Case Study
How an Orthopedic Shoe Company Boosted AOV by 20% with Flex
By listening to their customers, this company created a better orthopedic shoe and increased their AOV too.
September 25, 2025
Alex Lawton
Account Manager at Flex
Overview
About the brand
Overview
About the brand
Overview
About the brand
About the brand
Founded in 2017, this shoe company emerged from a simple but powerful insight: orthopedic footwear didn’t have to be bulky or bland. The founders listened to feedback from more than 100,000 women worldwide and spent two years refining their designs alongside Swiss engineers.
Their mission was to create footwear that not only relieved pain but also looked good enough for everyday wear. The result? A stylish, highly functional orthopedic sneaker built with dual-layer arch support, an air-cushion heel, and a breathable flyknit upper that absorbed 30% more impact than traditional orthopedic shoes. By marrying function with fashion, the brand redefined what orthopedic footwear could—and should—be.
Challenge
While the product delivered on comfort and style, a payment barrier stood in the way of more customers enjoying it. Many shoppers wanted to use their Health Savings Account (HSA) or Flexible Spending Account (FSA) funds to pay, but the company had no way to process these payments at checkout.
The problem wasn’t just operational—it was emotional. Potential buyers, often managing foot pain or post-surgery recovery, were forced to abandon their purchase or spend time with customer support to understand eligibility. Those abandoned carts represented more than lost revenue—they were missed opportunities to help customers live more comfortably.
Their CTO recalled, “We had customers asking to use HSA/FSA payments, but without the right technology in place, we couldn’t give them that option. We knew we were leaving sales on the table.”
At the same time, the broader financial context made the opportunity clear. Between 2017 and 2022, HSA accounts grew by 60%, and by mid-2023, Americans collectively held $116 billion in HSA assets across nearly 36 million accounts. That’s a growing pool of pre-tax dollars available for eligible health purchases—including orthopedic footwear.
Why they chose Flex
When the company began exploring solutions, Flex stood out immediately. Its native checkout integration made adding HSA/FSA as a payment option simple and seamless. With Flex, customers could instantly verify eligibility and pay using their account funds—no additional forms or post-purchase reimbursement required.
From a technical standpoint, the implementation was quick. “It was quick and painless in technical terms because it was very similar to what we already had in place,” said their CTO. “We were live in about 48 hours.”
Beyond technology, Flex offered the credibility of being purpose-built for health and wellness merchants. By providing a seamless experience for customers and a straightforward integration for developers, Flex checked every box.
Impact Since Launch
The results were immediate and measurable. Within weeks of launch, 17% of all sales were being completed with HSA/FSA debit cards—a significant share of transactions that didn’t exist before Flex. Even more impactful was the change in purchase behavior: orders placed using Flex had an Average Order Value (AOV) 20% higher than those using traditional payment methods.
That meant customers weren’t just buying—they were buying more. For shoppers with HSA/FSA funds, investing in their foot health became easier to justify. For the brand, this translated into higher revenue per transaction and more efficient ad spend.
What This Means for the Brand
For an orthopedic footwear company focused on helping customers live without pain, enabling HSA/FSA payments wasn’t just about conversion rates—it was about accessibility. Customers managing medical conditions or recovering from surgery often have limited budgets, but their HSA/FSA accounts give them a tax-advantaged way to invest in their health.
By partnering with Flex, the brand broke down a key financial barrier. More customers could justify purchasing high-quality shoes, and they could do it without jumping through hoops. The business gained a new revenue stream and increased the value of each transaction, while customers gained an easier path to better foot health.
The takeaway was clear: adding Flex wasn’t a “nice to have.” It was a strategic decision that aligned perfectly with the brand’s mission and customer needs.
Orthopedic Shoe Company
Orthopedic Shoe Company
Orthopedic Shoe Company
17%
Of Sales with Flex
20%
Higher AOV with Flex
About the brand
Founded in 2017, this shoe company emerged from a simple but powerful insight: orthopedic footwear didn’t have to be bulky or bland. The founders listened to feedback from more than 100,000 women worldwide and spent two years refining their designs alongside Swiss engineers.
Their mission was to create footwear that not only relieved pain but also looked good enough for everyday wear. The result? A stylish, highly functional orthopedic sneaker built with dual-layer arch support, an air-cushion heel, and a breathable flyknit upper that absorbed 30% more impact than traditional orthopedic shoes. By marrying function with fashion, the brand redefined what orthopedic footwear could—and should—be.
Challenge
While the product delivered on comfort and style, a payment barrier stood in the way of more customers enjoying it. Many shoppers wanted to use their Health Savings Account (HSA) or Flexible Spending Account (FSA) funds to pay, but the company had no way to process these payments at checkout.
The problem wasn’t just operational—it was emotional. Potential buyers, often managing foot pain or post-surgery recovery, were forced to abandon their purchase or spend time with customer support to understand eligibility. Those abandoned carts represented more than lost revenue—they were missed opportunities to help customers live more comfortably.
Their CTO recalled, “We had customers asking to use HSA/FSA payments, but without the right technology in place, we couldn’t give them that option. We knew we were leaving sales on the table.”
At the same time, the broader financial context made the opportunity clear. Between 2017 and 2022, HSA accounts grew by 60%, and by mid-2023, Americans collectively held $116 billion in HSA assets across nearly 36 million accounts. That’s a growing pool of pre-tax dollars available for eligible health purchases—including orthopedic footwear.
Why they chose Flex
When the company began exploring solutions, Flex stood out immediately. Its native checkout integration made adding HSA/FSA as a payment option simple and seamless. With Flex, customers could instantly verify eligibility and pay using their account funds—no additional forms or post-purchase reimbursement required.
From a technical standpoint, the implementation was quick. “It was quick and painless in technical terms because it was very similar to what we already had in place,” said their CTO. “We were live in about 48 hours.”
Beyond technology, Flex offered the credibility of being purpose-built for health and wellness merchants. By providing a seamless experience for customers and a straightforward integration for developers, Flex checked every box.
Impact Since Launch
The results were immediate and measurable. Within weeks of launch, 17% of all sales were being completed with HSA/FSA debit cards—a significant share of transactions that didn’t exist before Flex. Even more impactful was the change in purchase behavior: orders placed using Flex had an Average Order Value (AOV) 20% higher than those using traditional payment methods.
That meant customers weren’t just buying—they were buying more. For shoppers with HSA/FSA funds, investing in their foot health became easier to justify. For the brand, this translated into higher revenue per transaction and more efficient ad spend.
What This Means for the Brand
For an orthopedic footwear company focused on helping customers live without pain, enabling HSA/FSA payments wasn’t just about conversion rates—it was about accessibility. Customers managing medical conditions or recovering from surgery often have limited budgets, but their HSA/FSA accounts give them a tax-advantaged way to invest in their health.
By partnering with Flex, the brand broke down a key financial barrier. More customers could justify purchasing high-quality shoes, and they could do it without jumping through hoops. The business gained a new revenue stream and increased the value of each transaction, while customers gained an easier path to better foot health.
The takeaway was clear: adding Flex wasn’t a “nice to have.” It was a strategic decision that aligned perfectly with the brand’s mission and customer needs.
Orthopedic Shoe Company
17%
Of Sales with Flex
20%
Higher AOV with Flex
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.