For eBusiness & Channel Strategy Professionals (Length: 8 pages)

Executive Summary (This is a document excerpt)

Market penetration for health savings accounts (HSAs) among US households is gaining momentum. Even an impending presidential election, in which healthcare reform is a top priority, cannot break the law of inertia in this highly politicized industry. Forrester believes that the nascent HSA market, now just three years old, is poised for explosive growth. Results from Forrester's most recent surveys of US households show that consumer interest is on the rise, despite a vast education gap and poor customer service. Who among the numerous industry stakeholders can best close those gaps? The answer to that question remains elusive, but it just might be the key to acquiring and retaining customers in this lucrative market. Although much ambiguity remains, one thing is certain: The battle for customer loyalty has begun.