Farm Bureau Health Plans

What Farm Bureau Health Plans does

Farm Bureau Health Plans is a Tennessee-licensed health insurance provider founded in 1947 and operated under the Tennessee Rural Health Improvement Association (TRH), with Medicare Supplement products underwritten by TRH Health Insurance Company of Columbia, Tennessee. The company serves more than 200,000 Tennessee members through a portfolio spanning individual and family plans (Core Choice, Enhanced Choice, Pinnacle 2026, HDHP, Major Medical, Short Term Care), four Medicare Supplement plans (A, D, G, N), dental and vision products (DentalVision, DentalVision Silver, Dental Care Plan), and small-business group services for employers with 2-50 employees. Its technology stack is a digital health platform combining the proprietary Health Connect member portal with third-party integrations for telemedicine (Teladoc), mental health (Talkspace), fitness (Active&Fit Direct), pharmacy (OptumRx, Optum Specialty), and provider networks (UnitedHealthcare Choice Plus, Delta Dental PPO, VSP Choice), supplemented by the USA Senior Care Network hospital discount program. The business model is subscription recurring-revenue health insurance premiums collected monthly or annually from individuals, seniors, and small employer groups, distributed through a hybrid channel of 200+ physical Farm Bureau offices across all 95 Tennessee counties, licensed phone sales specialists, and self-service online enrollment. Effective 2025 the company discontinued Medicare Advantage and Part D plans, narrowing its Medicare focus to Supplement products while continuing expansion of digitally enabled consumer benefits through partner integrations.

Name

Farm Bureau Health Plans

Legal name

Farm Bureau Health Plans / Tennessee Rural Health Improvement Association (TRH)

Website

https://fbhealthplans.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

101–250 employees

Short description

Farm Bureau Health Plans is a Tennessee-licensed, 75-year-old health insurer serving more than 200,000 members with individual/family plans, Medicare Supplements, dental/vision coverage, and small-business group products distributed through 200+ statewide offices and digital channels.

Ownership category

akta.pro rank

Product category

Health Insurance

NAICS

Direct Health and Medical Insurance Carriers (524114), Health and Welfare Funds (52512)

SIC

Hospital & Medical Service Plans (6324)

akta.pro primary industry

Small Group Health Insurance (2–50/100) (FSAIAFAD)

akta.pro secondary industries

Managed Care / Network-Based Group Health Plans (Carrier Network Products) (FSAIAFAO), Medicaid/CHIP Dental & Vision Benefits Administration (FSAIAHAK)

Keywords

• Health insurance plans
• Medicare supplement insurance
• Individual family coverage
• Dental vision plans
• Small business group benefits

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Health Insurance Premiums: Farm Bureau Health Plans generates revenue primarily through insurance premium payments from members. The company offers Individual & Family Plans (under 65), Medicare Plans (Medicare Supplement plans, Medicare Advantage in 36 TN counties, Part D plans), Dental and Vision Plans, and Group Services for small businesses. Premiums are collected on a recurring basis (monthly or as specified in plan terms).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Farm Bureau Health Plans provides health insurance products to Tennessee residents, including Individual & Family Plans for those under 65, Medicare Supplement Plans (A, D, G, N), dental and vision coverage, and small business group benefits for employers with 2 to 50 employees. The company also offers value-added member benefits including telemedicine (Teladoc), virtual mental health (Talkspace), fitness network access (Active&Fit Direct), and prescription home delivery (OptumRx), with sales and service delivered through a network of 200+ Farm Bureau offices, phone-based licensed specialists, and online enrollment.

Product overview

Farm Bureau Health Plans is a Tennessee-based health insurance provider offering a multi-product portfolio across individual/family plans, Medicare supplements, dental/vision coverage, and small business group plans. The core individual and family offerings include Core Choice, Enhanced Choice, Pinnacle 2026, High Deductible Health Plan, Major Medical Health Coverage, and Short Term Care — each with varying deductible levels and benefit structures. Medicare products span four Supplement plans (A, D, G, N) insured by TRH Health Insurance Company, covering hospitalization, medical expenses, blood, hospice, and skilled nursing. Dental and vision offerings include stand-alone Dental Care Plan (via UnitedHealthcare National Options PPO 30), bundled DentalVision, and DentalVision Silver for Medicare members 65+, utilizing Delta Dental PPO and VSP networks. Group Services covers small businesses with 2-50 employees. Member-facing digital services include Health Connect (claims/benefits portal), Teladoc (telemedicine), Talkspace (mental health), Active&Fit Direct (fitness), and prescription home delivery via OptumRx.

Differentiator

Problem solved

Functional benefit

Brands

• DentalVision: Bundled dental and vision coverage plan for individuals and families
• DentalVision Silver
• Core Choice
• Enhanced Choice
• Pinnacle
• Club 65
• Health Connect

Products and services

• Core Choice Individual and family health plan offering combined health, dental, and vision benefits with two deductible options ($1,500 and $3,000 individual), preventive care fully covered, prescription drug reimbursement, and pediatric dental/vision with no waiting period. Designed for individuals and families under age 65.
• Enhanced Choice Individual health plan providing health, dental, and vision benefits with a $45 copay per office visit, comprehensive coverage including maternity benefits (if not pre-existing), no medical records requirement, and minimal underwriting. For individuals and families under 65.
• Pinnacle 2026 Comprehensive individual health coverage plan offering medical, hospitalization, and prescription benefits with three deductible options ($2,000, $4,000, $8,000 individual). Uses UnitedHealthcare Choice Plus Network, includes preventive care, and covers telemedicine via Teladoc at $0 copay.
• High Deductible Health Plan (HDHP) HSA-compatible health plan offering $2,250 or $3,750 individual deductibles and $4,500 or $7,500 family deductibles. Meets all federal requirements for opening a Health Savings Account.
• Major Medical Health Coverage Catastrophic medical coverage plan with $7,500 individual deductible offering lower monthly premiums and benefits for physician services, hospitalization, and prescription drugs.
• Short Term Care Short-term health plan offering flexible coverage in 60, 90, or 180-day options designed to be fast, flexible, and affordable for individuals and families during transitional periods.
• Medicare Supplement Plan A Medicare Supplement Plan A providing the most basic coverage, including Part A coinsurance for 365 additional days after Medicare benefits end, Part B coinsurance, first three pints of blood, and hospice care. Insured by TRH Health Insurance Company.
• Medicare Supplement Plan D Medicare Supplement Plan D covering most expenses not paid by Medicare, positioned between Plan A and Plan G in coverage level, including Part A hospitalization coinsurance, Part B coinsurance, blood coverage, and foreign travel emergency services. Insured by TRH Health Insurance Company.
• Medicare Supplement Plan G Comprehensive Medicare Supplement Plan G covering Part B coinsurance, Part A deductible ($1,736), and Medicare Part B excess charges. Does not cover the Medicare Part B deductible. Insured by TRH Health Insurance Company.
• Medicare Supplement Plan N Medicare Supplement Plan N offering lower monthly rates in exchange for reasonable copayments (up to $20 per office visit and up to $50 per emergency room visit). Covers Part A hospitalization coinsurance, Part B coinsurance, skilled nursing facility care, blood, and hospice. Insured by TRH Health Insurance Company.
• DentalVision Bundled dental and vision plan for individuals and families combining Delta Dental PPO and VSP Choice networks. Individual premium starts at $67.40/month with graduated annual maximum benefits ($500-$1,500 per person based on policy duration) and $150 annual contact lens allowance.
• DentalVision Silver Dental and vision plan designed for those 65 and older, priced at $48.01/month per person. Administered by Delta Dental PPO and VSP with $100 annual dental deductible, $1,500 annual maximum, $15 vision copay for refractive exams, and $35 copay for frames and lenses.
• Dental Care Plan Stand-alone dental plan for individuals and families using UnitedHealthcare National Options PPO 30 Network. Individual premium starts at $40.16/month with two examination tiers (after 90 days and 12 months) and $1,500 annual maximum benefit.
• Group Services (FBHPGS) Small business group coverage for employers with 2 to 50 employees through FBHP Group Services (FBHPGS), including medical, dental and vision, life, disability, Medicare enrollment, and more.

Quantifiable outcome

• Over 200,000 Tennesseans are members of Farm Bureau Health Plans
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• USA Senior Care Network (The Accountable Alliance, Inc.)coreStrategic or Co-development Partner · 1 July 2021USA Senior Care Network provides Medicare Supplement members with access to a nationwide group of hospitals that have agreed to best pricing for Farm Bureau Health Plans. Effective July 1, 2021, if a Medicare Supplement member requires an inpatient hospital stay involving a Part A deductible and uses a contracted USA Senior Care Network facility, they receive a $100 credit applied to future premium payments. FBHP Medicare Supplement ID cards include both FBHP and USA Senior Care Network information.
• TeladoccoreTechnology or IntegrationTeladoc provides 24/7 access to licensed doctors for Farm Bureau Health Plans members. Doctors can treat common medical conditions (cold, flu, allergies, sinus problems, pink eye, respiratory infections, skin problems) via phone or video. Teladoc doctors are experienced physicians (PCPs, pediatricians, family medicine), U.S. board-certified and licensed in the member's state, and credentialed every three years meeting NCQA standards. Members pay $0 copay per visit for Teladoc services.
• TalkspacecoreTechnology or IntegrationTalkspace provides virtual therapist-led mental health services to FBHP members including therapy via unlimited messaging (text, voice, video) and video appointments, psychiatry services, self-guided exercises, and relationship tools. Claims 70% of members reach clinically-significant improvement in weeks. Over two-million members have engaged with Talkspace. Both Psychiatry and Lasting (relationship counseling) are add-on features that can be used in combination with therapy.
• State Farm Bureau Health Plans PartnersminorStrategic or Co-development PartnerFarm Bureau Health Plans has partnered with Farm Bureaus across the United States to help more people gain access to reliable, affordable health coverage. Partner states include Indiana (888-964-0854), Kentucky (833-282-5928), Michigan (833-282-5975), Nebraska (866-544-2232), North Dakota (866-544-1664), South Dakota (833-480-2188), Texas (877-500-0140), Alabama (800-619-9356), Ohio (833-468-4280), and Missouri (833-468-4252).
• UnitedHealthcarecoreTechnology or IntegrationUnitedHealthcare Choice Plus Network is used for Individual and Family Plans claims administration and provider network. UMR is also used for claims administration. Network provides access to UnitedHealthcare's largest provider network in Tennessee. UnitedHealthcare's National Options PPO 30 network is used for Dental Care Plan.
• Delta DentalcoreTechnology or IntegrationDelta Dental provides dental network for DentalVision and DentalVision Silver plans. Delta Dental PPO network is used for dental benefits administration. For DentalVision Silver: Delta Dental of Tennessee PPO Standard Network. For DentalVision: Delta Dental PPO network.
• VSP (Vision Service Plan)coreTechnology or IntegrationVSP provides vision network for DentalVision and DentalVision Silver plans. VSP Choice network connects members with top eye doctors and quality eyewear. For DentalVision Silver: VSP network with $15 copay for refractive exams, $35 copay for frames/lenses, $100 allowance for contacts.
• OptumRxcoreTechnology or IntegrationOptumRx provides prescription drug home delivery pharmacy service for Farm Bureau Health Plans members. Members can set up prescriptions via ePrescribe from doctors, online registration at optumrx.com, or phone customer service at 1-877-559-2955 (TTY 711). Home delivery allows members to manage prescriptions, check order status, and set up reminders.
• Optum Specialty PharmacycoreTechnology or IntegrationOptum Specialty Pharmacy provides specialty drugs for Farm Bureau Health Plans Individual and Family Plans members. Specialty drugs are provided through Optum Specialty Pharmacy while members may use pharmacy of choice for brand name and/or generic prescriptions.
• TRH Health Insurance CompanycoreOthersTRH Health Insurance Company (Columbia, TN) is the insurance company that insures Farm Bureau Health Plans Medicare Supplement plans. Plans are identified by certificate numbers: CON-TNG-CERTA-FL20-001, CON-TNG-CERTD-FL20-001, CON-TNG-CERTG-FL20-001, CON-TNG-CERTN-FL20-001.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Anthem (Elevance Health): Major multi-state Blue Cross Blue Shield licensee offering individual, Medicare, and group plans with carrier network products similar to FBHP. Comparable across full product portfolio and carrier-network operating model.
• UnitedHealthcare: U.S. largest health insurer; both a partner (Choice Plus network, claims administration) and a competitor across individual, Medicare, and group markets in Tennessee. Comparable due to overlapping carrier products despite United's national scale.
• Aetna (CVS Health): National health insurer providing individual, Medicare, and employer group plans, plus integrated pharmacy via CVS. Comparable product breadth and carrier-network model to FBHP, though at materially larger scale.
• Cigna: National health insurer offering individual, family, Medicare Supplement, and employer group plans with national network reach. Comparable due to overlapping product suite across all of FBHP's primary categories.

Emerging players

• Oscar Health: Tech-enabled individual and small-group ACA Marketplace insurer. Comparable at the edges as a digital-first competitor pursuing individual and small-group health insurance, though Oscar is ACA-anchored while FBHP is medically underwritten.
• Molina Healthcare: Government-program-focused health insurer (Medicaid + Medicare) operating in Tennessee. Comparable due to overlap in Medicare product lines and similar government-adjacent carrier positioning, though Molina's Medicaid focus differs from FBHP's commercial base.

Direct peers

• Humana: Leading national Medicare-focused health insurer with strong Medicare Supplement and Medicare Advantage footprint, including significant Tennessee presence. Comparable because FBHP's Medicare Supplement franchise (62,000 members) competes directly with Humana's core senior market.
• BlueCross BlueShield of Tennessee: Dominant Tennessee health insurer offering individual/family, Medicare, and employer group plans statewide. Most direct competitor to Farm Bureau Health Plans given overlapping product suite, shared Tennessee geography, and similar role as carrier-of-record for state residents.

Others

• Health Care Service Corp. (HCSC): Mutual, customer-owned health insurer operating Blue Cross Blue Shield plans across multiple states. Comparable as a non-profit/affiliated carrier model serving regional markets with member-owned governance similar to FBHP's Farm Bureau structure.
• Tennessee Farm Bureau (Auto/Home/Life): Sister Tennessee Farm Bureau entity selling auto, home, and life insurance through the same 200+ county office network. Comparable as a sibling Farm Bureau-affiliated insurance operation leveraging shared local distribution and member base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/FBHealthPlans
• Facebookfacebook.com/FarmBureauHealthPlans
• LinkedInlinkedin.com/company/farm-bureau-health-plans
• Instagraminstagram.com/farmbureauhealthplans
• TikToktiktok.com/@tnfarmbureau

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Farm Bureau Health Plans