Health Equity Competitors

Goals

To provide information on competitors to Health Equity, including an overview of key messages used in their marketing, any metrics/proof points they use to support those messages, their advertising spend and examples of visuals from their marketing.

Early Findings

  • Hundreds of HSA companies exist in the U.S. In order to narrow down the list to a manageable number, we set out to identify a list of HSA companies that are considered top HSA providers.
  • Investors.com lists Health Equity, Optum, HSA Bank, UMB, Fidelity, Further, HSA Authority, HealthSavings Administrators, Saturna HSA, and Lively as the top 10 HSA providers.
  • Morningstar lists Fidelity, Lively, The HSA Authority, Health Equity, Optum, UMB Bank, Fifth Third, Bank of America, Further and HealthSavings Administrators as the top HSAs for spending and Fidelity, The HSA Authority, Bank of America, Further, Fifth Third, HealthSavings Administrators, HealthEquity, UMB Bank, HSA Bank and Optum as the top HSAs for investing.
  • Doughroller lists Lively, BMO Harris, Affinity Credit Union, First American Bank, Health Equity, and The HSA Authority as the top HSA providers.
  • We narrowed down the list of top HSA providers by including those that were identified on at least two of the top lists we found, excluding Health Equity as it is the target company for this research. We then visited their websites to confirm that they provide similar products to Health Equity. This method resulted in the following list of eight companies: Optum Bank, HSA Bank, UMB Healthcare Services, Fidelity, Further, The HSA Authority, HealthSavings Administrators, Lively.

Proposed next steps:

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Our initial research identified a list of 8 of the top HSA companies in the U.S. We suggest utilizing this list as the list of competitors for Health Equity and continuing the research to provide an overview of each companies main messaging/claims related to HSAs, any metrics or proof points the use to support those claims, 2-3 examples of visuals from their marketing campaigns that show this messaging and how much each company spends on advertising per year.
We also suggest research into 3-4 things customers are commonly looking for in HSAs and/or that they believe are missing from most HSAs, which may provide some insights into where "white space" may exist in this industry.