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The Flex Marketing App helps you surface HSA/FSA across your store. Add a dynamic eligibility badge to product pages, build a complete HSA/FSA landing page in minutes with pre-built blocks, and sync product eligibility directly into your Shopify admin. Together, these increase trust, improve conversion, and help your store rank for HSA/FSA searches. Why it matters
  • Increase awareness: Visible, trustworthy badges catch attention earlier in the journey.
  • Educate customers: Built-in pop-ups walk shoppers through paying with HSA/FSA.
  • Boost conversion: Customers are more likely to buy when they can use pre-tax dollars.
  • Increase AOV: Customers spend more when they can use pre-tax dollars.
  • Improve SEO: Pre-written HSA/FSA content helps you rank for HSA/FSA terms.
  • Save time: Everything installs through the Shopify theme editor, no custom code.

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Getting Started

Installed before 07/07/26? Reinstall the Flex Marketing App to take advantage of the latest updates.
Take a tour of the Flex Shopify Marketing App and learn how to optimize your storefront. From setting up product eligibility and creating collections, to adding a dynamic eligibility badge and launching an HSA/FSA landing page, this video walks through everything you need to implement HSA/FSA marketing best practices.

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Eligibility & Collections

Sync product eligibility to your Shopify admin and build smart collections.

Product Badge

Add the dynamic HSA/FSA eligibility badge to your product pages.

Landing Page Builder

Build a full HSA/FSA landing page in minutes with drop-in blocks.

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Eligibility & Collections

Eligibility sync timing depends on your catalog size and other factors. It can be near-instant for small catalogs, but may take longer for larger catalogs with hundreds or thousands of products. Please continue checking your metafields.
Watch this chapter (1:39) When you reinstall the app, Flex begins syncing each product’s HSA/FSA eligibility directly into your Shopify admin as a read-only product metafield. You can use that data to filter products, build collections, and see eligibility at a glance, with no manual tagging required.

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View a product’s eligibility

1

Open a product

In your Shopify admin, go to Products and open any product.
2

Open its metafields

Scroll to the Metafields section, click View all, then More actions → Show read-only metafields.
3

Find the Flex eligibility field

Look for the Flex HSA/FSA eligibility metafield. It’s populated with one of three values:
  • LMN: Eligible with a Letter of Medical Necessity (dual-purpose)
  • IIAS: Always eligible
  • Ineligible: Not HSA/FSA eligible
This field is read-only. The classification comes directly from Flex and can’t be edited in Shopify.
The Flex HSA/FSA eligibility metafield on a Shopify product

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Create an HSA/FSA smart collection

Because eligibility lives on each product, you can build a smart collection that automatically includes every eligible product, perfect for featuring on an HSA/FSA landing page.
1

Create a collection

Go to Products → Collections → Create collection, and name it (e.g. HSA/FSA).
2

Choose Smart collection

Select Smart collection and set the conditions to match any condition.
3

Add the eligibility conditions

Search for the Flex HSA/FSA eligibility field and add two conditions:
  • Flex HSA/FSA eligibility is equal to LMN
  • Flex HSA/FSA eligibility is equal to IIAS
This covers every eligible product and automatically excludes ineligible ones.
4

Save

Click Save. Your collection now stays up to date automatically as Flex syncs eligibility.
A Shopify smart collection using the Flex HSA/FSA eligibility conditions

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Product Badge

Watch this chapter (4:40) The Flex badge shows shoppers that a product is HSA/FSA eligible and educates them on how to pay, right on the product page.
1

Open your theme editor

In your Shopify admin, go to Online Store → Themes and click Customize on your live theme.
2

Choose a product template

Use the top dropdown to select Products, then choose the template to edit (e.g. Default product). Because the badge shows correctly per product, you can use a single shared template across all products.
3

Add the Flex badge block

In the Product information section, click Add block, open the Apps section, and add the Flex badge.
4

Configure the badge

Default eligibility is no longer used. This setting only applies to legacy Marketing App users. If you installed or reinstalled the Flex Marketing App after 07/07/26, you can ignore this field or set it to ineligible as a fallback.
In the right-hand settings, adjust:
  • Default Eligibility: Legacy setting; you can ignore this or set to ineligible as a fallback
  • Show subscriptions tab: Adds a Subscription tab to the pop-up
  • Style: Light or Dark
  • Badge Alignment: Left, center, or right
  • Badge Width: 250–350px (the badge text scales with the width)
  • Custom font size: Override the auto-scaled text (10–32px)
  • Custom letter spacing: Fine-tune spacing (0–5px)
5

Preview and Save

Preview the product page, then click Save.
The Flex badge on a Shopify product page
If you don’t sync product eligibility to Shopify, you’ll need to create separate product templates for each eligibility type. We don’t recommend this, as it’s more manual to manage.

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Educational Pop-up

When a shopper clicks the badge, a pop-up explains how to pay with HSA/FSA. The correct experience is shown based on each product’s eligibility. Subscription tab If you use Flex’s Shopify Subscription Reimbursement Solution, enable the Show subscriptions tab. This adds a second tab to the pop-up with steps for subscription customers to get reimbursed. We recommend all subscription merchants turn this on.
The Flex badge educational pop-up and subscription tab shown to shoppers

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Landing Page Builder

Watch this chapter (8:35) The Flex Marketing App includes pre-built blocks so you can quickly create a complete HSA/FSA landing page. Customize styles to match your theme and publish in minutes.
1

Create the page

In your admin, go to Online Store → Pages → Add page. Give it a title (e.g. HSA/FSA) and set the URL handle (e.g. hsa-fsa). Keep it hidden for now. You’ll make it visible once the template is ready.
2

Create a page template

Go to Online Store → Themes → Customize. From the top dropdown, select Pages → Create template, name it (e.g. HSA-FSA), and base it on your Default page.
3

Add Flex blocks

With the page hidden, click Add section, open the Apps section, and add the Flex blocks below. Most blocks include an extra padding toggle you can turn off to make sections full-width.
  • Flex Hero
  • Flex Checkout Walkthrough
  • Featured collection (standard Shopify block)
  • Flex HSA/FSA FAQ
  • Flex Subscriptions
  • Flex Banner
4

Publish the page

Save your changes and exit the editor. Go to Online Store → Pages, open your HSA/FSA page, set the template you created, set it to Visible, and click Save.
5

Review your live store

Visit your store to confirm everything is displaying correctly.
A finished HSA/FSA landing page built with Flex blocks

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Block Library

Details for each block you can add from the Apps section of the theme editor. Every block is fully styleable: colors, fonts, sizes, and padding.
banner

Flex Banner

An announcement banner to highlight HSA/FSA on your store. Choose from preset messages or add your own, and customize colors, links, and display settings.
hero-section

Flex Hero

A full-width hero section with a “Powered by Flex” badge. Customize the image, colors, text sizes, and layout to match your brand.
checkout-walkthrough

Flex Checkout Walkthrough

A step-by-step guide showing customers how to check out with Flex. Adjusts based on product eligibility, with options to customize text, alignment, colors, and spacing.
faq

Flex HSA/FSA FAQ

Pre-written FAQs to help customers understand HSA/FSA and build trust. Includes built-in content to improve SEO, with options to customize styling and add more sections as needed.
subscription

Flex Subscriptions

Explains how subscription reimbursement works for customers. Customize colors, text, and layout to match your store.

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Not on Shopify?

For non-Shopify merchants, explore the rest of the Flex Merchant Success resources to implement HSA/FSA marketing solutions on your site.