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Hy-Vee launches agency to sell Medicare insurance plans

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

Russell Redman

August 2, 2021

3 Min Read
Hy-Vee food pharmacy store-Nebraska_1_0_0.jpg
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

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 MedicareAisle.com 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.”

Related:Hy-Vee Financial Services rolls out to eight-state market

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.

Related:Hy-Vee launches its own PBM

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).

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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