Case Study

Bend HSA

Learn more

Bend Financial is a Health Savings Account (HSA) technology company that offers tools for consumers and employers to understand the difference between the various health savings options. The company makes it easy for users to understand their HDHP costs and savings.BendHSA was looking for a partner who could ensure that the design of their product was as differentiated and innovative as their underlying vision.


Business Strategy 

Experience Design

Agile Development

Technology Used



Bend HSA

Client feedback

“We had a very complex UI/UX project that needed to be completed within a tight timeframe. We chose FM because it was clear they had the right combination of high-level strategy and design skills. We were not disappointed!”

Kerry Leonard

Vice President of Product & Co-Founder at Bend Financial


Looking to be a disruptor in a homogenous market.

Bend HSA needed a partner to ensure the product design was as differentiated and innovative as their underlying vision. In a homogenous market with more than 1000 players, there was an opportunity to stand out by creating a trustworthy, approachable experience for consumers.

Reducing the friction of setting up HSAs.

To further assure Bend HSAs competitive edge, FM had to determine the best way to take the pain out of setting up and managing HSAs, offering convenience and utility for providers and users alike. 

Allowing users to make informed decisions without confusion.

Bend HSA needed a responsive way to ensure user needs were met by delivering intelligent, behavior-based guidance for users to help them understand their HSA offerings while increasing their savings and spending them wisely.


Working on business model canvas for clarity.

The FM team led Bend through a business model canvas to clarify project drivers and align around strategic goals. With focused efforts on a human-centered approach, we conducted interviews with current HSA users to reveal key opportunities and establish areas for innovation.

Developing a design system as a launchpad for success.

The deliverables included a fully responsive HTML prototype ready for API integration and a documented design framework that was a blueprint for product extension and evolution.

Integrating the powerful potentials of AI and machine learning.

FM delivered an immersive platform leveraging best-in-class design practices. Bend HSA stepped away with a more sophisticated tool that leapfrogs other current solutions, creating a more holistic solution with a differentiated value proposition.


Hire us
Establishing areas for innovation and opportunity.

We reduced the friction of HSAs setting up and management and delivered intelligent, behavior-based guidance to help users increase their savings.

Going beyond simply creating screens.

Bend HSA’s digital product now offers a modern user experience that is highly usable and sets a new standard of design excellence for the industry. 

Using AI and behavior-based logic.

Compelling data visualizations offer a snapshot of all saving and spending aspects, ensuring consumers understand their benefit status.

Interested to implement a similar
AI-driven solution?
Talk to us