Sam’s Club, the big-box members-only warehouse, decided to offer health insurance to its customers through a private health care exchange because those small business owner-members were asking for it. In October, the retail chain said it was partnering with Aetna to offer health insurance to members through a private exchange to small businesses.

“One thing we pride ourselves on at Sam’s is listening to our members,” said John Luebker, Sam’s senior director of H&W Rx merchandising and managing markets during Employee Benefit News’ Private Healthcare Exchanges Conference in New York City Thursday. From those surveys, the two things small business owners requested was getting the right products and second was help with their insurance.

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