Select state
hamburger menu icon


You’re viewing this site from

Select state


2023 individual plans
  • Catastrophic Plans for those who are under 30 and in need of basic coverage.
  • Bronze Plans with higher out of pocket costs but lower monthly premiums.
  • Silver Plans with a lower deductible but a higher monthly premium.
  • Gold Plans with the lowest possible deductible but higher monthly cost.
  • Compare plans
Other plans
  • ICHRA Individual Coverage Health Reimbursement Arrangements let employers fund an account for each employee.
  • Low Income SEP Plans for those who qualify as low-income individuals and families and qualify for a subsidy.
  • 2022 Plans
Browse our network
  • Health Network Find hospital and urgent care locations in the Friday Health Plans network.
Learn More

Health Insurance 101
We’ve outlined everything you need to know before diving into the health insurance shopping period. And with Open Enrollment around the corner, now is the perfect time to brush up on your knowledge.


Learn more
  • Glossary Insurance terms, made simple. Definitions of common phrases that are important to know for understanding health insurance coverage
  • FAQ Frequently Asked Questions about eligibility, enrollment, member support and more
  • Blog
Contact us
  • Contact Us Questions? Concerns? Compliments? We're open Monday-Friday, 8am-5pm MT to help you with anything you might need.
Member Portal

Sign in or register with us to:

  • Make a payment
  • Access digital benefits card 
  • View claims history





If you hadn’t already guessed from our name, we’re not your typical health insurance company

Who we are

It all started with a simple goal in 2015: Be the Friday of health insurance – consistent, dependable, and a breath of fresh air for people who are on their own and want to buy insurance. Thanks to our expanded offerings in 2022, Friday’s membership has now grown by more than 300% to 185 counties across seven states. And no wonder. We provide independents with the kind of health plans that fit their business, lifestyle and budget.

“The ideology of a startup with the foundation of an experienced operation.”

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

When the ACA was passed allowing individuals to purchase their own insurance back in 2010, Friday’s founders saw a need they could fill. People like independent consultants, freelance pros, tradespeople, and service industry workers who were suddenly in the market for a health plan that was affordable and offered benefits that were actually meaningful. And that new healthcare consumer market was just the spark Friday Health Plans needed to launch its customer-centric, wallet-friendly model.

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.

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.

Our story

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 multiple states.

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

Friday founders

Salvatore Gentile


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


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. 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 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.