ALAMOSA — Cindy Palmer, CEO of Friday Health Plans of Colorado, recently announced her retirement from the 46-year-old health insurance company. Palmer served as CEO of the formerly named Colorado Choice Health Plans and San Luis Valley HMO for 18 years and has been a prominent business leader in the San Luis Valley.

Under her tenure, Colorado Choice Health Plans made a meaningful impact in the community. She grew the company from 16 employees to 68 and expanded the company’s health coverage area from six counties to 39. The company expanded exponentially in 2014 during the launch of the Affordable Care Act.

Palmer has guided the organization into several pilot programs focused on health care quality initiatives.  Under her guidance the organization gained a solid reputation for personalized customer service and a unique level of caring for their members.  During her 29-year career, she held positions in managed care operations, strategic planning, corporate development and finance with Blue Cross of California, WellPoint and Qual-Med.

“I’m honored to have led this organization and served the community for so many years,” said Palmer. “I’m proud the company will continue with its mission to serve rural Colorado into the future.”

Sal Gentile, who leads the company’s parent organization, will become the CEO of Friday Health Plans of Colorado upon Palmer’s retirement.

About Friday Health Plans of Colorado

Friday Health Plans of Colorado, formerly known as Colorado Choice Health Plans, has operated out of Alamosa for more than 46 years. The insurance company serves individuals, small groups and large groups in the San Luis Valley, Colorado Springs, and northeast and southern Colorado, and recently expanded to offer individual coverage in Durango and Denver. Friday Health Plans of Colorado is a wholly owned subsidiary of Friday Health Plans, a Denver-based healthcare management company.