Brand & Messaging Hub - Flex Documentation

What Flex is

Use this as the foundation for any marketing copy that explains the partnership.

Short version (1 sentence):
[BRAND NAME] has partnered with Flex so customers can use their HSA or FSA
funds to pay for eligible products at checkout.

Long version (2–3 sentences):
[BRAND NAME] has partnered with Flex to make it easier to invest in your health.
Customers with HSA or FSA accounts can now use their pre-tax dollars on eligible
products, with no extra steps or paperwork. Just select Flex at checkout.

How to position HSA/FSA

HSA/FSA is a payment method, not a discount or promotion. The framing that performs best positions it as a smart financial decision, using money customers have already set aside for health spending.

Core value props

• Customers may save up to 30–40% by using pre-tax dollars, depending on their tax rate
• No additional paperwork for always-eligible products
• Simple checkout: select Flex, enter HSA/FSA card, done

Approved messaging

The IRS has flagged misleading HSA/FSA marketing, particularly for products with conditional eligibility. Use only the approved copy below, and match the version to your product type.

• Always Eligible

• LMN

For products that are directly HSA/FSA eligible with no consultation required (e.g., OTC medications, sunscreen, medical devices, feminine hygiene products).

Approved ✅

• “HSA/FSA eligible”
• “Pay with your HSA or FSA”
• “Use pre-tax dollars at checkout”
• “Now accepting HSA/FSA payments”
• “HSA/FSA accepted”

Avoid ❌

• “100% covered by HSA/FSA”
• “Guaranteed HSA/FSA eligible”

For products that require a Letter of Medical Necessity: exercise equipment, orthopedic footwear, certain wellness and recovery products. Eligibility depends on a telehealth consult through Flex.

Approved ✅

• “HSA/FSA eligible for qualifying customers”
• “Qualifying customers may use HSA/FSA funds”
• “May qualify for HSA/FSA”
• “HSA/FSA Eligible*” (with footnote, see below)
• “Flex is for qualified customers. Savings may vary.”

Avoid ❌

• “Instant eligibility verification”
• “Automatic Letter of Medical Necessity”

Required footnote when using asterisk:

* HSA/FSA eligibility requires a brief telehealth consultation through Flex.
Eligibility is determined on an individual basis. Savings may vary.

The 30–40% savings claim

This is one of the most effective lines in HSA/FSA marketing, but it needs to be used correctly. Why 30–40%? Pre-tax savings depend on the customer’s marginal tax rate. The 30–40% range reflects a typical range across federal + state tax rates for most customers with HSA/FSA accounts.

How to use it:

Correct:
"Save up to 30–40% depending on your tax rate"
"Potentially save 30–40% with pre-tax dollars"
"Customers may save up to 30–40% depending on their tax bracket"

Incorrect:
"Save 30–40%" (stated as guaranteed)
"You will save 30%" (definitive claim)
"Save more than 40%" (outside the approved range)

Always pair this claim with a qualifier like “up to,” “potentially,” or “depending on your tax rate.” Stating it as a guaranteed outcome is a compliance risk.

Brand assets

Flex Logo

Light and dark versions, horizontal and stacked. Download logos

HSA/FSA Badge

“Pay with HSA/FSA” badge for use on PDPs, emails, and ads. Download badges

Brand Guidelines

Colors, typography, logo clearspace, and co-branding rules. View guidelines

Templates

Compliance quick reference

Before you publish, confirm all of the following:

1. Eligibility is tied to specific products Don’t claim your entire catalog is HSA/FSA eligible unless nearly all products qualify
2. The savings claim has a qualifier “up to 30–40% depending on your tax rate,” never stated as guaranteed
3. LMN products use conditional language “qualifying customers,” “may qualify,” never “guaranteed” or “approved”
4. “Covered” language is never used Say “eligible,” not “covered”
5. Disclaimers are visible and proximate On the same screen as the claim, readable size, and on-screen long enough to be read in video

Questions about a specific claim or placement? Reach out to your Flex merchant success contact or email marketing@withflex.com before publishing.