Welcome to the Florida Retail Federation Private Insurance Exchange

The Private Insurance Exchange was designed to help members and their employees purchase the insurance and benefits they need. From Health insurance to dental, and everything in-between – we have you covered. If you or your employee can’t decide what the best coverage is for you, take advantage of the interactive decision support tools or live chat. If a more personalized approach is preferred, than a licensed Benefits Counselor is just a phone call away.


The FRF Private Insurance Exchange is a multi-carrier private exchange designed for individuals looking for health insurance. The exchange offers a wide range of health insurance choices from leading healthcare providers.

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Just as every employee is unique, so are their benefit needs. Employers now have a way to address the various needs of each employee, while also managing the company’s bottom line.

Employers create a private exchange account, choose the benefit plan options to make available, set up a defined contribution strategy, and allow employees to shop for their own benefit. That means cost control and predictability for the employer, and greater involvement and choice for the employee.

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