B2B Case Study: In-Depth Interviews

Business Issue

A financial services company currently offering HSA plans for small businesses was looking to expand into the market for larger businesses. Research was sought to assess the viability and possible challenges.

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In-depth interviews were conducted with different stakeholders with HSA plans to assess the potential from their vantage point. This included brokers and third-party agents, HR Directors of large companies, prospective customers from large companies and those with HSA plans.

Topics related to the drivers of selection, barriers to consideration and challenges to consider.

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Offering an HSA plan was deemed a viable opportunity that should be pursued, with the greatest opportunity evident among current Corporate clients and current clients who did not offer an existing HSA plan.

Research also revealed the insight that expanding to non-customers would require partnering with an established HSA player with brand equity.