Before the Affordable Care Act was passed, Blue Cross and Blue Shield of Florida started opening brick-and-mortar stores. Not to provide medical care, but to let consumers walk in, meet a Florida Blue representative, and purchase an insurance policy. “Traditionally, Blue Cross Blue Shield has been in a business-to-business environment,” said the company’s CEO Scott Serota. “Now our biggest challenge is to evolve into a consumer-focused company.” The insurer has nine Florida Blue centers with four more in the works by the end of the year. The stores have staff that can enroll in a plan, assist with claims, and offer a wellness assessment. “Our members are interested in our online tools, but sometimes need to be walked through that,” said Patrick Geraghty, CEO of Florida Blue Cross Blue Shield.