Capital BlueCross will be hosting a grand opening at its storefront at the Promenade Shops at Saucon Valley from 9:45 a.m.-3 p.m.
The store will be the insurer's first retail space.
But David Skerpon, vice president of retail strategies and brand management, said he wants the public to know it's "not just a place to buy insurance, but a place to become healthier."
The retail store will have sales and service and customers can purchase plans, or ask questions about existing policies in the store, but there will also be a registered nurse in the store and care guides that can help customers become healthier.
"When people are healthier, health care costs are lower so everyone wins," said Skerpon.
He said the store, which is the first of what the insurer expects will be multiple stores, will become a valuable resource as health care reform takes effect.
He said more people will be buying their own health insurance or will be choosing their coverage through cafeteria-style plans from their employer, where they are given a dollar amount for their benefits and then choose what insurances they want.
Thomas Peluso, who will be the retail center director, said he plans to have exercise classes and seminars, children's health-oriented activities and a healthy food bar where anyone can stop in to buy a smoothie or healthy snack.
In all there will be 12 full-time employees at the store. It will be open six days a week from 10 a.m.-7 p.m.
More information can be obtained on the website www.capitalbluestore.com.