What FSAstore.com does

FSAstore.com (legally FSA Store Inc., founded 2010) is a US-headquartered e-commerce platform (Dallas, TX) that operates as a subsidiary of Health-E Commerce and offers more than 2,500 pre-verified products and services eligible for purchase with pre-tax Flexible Spending Account funds. The catalog spans OTC medications, health devices (Oura Ring 5, WHOOP, Dexcom Stelo, Bilt Labs insoles), prescription eyewear via Warby Parker, dental aligners via SmileSet, sleep solutions (Lofta, Daybreak, LifeMD), mental health (BetterHelp, Talkspace), and the company's own Patiently GLP-1 weight-loss subscription (plans from $199/month). Sister platform HSA Store extends the same guaranteed-eligibility proposition to Health Savings Account holders, giving the parent group access to 70M+ US consumers enrolled in pre-tax health accounts.

The technology layer centers on a curated, eligibility-verified marketplace plus an Integration Services stack for Third-Party Administrators (TPAs). TPA integrations cover Single Sign-On, DirectPay (cardless healthcare-card checkout), Balance Display (real-time account balance), and an HSA-side Expense Dashboard suite (HSA Your Way, Tax Savings Calculator, Future Value Calculator, 401(k) Maximizer). Operational features include a searchable FSA Eligibility List, FSA Deadline Alerts (email and SMS), an FSA Spending Calculator, and the FSA Perks® loyalty program. Distribution is direct-to-consumer via web and mobile web only (US addresses, excluding P.O. boxes and Puerto Rico), with 24/7 phone, chat, and email support. LegitScript certification and HIPAA-compliant telehealth partners sit underneath the regulated health-commerce surface. No API or SDK is published.

The commercial model is dual-motion and multi-stream. On the consumer side, revenue is generated through product markups on direct e-commerce sales, affiliate and referral commissions from telehealth partners, and a higher-margin private-label line under the Caring Mill® brand (with proceeds donated to the Children's Health Fund). On the B2B side, the company sells Integration Services to TPAs and participates in industry conference sponsorship (WEX SPARK Platinum, DataPath Connections Silver). Go-to-market combines product-led growth (seasonal sales around FSA grace periods and use-it-or-lose-it deadlines, EMA/CRM promotions, referral programs) with a sales-led motion targeting benefits administrators. Management includes CEO Preston Farrington, founder and Chairman Jeremy Miller FSA, CIO Azar Gurbanov, CSO Rida Wong, VP Technology Clifford Gray, and Compliance Director Rachel Rouleau; Keri Kaiser serves as CRO for parent Health-E Commerce. Total disclosed funding since 2010 is approximately $12M across six rounds, with Western Technology Investment as the most active later-stage investor.

Name

FSAstore.com

Legal name

FSA Store Inc.

Website

https://fsastore.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

FSAstore.com is a US e-commerce marketplace offering over 2,500 pre-verified FSA-eligible health products and telehealth services, including the Patiently GLP-1 weight-loss subscription, for consumers seeking to spend pre-tax healthcare funds.

Ownership category

akta.pro rank

Product category

Healthcare E-commerce

NAICS

Health and Personal Care Retailers (456)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• FSA-eligible products
• Health e-commerce
• Pre-tax benefits
• Telehealth services
• Healthcare retail

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct e-commerce sales of FSA-eligible health products including OTC medications, health devices, telehealth services, and personal care items. Revenue generated from mark-up on product prices sold to consumers.
2. Affiliate/Referral Revenue: Commission revenue from telehealth partner integrations including Oura Ring, Warby Parker, BetterHelp, Talkspace, Lofta, Daybreak, SmileSet, and Patiently GLP-1 programs. Company earns referral fees when customers purchase through partner links.
3. GLP-1 Weight Loss Subscription (Patiently): Subscription-based telehealth service for GLP-1 weight loss treatments (semaglutide, tirzepatide). Plans starting at $199/month with clinical consultation and ongoing treatment management.
4. Private Label (Caring Mill): Proprietary private-label product line under Caring Mill brand offering everyday health products at value pricing. Higher margin products compared to third-party brand sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

FSAstore.com operates an online e-commerce platform offering over 2,500 exclusively FSA-eligible products and services for consumers enrolled in employer-sponsored Flexible Spending Accounts. The catalog spans health devices, OTC medications, prescription eyewear, dental aligners, sleep solutions, and personal care items, complemented by telehealth services such as the Patiently GLP-1 weight loss program. The Caring Mill private-label brand supplies higher-margin value-priced everyday healthcare products. Integration Services (SSO, DirectPay, Balance Display) enable third-party benefits administrators to embed the shopping experience within their own platforms.

Product overview

FSAstore.com operates as an e-commerce platform offering over 2,500 exclusively FSA-eligible products and services alongside a sister platform HSA Store® for HSA holders. The ecosystem integrates Third-Party Administrator services enabling Single Sign-On, DirectPay, and Balance Display for seamless benefits administration. The product portfolio spans core health categories including telehealth services (Patiently™ GLP-1 weight loss, sleep solutions via LifeMD and Daybreak), prescription eyewear (Warby Parker), dental aligners (SmileSet), and wearable health trackers (Oura Ring 5, WHOOP). The Caring Mill® private-label brand provides everyday value products including hi-tech health devices, with proceeds supporting Children's Health Fund. A loyalty program (FSA Perks®) and educational tools like the FSA Eligibility List® and Spending Calculator™ support consumer engagement with tax-free health account funds.

Differentiator

Problem solved

Functional benefit

Brands

• Caring Mill®: Private-label brand offering everyday value healthcare products. The brand donates a portion of proceeds to the Children's Health Fund.
• Patiently™

Products and services

• FSA Store E-Commerce Platform E-commerce platform offering over 2,500 exclusively FSA-eligible products and services, allowing consumers to use tax-free Flexible Spending Account funds for healthcare purchases including health devices, OTC medications, telehealth services, and personal care items. Ships to U.S. addresses only (excluding P.O. boxes and Puerto Rico) with free shipping on orders over $50.
• Patiently GLP-1 Weight Loss Program Subscription-based telehealth service providing clinically guided GLP-1 weight loss treatments including semaglutide and tirzepatide, with personalized treatment plans and ongoing provider oversight. Plans start at $199 per month and can be paid with FSA funds.
• Caring Mill Private-Label Brand Private-label product line offering everyday value-priced healthcare products including hi-tech health devices, with a portion of proceeds donated to the Children's Health Fund.
• Oura Ring 5 Health-tracking smart ring available through an exclusive FSA Store retail partnership, tracking sleep stages, blood oxygen, heart rate variability, and personalized nightly rest insights.
• Warby Parker Eyewear Prescription eyewear and sunglasses offered through FSA Store with 20% discount for FSA Store customers, including eye exams and lenses.
• SmileSet Clear Aligners At-home dental aligner treatment delivered through FSA Store, with impression kit, personalized treatment plan from licensed professionals, and complete aligner set.
• Daybreak Sleep Apnea Solution CPAP-free sleep apnea treatment featuring an at-home sleep test (50% off, $79 versus a regular $159.95) and a custom-fit oral device, FDA-cleared alternative to traditional CPAP.
• LifeMD Sleep Medication Expert-backed FDA-approved prescription sleep medications offered with 35% discount, 100% FSA eligible, serving over 600,000 patients through telehealth partner LifeMD.
• Lofta CPAP Products Premium CPAP products, personalized coaching, and at-home sleep apnea testing with expedited shipping offered through the Lofta partnership on FSA Store.
• WHOOP Health Tracker Health and fitness wearable tracker for monitoring recovery, sleep, and strain metrics, offered as an FSA-eligible product.
• TPA Integration Services Enterprise B2B technology integrations for Third-Party Administrators including Single Sign-On (SSO), DirectPay cardless payment using healthcare cards, and real-time Balance Display showing FSA/HSA account balances within the shopping experience.

Quantifiable outcome

• 50% of FSA account holders forfeit funds due to missed deadlines, averaging $463 per person
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core, major and supporting.

• WEX Inc.coreStrategic or Co-development Partner · 9 April 2026Platinum sponsor at WEX SPARK Partner Conference 2026 (April 27-29, Orlando). Company showcases e-commerce technology solutions and engagement capabilities designed to help TPAs improve FSA, HSA, and HRA utilization. WEX is a benefits administration platform serving as both technology partner and conference host.
• DataPathcoreStrategic or Co-development Partner · 9 April 2026Silver sponsor at DataPath Connections 2026 conference (April 20-22, Philadelphia). Company showcases e-commerce technology integrations, educational resources, and guaranteed-eligible shopping experience for FSA and HSA accounts to help TPAs drive growth and increase engagement.
• Oura RingmajorGTM or Marketing PartnerExclusive retail partnership offering Oura health tracking rings as FSA-eligible products. World smallest smart ring tracking sleep, activity, and health metrics. New Oura Ring 5 featured prominently on platform.
• Warby ParkermajorGTM or Marketing PartnerPrescription eyewear partner offering 20% off for FSA Store customers. Eye care products and services available through affiliate integration.
• BetterHelp / TalkspacemajorGTM or Marketing PartnerMental health telehealth partners offering online therapy services. BetterHelp offers $100 off promotions. Accessible online therapy through telehealth integration.
• Patiently (by Health-E Commerce)majorStrategic or Co-development PartnerGLP-1 weight loss treatment program offering semaglutide and tirzepatide medications. Plans from $199/month with clinical guidance. Exclusive telehealth brand for weight loss built on FSA Store platform.
• LoftasupportingGTM or Marketing PartnerCPAP and sleep apnea solution partner offering FSA-eligible at-home sleep tests and treatment products. Premium CPAP products with personalized coaching.
• DaybreaksupportingGTM or Marketing PartnerCPAP-free sleep apnea solution partner. At-home sleep test (50% off, $79 regularly $159.95) with custom-fit oral device treatment. FDA-cleared alternative to traditional CPAP.
• SmileSetsupportingGTM or Marketing PartnerAt-home dental aligners partner. Customers order impression kit, create impressions, receive personalized treatment plan from licensed professionals, and get complete aligner set delivered.
• LifeMDsupportingGTM or Marketing PartnerTelehealth partner for sleep medications offering 35% off sleep medications. Expert-backed, FSA-eligible prescription sleep aids. 600,000+ patients served.
• Bilt LabssupportingGTM or Marketing PartnerInsoles and foot care partner offering FSA-eligible orthotic products for plantar fasciitis and foot pain relief.
• DexcomsupportingGTM or Marketing PartnerGlucose monitoring partner offering Dexcom Stelo glucose sensors as FSA-eligible products for diabetes management.

Scale indicators12 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Optum Store (UnitedHealth): UnitedHealth/Optum-operated HSA/FSA-eligible online store selling OTC products, telehealth, and wellness items using pre-tax funds — the closest direct competitor in the FSA/HSA-eligible commerce niche.
• Amazon Pharmacy: Amazon's online pharmacy accepting HSA/FSA cards across a vast SKUs of OTC medications, medical supplies, and eligible health products — the highest-profile generalist threatening the dedicated FSA-store thesis.
• Ro (Ramp Health): Direct-to-patient telehealth platform for weight management (including GLP-1s), men's and women's health, and diagnostics — competitive with Patiently and FSA Store's telehealth marketplace.
• Hims & Hers Health: Telehealth and subscription platform offering FSA/HSA-eligible treatments in weight loss (GLP-1), mental health, hair, skin, and sleep — overlapping with FSA Store's telehealth/Patiently verticals.

Emerging players

• Capsule Pharmacy: Digital-first pharmacy delivering prescriptions and OTC items, including FSA/HSA-eligible products, primarily in major US metros — overlapping in the online health-product delivery category.

Broad incumbents

• Walmart: Mass retailer accepting FSA/HSA cards across pharmacy, OTC, vision, and health-and-wellness SKUs at the largest US retail footprint — incumbent pricing pressure on basic FSA-eligible categories.
• CVS Pharmacy: Largest US drugstore/pharmacy chain accepting FSA/HSA cards in-store and online, with broad assortment of eligible health, personal care, and wellness products — incumbent competitor in the same basket.
• Walgreens: National drugstore chain accepting FSA/HSA cards across thousands of brick-and-mortar stores plus walgreens.com — a broad incumbent competing across prescription, OTC, and health-product categories.

Others

• WEX Inc. Health and benefits administration platform serving as both TPA integration partner and conference host for FSA Store — adjacent ecosystem participant rather than direct competitor.
• BetterHelp (Teladoc): Major telehealth mental-health partner integrated into FSA Store via affiliate; competes on the FSA-eligible mental-health service category and is both a partner and ecosystem competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/fsastore
• Facebookfacebook.com/FSAstore
• LinkedInlinkedin.com/company/fsastore-com
• Instagraminstagram.com/fsastore

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds6 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FSAstore.com