Fidelity launching a private health insurance exchange was a logical step into a growing marketplace with room for many more players as retirement and healthcare services continue to converge, according to industry insiders and the executive in charge of this new venture. The move also is expected to cast a brighter light on exchange solutions in broker-client conversations.

It should “propel the private exchange market forward” because of low barriers to entry and “the idea of linking health and wealth is now so obvious,” explains Barbara Gniewek, a principal in the health care practice of PricewaterhouseCoopers who oversees the Private Exchange Evaluation Collaborative. And with several nontraditional exchange operators now serving this expanding space, she believes “it puts pressure on [brokers and consultants] to step up and do that as well.”

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