KING OF PRUSSIA, PA — GeoBlue, a leading provider of international health insurance, has announced a comprehensive rebrand and will now operate under the name Blue Cross Blue Shield Global Solutions (BCBS Global Solutions). The change reflects the company’s expanding mission to simplify global healthcare access for individuals, organizations, and Blue Cross and Blue Shield companies serving people who live, work, study, or travel abroad.
“This is more than a name change,” said Lynn Pina, Chief Marketing Officer of BCBS Global Solutions. “It represents the next chapter in our journey—a strategic transformation that aligns with our ambition to serve our customers with even greater innovation and exceptional personalized service, helping them navigate and ease the complexities of accessing healthcare around the world.”
The rebrand includes a refreshed logo, a new visual identity, and a unified digital presence designed to enhance engagement and accessibility. The company also announced continued investment in technology, customer experience, and international operations to support its global growth strategy.
President and CEO Diego Fernández emphasized the company’s customer-centric focus, noting that more than 150 digital platform enhancements were made this year based on user feedback. “This rebrand marks a new chapter, but our commitment to our customers remains unchanged—delivering innovative and responsive global healthcare solutions backed by the most trusted name in U.S. healthcare,” Fernández said.
The transition to the new brand identity will occur in phases, beginning immediately with updates to digital platforms. The GeoBlue brand will be fully retired by 2027. During the transition, BCBS Global Solutions will continue offering its full range of global health insurance products, maintaining the same network, service quality, and customer experience that have long defined the company.
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