Blue Cross and Blue Shield of Nebraska has been part of the state’s business landscape for more than 85 years, but Jeff Russell sees the company as more than just a health insurer.
“Most people think of us as a health insurance company, which is really core to what we do,” said Russell, Blue Cross and Blue Shield of Nebraska’s President and CEO. “But we also think of ourselves as a health solutions company. How do we help people live their best and healthiest life 365 days a year through our products, services and relationships?”
For companies considering Omaha, Russell points to both the people and the lifestyle as major positives. That combination makes it a great place to do business.
“It’s the quality of the workforce, the work ethic, the education level and the commitment to a mission,” he said. “And you have the vibrancy of the community with a high quality of life.”
That forward-looking mindset is rooted in Omaha, which Russell calls the “economic engine of Nebraska.” He explained that the city offers a rare blend of a strong workforce, business-friendly climate and quality of life that attracts both companies and people.
“Omaha is stable, has a good business climate and has predictable regulation,” he said. “That’s why you see insurance companies come here. Even for insurance companies that don’t have significant operations in Nebraska, many are actually domiciled here.”
Workforce is another advantage. With deep insurance roots in the region, Omaha produces not only trained talent but also an ecosystem of support.
“When you have a concentration of an industry like insurance in a place like Omaha, you tend to also have an ecosystem build up around it,” Russell said. “You have accounting firms that understand statutory accounting and law firms that understand the regulatory environment. If you’re the only insurance company in town, you just don’t have that same infrastructure.”
The community’s connectedness also sets it apart.
“You’re a phone call or two away,” Russell said. “You run into people at a chamber meeting or a United Way meeting. It’s just the ease of doing business.”
Quality of life matters to companies recruiting workers. It makes it easy when Omaha has a low cost of living and other aspects such as short commute times.
“You don’t have that two-hour commute. The average commute is 22 minutes,” Russell said.
Looking ahead, Russell emphasized that Blue Cross and Blue Shield of Nebraska is also pushing innovation. The company is investing in digital health tools and AI-enabled support to improve service and health outcomes for its members.
“If you’re not a technology company in today’s world, you’re not going to be around very long,” he said.
For Russell, the opportunity is clear: Omaha is no longer a “well-kept secret.” It’s a place where insurance and InsurTech businesses can thrive.