Pub. 6 2016-2017 Issue 1

10 O V E R A C E N T U R Y : B U I L D I N G B E T T E R B A N K S - H E L P I N G C O L O R A D A N S R E A L I Z E D R E A M S FEATURE ARTICLE MEGAN MORGAN, MBA DIRECTOR, PRODUCT DEVELOPMENT ASCENSUS Understanding the different behaviors of HSA owners can help a bank customize its approach for attracting and retaining these account owners. H ealth savings accounts (HSAs) have been around for over a decade and continue to grow at an unprecedented rate. But with all the popularity of HSAs, they still are plagued with confusion. A common misconception is that all HSA owners are the same, and banks often use the “one size fits all” approach when marketing HSAs to potential customers. Understanding the different behaviors of HSA owners can help a bank customize its approach for attracting and retaining these account owners. In our experience withHSAs, we’ve identified four main personas into which HSA owners could be categorized; understanding these different personas can help banks recognize trends and opportunities within the HSA market. Health Savings Account or Health Spending Account?