Florida based Avalon Healthcare is an innovative new health insurance company offering consumer directed health plans to employers and individuals who need affordable healthcare and live and work in Florida. Avalon is poised to meet the rapid changes in the Florida group health insurance market through the development of innovative new products: high deductable PPO health plans wrapped around Health Reimbursement Accounts (HRAs) and Health Savings Accounts (HSAs). We call these plans Avalon "Focus Plans" for groups and Avalon "IFOCUS Plans" for Individuals because they clearly focus on the needs of employers, employees and individuals. These dynamic plans allow Avalon to offer price conscious employers and individuals lower cost options for health coverage a mechanism to help them save money for health care needs such as doctor office co-pays, lab and hospital co-pays and deductibles, ancillary services such as dental and vision care and more. The HRA and HSA are financial instruments that help employees offset health costs required until their deductible is reached and then manage the money appropriately. Unlike a flexible spending account (FSA), this money can be kept and rolled over year after year. The mixture of high deductible PPO plans and the flexible HRA/HSA instruments provide Avalon with the next generation of health care in the State of Florida. They are designed to create appropriate selection for targeted employers, employees and individuals.