Health finance at the speed of life.

As a trusted design and build partner, we transformed Select Account, a prominent Health Savings Account (HSA) provider, to secure a pivotal position in the financial management arena. This involved rebranding the company with a new name and identity, while also launching an advanced digital platform and strategic investment approach. These efforts aimed to seamlessly connect health, money, and everyday life, ensuring users could navigate health finance with confidence and ease. This case study explores our journey and success.
Client
Further
Roles engaged
Venture Studio
market of focus
Health Savings Administration
Their Market Narrative

Many of the scariest health decisions we make aren’t about illness or injury. They’re about money.

In our choices around health plans and deductibles, we are forced to predict the future of our finances and our health — or risk being unable to pay for the care we need. No one likes to deal with it. Few of us can afford not to. It’s not fun even when it works. When it breaks, it’s a nightmare.

How we pay for health care keeps us bracing for surprises (never the good kind). A single misstep can mean months of hassles and worry. It’s enough to make you dread seeing a doctor — or worse, avoid it altogether.

HSA companies should offer solutions. Instead they’re part of the problem.
 Hidden fees and hidden motives are part of their business plan, designed to put our dollars out of sight, out of mind and out of circulation. Without incentive to improve, their assets accumulate as our peace of mind erodes.

Turns out what’s good for Wall Street isn’t good for Main Street. Our money and our health are intimately connected. Health hardship can lead to financial hardship and vice-versa. Avoiding pitfalls and navigating wisely is crucial to our mental and physical wellbeing. It’s about more than rates, fees and deposits. There’s a deeper bottom line: living the healthy lives we want, today and for decades to come.

Our health is too precious to waste worrying whether we can afford it. 
That’s what drives us. Born out of a health plan in 1982, we know this world better than anyone: The players and pain points, the everyday journeys and tough choices people have to make… and what’s at stake when things go wrong. That understanding compels us to put people’s health and happiness ahead of dollars and cents. And it shows.

“Literally the best service experience I've had in as long as I can remember.”

“I can’t say enough good things about her willingness to help me.”

“I had no idea it could be like this.”

“Her communication and support have been amazing!”

“Thank you for having such wonderful staff on board.”

“I do not think I could have figured this out on my own.”

Welcome to feel-good health finance… 
from HR to the ER to Rx to the IRS.

Intuitive, accessible, frictionless, ready when you need it. 
Fires put out, loose ends tied up before you have to ask. Pro-active guidance to do more with your money. Just call, click, tap or swipe to access your dollars on your terms. 
Beyond a Health Savings Account, it’s a Health Living Account, seamlessly connecting money, health and life every day.

This is how it feels when things just work. Confident your bases are covered. Calm when things go wrong. Able to focus on family, work, long-term plans and everything else that matters to you beyond money. Call it healthy peace of mind.

And we’re just getting started. Having made the perfect HSA, we’re going where no one has gone before:

  • Easy access to funds when the unexpected arises (need a line of credit? can do)
  • Incentives for healthy behaviors (here’s an extra reward for hitting the gym)
  • Connecting you to services and discounts when you need them (may we recommend…)
  • Assistance to prepare for care before you need it (let’s plan for that surgery, shall we?)
  • Amazing technology companies use to power health finance and beyond…
  (actually, that’s already happening).

We’re evolving every point of interaction between money and health so it works again for Main Street. Take that to the bank. We don’t stop at good enough. We don’t solve one problem and call it a day. We keep going until all the pieces are in sync with the lives they’re meant to serve.

Health finance at the speed of life.

Critical Areas of Focus

A Total Transformation

We rebranded Select Account, impacting every corner of the organization, from name to digital platform to investment strategy.

Reinventing Health Finance

Worked with their team to launch a new digital platform, transforming health finance into a seamless, user-friendly experience.

Sales Growth Strategies

Our roadmap enhances Further’s business with digital advancements and strategic healthcare investments, syncing health and wealth for Main Street.

Health Finance Evolution

Our roadmap enhances Further’s business with digital advancements and strategic healthcare investments, syncing health and wealth for Main Street.

Uncovering Insights to Develop New Markets

Learn how we worked together to uncover major insights and scale the business.

From Select Account to Further: Transforming Health Finance

When we first engaged with the client, they were known as Select Account. They had recently played a crucial role in restructuring an investment division for Blue Cross Blue Shield of Minnesota. This period marked their transition from an HSA provider to a leader in health finance, symbolized by a comprehensive rebranding to "Further." Our efforts involved launching a new digital platform and implementing growth strategies, aiming to seamlessly integrate health and wealth management for everyday life.

Awards for Service: A Main Street Voice

The organization uniquely built a robust customer service department internally instead of outsourcing it, setting them apart from competitors. Their team consistently received daily letters from delighted customers praising the outstanding support. Leveraging this operational DNA, the company fostered a Main Street voice and attitude, directly opposing the Wall Street demeanor of their rivals. This exceptional service approach solidified their reputation and enhanced the HSA experience, making financial health accessible and reassuring for their users.

Transforming Health Finance with The Outsider Advantage™

After rigorous testing of their market position with The Outsider Advantage™ program, we rebranded Select Account to Further™. We then implemented sales and marketing systems to elevate their position among other HSA offerings. These strategies complemented the launch of a new digital platform, enhancing the user experience. Through these efforts, Further™ secured an influential role in the health finance market, seamlessly integrating health and wealth management for everyday life.

Strategic Transformation of Select Account into Further™

We supported the reposition and launch of the Further™ business as a design-build venture studio and strategic consulting partner within Blue Cross Blue Shield of Minnesota's investment division. Through rigorous market testing with The Outsider Advantage™ program, we rebranded Select Account to Further™. We implemented advanced sales and marketing systems and launched a new digital platform to enhance user experience. This comprehensive effort positioned Further™ as a leader in health finance, seamlessly merging health and wealth management for everyday life.

Further™: Rising to Prominence in Health Finance

Upon launching the new brand, Further™ swiftly expanded beyond the Blue Cross Blue Shield (BCBS) network. Embracing a seamless digital platform, strategic sales systems, and user-centric service, Further™ quickly established a strong foothold in the Health Savings Account (HSA) market. Their commitment to making health finance accessible and reliable resonated deeply, allowing them to secure an influential position. This rapid growth demonstrated Further’s dedication to connecting health and wealth management in everyday life, ensuring peace of mind for their users.

Rapid Growth in Health Finance

Further™ quickly became the fastest growing investment in BCBS's health services, establishing a strong position in the health savings market.

Network Expansion

Further expanded significantly, securing major strategic customers and establishing a strong market presence beyond their original network.

A New Leader in Health Finance

Further's strategic rebranding and enhancements led to its acquisition by Health Equity™, securing its position as a market leader.