Florida Blue, the Blue Cross and Blue Shield company for Florida, is the state’s largest health insurer, with more than 6 million members across all 67 counties and 34% of the commercial market, according to the American Medical Association. It is part of GuideWell, a not-for-profit mutual holding company that reported $32.9 billion in revenue for 2025 (source).
Florida is the largest ACA Marketplace state, with 4.5 million plan selections for 2026, and Florida Blue is its largest exchange insurer. Regulators approved 2027 individual rate increases of 18.8% for its PPO company and 9.5% for its HMO, Health Options.
Updated November 2026. This profile draws on company materials, regulatory filings, federal data and Health Plan News analysis. It is independent of Florida Blue; for questions about your coverage, call the number on your member ID card.
Florida Blue at a Glance
| Item | Details |
|---|---|
| Parent | GuideWell Mutual Holding Corporation |
| Headquarters | Jacksonville, Florida |
| CEO | Brian Pieninck (since October 1, 2025) |
| Founded | 1944, as Florida Hospital Service Corporation |
| Members | More than 6 million |
| GuideWell 2025 revenue | $32.9 billion |
| ACA Marketplace | Blue Cross and Blue Shield of Florida (PPO) and Health Options (HMO), 2027 |
| Medicare | Medicare Advantage in all 67 counties (2026), Medicare supplement, Part D |
| Medicaid | No Medicaid managed care plan found |
ACA Marketplace
Florida Blue led Florida’s ACA exchange with 37% of enrollment in 2024, ahead of Centene’s Ambetter at 19%, according to the AMA. Both its PPO and HMO companies are on the state’s 2027 carrier list. With the approved increases, shoppers should compare Florida Blue against other carriers on HealthCare.gov; our Florida insurer guide lists them.
Medicare Advantage and Star Ratings
Florida Blue’s Medicare Advantage ratings slipped for 2027. Its Medicare HMO fell to 3.5 stars from 4, and its PPO contract fell to 3 stars from 3.5 (source). Lower ratings reduce federal bonus payments, which can affect extra benefits. Compare plans on our Medicare Advantage plans by state page before December 7.
Hospital Network Disputes
Broward Health has been out of Florida Blue’s network since July 2025 and sued the insurer in April 2026 over emergency department payments (source). Florida Blue reached a new multi-year agreement with Cleveland Clinic Florida in February 2026 covering employer, Marketplace, Medicare Advantage and federal employee plans.
Florida Blue by the Numbers
- Market position: Florida Blue holds 34% of Florida’s commercial market and 37% of its ACA exchange, the largest share in both (2024 AMA data).
- Claim denials: Florida Blue’s HealthCare.gov companies denied 22.4% of in-network claims in 2024, above the 18.7% national rate, on 68.9 million claims (federal data compiled by KFF). See our claim denial rankings.
Recent Florida Blue News
- CEO transition: Brian Pieninck, former CEO of CareFirst BlueCross BlueShield, succeeded Pat Geraghty on October 1, 2025. (source)
- 2027 rates: Approved 2027 individual increases are 18.8% for Blue Cross and Blue Shield of Florida and 9.5% for Health Options. (source)
- Star ratings: Both Florida Blue Medicare Advantage contracts lost a half star for 2027. (source)
How To Contact Florida Blue
| Purpose | Contact |
|---|---|
| Member help line | 1-800-352-2583 |
| Shopping for under-65 coverage | 1-800-876-2227 or a Florida Blue Center |
| State employees | 800-825-2583 |
| Website | floridablue.com; Florida Blue app |
For other carriers, see our profiles of the largest health insurance companies and follow our Health Insurance Companies hub.
Sources
2025 GuideWell Impact Report; 2025 GuideWell Impact Report; AM Best; AHCA SMMC; AM Best via Business Wire; AM Best via Business Wire; AM Best via Business Wire; Florida DFS 2027 carrier list; AM Best via Business Wire; GuideWell Impact Report; AMA Competition in Health Insurance (2025); Becker’s Payer Issues; Becker’s Payer Issues (AMA study); Becker’s Payer Issues (executive exits 2026); American Medical Association, Competition in Health Insurance (2025 update); CMS Transparency in Coverage public use file (2024, via KFF).