issuable to the Participant upon such exercise a number of
Shares having an aggregate Fair Market Value equal to the minimum amount required to be withheld. If the Committee permits the
Participant to satisfy any such withholding requirement pursuant to the preceding sentence, the Company shall remit to the Internal
Revenue Service and appropriate state and local revenue agencies, for the credit of the Participant, an amount of cash withholding
equal to the Fair Market Value of the Shares withheld by the Company as provided above.


 


(g)
Compliance with Law and Regulations. The SARs, their exercise and the obligation of the Company to issue Shares in settlement
thereof are subject to all applicable federal and state laws, rules and regulations, including securities laws, to approvals by
any government or regulatory agency as may be required, and to the rules, regulations and other requirements of the stock market
or exchange upon which the Shares are then quoted, traded or listed. The Participant may not exercise a SAR if such exercise would
violate any securities laws or other applicable law, rule, regulation or requirement.


 


Section
4. No Rights of Stockholder. A holder of a SAR, as such, shall not be entitled to vote or receive dividends or be deemed
the holder of the Shares underlying the SAR for any purpose, nor shall anything contained in this Agreement be construed to confer
upon the holder of a SAR, as such, any of the rights or obligations of a stockholder of the Company, unless and until Shares are
actually issued to and held of record by such holder upon settlement of the SARs following valid exercise thereof.


 




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Section
5. Change in Control. Without limiting the Committee’s power under the Plan, upon the occurrence of a Change in Control,
the Committee is authorized (but not obligated) to make adjustments to the terms and conditions of the SARs without the need for
the consent of the Participant, including, without limitation, the following (or any combination thereof):


 


(a)
The Committee may provide for the continuation or assumption of the SARs and this Agreement by the acquiring or successor entity
(or parent thereof), including the Company if it is the surviving entity, or for the substitution of the SARs and this Agreement
with a substitute award with terms comparable to the SARs and this Agreement (in each case with appropriate adjustments as to
the Exercise Price and the number and type of Shares (or other securities) underlying the Award or substitute award). The determination
of such appropriate adjustments and comparability shall be made by the Committee.


 


(b)
The Committee may provide for the cancellation of all or any portion of the SARs for their Intrinsic Value (payable in the form
of cash, stock, securities, other property or any combination thereof) based upon the price per Share received or to be received
by other stockholders of the Company in the Change in Control transaction. If at the time of a Change in Control such Intrinsic
Value is equal to or less than zero (i.e., the Exercise Price of the SARs equals or exceeds the price per Share received or to
be received by other stockholders of the Company in the Change in Control transaction), then the Committee may provide for the
cancellation of the SARs without the payment of any consideration therefor.


 




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Section
6. Miscellaneous Provisions.


 


(a)
Notices. All notices, requests and other communications under this Agreement (other than a notice of exercise, which shall
be provided in accordance with Section 3) shall be in writing and shall be delivered in person (by courier or otherwise),
mailed by certified or registered mail, return receipt requested, or sent by facsimile transmission, as follows:


 


if
to the Company, to:


 


Health
Insurance Innovations, Inc.


15438
N. Florida Avenue, Suite 201


Tampa,
Florida, 33613


Attention:
President


Telecopy:
(877) 376-5832


 


if
to the Participant, to the address that the Participant most recently provided to the Company,


 


or
to such other address or facsimile number as such party may hereafter specify for the purpose by notice to the other party hereto.
All such notices, requests and other communications shall be deemed received on the date of receipt by the recipient thereof if
received prior to 5:00 p.m. on a business day in the place of receipt. Otherwise, any such notice, request or communication shall
be deemed received on the next succeeding business day in the place of receipt.


 


(b)
Entire Agreement. This Agreement, the Plan and any other agreements referred to herein and therein and any attachments
referred to herein or therein, constitute the entire agreement and understanding between the parties in respect of the subject
matter hereof and supersede all prior and contemporaneous arrangements, agreements and understandings, both oral and written,
whether in term sheets, presentations or otherwise, between the parties with respect to the subject matter hereof.


 


(c)
Amendment; Waiver. No amendment or modification of any provision of this Agreement shall be effective unless signed in
writing by or on behalf of the Company and the Participant, except that the Committee may amend or modify this Agreement without
the Participant’s consent in accordance with the provisions of the Plan or as otherwise set forth in this Agreement. No
waiver of any breach or condition of this Agreement shall be deemed to be a waiver of any other or subsequent breach or condition
whether of like or different nature. Any amendment or modification of or to any provision of this Agreement, or any waiver of
any provision of this Agreement, shall be effective only in the specific instance and for the specific purpose for which made
or given.


 




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(d)
Successors and Assigns; No Third Party Beneficiaries. This Agreement shall inure to the benefit of and be binding upon
the Company and the Participant and their respective heirs, successors, legal representatives and permitted assigns. Nothing in
this Agreement, expressed or implied, is intended to confer on anyone other than the Company and the Participant, and their respective
heirs, successors, legal representatives and permitted assigns, any rights, remedies, obligations or liabilities under or by reason
of this Agreement.


 


(e)
Counterparts. This Agreement may be signed in any number of counterparts, each of which shall be an original, with the
same effect as if the signatures thereto and hereto were upon the same instrument.


 


(f)
Plan. The Participant acknowledges and understands that material definitions and provisions concerning this Award and the
Participant’s rights and obligations with respect thereto are set forth in the Plan. The Participant has read carefully,
and understands, the provisions of the Plan.


 


(g)
Governing Law. The Agreement shall be governed by the laws of the State of Florida, without application of the conflicts
of law principles thereof.


 


(h)
No Right to Continued Service. The granting of the Award evidenced hereby and this Agreement shall impose no obligation
on the Company or any Affiliate to continue the service of the Participant and shall not lessen or affect the right that the Company
or any Affiliate may have to terminate the service of the Participant.


 


(i)
WAIVER OF JURY TRIAL. EACH OF THE PARTIES HERETO IRREVOCABLY WAIVES ANY AND ALL RIGHT TO TRIAL BY JURY IN ANY LEGAL PROCEEDING
ARISING OUT OF OR RELATED TO THIS AGREEMENT OR THE TRANSACTIONS CONTEMPLATED HEREBY.


 




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IN
WITNESS WHEREOF, the parties have executed this Agreement as of the day and year first written above.


 


	 	HEALTH
    INSURANCE INNOVATIONS, INC.
	 	 
	 	By:	 
	 	 	Gavin
    D. Southwell,
	 	 	Chief
    Executive Officer
	 	 	 
	 	PARTICIPANT
	 	 
	 	 
	 	Erik M. Helding


 




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