Blue Cross and Blue Shield of Florida (doing business as Florida Blue) is the state's largest and oldest health insurance provider. It provides health insurance products and services to 4 million Floridians and serves 15.5 million people in 16 states through affiliates. Its health plans include group and individual HMO, PPO, indemnity, and supplemental Medicare policies. Florida Blue also provides accident and dismemberment, long-term care, dental, disability, life, and workers' compensation insurance. Other services include the administration of pharmacy programs and health savings accounts. Florida Blue is part of not-for-profit mutual holding company GuideWell. It is an independent Blue Cross and Blue Shield Association licensee.


Florida Blue operates in one of the most competitive health care markets in the nation primarily due to the state's population growth. The company's HMO products are offered through subsidiary Health Options, while workers' compensation policies are issued by subsidiary Comp Options (dba OptaComp). Some of its supplemental insurance products, such as its life and disability insurance offerings, are provided through Life and Specialty Ventures, a joint venture with several other Blue Cross and Blue Shield licensees; the group of Blue providers also collaborate through their Prime Therapeutics pharmacy benefits management (PBM) venture. Subsidiary Diagnostic Clinic Medical Group is a multi-specialty practice providing adult primary care, pediatrics, specialty care, lab and imaging services, physical therapy, and related services.

Florida True Health, a joint venture with the AmeriHealth Mercy Family of Companies (a Medicaid provider operating in several states that is affiliated with Pennsylvania-based Independence Blue Cross) provides Medicaid managed care services to Florida residents.

Florida Blue also has operations outside of the insurance arena, such as human resources consulting and staffing services provided by its Incepture subsidiary. Another unit, Availity, is an electronic medical records administration joint venture with Humana, HCSC, and other health insurers.


The company's strategy for keeping its competitors at bay consists of using the specialty insurance product offerings of its various subsidiaries to complement its core health plans, thus providing a one-stop employee benefits shop. It also regularly introduces new products, especially products targeting low-income customers such as health plan discount cards and specialized plans for at-risk communities.

In 2014 Florida Blue established an accountable care organization (ACO) agreement with Tenet Healthcare; it covers nearly 10,000 Florida Blue commercial members in Southeast Florida.

Company Background

Florida Blue was founded in 1944. The not-for-profit mutual insurance company, an independent Blue Cross and Blue Shield Association licensee, is owned by its policyholders.

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4800 Deerwood Campus Pkwy
Jacksonville, FL 32246-8273
Phone: 1 (904) 905-0000
Fax: 1 (904) 905-5346


  • Employer Type: Private Non Profit
  • Chairman and CEO: Patrick J. Geraghty
  • SVP Business Operations: Joyce Kramzer
  • Executive Vice President, Chief Financial Officer: Tracy A. Leinbach
  • 2012 Employees: 11,500

Major Office Locations

  • Jacksonville, FL

Other Locations

  • Encinitas, CA
  • Daytona Beach, FL
  • Deland, FL
  • Doral, FL
  • Fort Lauderdale, FL
  • Gainesville, FL
  • Jasper, FL
  • Lake Mary, FL
  • Merritt Island, FL
  • Orange City, FL
  • Palm Coast, FL
  • Panama City, FL
  • Pensacola, FL
  • Pinellas Park, FL
  • Sanford, FL
  • Tallahassee, FL
  • Tampa, FL
  • Titusville, FL
  • Winter Park, FL
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