Blue Cross and Blue Shield of Kansas City (Blue KC) and Benefitfocus, a healthcare and benefits technology provider, are partnering to build a personalized, private insurance exchange for Blue KC’s large group clients. Benefitfocus is designed to provide Blue KC with a retail platform that supports defined contribution as well as different health plan options, allowing employer groups and their employees to shop for benefits in a marketplace setting.

Benefitfocus says the platform’s shopping workflow integrates with Blue KC’s existing online enrollment and billing solutions, also provided by Benefitfocus. Employers are able to create a pre-filtered, micro marketplace that allows employees to only see the plans for which they are eligible. A personal shopping cart displays employer allocated funds and tracks the employee’s out-of-pocket costs.

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