Every category where a model named HSA Bank 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	2%	12 of 111	28%	36	criticized challenger

Movement

This is the first edition on this tier, so no move can be computed for HSA Bank 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 HSA Bank across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.

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Model	First choice	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	0	0	2	1	3
GPT-5.4 mini	1	0	1	1	3
Gemini 3.5 Flash	0	0	1	2	3
Perplexity Sonar	0	0	1	0	1
Grok 4.1 Fast	0	1	2	1	4
Mistral Small	0	0	1	1	2
DeepSeek V4 Flash	0	1	1	1	3
Llama 4 Maverick	0	0	2	0	2
Qwen 3.7 Flash	0	1	0	0	1
Kimi K2	0	1	1	2	4
GLM 4.7 FlashX	0	2	0	0	2
MiniMax M2.5	0	1	2	0	3
GPT-6 Luna	0	0	1	0	1
Muse Glimmer 30B	0	0	3	1	4

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

Direct15 labelsNone

Paraphrase10 labelsNone

Comparative29 labels2not counted in share

Budget-constrained9 labels1

Scale-constrained4 labelsNone

Negative20 labels1not counted in share

First choiceAlternativeMentionNegative87 labels in all, every segment counted; 1 of the 4 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.

“HSA Bank is a strong default option because it offers employer HSA administration, a one-vendor approach” GPT-5.4 mini · HSA & FSA admin · budget prompt · first choice

“A division of Webster Bank that administers HSAs, known for regulatory compliance and bank‑backed trust services.” GLM 4.7 FlashX · HSA & FSA admin · comparative prompt · alternative

“Bank-custodian models (like HSA Bank, Webster Bank) hold the funds themselves—generally more stable” MiniMax M2.5 · HSA & FSA admin · negative prompt · alternative

“HSA fees start ~$2-3 PEPM (volume discounts for small biz)... Reliable but not the absolute cheapest” Grok 4.1 Fast · HSA & FSA admin · budget 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.

“HSA Bank has numerous complaints about poor customer support, website and app functionality, and difficulties accessing or transferring funds.” Mistral Small · HSA & FSA admin · negative prompt · hard negative

“Persistent account management problems, extremely long hold times, conflicting information from support staff” DeepSeek V4 Flash · HSA & FSA admin · negative prompt · hard negative

“Long hold times, unhelpful support, debit card declines, fees on account closure/transfers, conflicting info.” Grok 4.1 Fast · HSA & FSA admin · negative prompt · hard negative

“HSA Bank is frequently mentioned for account management and access problems.” Muse Glimmer 30B · HSA & FSA admin · negative prompt · hard negative

Named alongside

The products named in the same answers as HSA Bank, over the 87 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and HSA Bank was named but was not.

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ProductSame answerTook the first choice insteadHead to head

HealthEquity77 of 8729Not among the top eight

Fidelity HSA53 of 8712Not among the top eight

Lively50 of 8713Not among the top eight

WEX Benefits31 of 873Not among the top eight

WEX Health26 of 874Not among the top eight

TASC23 of 871Not among the top eight

Navia Benefit Solutions22 of 872Not among the top eight

Benepass18 of 872Not among the top eight

Further17 of 870Not among the top eight

Alegeus16 of 873Not 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 HSA Bank. 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 86 of the 87 answers that named HSA Bank and are not a share of its labels.

Domains cited

hrtechsaas.com54

zipdo.co37

getbenepass.com35

wifitalents.com33

solutions.mycafehealth.com32

myshortlister.com29

gitnux.org27

livelyme.com26

recruiterslineup.com24

worldmetrics.org23

320 of the 320 domain citations in answers naming HSA Bank came from somebody else's page.

Pages cited

hrtechsaas.com/blog/best-fsa-hsa-administrators-mid-market-employers49

solutions.mycafehealth.com/solutions.php32

getbenepass.com/blog/fsa-providers26

zipdo.co/service/fsa-administration24

hrtechsaas.com/blog/employee-benefits-technology-stack23

hraddict.com/hsa-fsa-administration-systems20

getbenepass.com/blog/best-hsa-providers19

hsaforamerica.com/admins-recommended19

Pages are listed as the models cited them.

Search and answers

hsabank.com ranks 6 on Google for the category's searches. In the answers, HSA Bank takes 2% of first choices and HealthEquity takes 29%.

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In search

Google, US estimates

Position for “hsa and fsa administrator”

–

not in the top ten

Position for “hsa and fsa administrators”

Searches for its name, Google: 201,000 a month (“hsa bank”)
AI search demand for its name, est.: 1,786 a month
Organic visits to its site: about 638,459 a month
Searches its site ranks for: 6,689 · 1,310 in the top three
Sites linking to it: 2,112
Paid Google search: 1 searches its ads show for, about 2 clicks and $1 a month (estimate)

Ads on GoogleDetailLess

90 ads · 84 text, 4 image, 2 video · 31 shown in the last 30 days

First shown January 2023, as Webster Financial Corporation, verified. Ads started 2025-11 to 2026-10: 77 in the year, 13 before.

On Google's pages: 1 2 3 4

In answers

This edition

Share of first choices

rank 12 of 111 in HSA & FSA admin

Segment leader

29%

HealthEquity

First choices: 1 across its categories
Named in: 87 answers
Its own site cited: in 86 of the answers that named it

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.

What it publishes

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Addresses on hsabank.com

174

subdomains included

Content

counted in the table below

Documentation

Product · Integration

25 · 4

Kind	Pages	Last 90 days
Template or tool	11	undated
Blog	3	undated
Case study	3	undated
Webinar or virtual event	2	undated
Report or ebook	1	undated

How it is countedHide how it is counted

Every page hsabank.com exposes, subdomains included. Kind is read from the address and title. The last 90 days, the latest date and the twelve months count pages by when they were published, from the site's feeds, a date in the address, or the page's own publication date, read from up to a hundred of its most recently changed pages; a page that says only when it last changed is counted in its kind but not in when, so the recent counts are a floor, and a kind none of whose pages gives a publication date reads undated. An event counts as online when its address or title says so (webinar, on demand, virtual or online summit); a conference, summit, trade show, expo or roadshow that does not say so is counted as a conference or event, which on a vendor's site is mostly in person. Read October 5, 2026.

Names read as HSA Bank

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

HSA Bank (Webster Bank) 2HSA Bank (American Express) 1HSA Bank (a division of WebBank) 1

Follow HSA Bank

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.

The company

HSA Bank is its own company.

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In its own words

Stated by the vendor, not checked

Positioning: healthcare finance meets personalization
hsabank.com
For: individuals, employers and brokers/partners
hsabank.com
Certifications: FDIC-InsuredMember FDICERISANon-Discrimination Testing (NDT)
Not stated on the pages read: Price, starting price, free plan or trial, integrations, hosting, customers

What HSA Bank's own pages state, read October 5, 2026: hsabank.com, hsabank.com/HSABank/About/Security, hsabank.com/Products/FSA.html, hsabank.com/HSABank/Partners. A claimed page can correct any of them.

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 HSA Bank'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 HSA Bank, 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 HSA Bank by email, built from the raw record of the edition. It shows:

where HSA Bank 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 HSA Bank, 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.