Friday Health Plans, a Denver-based health insurance holding company, announced that it has signed agreements that will provide up to $50 million of funding to the company. The funding from Peloton Equity and Leadenhall Capital Partners will support Friday’s expansion in Colorado and into new markets with a focus on individual and small group health insurance. The funding will also allow Friday to accelerate sales and marketing efforts for its comprehensive and affordable health insurance products and launch additional value-added technology and services.
Friday Health Plans was started in 2015 by Sal Gentile and David Pinkert, two health technology industry veterans. After the passage of the Affordable Care Act, the pair wanted to start a simpler, friendlier health insurance company, better designed for individuals choosing their own health plan.
CEO of Friday Health Plans, Sal Gentile said, “We’re extremely excited about the opportunity to offer our services to the increasing number of people who buy health insurance for themselves and their families.”
“We’ve been very impressed by Friday’s ability to run an efficient, technology-enabled health plan in the individual health insurance market,” said Justin Yang, partner with Peloton Equity. “We look forward to helping Friday bring their consumer-focused products and same brand of success to new markets soon,” Yang added.
In 2017, the company acquired Colorado Choice Health Plans, a 45-year old company located in Alamosa, Colorado, which primarily served individuals and employers in rural Colorado. Friday reinvigorated the plan by implementing improved technology and simplifying plan offerings, while leveraging the strong customer service culture built over decades by Colorado Choice.
Colorado Choice was rebranded as Friday Health Plans of Colorado in 2018 and the company has expanded its plan offerings to Denver, Boulder, Summit County, Grand Junction and Durango. Friday’s products are ACA-compliant and are sold on Colorado’s health insurance marketplace, through brokers, and directly to individuals and small groups.
Friday continues to operate in Alamosa and has grown its employee base to more than 80 people. The company has also invested in the community long-term by purchasing the building it occupies in Alamosa and by contributing the $1 million purchase price of Colorado Choice to help create the San Luis Valley Cancer Center.
Closing of the funding is expected to occur within 45 days and is contingent upon regulatory approval and the satisfaction of certain closing conditions.
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