HSA Account Holder Insights

Lively 2021 HSA Persona Report

Understand how consumers are saving, spending, and investing their HSA funds.

Get deep, actionable insights and analysis into how a wide variety of individuals and families are using HSAs for medical expenses, saving for the unexpected, and preparing for retirement, so you can be a better partner to your employees and clients.

HSA personas

  • Get an overview of the 7 distinct HSAs personas, how they use their HSAs, and how their behavior has changed since 2020.

HSA behavior drivers

  • What’s driving HSA spending and saving throughout an account holder’s lifetime and why there’s no “typical” account holder.

Predictive persona modeling

  • Follow how HSA habits shift as account holders’ healthcare needs change over time and how persona attributes have shifted over the past year.

Download the report