Every category where a model named Further for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant	Since September 2026
HSA and FSA administrators	Compensation and total rewards	0%	18 of 111	0%	10	accepted challenger

Movement

This is the first edition on this tier, so no move can be computed for Further yet. From the next edition this section shows, per buyer segment and per category, whether its share moved by more than the measured noise floor.

By model

How each model treated Further across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.

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Model	Alternative	Mention	Labels
Claude Haiku 4.5	0	0	0
GPT-5.4 mini	0	0	0
Gemini 3.5 Flash	0	0	0
Perplexity Sonar	0	1	1
Grok 4.1 Fast	0	2	2
Mistral Small	0	1	1
DeepSeek V4 Flash	0	0	0
Llama 4 Maverick	0	0	0
Qwen 3.7 Flash	0	0	0
Kimi K2	0	2	2
GLM 4.7 FlashX	0	1	1
MiniMax M2.5	1	0	1
GPT-6 Luna	0	0	0
Muse Glimmer 30B	0	2	2

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct4 labelsNone

Paraphrase1 labelNone

Comparative6 labelsNone

Budget-constrained1 labelNone

Scale-constrained4 labelsNone

Negative5 labels1not counted in share

First choiceAlternativeMentionNegative21 labels in all, every segment counted; 0 of the 1 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“go with HealthEquity (or its "Further" brand)” MiniMax M2.5 · HSA & FSA admin · direct prompt · alternative

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

No model argued against it.

Named alongside

The products named in the same answers as Further, over the 21 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Further was named but was not.

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ProductSame answerTook the first choice insteadHead to head

HealthEquity19 of 219Not among the top eight

HSA Bank17 of 210Not among the top eight

Fidelity HSA13 of 210Not among the top eight

TASC12 of 211Not among the top eight

Lively10 of 212Not among the top eight

Businessolver10 of 211Not among the top eight

WEX Health9 of 211Not among the top eight

Flores9 of 210Not among the top eight

Navia Benefit Solutions8 of 211Not among the top eight

Ameriflex7 of 211Not among the top eight

A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Further. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 21 of the 21 answers that named Further and are not a share of its labels.

Domains cited

hrtechsaas.com17

zipdo.co13

wifitalents.com11

getbenepass.com10

gitnux.org9

myshortlister.com8

worldmetrics.org8

bbb.org5

healthequity.com5

hraddict.com5

No domain is on file for Further, so its own site is not marked.

Pages cited

hrtechsaas.com/blog/best-fsa-hsa-administrators-mid-market-employers16

zipdo.co/service/fsa-administration9

getbenepass.com/blog/fsa-providers8

hrtechsaas.com/blog/employee-benefits-technology-stack7

wifitalents.com/service/fsa-administration7

worldmetrics.org/service/fsa-administration7

gitnux.org/service/fsa-administration6

zipdo.co/service/health-reimbursement-arrangement6

Pages are listed as the models cited them.

Search and answers

Where Further stands in Google search beside where it stands in the models' answers.

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In search

Google, US estimates

Searches for its name, Google: 33,100 a month (“further”)
AI search demand for its name, est.: 10,612 a month
Its own site: No site of its own on file, so no site figures

In answers

This edition

Share of first choices

rank 18 of 111 in HSA & FSA admin

Segment leader

29%

HealthEquity

First choices: 0 across its categories
Named in: 21 answers
Its own site cited: No site on file to match

Search figures are US estimates from DataForSEO, read October 5, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.

Names read as Further

What the judge wrote, as written, with how often. The vendor table decides that these count as Further; a claim can dispute any of them.

Further (formerly SelectAccount) 1Further (now part of HealthEquity) 1

Follow Further

An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.

Already following? Everything you follow, with a stop for each.

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Further's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Further, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

What a new claim receivesHide what a new claim receives

A new claim receives the current edition's vendor brief for Further by email, built from the raw record of the edition. It shows:

where Further is named, by buyer and by framing, and which cells hold its first choices;
the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
its vocabulary against the segment leader's, and the pages the models cited;
who was chosen in the answers that did not name Further, and every reason the record gives;
a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
one page of published figures cleared to show a buyer.