Fla. Health Choices delays launch to retool site

Published On: Feb 14 2014 03:04:03 PM EST

The troubled Florida Health Choices program is yet again delaying the launch of an insurance exchange separate from the Affordable Care Act marketplace.

CEO Rose Naff said Friday that interest in purchasing discounted health insurance is 10 times higher than they anticipated and she wants to make sure the user experience for the initial launch is perfect. Technology experts are retooling the website's front pages and revisiting all aspects of the infrastructure.

Naff is working to find the site's load maximum now, before crossing any volume thresholds. The federal government notoriously skipped crucial early testing on its website causing a disastrous launch.

Critics have repeatedly complained that Florida Health Choices, the brainchild of former House Speaker Marco Rubio, was started in 2008 and still isn't operational, despite receiving more than $1 million in state funds.