The health care landscape in our country is constantly evolving. As new federal regulations change the way we deliver services, employers, individuals and providers must navigate the landscape to ensure that health insurance remains accessible and affordable.

Florida legislators foresaw that the ever-changing health care environment created a need for small employers and individuals to be able to access health insurance and health services without the hassle of dealing with the “insurance buying process” or only providing a “one-size-fits-all” plan.

In May 2008, SB 2534 was signed into law, which created the Florida Health Choices Corporation. The Corporation was established with the goal of increasing access to affordable, quality health care by creating a competitive market for purchasing health insurance and health services. Insurers and other companies will be able to offer more flexible insurance options and other products geared toward businesses, individuals and families. The Corporation is administered by a 15-member board made up of appointees chosen by the Governor, the Senate president and the House speaker.

In 2014, Florida Health Choices began to roll out Florida’s Health Insurance Marketplace in phases. The Marketplace is a central web portal where businesses and eligible individuals can choose from a variety of health plans and services. With a single point of access to compare multiple insurance products, consumers are able to enroll in the product that best meets their needs.

With several phases planned, Florida’s Marketplace will evolve and grow to include more vendors, products and web-based functionality.

Program Overview

Governance and Stakeholders

The 12 voting members of the Florida Health Choices Board of Directors are appointed by the Governor, President of the Senate and Speaker of the House of Representatives. In addition, by law the Board includes three non-voting ex-officio members, one each from the Agency for Health Care Administration, Department of Management Services, and the Office of Insurance Regulation, which serve as important state agency partners.

Eligibility for Florida’s Health Insurance Marketplace


  • Florida Employers


  • Employees of enrolled employers
  • Individuals and their family members

Agents/Buyer’s Representatives

  • Health insurance agents licensed by the State of Florida


  • Insurers
  • Health Maintenance Organizations
  • Discount Medical Plan Organizations
  • Limited Benefit Plans
  • Prepaid health clinics
  • Licensed health care providers including hospitals, licensed health facilities, health care clinics, licensed health professionals, pharmacies
  • Provider organizations including service networks, group practices, professional associations and other incorporated organizations of providers

Florida’s Health Insurance Marketplace

Florida’s Health Insurance Marketplace will be launched in phases. As the program progresses over time, the Marketplace will evolve and grow to include more vendors, products and web-based functionality.

The major components of the Marketplace will include:

  • Web-based portals specifically designed for individuals and families, employers, employees and agents
  • Shop-and-compare functionality to facilitate choice
  • Online calculator
  • Ability to find an agent
  • Back-office product, service and financial support
  • Customer contact centers
  • Provider searches

Initially, Florida’s Health Insurance Marketplace included discount and limited benefits plans. As the program matures, additional options will include:

  • Insurers
  • Health Maintenance Organizations
  • Prepaid clinic services


Start-up funding to design and launch the program was provided by the State. The Marketplace must become financially self-sustaining through the use of a minimal surcharge on the products it sells which cannot exceed 2.5 percent.

How is Florida’s Health Insurance Marketplace different from an Insurance Exchange under National Health Care Reform?

While both programs are web-based and allow for choice among available products and programs, there are some essential differences in how they work. For instance, participation in Florida’s Health Insurance Marketplace is purely voluntary for employers, employees and individual consumers. It was designed by the State of Florida to serve Florida’s unique insurance market, and it will connect consumers with the insurance agents and health benefit providers they are seeking. A wider range of service providers, insurance options, benefit levels, and a greater number of consumer choices are planned for Florida’s Health Insurance Marketplace.

Florida Health Choices Staff

Rose M. Naff, Chief Executive Officer

Rose M. Naff began her service driven career in state government at the Florida Department of Insurance. She is a proven leader and innovator in the area of child health policy, outreach, insurance and health care finance. In 1990, Naff joined the Florida Healthy Kids Corporation. Over the course of 18 years, she developed the Corporation into a national model; assisted in implementing state and national health care policies; established fiscal guidelines for programs throughout the country; and worked closely with both state and federal legislators. In 2009, she was appointed Chief Executive Officer of Florida Health Choices, Inc. by the Board of Directors.

During her tenure with Florida Healthy Kids, Naff was recognized on numerous occasions for her efforts on behalf of Florida’s uninsured children. In 1996, she accepted an Innovation in American Government Award from the Ford Foundation and the Kennedy School of Government at Harvard University. The program was again recognized by Harvard in 2002 as a sustaining model of public-sector innovation of national significance. In addition, Naff received the 2005 Jack Hardy Health Care Communicator of the Year award from the Florida Hospital Association.

Laura Schaecher, Administrative Services Director

Laura Schaecher maintains an extensive background in governmental affairs with an emphasis on research and analysis. As the Administrative Services Director for Florida Health Choices, Inc., Schaecher tracks legislative issues and serves as a liaison between the board, the steering committees, development partners, and the corporation staff. Schaecher is also instrumental in coordinating communications and managing operations for the organization.

Prior to joining Florida Health Choices, Inc., Schaecher worked at Roetzel & Andress, L.P.A., a Tallahassee-based government relations firm, where she performed legal and legislative policy research and analysis for clients, attorneys and lobbyists. In 2011, Schaecher joined Uhlfelder & Associates, P.A., working with a variety of clients on legislative and executive branch issues. Schaecher holds two Master’s degrees from Florida State University.

Janet Macioch, Accounts Director

Janet Macioch is a consumer relations professional with more than 13 years’ experience in the public healthcare field.  She possesses a successful track record in building and cultivating business critical relationships, resolving complex issues, and winning customer loyalty. In her role as Accounts Director, Macioch ensures that Florida Health Choices partners meet acceptable performance standards and are providing exemplary customer service.  In addition she serves as a liaison between the corporation and its consumers.

Macioch comes from Florida Healthy Kids, where she held the position of Dispute Resolution manager.  In her years with Florida Healthy Kids, she specialized in conflict resolution, customer relations management, and assisted in the implementation of new contracts.  She received her Bachelor’s Degree in Business Management from Flagler College and is currently working on her MBA and Six Sigma Green Belt Certification.

Board of Directors


Durell Peaden, Chair
Sherri Meadows, Vice Chair
Gordon Thames, Secretary/Treasurer


Jonathan Barber
Charles Clary
Daniel Diaz Leyva
Myron Rolle
Edward “Butch” Simpson


Liz Dudek
Jeff Dykes
Eric Johnson

Board Documents

Code of Ethics and Standards of Conduct
Corporate By Laws
Florida Law Establishing the Marketplace


Executive Committee:


Finance and Audits Committee:

Gordon Thames, Secretary/Treasurer, Chair
Charlie Clary
Eric Johnson
Liz Dudek
Jonathan Barber
Board Chair, At-Large Member
Board Vice-Chair, At-Large Member

Administration Committee:

Daniel Diaz Leyva, Chair
Jeff Dykes
Edward “Butch” Simpson
Myron Rolle
Board Chair, At-Large Member
Board Vice-Chair, At-Large Member
Secretary-Treasurer, At-Large Member


Q: What is the Marketplace?

A: In Florida, the Health Insurance Marketplace is a web-based shopping experience that allows easy access to and side-by-side comparison of health care products and services.

Q: Is this the same as “Healthcare.gov” operated by the federal government?

A: No. Florida’s Marketplace is not the same as “Healthcare.gov”. The federal exchange located at Healthcare.gov can provide subsidies to a small percentage of Floridians who qualify based on their income. Most Florida residents are not eligible for the financial assistance offered by healthcare.gov but are still required to have health insurance. The Marketplace created by the State of Florida is not affiliated with the federal government and does not provide insurance subsidies.

Q: Does Florida’s Insurance Marketplace have an essential set of benefits?

A: There are no mandates as to the products and plans offered in the Health Insurance Marketplace. However, our comprehensive health care offerings do include the essential health care benefits as required by law.

Q: What products and services will be offered?

A: Currently we are offering comprehensive coverage, limited benefit plans, and discount medical plans for individuals and families. Group health plans and prepaid service contracts can be offered at a later date. Payroll services, medical savings accounts and other insurance options that are helpful to employers may also be offered in future phases.

Florida Heath Choices also offers private exchange services for employers, associations, insurers and agents. Visit our Services page to learn more.

Florida Health Choices will continue to examine the overall health and insurance markets in Florida with an eye toward any segments that can be supported without over-reaching sustainability. Additional expansions to support other vendors and products will coincide with consumer need, vendor interest, and demonstrated commitment to Marketplace participation.

Q: How do I shop the Marketplace?

A: Visit www.myfloridachoices.org and select the product or service you are interested in.