Yeah, Greg. Please go ahead, ma'am. So there is 10% of the people who churn from a policy perspective that do come back to our platform. Yeah, that's a very astute observation. 4. So going into Q4, we expect sequential LTVs to be up given that pattern. Or are you a little bit more reserved just to make sure that again, all these new initiatives you've put in place, you kind of want to just stay within a little bit more the guardrail to make sure you're getting things done right and the platform is right before maybe next year as the year where growth can flex again back up? I would now like to hand the conference over to your speaker today, Ms. Kate Sidorovich, your vice president of investor relations. Scott, I'll take that one as well. Yes, the partnership is done by them. Summary Chapter 23 CHAPTER 23 Mr. Matthew Pocket assures Pip he is not a scary person, and he hopes Pip is glad to have him as a tutor. Please go ahead, sir. Building on the momentum achieved in the third quarter and following a technology release conducted ahead of the AEP, which I'll cover in more detail in a moment, we currently expect 45% to 50% of our fourth-quarter Medicare major medical applications to be submitted online. But certainly, this year, we've gone to market not just with the customer center but with an entire redesign of our e-commerce funnel, taking into account customer research that we've done, first-party research, as well as extensive A/B testing. And really, I think most of your investors view that as the pipeline of future earnings. Tobey Sommer -- Truist Securities -- Analyst. And prior to the establishment of this team, we would not have had any ability to save them the way we do now. 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. This aligns compensation strategy with our goals and gives agents who are producing positive retention outcomes and opportunity to increase their overall compensation. In terms of estimated lifetime values for 2020, we continue to guide to a roughly 6% decline in Medicare Advantage LTVs for the full year and a 10% decline for the fourth quarter compared to the same periods a year ago. OK. Let me kind of comment on your last comment there, which is a slowdown in growth. That was a benefit of a very easy comp from the year before. Our enrollment volumes through Q3 was in line with our expectations as was the overall top-line expectations. I mean, I think you made some specific comment about Walmart, but I feel like that is a sort of underappreciated part of your story.
I mean, what we're trying to do is obviously maximize for the LTV-to-acquisition costs for the full year.
OK. Got it. In our Medicare business, third-quarter revenue of $70.4 million grew 23% compared to a year ago, driven by a 17% growth in approved Medicare members and a 103% growth in carrier advertising revenue, reflecting carrier recognition of eHealth's value proposition and significant enrollment growth potential in online marketing and telesales channels this annual enrollment period. So in our guide for this Q4, that commission rate increase is not built in. This AEP, we will have 120% more internal agents compared to a year ago. So I just want to make sure we're taking into account what you guys are thinking in terms of the fourth quarter there. For next year, we currently maintain a conservative target of getting back to 2019 Medicare Advantage LTV levels. Good afternoon. Oh, the retention figures. There's a couple of different ways that we will get there. Yeah. The trailing 12-month churn of 42% continues to be dominated by the churn from Q1 2020, which will no longer be a factor into the trailing 12 months average as of Q1 next year. We expect it to double this year in aggregate. Because usually, we've seen like a seasonal step-up, and you obviously saw a great deal of outperformance in the third quarter there. One is the provider channel. I understand second quarter had some SEP benefit but still a sequential decline from around 60,000 approved members in the second quarter to 45,000 in third quarter.
Our best-performing agents, this is a chance for them to earn more.
I think what you heard on this call was confidence that our plans or AEP is positioning us well to achieve our plans. I'm sorry. So implied in our guidance based on year-to-date results, our Medicare revenue in Q4 growth will be close to 50%. I guess that precipitous decline, I still want to understand the disconnect when you hired so many more reps this year. Their objective is to capture 100% of the share of wallet of the beneficiary.
This analysis compares to upfront acquisition costs spent to acquire each of our annual Medicare Advantage cohorts against cash cohorts generated by these members to date.
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