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Hy-Vee Medicare Aisle will offer customers plan options such as Medicare Advantage, Medicare Part D and Medicare Supplement Plans via national and regional health insurers.

Hy-Vee launches agency to sell Medicare insurance plans

Hy-Vee Medicare Aisle part of new Hy-Vee Financial Services lineup

Hy-Vee is entering the Medicare health plan business with the launch of Hy-Vee Medicare Aisle.

West Des Moines, Iowa-based Hy-Vee said Monday that the Hy-Vee Medicare Aisle agency serves Medicare beneficiaries across its eight-state Midwestern market. Customers can choose from coverage plans such as Medicare Advantage, Medicare Part D and Medicare Supplement Plans, offered via national and regional health insurers.

Those interested in obtaining coverage can go online to or contact Hy-Vee’s licensed insurance agents through a toll-free phone number (888-373-1122) to review plans and determine their best option, according to Hy-Vee. Plans call for Hy-Vee Medicare Aisle to add a digital quoting and enrollment tool on Oct. 1 to help customers in the enrollment process.

Current Medicare beneficiaries can start buying 2022 Medicare plans through Hy-Vee Medicare Aisle during Medicare’s annual enrollment period from Oct. 15 to Dec. 7. But Hy-Vee noted that people now becoming eligible for Medicare can begin shopping and enrolling into Medicare plans via Hy-Vee Medicare Aisle.

“Hy-Vee is a trusted leader in the health and wellness space, and as a retail and specialty pharmacy provider, we are deeply invested in the health and well-being of our patients and customers,” Hy-Vee Chairman, CEO and President Randy Edeker said in a statement. “Hy-Vee Medicare Aisle is an extension of that commitment as we continue to work toward making our customers’ lives easier, healthier and happier by providing trusted, transparent and affordable health insurance plans that they can be confident in.”

Hy-Vee Medicare Aisle is being offered as part of Hy-Vee Financial Services, a branded package of financial products provided through Hy-Vee’s its Midwest Heritage banking, insurance and investment subsidiary. Launched in June, Hy-Vee Financial Services offerings include checking and savings accounts, auto and home insurance, home mortgages, consumer loans and pet insurance. The company said it also planned to add life and health insurance plans within the year.

“Hy-Vee Medicare Aisle is committed to helping our customers select the coverage plan that best meets their health care needs, preferences and budget,” stated Tony Kaska, chairman, CEO and president of Midwest Heritage. “Our high-touch, personalized approach allows our customers to be confident in their selections and feel prepared for their future health care journey.”

Besides expanding Hy-Vee’s financial services, Hy-Vee Medicare Aisle adds to the retailer’s health care-related assets. The company operates about 270 in-store and freestanding pharmacies across its trade area, providing a full range of pharmacy care, immunization and wellness services. In addition, Hy-Vee has more than 70 in-store retail health clinics; owns and operates two specialty pharmacies, Amber Pharmacy and Hy-Vee Pharmacy Solutions; and in late 2020 launched its own pharmacy benefits manager (PBM), Vivid Clear Rx. And earlier this month, Hy-Vee appointed Dr. Daniel Fick as chief medical officer, a newly created position.

Overall, Hy-Vee generates annual sales of $11 billion and operates more than 280 stores in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin. Also based in West Des Moines, Midwest Heritage has more than $375 million in assets and operates branches in Chariton, Iowa, and inside Hy-Vee stores in central Iowa (five locations) and Overland Park, Kan. (one location).

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