Customer Stories
How Forme Helps Customers Improve Posture & Prevent Pain With Flex
Forme partnered with Flex to help customers recognize its posture-correcting apparel as a health solution and easily use HSA/FSA funds. Since launch, Forme has seen 18–20% higher AOV on Flex orders and over 1,000 repeat purchases.
November 24, 2025
Alex Lawton
Account Manager at Flex
Overview
Brand Background: A Mission Born From Family and Recovery
Overview
Brand Background: A Mission Born From Family and Recovery
Overview
Brand Background: A Mission Born From Family and Recovery
Brand Background: A Mission Born From Family and Recovery
Forme’s story began nearly a decade ago when Co-Founder Seiji Liu witnessed his grandmother navigate late-stage cancer. Chemotherapy had weakened her muscles, rounded her shoulders, and made it difficult for her to breathe or move comfortably. Her posture collapsed, and with it, her energy and ability to connect with the people around her. She was resistant to the straps and braces doctors prescribed as they hurt and weakened her muscles further.
The only meaningful improvement came from hours of manual stretching of her shoulders and physical therapy performed by Seiji and his father each day. Over several weeks, her posture improved, her muscles and strength returned, and her quality of life transformed. This had a dramatic impact on the family. After she passed, Seiji and his father became determined to bring that type of restorative support to more people but in a way that was comfortable, sustainable, and wearable throughout daily life.
They spent two years developing prototypes, gathering community and medical feedback, and refining the product until they created Forme: science-backed apparel designed to retrain posture, strengthen alignment, and support long-term musculoskeletal health. Today, Forme serves athletes, tech workers, parents, and anyone spending hours behind computers or phones. Through it all, the mission remains the same: to strengthen the body’s foundation through better alignment and posture recovery.
The Challenge: A Medically Beneficial Product Seen as Premium Apparel
As Forme grew, the team faced a consistent challenge: due to the natural looking design of their products, many customers perceived the products as premium apparel rather than a medically beneficial solution. Without understanding the health impact, or knowing they could use their HSA/FSA funds, shoppers often hesitated without being educated more.
At the same time, customers who did want to use HSA/FSA funds were unsure how. Many didn’t know what qualified, how to access their accounts, or whether posture-correcting apparel would be covered. This confusion introduced friction at checkout, and the perceived cost became a barrier for customers who were already contributing pre-tax dollars for their health.
Finding a way to clearly signal eligibility, reduce friction, and help customers use the money they’d already set aside became a priority.
“Flex created awareness that this is a medically eligible product and reduced that barrier. The education, utilization, and access have been phenomenal," Seiji said.
Why Forme Chose Flex
Forme evaluated other solutions in the HSA/FSA space, including the two largest legacy vendors, but Flex immediately stood out. Flex reached out personally on LinkedIn, took time to understand Forme’s mission, and walked the team through how enabling HSA/FSA acceptance could meaningfully change customer behavior.
The onboarding process reinforced that confidence. The Flex team personally guided Forme through setup, reviewed eligibility questions, configured the Shopify integration, and helped sync products, all in under an hour. The partnership was hands-on, responsive, and designed around Forme’s growth.
Beyond technical setup, Flex also helped streamline customer support, and are incredibly responsive to requests or questions. Instead of fielding frequent questions about eligibility or how to use HSA/FSA funds, the education and clarity provided by Flex reduced confusion. With eligibility signals, a simple checkout flow, and automated Letters of Medical Necessity, customers finally understood both the health value of the product and how to pay for it.
Impact Since Launching Flex
The results were immediate. In the first quarter of offering Flex, Forme saw a major wave of customer interest and questions about using their HSA/FSA funds. On top of that early engagement, average order value for Flex purchases increased meaningfully — 18–20% higher than Forme’s standard AOV.
Customers who had previously hesitated often converted once they realized they could use tax-advantaged funds. Automated LMNs reduced friction, and the clarity around HSA/FSA eligibility shifted customer perception from “premium apparel” to “a health purchase.”
Over time, the impact extended to long-term behavior as well. More than 1,000 customers have placed multiple orders on Flex, and many of those shoppers used Flex for both their initial and repeat purchases. As Seiji put it, “Customers are excited when they find out they can use their HSA/FSA funds. It drives a meaningful uplift.”
Reconnecting with the Flex team to identify marketing opportunities has strengthened the partnership even further, helping Forme continue educating new customers and improving access for shoppers seeking preventative, posture-focused solutions.
Looking Ahead
Forme plans to bring Flex even more prominently into its organic marketing and customer education efforts. The brand’s foundation in health and wellness makes HSA/FSA acceptance a natural extension of its core mission. “Helping customers unlock their health benefit dollars is incredibly meaningful for allowing them to access and achieve the foundational health outcomes we care about,” Seiji said.
When asked whether he would recommend Flex, his answer was simple:
“Yes, absolutely. The ease of use, the support through Slack instead of a huge portal, and the fact that Flex actually delivers results is a dream come true.”
Forme
Forme
Forme
18-20%
Higher AOV with Flex
1,000+
Repeat HSA/FSA Buyers
Brand Background: A Mission Born From Family and Recovery
Forme’s story began nearly a decade ago when Co-Founder Seiji Liu witnessed his grandmother navigate late-stage cancer. Chemotherapy had weakened her muscles, rounded her shoulders, and made it difficult for her to breathe or move comfortably. Her posture collapsed, and with it, her energy and ability to connect with the people around her. She was resistant to the straps and braces doctors prescribed as they hurt and weakened her muscles further.
The only meaningful improvement came from hours of manual stretching of her shoulders and physical therapy performed by Seiji and his father each day. Over several weeks, her posture improved, her muscles and strength returned, and her quality of life transformed. This had a dramatic impact on the family. After she passed, Seiji and his father became determined to bring that type of restorative support to more people but in a way that was comfortable, sustainable, and wearable throughout daily life.
They spent two years developing prototypes, gathering community and medical feedback, and refining the product until they created Forme: science-backed apparel designed to retrain posture, strengthen alignment, and support long-term musculoskeletal health. Today, Forme serves athletes, tech workers, parents, and anyone spending hours behind computers or phones. Through it all, the mission remains the same: to strengthen the body’s foundation through better alignment and posture recovery.
The Challenge: A Medically Beneficial Product Seen as Premium Apparel
As Forme grew, the team faced a consistent challenge: due to the natural looking design of their products, many customers perceived the products as premium apparel rather than a medically beneficial solution. Without understanding the health impact, or knowing they could use their HSA/FSA funds, shoppers often hesitated without being educated more.
At the same time, customers who did want to use HSA/FSA funds were unsure how. Many didn’t know what qualified, how to access their accounts, or whether posture-correcting apparel would be covered. This confusion introduced friction at checkout, and the perceived cost became a barrier for customers who were already contributing pre-tax dollars for their health.
Finding a way to clearly signal eligibility, reduce friction, and help customers use the money they’d already set aside became a priority.
“Flex created awareness that this is a medically eligible product and reduced that barrier. The education, utilization, and access have been phenomenal," Seiji said.
Why Forme Chose Flex
Forme evaluated other solutions in the HSA/FSA space, including the two largest legacy vendors, but Flex immediately stood out. Flex reached out personally on LinkedIn, took time to understand Forme’s mission, and walked the team through how enabling HSA/FSA acceptance could meaningfully change customer behavior.
The onboarding process reinforced that confidence. The Flex team personally guided Forme through setup, reviewed eligibility questions, configured the Shopify integration, and helped sync products, all in under an hour. The partnership was hands-on, responsive, and designed around Forme’s growth.
Beyond technical setup, Flex also helped streamline customer support, and are incredibly responsive to requests or questions. Instead of fielding frequent questions about eligibility or how to use HSA/FSA funds, the education and clarity provided by Flex reduced confusion. With eligibility signals, a simple checkout flow, and automated Letters of Medical Necessity, customers finally understood both the health value of the product and how to pay for it.
Impact Since Launching Flex
The results were immediate. In the first quarter of offering Flex, Forme saw a major wave of customer interest and questions about using their HSA/FSA funds. On top of that early engagement, average order value for Flex purchases increased meaningfully — 18–20% higher than Forme’s standard AOV.
Customers who had previously hesitated often converted once they realized they could use tax-advantaged funds. Automated LMNs reduced friction, and the clarity around HSA/FSA eligibility shifted customer perception from “premium apparel” to “a health purchase.”
Over time, the impact extended to long-term behavior as well. More than 1,000 customers have placed multiple orders on Flex, and many of those shoppers used Flex for both their initial and repeat purchases. As Seiji put it, “Customers are excited when they find out they can use their HSA/FSA funds. It drives a meaningful uplift.”
Reconnecting with the Flex team to identify marketing opportunities has strengthened the partnership even further, helping Forme continue educating new customers and improving access for shoppers seeking preventative, posture-focused solutions.
Looking Ahead
Forme plans to bring Flex even more prominently into its organic marketing and customer education efforts. The brand’s foundation in health and wellness makes HSA/FSA acceptance a natural extension of its core mission. “Helping customers unlock their health benefit dollars is incredibly meaningful for allowing them to access and achieve the foundational health outcomes we care about,” Seiji said.
When asked whether he would recommend Flex, his answer was simple:
“Yes, absolutely. The ease of use, the support through Slack instead of a huge portal, and the fact that Flex actually delivers results is a dream come true.”
Forme
18-20%
Higher AOV with Flex
1,000+
Repeat HSA/FSA Buyers
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.