DETROIT (WWJ) — Michigan’s first-ever health insurance retail location opens this month in Troy to serve the estimated one million Michigan residents who will begin shopping for their own health insurance this fall – many for the first time.

Health Alliance Plan (HAP), Michigan’s second largest health insurer with more than 670,000 members, announced the collaboration with Henry Ford OptimEyes to open an in-person enrollment and education center inside the Henry Ford OptimEyes Troy Super Vision Center.

This offering is in addition to dedicated staff at the insurer’s Detroit and Southfield offices. All three locations allow new and existing members to navigate their health care questions and concerns.

“Health care is undergoing unprecedented change, and helping the community make informed decisions to better understand their health care options is our goal with the opening of these retail locations, “ said Claudia Swink, director of personal alliance product performance and oversight at HAP. “These enrollment and education centers offers a new way for us to engage customers in a deeper, more meaningful way and underscores HAP’s core philosophy of helpful, personalized and consultative support.”

These one-stop enrollment and education centers will provide consumers with simple, easy-to-understand information. Dedicated representatives will answer common questions, help current HAP members manage or renew their Personal Alliance plans, and guide new members through quick enrollment done either through one-on-one consultation or via online kiosks.

HAP’s Troy retail location is located at 735 John R. Road in (between 14 and 15 Mile Roads) within the Henry Ford OptimEyes Troy Super Vision Center. HAP’s Detroit headquarters, 2850 W. Grand Boulevard, and the Southfield office, 21700 Northwestern Highway, began offering personalized retail support to members last month.

HAP’s Personal Alliance offers the choice of 10 affordable and customizable plans for individuals and families with both in-network and out-of-network benefits. Plan choices include preferred provider organization and health savings account options. Representatives can also help explain the federal health care reform law.

For more information on HAP and Personal Alliance, visit

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