Bend Financial

Innovation at the intersection of health and finance

THE CHALLENGE

As the cost of healthcare in America continues to climb, employers and consumers are making changes, including creation of Health Savings Accounts (HSAs) which are expected to number 30 million by 2020. However, many people are still unclear about the benefits of having an HSA, and in a homogenous market of 1000+ players it is difficult to stand out. Bend Financial is a startup team of experienced industry professionals who were looking for a design partner to help ensure that their HSA product is as differentiated and innovative as their underlying vision.

THE SOLUTION

A platform that sets a new standard of design excellence for the HSA industry while closely following the complex requirements of this space. Using AI and behavior-based logic, it teaches consumers how to make the most of their HSA, whether they’re first time users or experienced investors.

Developing a distinct visual identity

The process began by helping Bend define their brand principles, and then evolving them into an identity that provided a solid foundation on which to build the design system. This included initial mood boards, logo design, and brand guidelines.

The symmetrical logo mark balances elegantly with the lowercase name, creating an identity that is both strong and relatable.

Customer insights reveal areas of opportunity

Recognizing that the client already had a deep knowledge of the competitive landscape, a human-centered approach was taken to focus on user needs, conducting interviews with current HSA users to identify key areas of opportunity. Findings were synthesized, establishing two primary areas for innovation:

Reduced friction: taking the pain out of setting up and managing HSAs to provide convenience and utility; and
Savvy Spending: delivering intelligent, behavior-based guidance to help users grow their savings and spend or invest them wisely.

A disruptive health savings experience

Because health savings is intertwined with insurance and payroll, and has tax implications, for many it is incredibly complex to understand. The solution enables sophisticated expense and contribution management, including predictive AI to streamline processing and reduce the burden on the user. Compelling data visualizations offer a complete snapshot of saving and spending, so consumers always understand their benefit status, resulting in clarity that is missing from other HSA platforms. The administrative needs of employers were also addressed to optimize employee onboarding and benefit management.

Strong collaboration and partnership

An entire design system was developed in a very rapid timeframe, giving this startup client a launchpad for success. Deliverables included a fully responsive HTML prototype that’s ready for API integration, as well as a documented design system that is a blueprint for product extension and evolution.