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Definity Founders Form Health Firm

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Several pioneers in the account-based health plan market have started a new company that will help consumers manage their health.

The entrepreneurs have formed RedBrick Health Inc., Minneapolis, a company that sells health financing arrangements, personal wellness plans and independent health advocacy services.

The chief executive of the company, Kyle Rolfing, and several other founders helped start Definity Health, Minneapolis, an early consumer-driven health care company that eventually was acquired by UnitedHealth Group Inc., Minnetonka, Minn.

The founders of RedBrick, which has $15 million in venture capital funding, say the company will help implement a transition from employer-sponsored health care to “consumer-owned health.”