Independent Health Teams With Liazon for Private Benefits Exchange

December 6, 2012

Bright Choices Exchange Provides Businesses Defined Contribution Model With Personalized Benefits for Employees

BUFFALO, NEW YORK (December 6, 2012) – Independent Health has begun offering its innovative health care plans through Liazon’s award-winning Bright Choices® Exchange to employers. Bright Choices helps employers control the escalating cost of health care benefits while giving employees greater benefits choices. The program will be available to customers in Western New York beginning immediately.


With Bright Choices, employers use a defined contribution funding strategy to provide each employee with a set amount of money to shop for coverage in the online exchange. Employees can then personalize their coverage to best fit their needs by choosing from a wide variety of benefits options. These options include multiple medical plans from Independent Health along with dental, vision, disability, life, critical illness, accident, wellness, telemedicine, legal services, HSAs, FSAs, and even pet insurance.


Independent Health is a leader and innovator in the health care market, building plans that encourage and reward employees for becoming more engaged and motivated to live healthier lifestyles. The plan options available through Bright Choices vary in premiums and member cost sharing while offering comprehensive benefits. Each of the plans includes a component that gives members a unique level of choice and control, such as out-of-pocket costs, or benefits based on their lifestyle, health care choices or provider preferences. All the plans are supported by Independent Health’s nationally recognized customer service.


“Independent Health shares Liazon’s philosophy that giving employees the power to customize their own benefits leads to greater engagement of people in their own health,” said David Donovan, Independent Health’s vice president of sales. “Independent Health has long believed that a high level of customer engagement and wide-ranging partnerships, such as this one with Liazon, are important components to achieving better quality and lower health care costs in the long run.” The Bright Choices Exchange with Independent Health plans is targeted to companies with 50 or fewer employees.


Bright Choices has been attracting the attention of employers since its launch in 2008 and now serves more than 2,000 businesses nationwide. One of the key reasons for its popularity with employees is the personalized shopping experience that follows a logical flow to help employees understand and select the best benefits for them. Bright Choices walks each user through a questionnaire about health, wealth, and personality in order to recommend the right benefits package for them and their families.


“Typically, small to medium sized organizations had limited to no choice when it came to selecting a health plan for their employees,” said Mark Mortenson, president and CEO of the Buffalo Museum of Science. The museum is one of the first customers to sign on to the Bright Choices Exchange with Independent Health plans. “With the Bright Choices program, I can offer my employees a choice of multiple plans to meet their individual needs instead of a ‘one-size-fits-all’ approach. It also brings in other benefits opportunities for our employees like dental, vision and additional life insurance.”


Bright Choices is available to businesses through select brokers. Contact Independent Health at 716-631-5392 to find out more.


About Independent Health

Headquartered in Buffalo, Independent Health began operations in 1980 and has consistently been rated among the top health plans in the country for customer service and member satisfaction. Independent Health’s comprehensive portfolio of product and service offerings includes fully insured group products, individual plans, Medicare Advantage and Medicaid managed care plans, traditional indemnity insurance, consumer-directed plans, and self-funded administration. Independent Health’s subsidiary companies include Pharmacy Benefit Dimensions, Reliance Rx, and Nova Healthcare Administrators, Inc. For more information, visit


About Liazon

Founded in 2007, Liazon Corporation operates the market-leading private benefits exchange for small and mid-sized businesses. Its flagship product, the Bright Choices® Exchange, is an online benefits store that is changing the way employers and employees buy benefits. Bright Choices helps employers save money on their healthcare costs by setting predictable budgets while guiding employees to purchase better coverage of health, dental, vision, life and disability benefits. Liazon works with top national and regional insurance providers and supports more than 2,000 businesses nationwide. Liazon has offices in Buffalo, N.Y., New York City and Waltham, MA. To learn more about Liazon and the Bright Choices Exchange, go to www.