Optum

Health money that works like real money

A health savings account (HSA) offers a rare triple tax advantage: money goes in tax-free, grows tax-free, and comes out tax-free when spent on qualified healthcare. It should be one of the most valuable accounts people own. Instead, it often feels like another financial product to decode. As both a bank and a healthcare company, Optum was uniquely placed to change that and become the HSA name people trust.

People don't ignore money. They ignore things that don't feel like money. So we repositioned the Optum HSA from an account people overlook to money they own and put to work. Our platform, "Health money that works like real money," focused on what people could do with it: spend, save, and grow. The O in Optum became a recurring circle that spotlighted each of those actions, tying every touchpoint into one recognizable system.

With Optum, health money feels like what it is: your money.

Optum white wordmark on an orange background.
Optum billboard reading Health money that works like real money.
Optum card welcome packaging with the orange circle motif.
Optum message: This card knows what’s tax-free.
Optum card and everyday health products in an orange shopping basket.
Optum outdoor campaign highlighting tax-free sunscreen, glasses, and first aid.
Optum eligibility messages for labs, kale, and zinc.
Everyday healthcare products with Band-Aids, Advil, sunscreen, and tampons circled.
Optum savings illustration: $15 saved in taxes means more in your pocket.
Optum eligibility guide titled The List showing tax-free health purchases.
Optum campaign panels showing Spend it, Save it, and Grow it tax-free.
Optum app on a phone among orange balloons, reading Investments grow tax-free.
Optum app screens showing investments, portfolio management, and savings.
Optum open enrollment guide, annual contribution guide, and annual investment report.
People holding an orange circular parachute on grass with an investment growth graphic.