Florida Trend
Get FREE Business News Updates


October 5, 2015
Florida's health  care insurance exchange


Rose Naff, CEO, Florida Health Choices

Special Report: Health Care Insurance

Florida's health care insurance exchange

Lilly Rockwell | 9/3/2013

Last year, Gov. Rick Scott rejected the option under the Affordable Care Act to set up a state-based online health insurance exchange, citing concerns about the cost of health care. Instead, the federal government will set up an exchange where Florida residents and small businesses can buy insurance and learn if they qualify for federal subsidies. The state, however, has been working on a version of a health exchange for several years. Called Florida Health Choices, the quasi-private exchange was funded with $1.5 million from the Legislature in 2008. Sen. Marco Rubio backed the exchange when he was Speaker of the Florida House. Its board is appointed by the governor, Senate president and House Speaker. This year, it received another $900,000 from the state. The exchange is supposed to be self-sustaining.

But Florida Health Choices has been slow to get off the ground, in part because Gov. Charlie Crist delayed appointing board members for several years. Rose Naff, its CEO, wasn’t hired until 2010.

Florida Health Choices is expected to launch this year and target small businesses at first. But it may be difficult to find insurers to sign on. Even the federally run exchanges are having to coax insurers to join. So far only Florida Blue (and its affiliate Florida Health Care Plans) is on board. Dental plans will be offered through Liberty Dental and Argus Dental.

Florida Health Choices will charge insurers a 2.5% fee for all premiums sold, less than the 3.5% fee the federal health insurance exchange will charge. Naff says this allows her to sell cheaper plans than the federal health insurance exchange.

Tags: Healthcare, Insurance, Insurance Overhaul

Digital Access

Add digital to your current subscription, purchase a single digital issue, or start a new subscription to Florida Trend.

An overview of the features and articles in this month's issue of Florida Trend.


Florida Business News

Florida Trend Video Pick

The way we think about work is broken
The way we think about work is broken

What makes work satisfying? Apart from a paycheck, there are intangible values that, Barry Schwartz suggests, our current way of thinking about work simply ignores.

Earlier Videos | Viewpoints@FloridaTrend

Ballot Box

The Florida Legislature is considering allowing people with concealed weapon permits to bring their firearms on public college and university campuses. Are you in favor of allowing this, or not?

  • Yes, allow concealed weapons permit holders to bring guns to school
  • No, am opposed to this idea

See Results

Ballot Box