## 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](https://drive.google.com/uc?export=download&id=1tXCuwePJPtQDciiFyws2rvw27J-5qLhS)

### HSA/FSA Badge

“Pay with HSA/FSA” badge for use on PDPs, emails, and ads.
[Download badges](https://drive.google.com/uc?export=download&id=1ZbF4aO3g7EnjqQMlTW6NNiWTXAoiY8IX)

### Brand Guidelines

Colors, typography, logo clearspace, and co-branding rules.
[View guidelines](https://docs.withflex.com/merchant-success/marketing/brand-guidelines)

### Templates

| Template | Format | Link |
| --- | --- | --- |
| Email templates | Figma | [Open in Figma](https://www.figma.com/design/Rmd3ww8aRI0e5yPoncp7XE/Flex-Email-Templates?node-id=0-1&t=5H7GruEzEsJwf3NM-1) |
| Social media templates | Figma | [Open in Figma](https://www.figma.com/design/w0auoEp8gixz919ehodjk4/Flex-Social-Media-Templates?node-id=0-1&t=F8SOnm9xHaRsmUE5-1) |
| Landing page templates | Figma | [Open in Figma](https://www.figma.com/design/2pJPseQKr1CSg5AO8SSuB4/Flex-Landing-Page-Template?node-id=0-1&t=euhHlQF3X4KMYUW1-1) |
| All marketing assets | Google Drive | [Open folder](https://drive.google.com/uc?export=download&id=1Y55WnNAzhCaio73tRMFIeICfDEW1nCLz) |

## 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](mailto:marketing@withflex.com) before publishing.