Stop Leaving Free Money on the Table: How Health & Wellness Brands Can Cash In on HSA/FSA Before Year-End
Every single year, billions of dollars in HSA and FSA funds expire unused.
Not because people don’t want to take care of their health.
Not because they can’t afford testing, treatment, or wellness support.
But because most consumers simply don’t know what their benefits actually cover.
If you run a lab testing company, therapy practice, diagnostic brand, functional medicine clinic, or wellness business…
this is one of the biggest year-end marketing opportunities you’re missing.
And it’s happening right now.
From November 15th through December 31st, millions of people start scrambling to use the money sitting in their health accounts before they lose it forever. This is a spike every brand should be leaning into — strategically, ethically, and confidently.
Let’s break down the opportunity, what qualifies, and how to turn this season into one of your highest-performing revenue windows of the year.
The Awareness Gap: Why Consumers Don’t Spend Their Benefits
Most Americans barely understand their HSA or FSA benefits.
They assume these accounts only cover doctor copays or prescriptions.
Very few know they can use their benefits for:
Lab tests
Diagnostic panels
Therapy
Addiction treatment
Functional medicine visits
Telehealth appointments
Fertility and hormone testing
Nutrient and deficiency panels
When people don’t understand what qualifies, they don’t spend.
That confusion is your opportunity to educate — and education builds trust faster than any ad ever could.
What’s Actually Eligible (The Part Most Brands Don’t Explain Clearly)
Here’s what your customers can confidently use their benefits for — no guesswork:
Fully Eligible (No Doctor’s Note Required):
Food allergy tests
Thyroid panels
Diabetes testing (A1C, fasting glucose)
Cholesterol panels
Hormone tests (when medically necessary)
Vitamin & deficiency panels
Fertility testing
STD screening
Mental health therapy
Licensed counseling
Psychiatric care
Telehealth visits
Substance abuse treatment
Functional MD/NP/PA visits
If you’re in labs, diagnostics, therapy, recovery, or functional wellness…
These categories are your sweet spot.
Why Year-End Is the Biggest Window
From mid-November through December 31st, HSA and FSA usage surges.
Here’s why:
People don’t want unused funds to expire
Holiday stress increases demand for therapy and mental health services
Eating and travel patterns make people aware of health issues
People want clarity before the new year
“Clean slate” energy triggers action
Budgets reset on January 1st
Wellness becomes a priority after a chaotic fall season
This is real urgency, not manufactured scarcity — and your customers will appreciate being reminded before they lose money they’ve already earned.
Where Brands Leave Money on the Table
Here are the top mistakes companies make every year:
Never mentioning HSA/FSA benefits
Listing eligibility in tiny fine print
Not showing which services or tests qualify
No educational posts or emails
No year-end reminders
No landing page explaining benefits
No “use it or lose it” messaging
No social content or FAQs
Waiting until the last week of December
If your customer doesn’t know something is eligible, they don’t spend.
If your brand doesn’t communicate it, they buy somewhere else.
Visibility wins.
How to Cash In on the Year-End HSA/FSA Surge
Here’s the simple, ethical, high-impact campaign every health and wellness brand should run:
1. Build an HSA/FSA Landing Page
It should include:
What your customers can use benefits for
Step-by-step instructions
Eligible test or service list
FAQs
Year-end reminders
This is the hub for every email, ad, or social post you create.
2. Send a 4-Part Year-End Email Sequence
Send these between November 15 and December 31:
“Did you know your benefits cover this?”
“Here’s what qualifies”
“Don’t leave money on the table”
“Final reminder before your benefits expire”
This works.
Every time.
3. Add HSA/FSA Messaging Everywhere
Homepage bar: “Use HSA/FSA”
Product badges: “Eligible”
Checkout reminders
Social content
Stories
FAQs
You’re not selling — you’re informing.
4. Create Simple, Educational Social Posts
Short, easy-to-skim content:
“5 things your HSA/FSA covers that you didn’t know about”
“Lab tests you can use your benefits for”
“Therapy is HSA/FSA eligible — here’s how it works”
“Use-it-or-lose-it: what expires on December 31st”
People share what helps them.
People engage with what clarifies confusion.
5. Be the Brand That Leads, Not the Brand That Whispers
Most brands only mention HSA/FSA once.
A footer. An FAQ. A hidden line.
This is where you win — by educating boldly and serving the customer first.
When you become the brand that makes things simple, you become the brand that people trust.
Trust = revenue.
Trust = referrals.
Trust = loyalty.
The Bottom Line
Your customers are sitting on money that can genuinely improve their health, mental clarity, stability, and overall wellbeing.
Helping them understand how to use it isn’t marketing hype — it’s service.
It’s advocacy.
It’s clarity.
It’s good business.
And if you’re in labs, diagnostics, therapy, mental health, or wellness…
this is one of the easiest opportunities to grow your business while helping more people.
Want Help Building a Done-For-You HSA/FSA Campaign?
If you want support creating landing pages, email sequences, messaging, and social content that drives conversions —
👉 Make an appointtment and see how Damon can help you grow your business and reach more of the people who need you.
