Plunge Increases AOV by Accepting HSA/FSA Payments

Plunge + Truemed: Expanding Access to Preventative Health Tools

Plunge, a leader in cold plunge and saunas, partnered with Truemed to make their innovative products more accessible through HSA/FSA spending, resulting in a 109% increase in Average Order Value (AOV) and tapping into a new customer segment previously constrained by financial limitations.

"HSA/FSA dollars – this is a new path for us to help customers make their dollars go further. At our core, our goal is to be a preventative tool—helping people live more of the years they have with a better mood, greater adaptability, and increased resilience. Truemed allows us to do just that by making our products more accessible for anyone looking to invest in their health. – Ryan Duey, Plunge Founder and CEO

Implementation Strategy

Plunge successfully leveraged Truemed’s Shopify integration to highlight HSA/FSA payment options

1. Seamless Website Integration

• Embedded Truemed’s eligibility widget directly on product pages, ensuring customers could easily identify HSA/FSA-eligible items during the shopping journey
• Optimized the checkout process to be intuitive and frictionless, making it simple for customers to complete purchases using their HSA/FSA funds.

3. Strategic Marketing Approach

• Executed targeted campaigns focused on HSA/FSA utilization:
  • Email sends featuring HSA/FSA benefits
  • Organic and paid media content promoting accessibility through pre-tax spending.
  • End-of-year organic and paid messaging encouraging customers to utilize remaining HSA/FSA funds.
• Created health-focused content to emphasize the long-term investment value of cold plunges, addressing affordability and accessibility challenges that customers often face in adopting high-quality preventative health tools.

Results:

The partnership between Plunge and Truemed has driven significant value for both customers and the business:

For Plunge:

• Average Order Value (AOV) increase of 109% using Truemed
• Expanded reach to health-conscious customers previously limited by financial constraints
• Strengthened position as a leader in preventative health tools.

For Plunge Customers:

• Greater flexibility to use pre-tax dollars for wellness investments
• Increased affordability and accessibility of cold plunge and heat therapy
• Empowered customers to commit to purchasing multiple items by leveraging their HSA/FSA funds larger purchases by leveraging HSA/FSA funds

Conclusion:

The Plunge and Truemed partnership showcases how HSA/FSA integration can make wellness tools more accessible while driving business growth. By combining seamless technology with strategic marketing, Plunge expanded its reach and empowered more customers to invest in their health.