With Post-IPO Quiet Period Over, Company Gears Up For Major Marketing and Brand Awareness Initiatives 20 Million Households to Receive Special Offer Throughout January - Campaign Builds on Momentum Generated in Fourth Quarter of '99 As the Company's Membership Grew to Over 105,000

ROCKVILLE, Md., Jan. 27 /PRNewswire/ -- HealthExtras, Inc. (Nasdaq: HLEX), a leading Internet-based source for health and disability products and services, today announced its membership increased over 50% in the fourth quarter of 1999. With an ever-increasing number of enrollees joining HealthExtras via the Internet, the Company is continuing to generate momentum as it gears up for a major marketing and brand awareness campaign.

"As we emerge from our initial public offering, we are excited to announce the strong membership growth numbers. We now have over 105,000 enrollees. Coupled with the January marketing campaign with our marketing partners, which will reach 20 million households, we are continuing to build the business and increase the attractiveness of our product portfolio," said David Blair, HealthExtras Chief Executive Officer.

Marketing and Brand Awareness

January's direct-to-consumer campaign features the HealthExtras $1,000,000 Accidental Disability Solution, and Company spokesperson Christopher Reeve. It is one component of the Company's 2000 marketing and brand awareness initiatives. "Now that we are a publicly traded company, we have the capital to aggressively support the marketing campaigns of our financial institution partners. Our recent advertisements in the Wall Street Journal generated significant response levels, and in the coming months we will roll-out a diversified media plan to raise consumer awareness of the HealthExtras brand and the important role our Insurance Solutions play in financial planning and asset protection," said Marshall J. Coleman, HealthExtras Senior Vice President of Marketing. The television, print, radio and web outreach will feature the full suite of HealthExtras products, including Excess Medical Coverage, which provides for an extra $5,000,000 of coverage over and above the lifetime limit of health insurance plans. "Our goal is for the HealthExtras brand to be top-of-mind as consumers use the Internet to begin their financial planning and family asset protection," added Coleman.

About HealthExtras

As a leading Internet-based source for health and disability products and services, HealthExtras is dedicated to providing its members with solutions for today's growing insurance and financial planning needs. Through its Web site, www.healthextras.com, HealthExtras delivers customizable and affordable solutions to the problems faced by Americans as they seek to fill the gaps in coverage created by the managed care industry.

HealthExtras has a premier sponsorship agreement with drkoop.com, as well as strategic agreements with many of the most highly recognized credit card issuing banks.

HealthExtras also has an exclusive relationship with Christopher Reeve to help develop and support its programs. HealthExtras is headquartered in Rockville, Maryland.

This press release may contain forward-looking information. The forward-looking statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Act of 1995. Forward looking statements may be significantly impacted by certain risks and uncertainties described in the Company's filings with the Securities and Exchange Commission.

SOURCE HealthExtras, Inc.

CONTACT: Marshall J. Coleman, Senior Vice President, Marketing of HealthExtras, Inc., 301-548-2900/