Flux Footwear Scales HSA/FSA Ad Spend 18X with Truemed

Like many DTC brands in 2025, Flux Footwear needed an acquisition strategy for qualified customers that could scale profitably as paid media costs climbed. The minimalist footwear brand integrated Truemed's HSA/FSA payment solution and took a measured approach, testing ads promoting HSA/FSA eligibility and letting ROAS data guide the scale-up. Early signal gave co-founder Isaac Mertens and his team the confidence to rapidly expand ad investment.

Partnering with Truemed on HSA/FSA integration gave us the confidence to scale in a way we couldn't before. The strong ROAS we saw allowed us to make a data-driven decision to significantly scale our ad budget. That's not just growth, that's transformational for our business.

~ Isaac Mertens

Co-Founder, Flux Footwear

Flux Footwear launched its HSA/FSA ad strategy with a focus on education. Truemed-branded Meta ad campaigns showed qualified customers how to use HSA/FSA dollars for Flux's barefoot footwear, with messaging anchored on natural movement and foot mechanics as preventive health investments. The team paired the ads with a dedicated landing page and Truemed's PDP widget to educate qualified shoppers on eligibility and streamline checkout.

The key was starting small and letting performance guide decisions. After seeing strong initial ROAS, Flux dramatically scaled its investment. Average order value on Truemed transactions ran 36% above non-Truemed orders, making each ad dollar more efficient. What began as a test quickly grew into one of Flux's core growth channels. In parallel, qualified shoppers searching Truemed's marketplace for HSA/FSA-eligible products began discovering Flux for the first time.

The impact was immediate and sustained.

Rather than treating HSA/FSA as a seasonal opportunity, Flux maintained campaigns into early 2026 based on continued strong performance. What began as a payment integration became one of Flux's most reliable acquisition channels for qualified HSA/FSA customers.