About us


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.

At the start of 2020, Friday has grown to 15,000 members who are either on an individual, small group, or a government-funded plan.

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

Insurance Products

Friday’s products 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 three $0 primary care visits, thousands of $0 preferred generic drugs, $0 vision exam 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’ division 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 American 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 the independent, which was affordable, simple, and offered great customer service.

In 2015, Sal and Dave came to Colorado to start 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 develop simple plans offerings with improved technology.

In 2018, Colorado Choice was rebranded as Friday Health Plans of Colorado, and the company now serves more than three quarters of Colorado.


In December 2019, Friday signed a $50 million funding agreement with Peloton Equity and Leadenhall Capital Partners, which will support Friday’s expansion in Colorado and new markets and continue to transform the insurance marketplace.


To learn more about our founding story, you can read an interview with the Friday Founders here. For information or questions about your 2018 Friday health plan, please call our friendly customer service staff at 800-475-8466. TTY users should call 800 659-2656.

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

Friday Health Plans Leadership

Salvatore Gentile

Salvatore Gentile

CEO / Co-Founder

Sal founded Friday Health Plans to transform the health insurance market. With more than 30 years of experience in high growth, innovative companies, Sal brings deep experience in operational leadership, market strategy, and business development. Prior to founding Friday, Sal was CEO of HealthX, a software company which built online portals and tools for the health insurance industry. From 2004 to 2013, Sal led markets at TriZetto Corporation, the leading provider of enterprise software and services for the health insurance industry, where he became an expert at using technology to drive efficiency and automation in health insurance. Sal led a number of sales, marketing and business development functions at high growth technology firms. Sal is a graduate of Pace University where he majored in math and computer science.

David Pinkert

David Pinkert

President / Co-Founder

Dave founded Friday Health Plans to innovate a new way of delivering health insurance. With over 20 years of leadership experience in healthcare, he is passionate about new ideas that will improve the health care experience in the U.S. Prior to Friday, Dave was an independent consultant focused on strategy for clients in managed care, healthcare IT and services segments. Dave was one of the first employees of TriZetto, and led multiple product development functions over a 15-year span, specializing in leading turnarounds and new launches. Prior to TriZetto, Dave led product development at Oxford Health Plans, where he focused on development of specialty networks and new reimbursement methodologies. Dave also covered the managed care industry as a research analyst at Robertson Stephens and Company, and he was a health policy and economics consultant at the Lewin Group. Dave earned his MBA in healthcare management from the Wharton School at the University of Pennsylvania.

Jennifer Mueller

Jennifer Mueller

Chief Operating Officer

Jennifer joined Friday Health Plans in 2015 to create an innovative and highly efficient health insurance company. With 18 years of experience in the health care industry, Jennifer is regionally recognized for developing successful clinical programs and strategies for the management of outcomes and populations. Prior to joining Friday, Jennifer led operations for a large multi-specialty/primary care practice that included over 18 specialties. A Registered Nurse with expertise in both clinical functions and operations, Jennifer received the Luminary Nightingale Award for innovation and leadership in nursing. Jennifer is Green-Belt Certified Lean Six Sigma with nursing experience in ER, ICU, and Diabetes Education. She is a graduate of Grand Canyon University where she received a Bachelor of Science in Nursing.

URAC Accredited

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Friday Health Plans is open Monday – Friday, 8am – 5pm MST.
To receive a call back, email questions@fridayhealthplans.com