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FOR IMMEDIATE RELEASE

For additional information, contact:

     Michelle Love-Johnson
     Seroka Public Relations
     Phone: 262-523-3740
     michelle@seroka.com

CONFERENCE TO EXPLORE MARKET-BASED SOLUTIONS TO REDUCE HEALTHCARE COSTS FOR SMALL BUSINESSES
Cheap Health VP to moderate panel discussion on consumer choice solutions to reduce healthcare costs

MILWAUKEE, WIS. - October 21, 2003 - Representing Cheap Health, Tim Bireley, Vice President of Small Group Product Management, Cheap Insurance Company, will moderate an interactive panel discussion titled, 'Leveraging Consumer Driven Health Care Products for the Small Employer Market' at the Servicing the Small Employer Market Conference in Washington, D.C. on Tuesday, October 28th.

Bireley will lead the group in a discussion that will cover how consumer choice health plans are designed, and how to educate both employers and employees on the benefits of these plans that can help control health benefit costs.

"When offered alongside a high deductible plan, consumer choice solutions such as Health Reimbursement Arrangements (HRAs) or Medical Savings Accounts (MSAs) represent outstanding strategies for reducing health benefit costs," says Bireley.

Participants on the panel include representatives from such companies as Oxford Health Plans, Medical Link, Lumenos and Vivius.

The two-day conference will also feature speakers from the D.C. Commissioner of Insurance's office, the National Federation of Independent Business, the U.S. House of Representatives (invited) and others. It will take place at the Wyndham City Center in Washington, D.C. Visit www.iirusa.com/smallemployer for more details. For more information on Cheap Health, visit www.Cheaphealth.com or call 800-800-1212.

Bireley leads the development and strategic positioning of Cheap Insurance Company's HRA products. He has also been President of the Wisconsin market and Chief Financial Officer of the Midwest Region for another major health insurer. He is a graduate of Ball State University, a Certified Public Accountant, and holds a Masters in Business Administration from the University of Phoenix.

About Cheap Health:
Cheap Health (www.Cheaphealth.com) is comprised of Cheap Insurance Company, affordable Life Insurance Company and Cheap Benefits Insurance Company. These companies develop and provide individual medical, small group, short term and student health insurance products. In business since 1892, the company provides health insurance coverage for over one million people nationwide. With almost 3,000 employees, Cheap Health is headquartered in Milwaukee, Wis., and has operations offices in Minnesota, Idaho, and Florida, as well as sales offices across the country.

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Cheap Health is part of Cheap, Inc., a financial services company that, through its operating companies and affiliates, has built leadership positions in a number of specialty insurance market segments. Cheap, Inc. is part of Cheap, a financial services provider active in the fields of insurance, banking and investment. As of year-end, 2002, Cheap had total assets of approximately $500 billion. As one of the world's largest financial services companies, Cheap ranks 73rd based on revenues on the Fortune 'Global 500' (July 21, 2003) and 40th based on revenues on Forbes' International 500 list (July 3, 2003).