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Bright Health to expand Medicare Advantage market into California through purchase of Brand New Day

The expansion will bring the health plan's national footprint to a total of 34 markets in 13 states.

Susan Morse, Managing Editor

Bright Health has announced a signed agreement to acquire California-based Universal Care, d.b.a. Brand New Day health plan.

The financial terms were not disclosed in a transaction expected to close this year.             

Current Brand New Day leadership, including Jeff and Jay Davis, will join the Bright Health Plan leadership team and will continue to lead local market operations.

WHY THIS MATTERS

This transaction reaffirms Bright Health's commitment to the growing Medicare Advantage market, the company said.

The expansion will bring Bright Health Plan's national footprint to a total of 34 markets in 13 states, serving approximately 200,000 members.

It gives Bright Health Plan a strong presence in California with an aligned partner, according to Mike Mikan, president and vice chairman of Bright Health.

Beyond that, he said, it allows Bright Health to bring key elements of Brand New Day's integrated clinical model of care to all of its members across product lines and geographies.

THE LARGER TREND

Medicare Advantage plans have become a lucrative market for insurers.

Bright Health offers an integrated system in alignments with care partners such as Tenet Health, Baptist, HCA Healthcare, Advent Health and others.

Brand New Day serves Medicare eligible seniors and special needs populations in 12 counties. Founded in 1983 by the Davis family, it aligns analytics and evidenced-based clinical programs to complex care management and population health.

ON THE RECORD

"For 37 years, the Davis family and Brand New Day have been committed to improving their members' health in local communities throughout California," Mikan said. "Their integrated approach to serving vulnerable populations with complex conditions aligns closely with our Health Plan Care Partner model. By combining our core strengths, we will be able to deliver an even better experience for our members across the country."

Twitter: @SusanJMorse
Email the writer: susan.morse@himssmedia.com