HSA Store® launches new HSA Learning Center to improve education, utilization of tax-free health savings accounts (HSAs) for consumers and employers

Reports show 1 in 2 Americans are unfamiliar with HSAs, while 92% of users say they would like to learn more about how their account works; the HSA Learning Center delivers personalized education to address this trend

DALLAS (January 30, 2025) –  HSA Store, the first and leading online store dedicated to selling only products and services that are eligible with a health savings account (HSA), announced today the launch of an all-new HSA Learning Center. This resource is free to HSA users, employers, HR professionals, and third-party administrators (TPAs), and is designed to boost consumer knowledge of how tax-free funds work so account holders can confidently use their HSA funds to support their unique health needs and financial goals.

According to recent data, Americans held $137 billion in savings across roughly 38 million HSAs. In the first half of 2024 alone, users contributed over $31 billion to their accounts and withdrew $20 billion in the same time period, indicating a need for healthcare savings support. However, more than 30% of account holders – approximately 10 million people – either did not fund or closed their HSA during this time period. Despite the popularity of HSAs, reports show 1 in 2 Americans are unfamiliar with HSAs and how they work. For example, 46% incorrectly believe HSAs have a ‘use-it-or-lose-it’ rule and 51% are unaware that HSA dollars can be invested.

“Education is the biggest roadblock to HSA adoption, utilization, and greater savings for consumers, which is why our HSA Learning Center is designed to increase HSA knowledge and confidence, and inspire individuals to use their account to achieve maximum savings for their unique situations,” said Itamar Romanini, vice president and general manager of HSA Store. “According to a survey from VISA, 92% of HSA users want to learn more about their account, which demonstrates the need for resources like our Learning Center, which delivers objective expertise and personalized tools to help consumers maximize this tax-free benefit to support their health and financial goals now, and in the future.”

Consumers and HR teams will benefit from the following features of the HSA Learning Center:

• Personal mapping quiz and tools to help account holders identify their HSA goals and ideal usage. 

• Goal-Based Learning Modules to teach account holders about the basics of an HSA and how to confidently use this account. This resource features six personalized learning tracks, tailored to the needs of various users from new account holders to retirees. Module topics include: how to open an HSA, how to use an HSA without pre-funding, ways to build a savings fund, how to invest and grow HSA funds, and ways the account can be managed in retirement.

• Learn-to-earn quizzes that reward users with HSA Perks Points as they advance through the educational activities.

• Easy access to HSA Store’s comprehensive, searchable HSA eligibility list; HSA Tax Savings Calculator; Projected Future Value Calculator; and the HSA Expense Dashboard and ExpenseTrackerTM App. 

  
  

“When individuals don’t understand their benefits, they don’t use them. Not only is that a detriment to their personal financial goals, but it also negatively impacts benefits adoption for HR teams,” said Romanini. “The HSA Learning Center solves this challenge for employers, while simplifying HSAs for consumers and giving them the confidence to fit their HSA to their lifestyle, whether they have not yet funded their account or they are are activity funding and using their HSA for daily expenses, or if their saving for retirement.”

What is an HSA? 

An HSA is a tax advantaged account that allows users to set aside pre-tax income to cover qualified medical expenses, thereby reducing their taxable income. HSA funds always belong to the account holder, and unused funds roll over from year to year and can be used in retirement. An individual  can enroll in an HSA through an employer-sponsored benefit or individually, as long as they are enrolled in a qualified high-deductible health plan. An HSA can be used to pay for a wide variety of eligible expenses,  including everyday healthcare products, copayments, prescription and OTC medications, telehealth services, and more. 

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HSA Store® has launched the all-new HSA Learning Center to address a critical gap in consumer education around health savings accounts (HSAs). With 1 in 2 Americans unfamiliar with HSAs and 92% of users eager to learn more, this free resource is designed to boost knowledge, confidence, and utilization for both individuals and employers. Featuring personalized learning tracks, interactive quizzes, and powerful financial tools, the HSA Learning Center empowers users to maximize their tax-free savings for healthcare expenses and long-term financial security. By demystifying HSAs, HSA Store is helping more Americans take full advantage of this valuable financial tool.

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About Health-E Commerce®

Health-E Commerce is the parent brand to FSA Store® and HSA Store, online stores that serve the 70+ million consumers enrolled in pre-tax healthcare accounts. The company also created Caring Mill®, a popular private-label line of health products through which a portion of every purchase is donated to the Children’s Health Fund. Since 2010, the Health-E Commerce brands have led the direct-to-consumer e-commerce market for exclusively pre-tax health and wellness benefits. Health-E Commerce plays an essential role in expanding product eligibility for important new categories within the list of eligible medical expenses.