Blues plans are expected to stake a significant claim across the public HIX landscape at a time when other large health insurance carriers such as UnitedHealth Group, Aetna and Cigna have been cautious about where to dispatch boots on the ground in this emerging online marketplace.

The Blue Cross and Blue Shield Association has joined forces with the U.S. Office of Personnel Management  to offer options in 30 states and the District of Columbia that are part of the Multi-State Plan under the Affordable Care Act. That effort was intended to broaden the number of choices for consumers shopping in the public exchanges.

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