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Equity (Tables)
12 Months Ended
Dec. 31, 2020
Stockholders' Equity Note [Abstract]  
Common Stock Shares Reserved For Future Issuance We generally issue previously unissued common stock upon the exercise of stock options, the vesting of restricted stock units and upon granting of restricted common stock awards; however we may reissue previously acquired treasury shares to satisfy these future issuances. Shares of authorized but unissued common stock reserved for future issuance were as follows (in thousands):
 December 31, 2020December 31, 2019
Stock options issued and outstanding527 649 
Restricted stock units issued and outstanding2,370 2,201 
Shares available for grant1,509 2,197 
Total shares reserved4,406 5,047 
Schedule Of Stock Option Share Activity Under Stock Plans
The following table summarizes activity under our 2014 Plan for the year ended December 31, 2020 (in thousands):

Beginning balance (1)
2,197 
Restricted stock units granted (2)
(1,038)
Restricted stock units cancelled (3)
322 
Options cancelled28 
Ending balance1,509 
_______ 

(1)Shares available for grant do not include treasury stock shares that could be granted if we determined to do so. 
(2)Includes grants of restricted stock units with service, performance-based or market-based vesting criteria.
(3)Includes cancelled restricted stock units with service, performance-based or market-based vesting criteria.
Schedule Of Activity Under Stock Plans
The following table summarizes stock option activity (in thousands, except weighted-average exercise price and weighted-average remaining contractual life data): 
 
Number of Stock Options (1)
Weighted Average Exercise PriceWeighted-Average Remaining Contractual Life (years)
Aggregate Intrinsic Value (2)
Outstanding as of December 31, 2019649 $19.57 4.4$49,661 
Granted— $— 
Exercised(92)$21.20 
Cancelled(30)$26.67 
Outstanding balance as of December 31, 2020527 $18.88 3.3$29,582 
Vested and expected to vest as of December 31, 2020520 $18.71 3.3$29,281 
Exercisable as of December 31, 2020450 $17.18 3.1$26,026 
_______ 

(1)Includes certain stock options with service, performance-based or market-based vesting criteria.
(2)The aggregate intrinsic value is calculated as the product between eHealth’s closing stock price as of December 31, 2020 and 2019 and the exercise price of in-the-money options as of those dates. 

The following table provides information pertaining to our stock options for the years presented below (in thousands, except weighted-average fair values):
 Year Ended December 31,
 202020192018
Weighted average fair value of options grantedn/a$33.19 $12.78 
Total fair value of options vested$1,367 $2,924 $2,263 
Intrinsic value of options exercised$8,127 $19,890 $1,461 
Schedule Of Restricted Stock Unit Activity Under Stock Plans
The following table summarizes restricted stock unit activity (in thousands, except weighted-average grant date fair value and weighted-average remaining contractual life data):
Number of Restricted Stock Units (1)
Weighted-Average Grant Date Fair ValueWeighted-Average Remaining Service Period
Aggregate Intrinsic Value (2)
Outstanding as of December 31, 20192,201 $39.08 1.6$211,443 
Granted1,038 $94.10 
Vested(547)$42.28 
Cancelled(322)$54.81 
Outstanding as of December 31, 20202,370 $60.44 1.8$177,746 
_______

(1)Includes certain restricted stock units with service, performance-based or market-based vesting criteria.
(2)The aggregate intrinsic value is calculated as the difference of our closing stock price as of December 31, 2020 and 2019 multiplied by the number of restricted stock units outstanding as of December 31, 2020 and 2019, respectively.
Schedule Of Fair Value Of Stock Options Granted, Valuation Assumptions
Stock-Based Compensation Expense – The fair value of stock options granted to employees was estimated using the Black-Scholes option-pricing model and with the following weighted average assumptions for the years presented below, except for 2020 in which we did not have any options granted:
 Year Ended December 31,
 202020192018
Expected term (years)n/a4.34.3
Expected volatilityn/a65.3%68.3%
Expected dividend yieldn/a—%—%
Risk-free interest raten/a2.1%2.7%

The weighted-average fair value of the market-based restricted stock units was determined using the Monte Carlo simulation model using the following weighted average assumptions:
Year Ended December 31,
 202020192018
Expected term (years)3.51.41.6
Expected volatility64.4%57.8%69.8%
Expected dividend yield—%—%—%
Risk-free interest rate0.3%2.4%2.5%
Weighted-average grant date fair value$93.85$58.16$13.48
Schedule Of Employee Stock Purchase Plan, Valuation Assumptions
We estimated the fair value of ESPP purchase rights for our first offering period using a Black-Scholes option-pricing model with the following assumptions:

Year Ended December 31, 2020
Expected term (years)0.5
Expected volatility77.4 %
Expected dividend yield— %
Risk-free interest rate0.1 %
Schedule Of Stock-Based Compensation Expense By Award Type
The following table summarizes stock-based compensation expense recognized for the years presented below (in thousands):
Year Ended December 31,
202020192018
Common stock options$1,097 $2,215 $1,991 
Restricted stock units*23,729 20,355 10,549 
ESPP346 — — 
Total stock-based compensation expense$25,172 $22,570 $12,540 
_________

*    Amounts include market-based and performance-based RSUs.
Schedule Of Stock-Based Compensation Expense By Operating Function
The following table summarizes stock-based compensation expense by operating function for the years presented below (in thousands):
 Year Ended December 31,
 202020192018
Marketing and advertising$5,102 $4,230 $1,974 
Customer care and enrollment2,723 1,451 816 
Technology and content5,460 3,611 1,675 
General and administrative11,887 13,278 7,824 
Restructuring charges— — 251 
Total stock-based compensation expense25,172 22,570 12,540 
Amount capitalized for internal-use software2,007 — — 
Total stock-based compensation$27,179 $22,570 $12,540