The Four S’s of HSAs: A Persona-Based Approach
The Four S’s of HSAs: A Persona-Based Approach
Businessolver’s Four S’s of HSAs e-book explains how to tailor communication about health savings accounts to different employee personas. Many workers lack full understanding of HSA basics, with only 11% identifying all four attributes. The Student is new and unaware, the Spender uses funds quickly, the Simple Saver budgets and saves, and the Savvy Saver maximizes contributions and invests wisely. Each group needs targeted messaging to highlight HSAs’ long-term value, from covering out-of-pocket costs to building retirement savings. Segmented education helps increase adoption, loyalty, and financial security across diverse employee populations.
