FSAstore.com/HSAstore.com Roll Out Newly Rebranded D2C Ecommerce Sites to Simplify Tax-Free Health and Wellness for More Than 110 Million Eligible Americans

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Rebrand Completes the Company’s Transformation from Simple Ecommerce Sites to Comprehensive Direct-to-Consumer Marketplaces for FSA and HSA Consumer Education and Shopping


FSAstore.com/HSAstore.com unveils new brand and online experience

We’ve completely rebranded our sites to encourage a consumer journey that starts with education and tools and ends with ecommerce. Our data shows consumers need a simple path from enrollment to shopping, and that’s what we’ve delivered.

FSAstore.com and HSAstore.com today announced a company rebrand and unveiled newly redesigned ecommerce sites designed to create the first direct-to-consumer marketplaces “with zero guesswork” for the more than 110 million Americans eligible to enroll in tax-free flexible spending accounts (FSAs) and health savings accounts (HSAs).

The rebrand was undertaken to bring the brand identity into alignment with the company's original mission: to simplify FSAs and HSAs for all eligible individuals. Today, 80% of eligible employees never sign up for their FSA and 40% skip on HSA benefits because they find the accounts too complicated, the enrollment process confusing, and spending the funds inconvenient. Proprietary FSAstore.com/HSAstore.com data shows that account holders can save up to $1,000 annually when they optimize their FSA or HSA accounts.

The new FSAstore.com and HSAstore.com have been repositioned to address these consumer pain points. For example, most FSA and HSA card purchases auto-approve on FSAstore.com and HSAstore.com, so you can skip the cumbersome receipts process when you shop on the sites. This, along with the largest, 100% guaranteed-eligible product selection, makes the purchase process much more streamlined and easier for the millions of consumers who will enroll this fall and collectively unlock a purchase power worth tens of billions in tax-free funds.

The new branding is the result of a year-long process, culminating in new logos, taglines, and a design language meant to communicate a look and feel that is at once approachable, simple and trustworthy. The enhanced online experience includes expansive content resources developed in response to user data suggesting a need to nurture an educated and informed community of FSA and HSA users.

“We started this company to tackle the chief problems that have affected FSA and HSA users for decades: Confusion around eligibility, deadlines, and a general lack of understanding about the value of these tax-free accounts,” said Jeremy Miller, CEO and founder of FSAstore.com/HSAstore.com. “After nearly a decade in this space, we’ve learned that the vast majority of employees simply don’t realize how much they could save every year by enrolling in these accounts. So, we’ve completely rebranded our sites to encourage a consumer journey that starts with education and tools and ends with ecommerce. Our data shows consumers need a simple path from enrollment to shopping, and that’s what we’ve delivered.”

Since the launch of FSAstore.com in 2010 (and HSAstore.com in 2015), the company has filled a unique gap in the ecommerce landscape, exclusively offering FSA- and HSA-eligible health and wellness products. Now, in addition to a personalized shopping experience, the redesigned sites cater to the specialized content demands of large customer segments, including millennials and moms who visit the site frequently to research ways to stretch their healthcare dollars.

As a result, new content features like The Ultimate Guide to Open Enrollment, a weekly news segment called FSA Friday, short-form videos decoding healthcare terms, a complete product eligibility list, and a regular podcast are now integral parts of the FSAstore.com Learning Center (FSAstore.com/learn), a regular destination for shoppers looking for ways to optimize their accounts.

With open enrollment already underway nationwide, HSA enrollment surging, and the December 31 FSA deadline approaching, the new websites are live in time to help account holders and millions more Americans learn how to get the most out of their tax-free health benefits. Watch the FSAstore.com video to learn more: https://www.youtube.com/watch?v=mjzAS3iTU7I.

About FSAstore.com/HSAstore.com
FSAstore.com is flex spending with zero guesswork. It’s both the largest online marketplace for guaranteed FSA-eligible products and an educational resource that you can actually understand. It’s the company's mission to help millions of FSA holders manage and use their accounts, and save on more than 4,000 health items using tax-free funds.

In an ever-shifting market, HSAstore.com is health savings, simplified. With the largest selection of guaranteed HSA-eligible products and easy-to-understand educational resources, the brand is here to maximize consumers’ long-term health savings and help ease the financial burden of medical needs should they arise.

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Barbara Tabor
tabor PR
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