Summary
The so-called consumer-directed health (CDH) market has opened a new door for financial services firms. Health savings accounts (HSAs) are the controversial but quickly growing financial "half" of many CDH insurance plans across the US. Forrester estimates that HSA assets now exceed $8 billion nationwide. To capture asset share and the associated revenue from fees, marketing leaders in this space should develop a holistic customer focus that includes a retention strategy based on the principles of customer advocacy.
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