Case Study
How AMMD by Amy Myers MD increased AOV by 2.5X with Flex
AMMD by Amy Myers MD, a supplements company, grew their Average Order Value (AOV) by by 2.5X when they started accepting HSA and FSA payments.
October 7, 2025
Alex Lawton
Account Manager at Flex
Overview
About
Overview
About
Overview
About
About
When Dr. Amy Myers was in medical school, she was diagnosed with Graves’ disease. The experience sent her on a frustrating search for answers, culminating in the removal of her thyroid. Convinced there had to be a better way, she turned to functional medicine—a root-cause approach that addresses the whole body, not just symptoms.
After opening a clinic in Austin, Texas, Dr. Myers spent a decade helping patients reverse autoimmune and chronic conditions. In 2017, she launched Amy Myers MD (AMMD), an e-commerce brand offering supplements and protocols designed to help people take back their health. Her mission: reach millions, not just hundreds, with tools to optimize wellness.
The Challenge
AMMD’s customers—primarily women in their late 20s to mid-50s—often wanted to use their HSA or FSA funds to purchase health products. But without the ability to process these payments at checkout, transactions failed, purchases were abandoned, and customer support spent valuable time explaining why.
These weren’t just lost sales; they were lost opportunities to help customers invest in their health. For a brand built on accessibility, the inability to accept HSA/FSA payments was more than an operational gap—it was a barrier to fulfilling its mission.
“It wasn’t just a missed transaction—it was a missed opportunity to support someone’s health journey,” says Kevin Sessoms, Head of Customer Experience at AMMD.
Why They Chose Flex
When AMMD set out to solve this challenge, they evaluated multiple solutions. Flex stood out for its native Shopify integration, instant eligibility verification, and automatic Letter of Medical Necessity generation, delivering a seamless checkout experience without external forms or delays.
Equally important was Flex’s marketing and educational support. The Flex team provided a ready-to-use package of landing pages, ad creative, email templates, and clear, customer-facing documentation that AMMD could embed directly into their website and help center. This combination of seamless technology and turnkey resources meant AMMD could launch quickly, educate customers effectively, and start seeing results without building everything from scratch.
Impact Since Launch
The results were immediate. In the first week, orders paid with HSA/FSA funds had an Average Order Value (AOV) of 2.5x higher than those paid with traditional payment methods.
Advertising performance also improved. Campaigns featuring Flex became top performers, driving stronger returns on ad spend. AMMD has since invested over $12,000 in HSA/FSA-focused advertising with confidence in their conversion potential.
“The marketing materials Flex provided were phenomenal. We used their landing page and email examples as inspiration, layered in our branding, and saw campaigns perform better than almost anything else,” says Paige Smith, Head of Brand Marketing.
Even the tone of customer service inquiries shifted—from declined card frustrations to enthusiastic questions about how to take advantage of the new payment option.
Customer Response
For AMMD’s customers, being able to use HSA/FSA dollars made investing in functional health more attainable. Instead of encountering friction at checkout, they now had a seamless way to pay.
Kevin Sessoms notes that Flex’s resources played a key role in this smooth transition:
“The customer-facing documentation that Flex created has been such a wonderful resource for our customers. We didn’t even have to make any changes when setting it up on our website. Customers can understand it easily, and seamlessly proceed with checking out with their HSA/FSA funds.”
This clarity and ease translated into stronger customer engagement. Shoppers who once abandoned purchases due to payment barriers were now able to complete their transactions effortlessly, and many reached out to express their appreciation for the new option.
The excitement extended beyond one-time purchases. Subscription customers who make up 40–50% of AMMD’s base began asking when they could use Flex for recurring orders. This reinforced AMMD’s belief that HSA/FSA access isn’t just a nice-to-have. It’s a long-term growth lever for retention and loyalty.
Looking Ahead
For AMMD, partnering with Flex goes beyond transaction metrics. The ability to accept HSA/FSA payments directly supports their mission of making functional medicine accessible to all. By enabling customers to use tax-free dollars for health investments not covered by insurance, AMMD is breaking down financial barriers to better health.
The next step is integrating Flex into their subscription products, allowing their most loyal customers to use HSA/FSA funds for every renewal. For AMMD, it’s another way to meet customers where they are and empower them to take back their health.
“Flex makes our products more accessible to people who want to invest in their health. It’s simple, easy to integrate, and completely aligned with our mission,” says Paige Smith.
By removing friction at checkout, AMMD and Flex are helping more people access the functional health solutions they need, bringing Dr. Myers’ mission to a wider audience than ever before.
AMMD by Amy Myers MD
AMMD by Amy Myers MD
AMMD by Amy Myers MD
2.5x
Higher AOV
Higher
ROAS
About
When Dr. Amy Myers was in medical school, she was diagnosed with Graves’ disease. The experience sent her on a frustrating search for answers, culminating in the removal of her thyroid. Convinced there had to be a better way, she turned to functional medicine—a root-cause approach that addresses the whole body, not just symptoms.
After opening a clinic in Austin, Texas, Dr. Myers spent a decade helping patients reverse autoimmune and chronic conditions. In 2017, she launched Amy Myers MD (AMMD), an e-commerce brand offering supplements and protocols designed to help people take back their health. Her mission: reach millions, not just hundreds, with tools to optimize wellness.
The Challenge
AMMD’s customers—primarily women in their late 20s to mid-50s—often wanted to use their HSA or FSA funds to purchase health products. But without the ability to process these payments at checkout, transactions failed, purchases were abandoned, and customer support spent valuable time explaining why.
These weren’t just lost sales; they were lost opportunities to help customers invest in their health. For a brand built on accessibility, the inability to accept HSA/FSA payments was more than an operational gap—it was a barrier to fulfilling its mission.
“It wasn’t just a missed transaction—it was a missed opportunity to support someone’s health journey,” says Kevin Sessoms, Head of Customer Experience at AMMD.
Why They Chose Flex
When AMMD set out to solve this challenge, they evaluated multiple solutions. Flex stood out for its native Shopify integration, instant eligibility verification, and automatic Letter of Medical Necessity generation, delivering a seamless checkout experience without external forms or delays.
Equally important was Flex’s marketing and educational support. The Flex team provided a ready-to-use package of landing pages, ad creative, email templates, and clear, customer-facing documentation that AMMD could embed directly into their website and help center. This combination of seamless technology and turnkey resources meant AMMD could launch quickly, educate customers effectively, and start seeing results without building everything from scratch.
Impact Since Launch
The results were immediate. In the first week, orders paid with HSA/FSA funds had an Average Order Value (AOV) of 2.5x higher than those paid with traditional payment methods.
Advertising performance also improved. Campaigns featuring Flex became top performers, driving stronger returns on ad spend. AMMD has since invested over $12,000 in HSA/FSA-focused advertising with confidence in their conversion potential.
“The marketing materials Flex provided were phenomenal. We used their landing page and email examples as inspiration, layered in our branding, and saw campaigns perform better than almost anything else,” says Paige Smith, Head of Brand Marketing.
Even the tone of customer service inquiries shifted—from declined card frustrations to enthusiastic questions about how to take advantage of the new payment option.
Customer Response
For AMMD’s customers, being able to use HSA/FSA dollars made investing in functional health more attainable. Instead of encountering friction at checkout, they now had a seamless way to pay.
Kevin Sessoms notes that Flex’s resources played a key role in this smooth transition:
“The customer-facing documentation that Flex created has been such a wonderful resource for our customers. We didn’t even have to make any changes when setting it up on our website. Customers can understand it easily, and seamlessly proceed with checking out with their HSA/FSA funds.”
This clarity and ease translated into stronger customer engagement. Shoppers who once abandoned purchases due to payment barriers were now able to complete their transactions effortlessly, and many reached out to express their appreciation for the new option.
The excitement extended beyond one-time purchases. Subscription customers who make up 40–50% of AMMD’s base began asking when they could use Flex for recurring orders. This reinforced AMMD’s belief that HSA/FSA access isn’t just a nice-to-have. It’s a long-term growth lever for retention and loyalty.
Looking Ahead
For AMMD, partnering with Flex goes beyond transaction metrics. The ability to accept HSA/FSA payments directly supports their mission of making functional medicine accessible to all. By enabling customers to use tax-free dollars for health investments not covered by insurance, AMMD is breaking down financial barriers to better health.
The next step is integrating Flex into their subscription products, allowing their most loyal customers to use HSA/FSA funds for every renewal. For AMMD, it’s another way to meet customers where they are and empower them to take back their health.
“Flex makes our products more accessible to people who want to invest in their health. It’s simple, easy to integrate, and completely aligned with our mission,” says Paige Smith.
By removing friction at checkout, AMMD and Flex are helping more people access the functional health solutions they need, bringing Dr. Myers’ mission to a wider audience than ever before.
AMMD by Amy Myers MD
2.5x
Higher AOV
Higher
ROAS
Flex is the easiest way for direct to consumer brands and retailers to accept HSA/FSA for their products. From fitness and nutrition, to sleep and mental health, Flex takes a holistic view of healthcare and enables consumers to use their pre-tax money to do the same.