HSA Bank, a major player in the health savings account (HSA) industry, had long enjoyed a strong market presence. Their success was built on a solid reputation and an extensive network of broker and consultant relationships. But as the HSA market grew, the competitive landscape became increasingly fierce.
To maintain their leadership position, HSA Bank realized they needed more than just a good reputation—they needed a strategic and consistent growth methodology.
“We were one of the top three in the industry and had no problem having business come to us,” says Melanee Cira, Managing Director, Growth Operations, HSA Bank. “Essentially, it was an ‘open for business’ scenario where our brokers and consultant partners would just come to us with business.”
But the rapid growth of the HSA market attracted new players, ramping up competition and making the landscape more challenging. Smaller providers entered the market with aggressive sales tactics, forcing established players like HSA Bank to rethink their strategies.
Success in the industry was no longer just about offering HSAs—it became about differentiating a commoditized product in a way that resonates with increasingly discerning buyers.
In a market where every HSA looked similar, HSA Bank needed to clearly articulate what set their solution apart. But when sellers were asked how they differentiated from competitors, they gave inconsistent answers—none of which were compelling or cohesive.
This inconsistency led to confusion within the team and in the marketplace, resulting in lost opportunities and a growing sense of defensiveness. Instead of leading with a clear, proactive strategy, the sales team was often left responding to competitor claims and attempting to justify their offerings.
HSA Bank recognized that to stand out in a commoditized and competitive market, they needed to transform their sales organization.
“We acknowledged that we needed to engage with somebody from the outside to help us really develop a growth methodology that was targeted to getting us in front of more opportunities, to win more, and to win bigger business,” says Cira.
The company partnered with Corporate Visions to implement new messaging, a new methodology, and a consistent sales process for their teams.
HSA Bank introduced a robust growth enablement methodology, designed to address the inconsistencies in their sales process. The methodology centered around creating a unified and compelling sales message that clearly articulated HSA Bank’s value proposition in a market where differentiation was challenging.
The cornerstone of the new strategy was the deployment of digital sales playbooks that give sellers structured guidance on how to engage with prospects and customers. These playbooks are designed to:
“We have sort of a mantra,” shares Cira with a smile. “Anybody has a question, somebody always turns up to say, ‘It’s in the playbook.’ We have t-shirts that say, ‘It’s in the playbook.’ It’s become part of the fabric of the team.”
Recognizing that growth isn’t just about acquiring new customers, HSA Bank then expanded their focus to include customer retention.
The playbooks were adapted to address the needs of the relationship management team, who were responsible for cultivating existing customer relationships and driving cross-sell and upsell opportunities.
Now, both acquisition and retention efforts are aligned and supported by the same consistent methodology.
The impact of their strategic transformation is impressive:
“Our people are more engaged,” Cira notes enthusiastically. “We’re seeing less attrition. The growth team itself—people feel more connected. They feel like, ‘I know what my expectations for my role are. I know what the messaging is. I am not confused by what’s expected of me or what I’m supposed to say or do. And therefore, I feel like this team has set me up for success.’”
HSA Bank’s partnership with Corporate Visions didn’t just solve a competitive threat—it transformed their entire sales methodology.
With a stronger, more unified team, a powerful message, and a clear strategy, HSA Bank is well-positioned to continue leading the market. No longer on the defensive, they’re driving growth with confidence and clarity.
