Flex Takes Home Best Financial Software at the Netty Awards for Powering Smarter Health Spending

Flex has officially been awarded Best Financial Software at the Netty Awards for their work in reshaping how consumers use HSA and FSA funds in everyday health spending. What historically has been a confusing and clunky category has finally been made easy, transparent, and on-par with normal checkout experiences. For decades, reimbursement forms, long wait times, and unclear product eligibility have caused more than $150B in tax-advantaged dollars to sit unused every single year. Flex changed that. By embedding HSA and FSA funds directly into checkout flows, they unlock a new category of spending in both e-commerce and in-store shopping. This win recognizes Flex not merely as a financial software company, but as a force that is removing friction, boosting access, and bringing pre-tax dollars into the health, wellness, fitness, beauty and personal care economy in ways the industry has been trying to solve for years. This award reflects Flex’s influence across fintech, consumer health, and retail commerce — a unique intersection where traditional processors were never built to operate.

Innovation and Differentiation

Flex stands out for doing something that has always required multiple disconnected systems. While competitors tend to operate either on insurance rails or on the merchant/payments side, Flex unites both in a single, integrated infrastructure layer. Their technology verifies eligibility in real time, automates reimbursements, supports Letters of Medical Necessity, and presents the entire experience in a clean, merchant-branded checkout flow. In other words, there is no hand-off, no second step, and no delayed paperwork. Flex makes the funds behave like any other payment method. That is the breakthrough. This matters not only from a convenience lens, but also from a consumer agency lens. People do not need more health benefits — they need the benefits they already have to actually work. Flex also expands eligible product access beyond traditional pharmacy environments. Someone can now use their pre-tax dollars for everything from Therabody devices to skincare to fitness equipment. By connecting directly to e-commerce platforms and POS systems, Flex unlocks entirely new revenue channels for brands while simplifying health spending for real people. This win cements Flex not as an iterative improvement, but as the category’s new infrastructure standard.

Measurable Impact and Success

Flex’s impact is quantifiable for both merchants and consumers. For merchants, the lift is seen directly in performance metrics, not soft sentiment. Flex drives larger baskets and higher conversion because shoppers actually use the money they already have earmarked for this type of purchase. Average order value increases by 50 percent when customers pay with HSA or FSA. Merchants offering Flex see conversion rates increase by 30 percent. For many, this is the difference between a high-intent cart and an abandoned session. Flex has also proven cross-vertical scale through partnerships with category leaders like Dermstore, Therabody, Johnson Fitness, and more. For early-stage companies, this level of adoption is significant validation. Flex also closed a $15M Series A led by First Round and Core VC — further confirming that the market believes these rails are not only needed, but overdue. On the human side, the impact is equally meaningful. Consumers describe relief at being able to buy what they need without waiting weeks to get paid back. The friction that once caused cart desertion is gone. People actually complete the purchase in one step. Thousands of consumers who once sat on unused pre-tax dollars are now applying them to the products that support their health. The numbers prove the economics, and the stories prove the value.

Creative Elements and Execution

Flex shines because they solved a technical problem with a human lens. Financial benefits, historically, are intimidating and packed with jargon. Flex took the opposite approach. Their checkout is simple, branded in the merchant’s look and feel, and requires no consumer education to use. Verification, qualification, and Letters of Medical Necessity processing all happen invisibly in the background. The user simply selects Flex and checks out. This ethos carries through all creative choices. Flex focuses on “unlocking health spending” as a core narrative, expressed through short-form content that demystifies what qualifies and co-marketing campaigns that highlight real products during real moments of consideration. They turn curiosity into action by showing people exactly what they can buy today with funds they already have. Flex also invests in partner storytelling at events, spotlighting both merchant success metrics and consumer empowerment outcomes. All of this establishes Flex as not only a financial tool, but a brand with a mission that people can understand, trust, and feel represented by. Their creative strategy converts awareness into participation, participation into repeat usage, and repeat usage into long-term loyalty — which is ultimately how new financial behavior gets normalized.

Overall Excellence and Industry Advancement

Flex is advancing fintech and health commerce at the same time. Their infrastructure is technically complex, but practically accessible. In addition to winning Best Financial Software, key milestones reinforce the scale of their achievement. Flex launched integrations across e-commerce and POS, enabling checkout support across the full customer journey. They secured enterprise partnerships that span beauty, fitness, wellness, and performance health, proving the framework is not category-bound. They have delivered sustained merchant outcomes such as 50 percent increases in AOV and 30 percent higher conversions. And they raised $15M to fuel continued expansion. But the advancement goes beyond performance. Flex is unblocking a category that has been stuck for decades. HSA and FSA funds have always been underutilized because the systems were built for reimbursement, not real usage. Flex flipped the model. They did not digitize forms. They eliminated them. They did not simply clean up a workflow. They redefined access to the dollars that people already earn and deserve to use for their health. Flex is raising the standard for what financial software should accomplish by engineering experiences that remove friction, expand choice, and ultimately support a healthier consumer future.

About Flex

Flex is a financial technology company redefining how consumers access and spend their pre-tax dollars. By embedding HSA and FSA funds as a native payment method at checkout, Flex makes health spending seamless across ecommerce and in-store environments. Their technology supports real-time eligibility verification, automated reimbursements, and Letters of Medical Necessity, all within merchant-branded experiences. Flex partners with leading brands across wellness, beauty, fitness, and health to unlock new revenue channels and expand access to products people already want and need.

About the Netty Awards

The Netty Awards are a prestigious awards program that honors top leaders and companies across various industries in the digital age. With over 100 unique categories and a longstanding track record as one of the most trusted organizations in the industry, the Netty Awards celebrate achievements in Design, Social Media, Influencers & Creators, Web, Advertising & PR, and Apps & Software. Recently featured in USA Today for their Top Agencies List, the Netty Awards are recognized as one of the most trusted agency directories for decision-makers.