A Health Insurance Company You Never Heard Of

Two guys in Colorado started Friday Health Plans six years ago and have now expanded into Texas…………………

Health Insurance Plans for the Independent | Friday Health Plans

Friday Health Plans is purpose-built specifically for people and small businesses who buy their own health insurance. The company focuses on overall simplicity to offer affordable health plans with benefits that help members stay healthy and cover them if they get sick or hurt. Operational efficiency, top-notch customer service, and smart technology are core to Friday’s consumer-centric approach. The company is headquartered in Denver, with its core operations and customer service center in Alamosa, Colorado.

Follow the latest Friday Health Plans updates in our In the News section.

Health Insurance Plans

Friday’s health plans are designed with simplicity and affordability in mind for people who buy their own health insurance. Plans are limited to the bronze, silver, gold and catastrophic categories. They include benefits that customers highly value, such as $0 primary care visits, thousands of $0 preferred generic drugs, and $75 urgent care visits—all before deductible. Friday offers similar plans to small businesses as well.

All Friday Health Plans’ products are compliant with the Affordable Care Act and are regulated by individual states’ divisions of insurance. Plans are offered on and off the health insurance marketplace, through licensed brokers and through the Friday Health Plans website.

Company Background

Friday Health Plans began as an idea between two health technology industry veterans. When the Affordable Healthcare Act allowed individuals to purchase their own insurance, Chief Executive Officer Sal Gentile and President David Pinkert saw an opportunity to create a health plan for independent people, which was affordable, simple, and offered great customer service.

In 2015, Sal and Dave started Friday Health Plans. A few years later, they acquired Colorado Choice Health Plans, a 45-year old company based in Alamosa, Colorado, that served individuals in rural Colorado. Friday was able to leverage the top-notch customer service built by Colorado Choice to expand throughout Colorado.

The company raised funds to expand its consumer-focused health insurance model beyond Colorado in 2021 to New Mexico, Nevada and Texas, with plans to add several new states each following year.


In December 2019, Friday signed a $50 million funding agreement with Peloton Equity, Leadenhall Capital Partners and the Colorado Impact Fund, which will support Friday’s expansion as it continues to transform the health insurance marketplace. Friday also has financial support from the Life and Health international solutions division of AXA, one of the world’s most trusted insurance brands.

To learn more about our founding story, you can read an interview with the Friday Founders here.

Friday Health Plans is major medical health insurance compliant with Affordable Care Act regulations.

Learn about how Friday Health Plans got started from CEO Salvatore Gentile.

Speak to a Health Plan Expert

Questions? Concerns? Compliments? We’re open Monday-Friday, 8am-8pm CT and 7am-7pm MT to help you with anything you might need.

Give us a call: 844-451-4444

Pay by Phone: 844-279-4335

©2021 Friday Health Plans
All products, services and policies are issued or administered by or through operating subsidiaries of Friday Health Plans, Inc., including Friday Health Plans of Colorado, Inc., Friday Health Insurance Company, Inc., Friday Health Plans of Nevada, Inc., Friday Health Plans of North Carolina, Inc., Friday Health Plans of Georgia, Inc., Friday Health Plans of Oklahoma, Inc., and Friday Health Plans Management Services Company, Inc.