How Kindred Bravely Helps Moms Save on Nursing & Maternity Essentials with Flex

Making Motherhood Feel a Little Easier

Kindred Bravely exists to make early motherhood feel a little less overwhelming and a lot more supported. Trusted by millions of moms since 2015, the brand designs award-winning maternity, postpartum, breastfeeding, and baby essentials that combine unparalleled comfort with thoughtful functionality. Each piece is intentionally crafted to support the physical and emotional shifts of motherhood. From ultra-soft nursing bras to maternity sleepwear, Kindred Bravely creates mom-designed essentials that meet moms where they are—so they can feel more like themselves through every stage of motherhood.

The Challenge: Making Motherhood Essentials More Accessible

As a brand built for moms, Kindred Bravely understands that the postpartum season comes with big changes—and plenty of unexpected costs. When customers began asking, “Can I use my HSA or FSA to pay for this?”, the brand saw an opportunity to offer moms even more support.

While many of Kindred Bravely’s products, like pumping bras and labor & delivery gowns, qualify for HSA/FSA spending, there wasn’t an easy way for customers to use their pre-tax funds at checkout. Shoppers had to pay out of pocket, save receipts, and file claims on their own—an extra step for already busy moms.

“The last thing moms need is another task on their to-do list. With Flex, it’s simple–just check out, and you’re done," said Emillee Simon, Kindred Bravely’s Senior Manager of E-Commerce.

The Solution: Simple, Streamlined Checkout with Flex

With the integration of Flex, Kindred Bravely made it easy for customers to use their HSA/FSA cards directly at checkout—no forms, no reimbursements, no extra steps.

The setup was fast and efficient: within two weeks, Flex was live on their Shopify store. The Flex team partnered closely with Kindred Bravely to test orders, streamline approvals, and ensure every eligible product—from pumping bras to delivery gowns—was ready to go.

“The integration was smooth from start to finish. The Flex team was incredibly responsive and supportive, and their marketing guides helped us optimize the experience from day one,” said Simon.

The Results: Higher AOV and Happier Customers

Since launching Flex, Kindred Bravely has processed more than 5,500 HSA/FSA orders, and Flex shoppers spent 23% more than the brand’s overall average order value, often adding multiple products to their cart in a single purchase.

Top-performing items include the brand’s pumping bras, typically priced around $50, and hospital-ready delivery gowns, now both easily accessible to shoppers using pre-tax dollars.

“Flex takes away a huge barrier. Having a baby is expensive; this is one small way we can make it easier,” said Simon.

Empowering Moms, One Checkout at a Time

Flex isn’t just helping Kindred Bravely improve conversion rates; it’s removing barriers for moms to access the products they need, when they need them. By enabling health benefit payments directly at checkout, Kindred Bravely offers a simple, stress-free way for customers to care for themselves and their families.

Looking ahead, Kindred Bravely will use targeted email and SMS to remind customers that many of their most-loved essentials—like pumping bras and delivery gowns—can be purchased using HSA/FSA funds, helping moms take full advantage of their benefits before they expire.

With Flex as a partner, Kindred Bravely is making it easier for moms to access the care and comfort they deserve—delivering on their commitment to support moms through every stage of motherhood.

“It’s a no-brainer. Flex gives customers a convenient, straightforward way to save money and convert without a second thought,” said Simon.