GeoBlue® Rebrands to Blue Cross Blue Shield Global Solutions(SM) to Better Reflect Its Global Expertise and Offerings
KING OF PRUSSIA, Pa., Sept. 30, 2025 /PRNewswire/ -- GeoBlue today announced a rebrand and will now operate under the name Blue Cross Blue Shield Global Solutions (BCBS Global SolutionsSM). This new name reflects the support the company provides to organizations, individuals and Blue Cross® and Blue Shield® companies through its international health insurance solutions for those who work, travel, study or live abroad. In addition to the new name, the rebrand includes a new visual identity and a single, streamlined website that better reflects the company's purpose: simplifying the international healthcare experience for the globally mobile.
"This is more than a name change," said Lynn Pina, Chief Marketing Officer of Blue Cross Blue Shield 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."
Key elements of the rebrand include:
- An enhanced digital presence to better engage customers
- A refreshed logo and visual identity
- Continued investment in technology, customer experience and international operations
- A name that reflects the company's global strategy and breadth of services
"We've made considerable investments in our technology infrastructure and customer platforms this past year," said Diego Fernández, Blue Cross Blue Shield Global Solutions President and CEO. "We continue to lean into our 'customer first, always' value, making over 150 improvements in our digital platforms this year alone based on customer 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."
The new brand identity will roll out in phases, with updates to the company's digital presence starting today. The GeoBlue brand will be fully retired in 2027. During the brand transition, Blue Cross Blue Shield Global Solutions remains focused on ensuring customers receive the same caring service, extensive global network, industry-leading digital tools and comprehensive suite of offerings that enable them to say yes to the journey – no matter the destination or length of the trip.
For more information, visit Blue Cross Blue Shield Global Solutions at bcbsglobalsolutions.com
About Blue Cross Blue Shield Global Solutions (formerly GeoBlue)
Blue Cross Blue Shield Global SolutionsSM (BCBS Global SolutionsSM) is the trade name for the international health insurance programs of Worldwide Insurance Services, an independent licensee of the Blue Cross and Blue Shield Association. Owned by 15 Blue Cross Blue Shield companies and Bupa Global, Blue Cross Blue Shield Global Solutions makes it easy for people and organizations to access and pay for healthcare abroad. By combining digital innovation with human-centered care, Blue Cross Blue Shield Global Solutions delivers an international healthcare experience that's simple, efficient and human. Whether you live, work, travel or study abroad, Blue Cross Blue Shield Global Solutions gives you the confidence to embrace every journey and the peace of mind to say "yes" to new possibilities. Learn more at bcbsglobalsolutions.com
Media Contact
Lynn Pina, Chief Marketing Officer, Blue Cross Blue Shield Global Solutions
lpina@bcbsglobalsolutions.com | +1 610 263 3061
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SOURCE Blue Cross Blue Shield Global Solutions