Bryan Palmer, CEO, UnitedHealthcare Employer & Individual Plans of Florida, UnitedHealthcare

Invest: spoke with Bryan Palmer, CEO of UnitedHealthcare Employer & Individual Plans of Florida at UnitedHealthcare, about how plan design, digital tools, and provider simplification are reshaping the member experience statewide. “We’re focused on personalization at scale. Members expect healthcare to feel more like a modern e-commerce experience,” Palmer said.

What broader shifts in Florida’s health insurance industry have most impacted UnitedHealthcare over the past year?

Over the past year, three major initiatives have had a meaningful impact on our business by improving provider experience, enhancing consumer engagement, and driving affordability.

The first is modernizing prior authorization through our national gold card program. We expanded that program to reduce prior authorization requirements for highly reliable provider groups. In many cases, services now require a simple advance notification instead of a full prior authorization, which helps ease administrative friction for clinicians and members. It improves access to care, especially across behavioral and medical services, and frees up provider time so they can focus on quality rather than paperwork.

Second is consumer digital expansion through the UHC Store. We launched the UHC Store as a direct-to-consumer digital marketplace integrated into the UHC app and MyUHC.com. Eligible commercial members can access discounted wellness programs such as mental health services, fitness programs, pregnancy support, and chronic condition management tools. We started with about 6 million members and are expanding toward nearly 18 million, which strengthens engagement and personalized support while positioning us as a leader in digital health innovation.

Third is Surest adoption and affordability. That product eliminates deductibles and coinsurance and provides upfront cost transparency. Members can see what services will cost before scheduling, which reduces surprise billing. We’ve seen employers save an average of about $400 per person annually, improving affordability and predictability for members.

How have broader market pressures in Florida affected your strategy and priorities?

The past year has been defined by navigating industrywide challenges while still advancing innovation. One of the biggest pressures has been balancing affordability with rising utilization. We continue to see cost pressures as utilization grows and as demand for new therapies, such as GLP-1 medications, accelerates. Employers are facing higher medical costs, which has pushed the industry to innovate around benefit design and affordability.

Another major focus has been creating a more digital-first, consumer-centric experience. Consumer expectations have changed significantly. People want healthcare to feel simpler and more transparent. Tools like our app and the UHC Store allow members to compare costs, explore wellness programs, and personalize their experience based on their stage of life and needs.

Provider enablement is also critical. Providers want less friction and more time with patients. Programs like gold carding demonstrate that reducing unnecessary paperwork benefits both clinicians and patients. Simplifying administrative processes is gaining momentum across the industry, and we’re committed to leading in that space.

How has the gold card program expanded in Florida, and what impact has it had?

Our national gold card program has grown significantly, including about a 40% increase in provider participation. Satisfaction remains high, with 94% of participating physicians saying it saves time and reduces administrative headaches.

The real benefit is that patients get what they need faster while clinicians can focus more on care. In Florida, this has helped streamline processes for large provider groups and improve access across behavioral and medical services. Removing unnecessary steps creates better experiences for everyone involved.

How is Surest gaining traction among Florida employers and members?

It’s a unique and innovative product, particularly at a time when out-of-pocket costs have become a major concern. By eliminating deductibles and coinsurance and replacing them with simple copays, the model is easier for members to understand and use. The upfront cost transparency continues to drive strong results.

Independent analysis shows employers save over $400 per member annually, and members spend less out of pocket. Florida’s large employer footprint and broad provider network make this model highly scalable statewide.

Our Surest plan is probably the most innovative product I’ve seen in my 30 years in the business.

How have rising healthcare costs influenced other plan designs or benefit strategies?

We continue to evolve our products to address affordability, access, and experience. One example is our level-funded offerings, which provide employers with more choice and greater insight into claims performance. For small employers, level funding allows them to be treated more like large employers, with access to claims experience and the potential for a surplus at the end of the year.

That opportunity often leads to greater engagement around wellness and benefit design. When employers see a direct connection between plan performance and outcomes, it changes behavior in a positive way. Level funding has become an increasingly important part of our portfolio in Florida.

Which healthcare trends in Central Florida most affect regional economic growth?

Affordability and transparency expectations stand out. Employers want predictable costs and fewer surprises. That demand is driving adoption of plans with clearer pricing and better visibility into total cost of care.

Another trend is improved decision-making at the point of care. Tools that support real-time cost and quality guidance help steer members to the right care at the right place. The result is greater price clarity, increased use of high-value providers, and avoidance of unnecessary spending without compromising quality. That matters to employers trying to attract and retain talent in a competitive market.

How is UnitedHealthcare using technology to improve access and the member experience?

We’re focused on personalization at scale. Members expect healthcare to feel more like a modern e-commerce experience. We leverage analytics across millions of interactions to deliver targeted engagement and program recommendations across areas such as diabetes, musculoskeletal care, and women’s health.

Our digital tools are designed to match members to the right benefits at the right time. When that happens, engagement increases, condition management improves, and the overall experience is better. These tools also allow us to measure outcomes more effectively and continuously refine what works.

Where does AI create the most value today?

AI is not about replacing people or clinical decision-making. Where it adds value is in operational efficiency and reducing friction. For example, AI can resolve many member questions quickly, and when calls are routed to advocates, those advocates often already have the context they need. That reduces repetition and speeds up resolution.

It also supports note-taking and helps identify additional ways we can assist members. The goal is a smoother experience for members while allowing our teams to focus on more complex needs.

Looking ahead, what do you expect for UnitedHealthcare in Florida over the next few years?

Rising costs remain a challenge, driven by specialty drugs, hospital utilization, and overall demand. The opportunity is to continue innovating around affordability, transparency, and experience. Simpler plans, clearer pricing, and better education for members and employers are all differentiators.

Reducing administrative burden for providers is another major opportunity. Simplifying workflows through gold carding and real-time guidance tools helps clinicians focus on care and improves the overall system.

We also see continued opportunity in expanding value-based care in the commercial space, building on successes in Medicare. Combined with ongoing investment in digital tools, our goal is to make healthcare easier to navigate, more transparent, and more predictable for employers and families across Florida.