The Flex Marketplace is going big into the footwear category, signing on Kizik as demand for mobility and comfort needs in shoes continues to grow.

“We’re in advanced conversations with several major shoe brands and expect to bring them onto the platform before the year ends,” Flex CEO Sam O’Keefe said. “Overall, the HSA/FSA footwear opportunity is massive. It’s a category where eligibility awareness is still low, but consumer need is extremely high — and we’re just at the very beginning of unlocking that potential.”

Customers can verify eligibility on the site and then follow by using their HSA/FSA funds as payment. A Flex case study cited an unnamed orthopedic brand on its marketplace that saw within weeks of launch that 17 percent of all sales were completed using HSA/FSA debit card

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