Every category where a model named HealthEquity 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	29%	1 of 111	20%	59	accepted challenger
Flexible benefits and lifestyle spending accounts	Compensation and total rewards	0%	79 of 90	100%	1	under 10 labels · led by Compt at 40%	newNew since September 2026: not ranked then, 0% now.

Movement

This is the first edition on this tier, so no move can be computed for HealthEquity 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 HealthEquity 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	1	0	1	0	2
GPT-5.4 mini	0	0	1	0	1
Gemini 3.5 Flash	0	1	1	3	5
Perplexity Sonar	1	1	1	1	4
Grok 4.1 Fast	3	1	1	1	6
Mistral Small	2	0	1	1	4
DeepSeek V4 Flash	2	1	1	2	6
Llama 4 Maverick	0	0	2	0	2
Qwen 3.7 Flash	1	2	1	0	4
Kimi K2	1	2	2	1	6
GLM 4.7 FlashX	3	1	0	1	5
MiniMax M2.5	2	0	2	1	5
GPT-6 Luna	2	1	2	1	6
Muse Glimmer 30B	3	0	0	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

Direct30 labels14

Paraphrase28 labels14

Comparative40 labels23not counted in share

Budget-constrained24 labels11

Scale-constrained14 labels2

Negative30 labelsNone

First choiceAlternativeMentionNegative166 labels in all, every segment counted; 41 of the 64 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.

“Largest independent HSA custodian in the U.S. ... Best For: Large employers wanting a single vendor for all consumer-directed benefits” Kimi K2 · HSA & FSA admin · comparative prompt · first choice

“Recognized as America's top HSA administrator, with a significant market share and millions of accounts under management.” Mistral Small · HSA & FSA admin · comparative prompt · first choice

“HealthEquity stands out as a scalable HSA platform with strong integration capabilities and robust reporting tools.” Muse Glimmer 30B · HSA & FSA admin · direct prompt · first choice

“I'd suggest starting with HealthEquity or WEX Health as they're most established in the mid-market space” MiniMax M2.5 · HSA & FSA admin · paraphrase prompt · first choice

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.

“HealthEquity has a very low rating (1.2/5) on Trustpilot, with many users reporting issues with customer service, account access, and problems with payments and refunds.” Mistral Small · HSA & FSA admin · negative prompt · hard negative

“High volume of complaints (900+ on BBB in 3 years); claim denials, poor customer service, long hold times, app glitches, refund delays” Grok 4.1 Fast · HSA & FSA admin · negative prompt · hard negative

“Rates HealthEquity as Fair (2.5/5) with a strong emphasis on negative reviews and a recommendation against using the service.” GLM 4.7 FlashX · HSA & FSA admin · negative prompt · hard negative

“HealthEquity is one of the largest HSA custodians and is repeatedly cited for customer service and payment handling issues.” Muse Glimmer 30B · HSA & FSA admin · negative prompt · hard negative

Named alongside

The products named in the same answers as HealthEquity, over the 164 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and HealthEquity was named but was not.

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ProductSame answerTook the first choice insteadHead to head

Lively82 of 16426Compare →

Fidelity HSA80 of 16414Compare →

HSA Bank77 of 1641Not among the top eight

WEX Benefits71 of 1649Compare →

Navia Benefit Solutions38 of 1643Compare →

WEX Health37 of 1641Compare →

Benepass35 of 1645Compare →

TASC29 of 1642Not among the top eight

Alegeus25 of 1644Not among the top eight

WageWorks22 of 1640Not 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 HealthEquity. 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 161 of the 164 answers that named HealthEquity and are not a share of its labels.

Domains cited

hrtechsaas.com100

getbenepass.com72

zipdo.co65

wifitalents.com63

myshortlister.com56

solutions.mycafehealth.com56

gitnux.org55

livelyme.com49

recruiterslineup.com46

worldmetrics.org46

608 of the 608 domain citations in answers naming HealthEquity came from somebody else's page.

Pages cited

hrtechsaas.com/blog/best-fsa-hsa-administrators-mid-market-employers89

solutions.mycafehealth.com/solutions.php56

getbenepass.com/blog/fsa-providers52

zipdo.co/service/fsa-administration44

getbenepass.com/blog/best-hsa-providers41

guideflow.com/blog/hsa-software41

hrtechsaas.com/blog/employee-benefits-technology-stack39

hraddict.com/hsa-fsa-administration-systems37

Pages are listed as the models cited them.

Search and answers

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

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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”

–

not in the top ten

Searches for its name, Google: 450,000 a month (“healthequity”)
AI search demand for its name, est.: 1,903 a month
Organic visits to its site: about 1,323,750 a month
Searches its site ranks for: 15,758 · 2,846 in the top three
Sites linking to it: 4,442
Paid Google search: No ads found in the estimate; that does not mean it runs none

Ads on GoogleDetailLess

120+ ads · 81 text, 22 image, 17 video · 120 shown in the last 30 days

First shown February 2024, as Office of Experience, LLC, verified. Ads started 2025-11 to 2026-10: 113 in the year, 7 before.

On Google's pages: 1 2 3 4

In answers

This edition

Share of first choices

29%

rank 1 of 111 in HSA & FSA admin

First choices

across its categories

Named in: 164 answers
Its own site cited: in 161 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.

Names read as HealthEquity

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

HealthEquity/WageWorks 2HealthEquity (including WageWorks) 1HealthEquity (including Wageworks) 1HealthEquity / WageWorks 1

Follow HealthEquity

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

HealthEquity is its own company.

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In its own words

Stated by the vendor, not checked

Positioning: HealthEquity empowers Americans to connect health and wealth through HSAs, FSAs, HRAs, COBRA, and other benefit solutions.
healthequity.com
For: Employers, Individuals, Brokers, Health Plans
healthequity.com
Integrations claimed: 200 healthequity.com
Certifications: SOC 1 Type IISOC 2 Type IIHITRUSTSOX IT General ControlsHIPAANIST CSF 2.0
Hosting: USAINDPHL
Customers named: State of Louisiana
Not stated on the pages read: Price, starting price, free plan or trial

What HealthEquity's own pages state, read October 5, 2026: healthequity.com, trust.healthequity.com. 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 HealthEquity'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 HealthEquity, 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 HealthEquity by email, built from the raw record of the edition. It shows:

where HealthEquity 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 HealthEquity, 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.

Badges

Wins only: a badge exists where HealthEquity is ranked in a category's top three this edition. Three sizes, one file each, light and dark; the code is under each.

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AI models recommend HealthEquity first in HSA and FSA administrators this edition. Each badge says so in the buyer's words, names the edition, and links to the standing. The next edition issues a new badge; this one stays true as a record of October 2026.

Wide · 320 × 104 Website, beside other badges

Show the code

<a href="https://hr-ai-index.com/rewards/hsa-and-fsa-administration/"><img src="https://hr-ai-index.com/badges/2026-10/healthequity--hsa-and-fsa-administration-wide.svg" alt="AI models' first choice in HSA and FSA administrators, October 2026 Edition, HR AI Recommendation Index" width="320" height="104"></a>

Copy the code as it is. The link is part of the badge: it points at the HSA and FSA administrators standing, where the claim can be checked.

Square · 240 × 240 LinkedIn, slides

Show the code

<a href="https://hr-ai-index.com/rewards/hsa-and-fsa-administration/"><img src="https://hr-ai-index.com/badges/2026-10/healthequity--hsa-and-fsa-administration-square.svg" alt="AI models' first choice in HSA and FSA administrators, October 2026 Edition, HR AI Recommendation Index" width="240" height="240"></a>

Copy the code as it is. The link is part of the badge: it points at the HSA and FSA administrators standing, where the claim can be checked.

Compact · 200 × 56 Email signature, footer

Show the code

<a href="https://hr-ai-index.com/rewards/hsa-and-fsa-administration/"><img src="https://hr-ai-index.com/badges/2026-10/healthequity--hsa-and-fsa-administration-compact.svg" alt="AI models' first choice in HSA and FSA administrators, October 2026 Edition, HR AI Recommendation Index" width="200" height="56"></a>

Copy the code as it is. The link is part of the badge: it points at the HSA and FSA administrators standing, where the claim can be checked.

Badges read on light and dark pages. Alt text carries the claim, the category, the edition and the index, so it stays a citation where the image does not load.