The future of the HSA industry: How to remain relevant in the "Age of the Investor"

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The Health Savings Account (HSA) vehicle has significantly evolved since its development in 2004. While the industry previously prioritized spending and saving, 2019 marked the beginning of a new era. It not only introduced the retail revolution that sparked a new paradigm of investing that will transform consumers’ financial lives over the next decade, it also initiated The Age of the Investor for the HSA industry.

Today, HSA accounts have reached nearly $93 billion in total assets, of which $30 billion are in investments. Tomorrow, the future of the HSA will be powered by the embedded investing experience, which will empower consumers with investment choices and a user experience that offers personalized investing guidance. In order to remain competitive, administrators will need to Modernize, Monetize, and Control their HSA investment features.