Florida Blue new name for Blue Cross Blue Shield insurance – Miami Herald

Blue Cross Blue Shield of Florida, the state’s largest health insurer, has changed its name to Florida Blue in a rebranding campaign that will soon be seen in advertising, signs and sponsorship, the company announced Monday.

Many other of the Blues have changed over the years to simplify marketing. “Florida Blue’s new name reflects the personal service and commitment to our members practiced by BCBSF for nearly 70 years,” said Chief Executive Pat Geraghty in a prepared statement. “Our new name is notable, more memorable, and represents a familiar, trusted face that stands apart from the industry in meeting consumer needs. As Florida Blue, we will strengthen our market-leading reputation and solidify our role as Florida’s leading health solutions company.”

The company’s legal name remains Blue Cross and Blue Shield of Florida, Inc. It is a nonprofit headquartered in Jacksonville and an independent licensee of the Blue Cross and Blue Shield Association, a group of independent Blue Cross and Blue Shield companies.