SaunaBox Puts HSA/FSA in 95% of Its Ad Creative and Lifts Mid-Funnel Performance ~30%

SaunaBox was investing tens of thousands of dollars a day into paid social media to find new customers, but struggled with conversion given the multi-thousand dollar sauna price-point. The brand partnered with Truemed because they’d had several customers reach out asking if they could pay with their HSA/FSA accounts. After launching, they began testing a paid promotional strategy that called out the average savings of 30% for qualified customers who paid with pre-tax dollars. The messaging worked, leading to significant improvements across their campaign conversion funnel.

We always put HSA/FSA in the primary ad copy, and it’s one of our top-performing ad verticals in the middle of the funnel. HSA/FSA has been a growing factor in purchasing a sauna, and I think it’s only going to keep growing as the education gets more and more prominent.

~ Nolan Kahal

Co-Founder, SaunaBox

SaunaBox treats HSA/FSA as creative strategy. 95% of its ads mention HSA/FSA in the voiceover or primary text, and dedicated remarketing campaigns pair a testimonial-style hook video with an education landing page on how Truemed works.

HSA/FSA-led ads have outperformed SaunaBox’s other remarketing ads by roughly 30% in the middle of the funnel. Nolan believes this is where a shopper is weighing a premium purchase and an average savings of 30% is meaningful. The ability for qualified customers to pay with pre-tax dollars has also reduced the need for discounting, which helps protect SaunaBox’s margins.

In addition to the campaign success, Truemed also promotes SaunaBox on its own Marketplace, which reaches millions of prospective customers with HSA/FSA accounts looking to invest those dollars in better health outcomes. The Truemed Marketplace has driven ~38% of SaunaBox’s HSA/FSA sales over the last six months, driving substantial growth for SaunaBox.

Two and a half years in, and the partnership is thriving.

• ~30% better mid-funnel performance vs. other remarketing ads
• ~38% of HSA/FSA sales driven by Truemed Marketplace
• #1 most-asked pre-purchase question, HSA/FSA eligibility

The demand keeps showing up in SaunaBox’s own data. In its abandoned-cart text conversations, HSA/FSA eligibility is the number one question shoppers ask before buying, ahead of shipping times and financing. Truemed started as an HSA/FSA payment option at SaunaBox’s checkout, but has since evolved into the foundation of the brand’s paid acquisition strategy.