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The Health Savings Account (HSA) market has quickly emerged as one of the most lucrative and rapidly expanding segments in financial services, yet traditional banks have largely remained on the sidelines. With HSA assets projected to reach nearly $147 billion across over 39 million accounts by the end of 2024, marking a 19% year-over-year growth, the pressing question is not whether banks should enter this market, but how swiftly they can act to seize their

Traditional banking services alone are no longer sufficient to maintain customer loyalty. Today’s banking customers demand more than transactions and simple accounts; they want financial guidance and tools that can help them thrive. As consumers become increasingly conscious of their overall financial health and seek more support from their financial institutions, banks and credit unions must evolve beyond basic transactional relationships to become true partners in their customers’ financial journey. Financial wellness initiatives that incorporate