> ## Documentation Index
> Fetch the complete documentation index at: https://docs.withflex.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Brand & Messaging Hub
> Approved copy, compliance guidance, and brand assets, all in one place. Reference this page before publishing any HSA/FSA messaging across any channel.
This is the source of truth for how to talk about Flex and HSA/FSA across your marketing. Every other channel page (email, social, paid media) links here for compliance language and approved copy. Start here, then apply it to your channels.
***
## What Flex is
Use this as the foundation for any marketing copy that explains the partnership.
```
Short version (1 sentence):
[BRAND NAME] has partnered with Flex so customers can use their HSA or FSA
funds to pay for eligible products at checkout.
Long version (2–3 sentences):
[BRAND NAME] has partnered with Flex to make it easier to invest in your health.
Customers with HSA or FSA accounts can now use their pre-tax dollars on eligible
products, with no extra steps or paperwork. Just select Flex at checkout.
```
### How to position HSA/FSA
HSA/FSA is a **payment method**, not a discount or promotion. The framing that performs best positions it as a smart financial decision, using money customers have already set aside for health spending.
### Core value props
* Customers may save up to 30–40% by using pre-tax dollars, depending on their tax rate
* No additional paperwork for always-eligible products
* Simple checkout: select Flex, enter HSA/FSA card, done
***
## Approved messaging
The IRS has flagged misleading HSA/FSA marketing, particularly for products with conditional eligibility. Use only the approved copy below, and match the version to your product type.
For products that are directly HSA/FSA eligible with no consultation required (e.g., OTC medications, sunscreen, medical devices, feminine hygiene products).
* "HSA/FSA eligible"
* "Pay with your HSA or FSA"
* "Use pre-tax dollars at checkout"
* "Now accepting HSA/FSA payments"
* "HSA/FSA accepted"
* "100% covered by HSA/FSA"
* "Guaranteed HSA/FSA eligible"
For products that require a Letter of Medical Necessity: exercise equipment, orthopedic footwear, certain wellness and recovery products. Eligibility depends on a telehealth consult through Flex.
* "HSA/FSA eligible for qualifying customers"
* "Qualifying customers may use HSA/FSA funds"
* "May qualify for HSA/FSA"
* "HSA/FSA Eligible\*" *(with footnote, see below)*
* "Flex is for qualified customers. Savings may vary."
* "Instant eligibility verification"
* "Automatic Letter of Medical Necessity"
**Required footnote when using asterisk:**
```
* HSA/FSA eligibility requires a brief telehealth consultation through Flex.
Eligibility is determined on an individual basis. Savings may vary.
```
***
## The 30–40% savings claim
This is one of the most effective lines in HSA/FSA marketing, but it needs to be used correctly.
**Why 30–40%?** Pre-tax savings depend on the customer's marginal tax rate. The 30–40% range reflects a typical range across federal + state tax rates for most customers with HSA/FSA accounts.
**How to use it:**
```
Correct:
"Save up to 30–40% depending on your tax rate"
"Potentially save 30–40% with pre-tax dollars"
"Customers may save up to 30–40% depending on their tax bracket"
Incorrect:
"Save 30–40%" (stated as guaranteed)
"You will save 30%" (definitive claim)
"Save more than 40%" (outside the approved range)
```
Always pair this claim with a qualifier like "up to," "potentially," or "depending on your tax rate." Stating it as a guaranteed outcome is a compliance risk.
***
## Brand assets
Light and dark versions, horizontal and stacked.
[Download logos](https://drive.google.com/uc?export=download\&id=1tXCuwePJPtQDciiFyws2rvw27J-5qLhS)
"Pay with HSA/FSA" badge for use on PDPs, emails, and ads.
[Download badges](https://drive.google.com/uc?export=download\&id=1ZbF4aO3g7EnjqQMlTW6NNiWTXAoiY8IX)
Colors, typography, logo clearspace, and co-branding rules.
[View guidelines](/merchant-success/marketing/brand-guidelines)
### Templates
| Template | Format | Link |
| ---------------------- | ------------ | ---------------------------------------------------------------------------------------------------------------------------------- |
| Email templates | Figma | [Open in Figma](https://www.figma.com/design/Rmd3ww8aRI0e5yPoncp7XE/Flex-Email-Templates?node-id=0-1\&t=5H7GruEzEsJwf3NM-1) |
| Social media templates | Figma | [Open in Figma](https://www.figma.com/design/w0auoEp8gixz919ehodjk4/Flex-Social-Media-Templates?node-id=0-1\&t=F8SOnm9xHaRsmUE5-1) |
| Landing page templates | Figma | [Open in Figma](https://www.figma.com/design/2pJPseQKr1CSg5AO8SSuB4/Flex-Landing-Page-Template?node-id=0-1\&t=euhHlQF3X4KMYUW1-1) |
| All marketing assets | Google Drive | [Open folder](https://drive.google.com/uc?export=download\&id=1Y55WnNAzhCaio73tRMFIeICfDEW1nCLz) |
***
## Compliance quick reference
Before you publish, confirm all of the following:
1. **Eligibility is tied to specific products**
Don't claim your entire catalog is HSA/FSA eligible unless nearly all products qualify
2. **The savings claim has a qualifier**
"up to 30–40% depending on your tax rate," never stated as guaranteed
3. **LMN products use conditional language**
"qualifying customers," "may qualify," never "guaranteed" or "approved"
4. **"Covered" language is never used**
Say "eligible," not "covered"
5. **Disclaimers are visible and proximate**
On the same screen as the claim, readable size, and on-screen long enough to be read in video
Questions about a specific claim or placement? Reach out to your Flex merchant success contact or email [marketing@withflex.com](mailto:marketing@withflex.com) before publishing.