HMSA

What HMSA does

HMSA (Hawaii Medical Service Association), founded in 1938 and headquartered in Honolulu, is a non-profit health insurance company and an independent licensee of the Blue Cross and Blue Shield Association. It is the dominant health plan in Hawaii, covering approximately half of the state's population, and operates the largest in-state provider network combined with access to more than 500,000 Blue Cross Blue Shield providers nationwide and internationally through the BlueCard and BCBS Global programs. HMSA distributes a full product portfolio across commercial individual/family metallic-tier plans (Gold, Silver, Bronze), employer-sponsored group plans, HMSA Akamai Advantage Medicare Advantage (including a Dual Care D-SNP), QUEST Medicaid managed care under contract with the Hawaii Med-QUEST Division, federal employee health plans, and standalone dental coverage. The company reaches members through direct employer sales, a broker/agent channel, inside sales for Medicare enrollment, walk-in HMSA Neighborhood Centers across Oahu, and online self-service via the My Account member portal.

HMSA's underlying technology stack consists of a health insurance administration platform with an integrated member portal, a Find a Doctor provider directory, a multi-formulary drug pricing system (Fed 87, Metallic, Essential, Optimal, Select, QUEST), and HMSA Online Care telehealth services hosted on Amwell's infrastructure. The company also integrates EyeMed for vision benefits administration and offers the Active&Fit fitness program as a member discount. Its business model is subscription-based premium revenue across commercial, Medicare Advantage, Medicaid, and dental lines, augmented by member-paid ancillary services; specific pricing is not publicly disclosed and quotes are obtained through sales representatives, brokers, or the member portal. Forward strategic positioning is dominated by the proposed One Health affiliation with Hawaii Pacific Health, a vertical integration move designed to shift Hawaii's healthcare system toward risk-sharing and value-based care, currently undergoing 6–18 months of state and federal regulatory review.

Name

HMSA

Legal name

Hawaii Medical Service Association

Website

https://hmsa.com

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

HMSA is a Honolulu-based, non-profit Blue Cross Blue Shield licensee founded in 1938 that provides commercial, Medicare Advantage, Medicaid (QUEST), and dental health plans to approximately half of Hawaii's population, distributed through employer sales, brokers, Neighborhood Centers, and an online member portal.

Ownership category

akta.pro rank

Product category

Health Insurance

SIC

Hospital & Medical Service Plans (6324)

akta.pro primary industry

Medicaid Managed Care HMOs (HLAEAMAI)

Keywords

• Health insurance plans
• Medicare Advantage coverage
• Medicaid managed care
• Employer group benefits
• Telehealth services

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. Commercial Health Insurance Premiums: HMSA generates revenue through premiums paid by employer groups and individual subscribers for medical coverage including HMO, PPO, and metallic-tiered plans.
2. Medicare Advantage Plans: HMSA Akamai Advantage and Dual Care plans generate premium revenue from Medicare for providing Medicare Advantage coverage to eligible beneficiaries.
3. QUEST (Medicaid) Plans: HMSA contracts with the State of Hawaii Med-QUEST Division to provide health coverage for Medicaid beneficiaries.
4. Dental Plans: Standalone dental insurance plans offered to individuals, families, and employer groups for supplemental dental coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

HMSA (Hawaii Medical Service Association) is a non-profit health insurance provider and independent licensee of the Blue Cross and Blue Shield Association, offering commercial individual/family plans, employer group health plans, Medicare Advantage (Akamai Advantage and Dual Care), Medicaid QUEST plans, dental plans, and supporting telehealth and wellness services to Hawaii residents.

Product overview

HMSA (Hawaii Medical Service Association) is a health insurance provider and independent licensee of the Blue Cross and Blue Shield Association operating in Hawaii. The company offers a comprehensive portfolio of health insurance products including Individual and Family Health Plans (with metallic-tier options), HMSA Medicare Advantage plans (including HMSA Akamai Advantage and Dual Care D-SNP for those eligible for both Medicare and Medicaid), QUEST Medicaid plans, Dental Plans, and Employer Group Health Plans. Supporting these core insurance products are member services including HMSA My Account (online member portal), HMSA Online Care (telehealth via Amwell), the Find a Doctor search tool, and HMSA Drug Formulary. HMSA also provides health and well-being programs such as diabetes prevention, mental health resources, maternal health, and smoking cessation. Travel benefits are enabled through the BlueCard program connecting HMSA members to Blue Cross Blue Shield providers nationwide and internationally. The company operates as a Blue Cross Blue Shield plan, integrating with EyeMed for vision benefits and offering Active&Fit fitness programs as part of member discounts.

Differentiator

Problem solved

Functional benefit

Brands

• HMSA Akamai Advantage: HMSA's Medicare Advantage plan offering
• HMSA QUEST
• One Health
• HMSA Online Care
• HMSA365

Products and services

• Individual and Family Health Plans Health insurance plans for individuals and families in Hawaii, including metallic-tier options (Gold, Silver, Bronze) with various coverage levels and cost-sharing options, plus standalone dental plans.
• HMSA Akamai Advantage (Medicare Advantage) Medicare Advantage PPO plans for Medicare-eligible individuals in Hawaii, providing medical services coverage, prescription drug benefits, supplemental benefits, and access to 2026 Oahu and Neighbor Island plan variants.
• HMSA Akamai Advantage Dual Care (D-SNP)
• QUEST (Medicaid) Integration Plans Hawaii Medicaid managed care plans administered by HMSA under contract with the State of Hawaii Med-QUEST Division, providing health coverage for low-income individuals and families.
• Dental Insurance Plans Standalone dental insurance plans offered to individuals, families, and employer groups, providing coverage for preventive, basic, and major dental services.
• HMSA Online Care (Telehealth) Telehealth platform enabling members to consult with doctors and healthcare providers virtually from home, powered by Amwell, often at little to no cost.
• Employer Group Health Plans Group health insurance plans for Hawaii employers, including HMO and PPO options with various coverage levels, including Federal Employee Health Plans and Postal Service employee plans.

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Six partnerships are on record, tiered flagship, minor and core.

• Hawaii Pacific HealthflagshipStrategic or Co-development Partner · 24 February 2026HMSA and Hawaii Pacific Health have proposed a partnership to create a new integrated healthcare system called One Health. The affiliation aims to address Hawaii's healthcare crisis by promoting risk-sharing and value-based care. The proposal is pending regulatory approval and faces opposition from Queen's Health Systems. The review process is expected to take 6 to 18 months for state and federal approval.
• HOPE Services Hawai'i, Inc.minorStrategic or Co-development Partner · 30 June 2025HMSA partners with HOPE Services Hawai'i for the Kahua Kahe Malie Integrated Care Hub, a medical respite and behavioral health care facility for homeless individuals. The facility provides wound care, chronic disease management, medication support, and behavioral health services, expanding HMSA's reach into integrated care for vulnerable populations.
• Blue Cross and Blue Shield AssociationcoreStrategic or Co-development PartnerHMSA is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield plans. This licensing agreement enables HMSA to use the Blue Cross and Blue Shield service marks in Hawaii and provides access to the BlueCard program for mainland coverage and Blue Cross Blue Shield Global network for international care.
• AmwellcoreTechnology or IntegrationAmwell is an independent company providing hosting and software services for HMSA's Online Care telehealth platform on behalf of HMSA. The platform enables members to see doctors from home with little to no cost.
• EyeMedcoreTechnology or IntegrationEyeMed is HMSA's vision plan administrator, managing vision benefits and providing access toEyeMed's network of eye care providers for HMSA members with vision coverage.
• Blue Cross Blue Shield GlobalcoreTechnology or IntegrationHMSA members have access to the Blue Cross Blue Shield Global program which includes medical assistance and claims support services for members outside the U.S. This enables coverage for emergency and non-emergency care while traveling internationally.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/hmsahawaii
• YouTubeyoutube.com/@hmsahawaii
• Facebookfacebook.com/hmsahawaii
• LinkedInlinkedin.com/company/hmsahawaii
• Instagraminstagram.com/hmsahawaii

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HMSA