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Florida Health Choices Reports Zero Glitches with New Online Marketplace Launched in January

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TALLAHASSEE, Fla. – On the heels of open enrollment, which concluded Feb. 15, Florida Health Choices CEO Rose Naff reported another glitch-free start for Florida’s Health Insurance Marketplace. With the introduction of its second online marketplace Jan. 5, Florida Health Choices flawlessly bridged the gap for Floridians seeking comprehensive health insurance.

“The website and call center performed beautifully, especially considering it was the first time we have offered comprehensive health insurance plans for individuals and families,” said Naff. “Additionally, we were able to capture baseline information that will help us better serve Floridians seeking insurance.”

Much of the information collected provides Florida Health Choices with useful insights about the consumers who shopped for plans through the marketplace, such as age, geographic region and coverage options.

“We were targeting those who do not qualify for subsidies, and three out of four of our applicants did not qualify for them,” Naff continued. “We know we have the right products on our shelves because sales occurred for each company offered, each product type and each metal tier.”

Florida Health Choices reported the figures below for the time period of Jan. 5 – Feb. 15.


  • Overall Rating – 100%
    • No reported busy signals for the call center
    • No reported down time for the website
    • No reported glitches for the website
    • No reported interruption of business operating hours

Traffic Reports

  • 4,800 visits to the marketplace for individual and family coverage
  • 70% new visitors; 30% returning visitors


  • Sixty-six applications started
  • One in four applicants elected to enroll through

 Product Enrollments

  • 51 total individual product enrollments covering 56 adults and children
  • Sales included all nine insurance companies offered
  • Sales included all of the metal tiers: Bronze 56%, Silver 22%, Gold 13%, Platinum 8%
  • Sales included all product lines offered (Medical, Dental, Vision, Telehealth, Identify Theft Protection)
  • The average individual/family monthly premium was $427, and they purchased an average of two products
  • Gross premiums written for major medical coverage: $253,170.96
  • Enrollment was geographically dispersed from Tallahassee to St. Augustine to Miami
  • The highest concentration of enrollment was along the I-4 corridor from communities around Orlando to the greater Tampa Bay area
  • Ages range from 3 to 64, average age of an enrollee is 39 years
  • Young Invincibles make up about 20% of enrollment (ages 18-29)
  • 85% purchased individual coverage, 15% purchased spouse/family coverage

“The special open enrollment period is now underway and will continue until this fall,” Naff added. “So if you have a qualifying life event, such as marriage, divorce or birth of a child, you can visit our website at and enroll in coverage that is best for you and your family.”


About Florida Health Choices

Florida’s Health Insurance Marketplace and Florida Health Choices, Inc. were established by the Florida Legislature to provide improved access to affordable, quality health care for residents statewide. For more information, visit or find us on Facebook.

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