I hate to sound mean, but I really hope that this business fails. I know people worked hard on this with an expectation of a financial return, but 68,000 people die every year because of this illusion of choice being exploited here, and if we can fix the system and eliminate the health insurance industry altogether we're all be better off.
The problem with ventures like this is that they claim to be healthcare companies, but their entire model is based around minimizing expenses and maximizing profits. Absolutely no emphasis is put on ensuring that human beings get the healthcare they need without going bankrupt - just that employers can pay as little as possible and insurance companies can get as many members as possible.