About us

Our story

Friday Health Plans, Inc. is a healthcare management company purposely built for today’s health insurance environment. Headquartered in Denver, the company focuses on overall simplicity to offer low prices so more people can afford health insurance. Operational efficiency, top-notch customer service, and smart technology are core to Friday’s consumer-centric approach. The leadership team consists of experienced executives in the managed care, technology, and consumer marketing industries.

In June 2017, Friday Health Plans acquired Colorado Choice Health Plans, and the company will offer plans through the Friday Health Plans brand starting January 1, 2018. Read more about the acquisition here.

For information or questions about your 2017 Colorado Choice Health Plan, you can continue to call Colorado Choice’s friendly customer service staff at 719-589-3696 or 800-475-8466.


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.

Cynthia Palmer

Cynthia Palmer

CEO Colorado Markets

Ms. Palmer is the CEO of Colorado Choice Health Plans, a local community health plan that has served Colorado communities for more than 45 years. She has guided the organization into several pilot programs revolving around health care quality initiatives and measurement and assessment of innovative provider reimbursement models. Ms. Palmer has 28 years of health care experience. Formerly she held positions with Blue Cross of California and WellPoint in both the managed care operations and strategic planning/corporate development areas as well as with Qual-Med Health Plans in the areas of finance, systems and operations. Ms. Palmer also served as the CFO and Associate Administrator for a large, multi-specialty medical group in southern California managing over 100,000 patients under global capitation and risk sharing arrangements.

URAC Accredited

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