Brand New Day

What Brand New Day does

Brand New Day is a California-based Medicare Advantage plan serving Medicare-eligible seniors and special needs populations across 12 counties. It operates from a Long Beach, CA headquarters (200 Oceangate Ste. 100) with 51-100 employees and shares operational infrastructure with Central Health Plan of California, Inc. and the broader Molina Healthcare enterprise. The plan offers $0-premium Medicare Advantage HMO coverage with supplemental benefits including dental, vision, hearing, unlimited acupuncture, fitness, a Flex Card for over-the-counter items and herbal medicine, transportation, meals, and Part D prescription drug coverage with $0 generic copays. Member-facing service is delivered through a multilingual care team supporting English, Spanish, and Chinese, available seven days a week during the Medicare Annual Enrollment Period. Member acquisition combines direct phone sales via licensed agents, online self-enrollment through the company website, and a 2025 broker channel via molinabroker.com, while care delivery runs through contracted California providers accessible via the Sapphire 365 online directory and the Availity Essentials provider portal.

The underlying technology platform is a standard CMS-regulated Medicare Advantage stack: a web-based member portal (member.centralhealthplan.com), provider portal via Availity, an online provider directory on Sapphire 365, EDI/EFT/ERA electronic transactions, and 24-hour telehealth and nurse advice line services as covered benefits. The plan holds Special Needs Plan authorization, evidenced by 2026 Model of Care Provider Training materials and a dedicated SNP Updates member section. Regulatory compliance is managed through Molina Healthcare clinical policies, payment integrity policies, HIPAA Privacy Notices, and LIS Premium Summary documentation. There is no public-facing API, SDK, or developer documentation; integrations are limited to provider-side EDI and CMS interoperability links.

The revenue model is dominated by Medicare Advantage capitation premiums paid by CMS on a per-member per-month basis, supplemented by capitation-funded supplemental benefits and Part D prescription drug plan revenue. Member-facing pricing is uniformly $0 monthly premium, with Part B rebates and $0 generic drug copays as headline acquisition levers. The plan monetizes the supplemental benefit envelope (dental, vision, hearing, acupuncture, fitness, OTC, meals, transportation) primarily through CMS premium allocation and rebates rather than direct member billing. The customer base consists of individual Medicare-eligible California residents and SNP-eligible members, with independent licensed brokers and contracted California providers serving as channel and delivery partners rather than direct customers.

Name

Brand New Day

Legal name

Central Health Plan of California Inc.

Website

https://bndhmo.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Brand New Day is a California-based Medicare Advantage plan serving Medicare-eligible seniors and special needs populations across 12 counties, offering $0-premium HMO coverage with supplemental benefits via a multilingual care team and Molina Healthcare-aligned service infrastructure.

Ownership category

akta.pro rank

Product category

Medicare Advantage Health Insurance

akta.pro primary industry

MA HMO Plans (HLAEACAA)

akta.pro secondary industries

MA Prescription Drug Plans (MA-PD) (HLAEACAF), MA Chronic Condition Management & Supplemental Benefits (SSBCI) (HLAEACAI), Medicare Dental & Vision (MA Embedded & Supplemental) (FSAIAHAJ)

Keywords

• Medicare Advantage plans
• Senior health insurance
• Special needs plans
• HMO health plans
• Supplemental benefits

Headquarters

HQ city

Long Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Medicare Advantage Capitation Premiums: Recurring per-member per-month premiums paid by CMS (and members where applicable) for enrollment in Medicare Advantage HMO plans. Plans are offered with $0 member premiums plus Part B rebates, generating revenue through capitation.
2. Value-Added Benefit and Supplemental Services Revenue: Capitation-funded supplemental benefits including dental, vision, hearing, unlimited acupuncture, fitness, OTC flex card, herbal medicine, transportation, and made-easy meals — financed primarily through CMS premium allocation and rebates.
3. Part D Prescription Drug Plan Revenue: Medicare Part D drug coverage revenue stream including generic drug copays at $0, mail order pharmacy services, medication therapy management, and formulary-based pharmacy benefits.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Brand New Day is a Medicare Advantage HMO serving Medicare-eligible seniors and special needs populations across 12 California counties. It sells $0-monthly-premium MA plans bundled with supplemental benefits (dental, vision, hearing, unlimited acupuncture, fitness, OTC Flex Card, herbal medicine, transportation, meals) and Part D prescription drug coverage, delivered through a contracted provider network and multilingual member services.

Differentiator

Problem solved

Functional benefit

Products and services

• Medicare Advantage HMO Plans ($0 Premium) $0-monthly-premium Medicare Advantage HMO health plans for Medicare-eligible California residents (age 65+ or qualifying disabled), bundling medical coverage with Part D drug coverage and supplemental benefits such as dental, vision, hearing, unlimited acupuncture, fitness, OTC Flex Card, herbal medicine, transportation, and Made Easy Meals.
• Medicare Part D Prescription Drug Coverage Medicare Part D prescription drug benefit with formulary-based coverage, mail order pharmacy services, medication therapy management, generic drug copays at $0, and drug coverage determination / appeals processes, available to plan members in the California service area.
• Supplemental Dental, Vision and Hearing Coverage Routine and supplemental dental care, vision care (exams and eyewear), and hearing coverage (exams and hearing aids) provided as bundled supplemental benefits to Medicare Advantage plan members at no additional premium.
• Unlimited Acupuncture Benefit Unlimited acupuncture visits covered as a supplemental benefit for Medicare Advantage plan members, available at no additional cost.
• Fitness Benefit Supplemental fitness benefit for Medicare Advantage plan members, providing access to fitness programs and gym benefits at no additional cost.
• Over-the-Counter (OTC) Flex Card Allowance Multi-purpose prepaid Flex Card benefit allowing Medicare Advantage plan members to purchase over-the-counter health items, access fitness benefits, and obtain herbal medicine products at no additional cost.
• Healthy Foods Benefit and Made Easy Meals Program Healthy Foods Benefit and Made Easy Meals Program providing nutrition support to Medicare Advantage plan members as supplemental benefits addressing food access and social determinants of health.
• Transportation Benefit Non-emergency medical transportation benefit for Medicare Advantage plan members to access covered healthcare services, provided as a supplemental benefit.
• 24-Hour Telehealth and Nurse Advice Line 24-hour telehealth services and nurse advice line included as a covered benefit with every Medicare Advantage plan, providing members with round-the-clock clinical guidance and remote care access.
• Special Needs Plan (SNP) Coverage Special Needs Plan (SNP) coverage for Medicare beneficiaries who are dual-eligible or have qualifying chronic conditions, providing coordinated, condition-specific care management with supporting Model of Care provider training.

Quantifiable outcome

• $0 plan premium across all Medicare Advantage offerings
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Molina HealthcareflagshipStrategic or Co-development PartnerCentral Health Medicare Plan operates within the Molina Healthcare enterprise. Molina provides the broker portal (molinabroker.com), provider portal (provider.molinahealthcare.com), clinical policy library (molinaclinicalpolicy.com), payment integrity policies, and shared Terms of Use / Privacy Policy referenced throughout the Central Health Plan website.
• AvailitycoreTechnology or IntegrationAvaility Essentials is the provider-facing portal linked from centralhealthplan.com for participating providers to handle eligibility, claims, and clinical information exchange.
• Sapphire 365 (ca-chp.sapphirethreesixtyfive.com)coreTechnology or IntegrationSapphire 365 powers Central Health Medicare Plan's online Provider Directory, allowing members to search for in-network physicians, specialists, and facilities by geography. Both 2025 and 2024 provider directory instances are hosted on this platform.
• Medicare (CMS)flagshipOthersCentral Health Plan operates as a Medicare Advantage organization under contract with the Centers for Medicare & Medicaid Services (CMS); the website references the CMS Electronic Complaint Form for member feedback. Member Services phone: 1-866-314-2427 / TTY 711.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Alignment Health: California-focused Medicare Advantage insurer with technology-driven, culturally-tailored plans targeting seniors and SNP populations. Closely comparable in geography (CA-centric), target segment (MA + SNP), and culturally differentiated go-to-market.
• SCAN Health Plan: California-headquartered Medicare Advantage HMO focused on seniors with deep cultural and community-based programming. Highly comparable in California regional focus, senior demographic emphasis, and nonprofit/community-aligned mission.
• Clever Care Health Plan: California Medicare Advantage plan explicitly built around cultural and linguistic needs (notably Asian-American and Hispanic communities). Comparable as a smaller, culturally specialized CA MA plan competing for similar multilingual senior segments.
• Imperial Health Plan of California: California-focused Medicare Advantage insurer operating across multiple counties with SNP products. Comparable regional CA MA footprint and small-to-mid-cap positioning relative to national insurers.

Broad incumbents

• Molina Healthcare: Major government-sponsored health plan operator with deep Medicare Advantage and Medicaid presence in California. Directly referenced in Brand New Day's source data as the enterprise providing broker, provider, and clinical-policy infrastructure, signaling a shared-services or affiliation relationship.
• Anthem Blue Cross of California: One of the largest California Medicare Advantage insurers with extensive provider networks and supplemental benefits. Comparable end-market (CA MA seniors) but at much larger scale and broader portfolio.
• Blue Shield of California: Major California health plan with significant Medicare Advantage membership and a nonprofit mission. Comparable as a California MA competitor with cultural and community-oriented programs but at broader scale.
• Health Net (Centene): California-licensed Medicare Advantage and Medi-Cal plan with strong multicultural and SNP positioning. Comparable CA footprint and government-program focus, though operates at much larger scale as part of Centene.
• UnitedHealthcare: Largest national Medicare Advantage insurer with substantial California membership. Comparable end-market but vastly greater scale, capital, and broker relationships that shape the competitive landscape for regional plans like Brand New Day.
• Humana: Top-three national Medicare Advantage insurer with a senior-focused brand and growing California presence. Comparable target demographic and MA-only strategic emphasis, but with national scale and integrated care delivery capabilities.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/universal-care

Revenue estimate

Valuation estimate

Number of profiles

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 Brand New Day