Can you just give us a picture of what those different kinds of customers look like and how predictable that is? So when we had information, as we do in some cases with the pharmacies where we know we get an electronic link, where we know all of the drugs that are prescribed for that senior, we are able to get that senior into an optimal plan. Yeah. So it would take heavier weight for most recent and most volume data. So I guess could you guys talk about kind of what you've done to either strengthen your partner channels either on the retailer side? Hi there. And I guess it kind of brings us back to the bigger question of if LTV stems from a statistical model that looks back 24 months and trailing 12-month churn is up year on year, why wouldn't LTV continue to go down, I suppose? We know we're learning every single day how to adjust these programs, make them more impactful, tie them better together. Thank you. Forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from those projected in our forward-looking statements. And we are seeing more time spent by those customer center users, better conversion from those customer center users. Please go ahead, sir. As a reminder, today's conference call is being recorded and webcast from the IR section of our website, and a replay of the call will be available on our website following the call. Forward-looking statements on this call represent eHealth's views as of today. Appreciate it. Well, we don't know what Walmart's long-term strategy is, but they've been a partner of ours in years past and continue to be this year. Ladies and gentlemen, thank you for standing by and welcome to the Q3 2020 eHealth, Inc. earnings conference call. Can you talk about how the newer folks on the platform, how you're expecting them to perform, and then how that gives you a boost into 2021? Perhaps you could give us an update on how you see that looking forward because, as I said, the stock is down in the aftermarket. First question is just coming back to the Medicare Advantage business. Another factor that drives the model is really the volume of data. The IFP business has performed well. So specifically on seasonal pattern, on the commission rate increases, you're right. Yeah. And I do agree, Elizabeth, it is an underappreciated part of our story. And at first blush, I think if we look at some of the metrics around your declining estimated customer care and enrollment per approved member, we look at the declines in IFP and we look at the guidance that's effectively flat relative to the second quarter, it might suggest that there's a slowing growth rate of the organization. These are inbound calls, so customers will call with a concern of some kind and previously would be routed to a sales agent who was attempting to sell them something new when that probably wasn't appropriate. Our enrollment volumes through Q3 was in line with our expectations as was the overall top-line expectations. Your line is now open. We have made substantial investments in our platform in the last two years.
I will update you on the key initiatives and achievements that were made during the quarter in just a moment, but first, let me provide a summary of our third-quarter financial results. At the same time, our total agent number, including outsourced call center agents, increased approximately 40%, which is well below the expected growth in fourth-quarter Medicare enrollments. A lot of good color on the AEP on the phone. George Sutton -- Craig-Hallum Capital Group LLC -- Analyst. I know the management team characterized the quarter as in line with your expectations. The upside for us is the quality of our enrollments rather than the volume of our enrollments this year. And really, I think most of your investors view that as the pipeline of future earnings. So given the investments and the trend that we've been on, we do think that, as you heard, that we will make continued improvements and acceleration in online enrollment. This is compared to 36% in Q4 of 2019. Q3 has always been a big investment quarter for Medicare as we expand our telesales capacity and deploy technology upgrades in preparation for the annual enrollment period. Most notably, when consumers were calling to cancel, 90% of the time, we were able to keep them as eHealth customers and the overwhelming majority in their current plan. Your next question comes from the line of Yaron Kinar from Goldman Sachs. Our approach to marketing is opportunistic. Jailendra Singh -- Credit Suisse -- Analyst.
On the demand side of the equation, our market opportunity is continuing to expand, with CMS projecting another year of strong 10% Medicare Advantage enrollment growth.