How Nanobébé Helps Parents Easily Use Their HSA/FSA Funds with Flex

Brand Overview

Nanobébé is a modern baby-care brand known for its award-winning bottles, breastfeeding tools, pumps, and newborn essentials, all designed to support parents through early parenthood with thoughtful, science-backed products.

It all started with a new dad, a late night, a hungry baby, and a frozen bottle of milk that wouldn’t thaw fast enough. So founders Ayal Lanternari and Asaf Kehat set out to create a better bottle, and Nanobébé was born. As more families looked to use their HSA and FSA dollars on eligible baby essentials, the team wanted to offer a seamless, intuitive way for parents to shop using the benefits they already had.

The Challenge

Nanobébé recognized strong customer demand for using HSA/FSA funds, but the available solutions felt operationally complicated and misaligned with the experience they wanted to deliver.

“Our goal was to make it easy for customers to buy HSA/FSA-eligible products directly, but it was looking like we’d have to set up a separate subdomain with a separate payment account in order to do so,” shares Keegan Robbins, the VP of Sales and Marketing in the U.S. “We were concerned that it would be a big hassle.”

The team also saw shifts in consumer behavior that reinforced the need for a simpler, more cost-efficient path to purchase.

“We’re definitely seeing customers being more frugal with their spending and trying to save wherever possible, so making it easy for them to make a purchase that’s covered by their health saving plan is really important,” says Robbins.

Parents frequently reached out with questions about what qualified and how to use their benefits, creating unnecessary friction and extra support work. Nanobébé needed a straightforward, integrated solution that empowered families to shop confidently.

Why Flex

Nanobébé chose Flex because it offered a clean, intuitive way to accept HSA/FSA payments directly in their existing checkout flow, without requiring duplicate domains or separate payment accounts. Flex handled compliance, eligibility rules, and payments behind the scenes, allowing Nanobébé to focus on delivering a seamless customer experience. The team also appreciated Flex’s responsiveness and collaborative approach to product feedback, which aligned well with Nanobébé’s customer-first mindset.

The Solution

By integrating Flex, Nanobébé enabled parents to use their HSA/FSA cards directly at checkout. Flex automatically identifies eligible products, validates purchases, and processes pre-tax payments in real time, removing the need for reimbursements or manual forms.

“The installation was extremely easy,” says Robbins. “There were no issues at all, and the Flex team was wonderfully responsive whenever we had questions. They even listened to ideas and suggestions we had and incorporated them into their development plans.”

Nanobébé also expanded visibility through their Flex Store listing, making it easy for parents to discover eligible essentials.

The Results

Nanobébé saw immediate engagement once HSA/FSA payments went live. When the team announced Flex in a customer newsletter, the message achieved an open rate of nearly 42%, highlighting how eager parents were to use their health benefits for newborn essentials. Even more importantly, orders placed directly from the announcement had an average order value that was 60% higher than the website’s typical AOV.

For Nanobébé, these early results confirmed that simplifying HSA/FSA acceptance not only improved the shopping experience for parents, but also increased revenue and strengthened purchase confidence.

“It really demonstrated how valuable it is to accept HSA/FSA payments,” says Robbins.

Looking Ahead

With Flex powering its HSA/FSA channel, Nanobébé plans to continue educating parents about eligible products and highlighting HSA/FSA payment options throughout the shopping journey. Together, Nanobébé and Flex are making it easier for families to access the newborn essentials they rely on, using the benefits they already have.