Peter Serio
Chief Customer Officer, Florida Blue
Peter Serio is GuideWell’s Chief Customer Officer. In this role, Serio oversees the customer experience team, execution of the customer experience transformation program, and is responsible for setting the strategic vision, direction, and standards for championing a best-in-class experience for GuideWell and Florida Blue’s customers.
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He also is accountable for establishing and embedding innovation best practices throughout our business practices and leading complex initiatives that create and capture breakthrough value. Serio leads a cross-functional, collaborative team that focuses on developing, testing, and validating new concepts and experiences in collaboration with business partners across GuideWell.
Serio has held a series of progressively responsible roles since joining the company in 2015. This includes Principal, Enterprise Strategy; Vice President, Customer Experience; and Vice President, Enterprise Innovation and Customer Experience.
Serio has an extensive background in product management, competitive strategy, sales and marketing management, and customer experience. Prior to joining the company, he has served in leadership roles at Asurion, Deloitte Consulting, and General Electric Capital.
Serio is a Certified Public Accountant and served as an adjunct professor at the University of North Florida from 2019-2021. In 2018, he was recognized by the Jacksonville Business Journal as one of First Coast’s 40 Under 40 creating the future in Northeast Florida. He has also served on the JAX Chamber’s Board of Governors.
Serio earned a bachelor’s degree in business administration from Washington University and an MBA from Northwestern University’s Kellogg School of Management.