BlueShield Selects Benefitfocus for Exchange Technology

Latham, NY –BlueShield of Northeastern New York and Benefitfocus, Inc., a leading provider of health care and benefits technology, today announced a partnership to build a private health insurance exchange. Last year, BlueShield implemented the BENEFITFOCUS® Platform to provide their customers with online enrollment and eBilling technology.  Now, BlueShield will offer employer groups, their employees and individual members a consumer-friendly way to shop, enroll, manage and compare their benefits with BENEFITFOCUS® Marketplace technology.

Benefitfocus creates a cloud-based private exchange allowing BlueShield to offer both direct-to-consumer and direct-to-group benefit plans for medical, dental, life and prescription drug coverage.  Built with the comprehensive rules-based engine of the Benefitfocus Platform, BlueShield’s private exchange will be able to handle complex plan designs and support defined contribution benefit models, while also ensuring compliance with current and future provisions set forth by health care reform.

“There is a strong demand for a more flexible health plan design from both our employer and individual customers.  Benefitfocus is designed to provide this type of flexibility,” said Kerri Garrison, Vice President, Venture Growth, BlueShield. “This partnership demonstrates our dedication to providing forward-thinking health care solutions so our customers have access to information that directly meets their needs.”

“A more consumer-driven health care strategy is essential in today’s health care market, and improving the user experience through personalization is key to a successful private exchange” said Benefitfocus President and CEO, Shawn Jenkins. “We are honored that BlueShield selected our technology to further their mission of achieving superior member satisfaction. The increasingly complex health care environment is a great opportunity for Benefitfocus, and our culture of continuous innovation keeps us dedicated to developing the best benefits marketplace.”

With guidance from integrated cost estimators and data-driven plan comparison tools, the benefits shopping experience transforms into a more personalized, seamless workflow for BlueShield customers. Access to an informative video library will provide another powerful resource that will educate members about the wide selection of offerings within the marketplace in a way that is easy to understand and navigate.

About BlueShield of Northeastern New York
BlueShield of Northeastern New York is a division of HealthNow New York Inc., one of New York’s leading health care companies that provides access to quality health care and innovative solutions for members throughout upstate New York. Headquartered in Buffalo, NY, the company is an independent Licensee of the BlueCross BlueShield Association. Since 1946, BlueShield has helped millions of people lead healthier lives. Today, we offer a full range of insured, self-insured, and government programs and services covering businesses, families, and individuals, as well as life and disability coverage, dental and vision plans and stop-loss coverage. The company contributes significantly to organizations that promote physical health, community health and our region’s health.  BlueShield believes in taking small steps towards healthier living because - Healthy Changes Everything℠. 

About Benefitfocus
Benefitfocus is a leading benefits technology provider in the U.S. More than 18 million members, 300,000 employers and 60,000 brokers use our cloud-based platform to shop, enroll, manage and exchange all their benefits in one place. From consumer engagement and education to enrollment, communication and billing, Benefitfocus is helping companies find a better way to manage their benefits. For more information, visit