Flex webinar recap: How HSA/FSA payments drive app growth

To help app teams uncover new revenue levers, Feed.fm hosted a webinar featuring Ben Noblet, Head of Partnerships at Flex. The session explored how HSA (Health Savings Accounts) and FSA (Flexible Spending Accounts) can boost acquisition, retention, and revenue by reducing friction at checkout.

Ben shared how Flex has become a trusted growth partner for apps like Alo Moves, Fitbod, and Ladder, delivering measurable results through seamless HSA/FSA integration. With Q4 approaching and millions of users looking to spend their FSA funds before year-end, the timing has never been better for apps to capitalize on this opportunity.

Why HSA/FSA funds are a growth opportunity for apps

HSA and FSA accounts represent a $150 billion market with over 100 million eligible Americans. These funds aren’t just sitting idle; they create a sense of urgency. FSAs follow a “use it or lose it” rule, while HSAs roll over annually, encouraging consistent spending. To understand which apps qualify, Flex has outlined how fitness and wellness apps can be eligible for HSA/FSA payments.

Flex’s data shows the impact:

• 67% of consumers wouldn’t have purchased without the HSA/FSA option
• 92% said the convenience made them more likely to buy again.
• Users paying with HSA/FSA have a 10% higher lifetime value.

“This is a warm, built-in audience with money they have to use,” Ben explained during the webinar. “When you make it easy to spend, you capture users who might otherwise skip the purchase.”

Integration built for growth

Flex makes adding HSA/FSA payments as simple as adding Stripe. Their API integrates directly into web-based checkouts, giving users a smooth experience without disrupting existing flows. Users select HSA/FSA at checkout, complete a short telehealth consult, and pay in real time. Flex also provides clear guidance on meeting IRS requirements for HSA and FSA purchases, so apps can confidently integrate without worrying about compliance risks.

For product teams, Flex handles IRS compliance, data security, and edge cases like split carts and partial payments. Most apps integrate in a single sprint, making it easy to deploy this feature without heavy development overhead.

Ben highlighted how this simplicity drives adoption: “Our goal is to take the complexity out of the process. We handle the compliance, the tech, and the edge cases so our partners can focus on growth.”

Marketing that moves the needle

Flex goes beyond payments by helping apps market the feature effectively. Through seasonal “use it or lose it” campaigns and targeted messaging, partners can re-engage lapsed users and drive conversions.

One campaign example stood out: a Flex partner reactivated 1% of churned users with a single email highlighting HSA/FSA eligibility. This soft-touch marketing created awareness without aggressive selling and delivered results.

Boost retention and revenue with Flex

HSA/FSA payments remove one of the biggest barriers to purchase: cost. By enabling users to pay with pre-tax dollars, apps see stronger trial conversions, improved retention, and higher revenue. “Financial reasons are one of the top causes for churn,” Ben shared. “When you offer users a way to pay with their benefits, you remove that barrier and keep them engaged.”