Lively
“Can a modern health benefits platform become the default financial infrastructure for employer-sponsored HSAs, FSAs, and lifestyle accounts for SMBs and individuals?”
Lively was founded as a modern Health Savings Account platform designed to simplify benefits administration for employers and employees. Over time it expanded beyond HSAs to offer FSAs, HRAs, COBRA, commuter benefits, Lifestyle Spending Accounts, and investment accounts — becoming a comprehensive health benefits OS. The platform partners with multiple sponsor banks (The Bancorp Bank, FinWise Bank, Choice Financial Group) to hold HSA funds, and issues debit cards for qualified expense spending. The embedded finance angle is primarily in banking/BaaS infrastructure backing the HSA custodial accounts and debit card issuance.