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.