Every category where a model named Optum Financial 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%	30 of 111	0%	3	under 10 labels · led by HealthEquity at 29%

Movement

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

ShowHide

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

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

Direct3 labelsNone

Paraphrase2 labelsNone

Comparative9 labels1not counted in share

Budget-constrained2 labelsNone

Scale-constrained0 labelsNone

Negative3 labelsNone

First choiceAlternativeMentionNegative19 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.

“Best for UnitedHealthcare Integrations” Gemini 3.5 Flash · HSA & FSA admin · comparative 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 Optum Financial, over the 19 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Optum Financial was named but was not.

ShowHide

ProductSame answerTook the first choice insteadHead to head

HealthEquity19 of 1910Not among the top eight

WEX Benefits15 of 194Not among the top eight

HSA Bank12 of 191Not among the top eight

Fidelity HSA10 of 193Not among the top eight

Lively9 of 191Not among the top eight

Benepass6 of 191Not among the top eight

Navia Benefit Solutions5 of 190Not among the top eight

Optum Bank3 of 190Not among the top eight

WageWorks3 of 190Not among the top eight

Alegeus2 of 190Not 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 Optum Financial. 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 19 of the 19 answers that named Optum Financial and are not a share of its labels.

Domains cited

getbenepass.com7

healthequity.com7

hrtechsaas.com7

myshortlister.com7

wexinc.com7

livelyme.com6

solutions.mycafehealth.com6

business.optum.comYour site5

hsaforamerica.com5

recruiterslineup.com5

Fifty-seven of the sixty-two domain citations in answers naming Optum Financial came from somebody else's page.

Pages cited

getbenepass.com/blog/best-hsa-providers6

getbenepass.com/blog/fsa-providers6

solutions.mycafehealth.com/solutions.php6

hrtechsaas.com/blog/best-fsa-hsa-administrators-mid-market-employers5

hsaforamerica.com/admins-recommended5

livelyme.com/guides/best-hsa-account-providers5

recruiterslineup.com/top-fsa-providers5

business.optum.com/en/financial-solutions/health-benefit-accounts.html4

Pages are listed as the models cited them.

Search and answers

optum.com is not in Google's top ten for any of the category's searches. In the answers, Optum Financial takes 0% of first choices and HealthEquity takes 29%.

ShowHide

In search

Google, US estimates

Position for “hsa and fsa administrator”

–

not in the top ten

Position for “hsa and fsa administrators”

–

not in the top ten

Searches for its name, Google: 90,500 a month (“optum financial”)
AI search demand for its name, est.: 562 a month
Organic visits to its site: about 2,722,463 a month
Searches its site ranks for: 333,322 · 18,188 in the top three
Sites linking to it: 17,109
Paid Google search: 5 searches its ads show for, about 33 clicks and $581 a month (estimate)

Ads on GoogleDetailLess

77+ ads · 56 text, 17 video, 4 image · 77 shown in the last 30 days

First shown December 2022, as Urgent Care MSO, LLC, verified. Ads started 2025-11 to 2026-10: 63 in the year, 14 before. 43 more by other advertisers linking to it.

On Google's pages: 1 2 3 4

In answers

This edition

Share of first choices

rank 30 of 111 in HSA & FSA admin

Segment leader

29%

HealthEquity

First choices: 0 across its categories
Named in: 19 answers
Its own site cited: in 19 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

ShowHide

Addresses on optum.com

54,537

subdomains included

Content

1,290

counted in the table below

Documentation

170

Product · Integration

1 · 0

Kind	Pages	Last 90 days	Latest	Categories named
Blog	917	0	2025-03-04	Benefits administration
Glossary or explainer	139	6	2026-09-24
News or press	115	2	2026-09-17
Comparison	24	1	2026-09-14
Podcast or video	23	undated
Webinar or virtual event	22	undated
Conference or event	21	0	2022-07-01
Case study	12	undated
Template or tool	10	undated
Report or ebook	7	undated

Most recent

2026-09-24What to expect sleep study glossary or explainer
2026-09-17How owensboro health is creating more time for care news or press
2026-09-17Pablo hemophilia support story glossary or explainer
2026-09-14Urgent care vs emergency room comparison
2026-09-11Linda home infusion care story glossary or explainer
2026-09-01Ai makes healthcare support simpler news or press

Events in person

Last twelve months

September 27, 2026 to October 7, 2026Fall 2026 StandingHyatt Regency Jacksonville, Jacksonville, US · hosted

As the event pages on optum.com state them, read October 5, 2026.

How it is countedHide how it is counted

Every page optum.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 Optum Financial

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

Optum Financial / Optum Bank 1

Follow Optum Financial

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

Optum Financial is its own company.

ShowHide

In its own words

Stated by the vendor, not checked

Positioning: Accounts to help you save and pay for health care expenses
optum.com
For: account holders
optum.com
Not stated on the pages read: Price, starting price, free plan or trial, integrations, certifications, hosting, customers

What Optum Financial's own pages state, read October 5, 2026: optum.com, optum.com/en/business/federal-government/health-policy/capabilities.html. 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 Optum Financial'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 Optum Financial, 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 Optum Financial by email, built from the raw record of the edition. It shows:

where Optum Financial 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 Optum Financial, 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.