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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.

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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.”