Bloomington, Minn.-based HealthPartners has launched Benefits for Me, a private insurance exchange platform the company says will enable employers to offer many health insurance plan choices for their employees.

Benefits for Me can accommodate a wide variety of benefit offerings for employers with 51 or more employees using a defined contribution funding strategy. Employees use an online tool to compare and choose the best plan for them.

The exchange is the newest addition to HealthPartners suite of defined contribution products, and can be used for enrollment in HealthPartners medical, dental and flexible spending account plans. It joins Plan for Me, a plan comparison tool, which launched in 2013.

The cloud-based platform is built by Chicago-based benefits technology vendor bswift, which offers software and services to streamline benefits, HR and payroll administration for employers and exchanges nationwide.

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