“There’s just enough healthcare-ness that makes it a little hard, that’s why you haven’t seen traditionally fintech companies go at it,” Bornhorst said, of the company’s focus.   First Dollar is launching on the thesis that it can help consumers get better use out of their healthcare savings accounts, or HSAs. HSAs are non-taxable savings accounts that can be used on medical expenses, doctor visit co-pays or medical prescriptions. Think of it as a 401(k), but for healthcare. Some employers offer HSAs as a benefit, and some consumers choose to open their own. First Dollar works with both. “I would argue HSA is the worst marketed healthcare benefit in the USA,” said Bornhorst. “This benefit is wholly misunderstood and underutilized by most Americans.”

https://techcrunch.com/2020/05/05/first-dollar-raises-5-million-for-a-consumer-friendly-healthcare-savings-account/