Rebrand for e-commerce company simplifying tax-free health benefits.
Portfolio of two e-commerce brands serving individuals with tax-free health benefits (FSAs/HSAs) was undifferentiated and difficult to navigate. Complex B2B2C sales funnel hinged on enabling partners to drive sales. Partners resisted direct selling approach, but were supportive of promoting educational content.
Business challenge
Core creative
idea/insight
Lack of consumer education and rampant confusion amidst account holders. Create parent brand to serve as consumer advocate and helpful resource to help simplify tax-free health accounts. Sub-brands to deliver a clear roadmap for consumers to understand and use their benefits in an era of rising health costs (and sell 100% eligible products in the process!).
Brand audit
Stakeholder workshops
FSA/HSA category auditing
Expert interviews
Brand architecture work
New brand positioning, naming, visual identities and messaging systems
Launch of educational content destinations featuring expert-written articles, videos and consumer guides
Strategic approach
Rebrands and parent company launched in 2019. Award-winning content. 70% CAGR. Successful exit through majority stake investment in the company in 2019. The portfolio now consists of five brands: FSA Store, HSA Store, WellDeserved Health, Medicare OTC Store, and Caring Mill.
Results
