Blue Shield of California seeks rate hikes up to 20%

The company also expects higher costs from an influx of new customers under the federal healthcare law in 2014.

"It's a once-in-a-lifetime change in the healthcare market that will bring a lot of volatility, and we need higher reserves for that," Wagner said.

Even with these proposed rate increases, Blue Shield said, it expects to lose money in the individual insurance market in 2013.

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