# HSA and FSA administrators for small business buyers: what AI models recommend, October 2026

Gane Index, October 2026 Edition. Asked as "HSA and FSA administrator" and as "consumer-directed benefits administrator", six framings each, to fourteen models with search on, on behalf of a small B2B company. Added to the October 2026 Edition on October 4, 2026. Page: https://www.gane.ai/index/hr/rewards/hsa-and-fsa-administration/2026-10/smb

This is the permanent record of the October 2026 Edition, published October 1, 2026 and superseded since. The current standing: https://www.gane.ai/index/hr/rewards/hsa-and-fsa-administration/smb/index.md

**Standing:** Lively leads with 37% of first choices; verdict contested. 59 first choices across the direct, paraphrase, budget and scale prompts.

## First-choice share

| Rank | Product | Share | Negative rate | Labels |
|---|---|---|---|---|
| 1 | [Lively](https://www.gane.ai/index/hr/vendors/lively/index.md) | 37% | 4% | 48 |
| 2 | [Gusto](https://www.gane.ai/index/hr/vendors/gusto/index.md) | 10% | 0% | 13 |
| 3 | [HealthEquity](https://www.gane.ai/index/hr/vendors/healthequity/index.md) | 8% | 25% | 44 |
| 4 | [Fidelity HSA](https://www.gane.ai/index/hr/vendors/fidelity-hsa/index.md) | 7% | 0% | 32 |
| 5 | [WEX Benefits](https://www.gane.ai/index/hr/vendors/wex-benefits/index.md) | 7% | 15% | 27 |
| 7 | [Alegeus](https://www.gane.ai/index/hr/vendors/alegeus/index.md) | 3% | 10% | 10 |
| 10 | [Navia Benefit Solutions](https://www.gane.ai/index/hr/vendors/navia-benefit-solutions/index.md) | 2% | 14% | 14 |
| 11 | [WEX Health](https://www.gane.ai/index/hr/vendors/wex-health/index.md) | 2% | 15% | 13 |
| 20 | [HSA Bank](https://www.gane.ai/index/hr/vendors/hsa-bank/index.md) | 0% | 17% | 24 |

Rank is by share of first choices among all 71 products named; products with the same share are tied, and the order among them carries no meaning. The table lists those with at least 10 labels.

## Each model's first choice on the direct prompt

- Claude Haiku 4.5: Fidelity HSA; alternatives HSA Bank, Lively, TASC
- GPT-5.4 mini: Gusto; alternatives Justworks
- Gemini 3.5 Flash: Lively; alternatives Benepass, Elevate, Fidelity HSA, Gusto
- Perplexity Sonar: Soteria HR; alternatives EmployerFlex, Fidelity HSA, Lively
- Grok 4.20: Lively; alternatives Fidelity HSA, SoteriaHR, WEX Benefits
- Mistral Small: HealthEquity, Lively; alternatives Alerus, WEX Benefits
- DeepSeek V4 Flash: Lively; alternatives Fidelity HSA, Hammock, WEX Benefits
- Llama 4 Maverick: Soteria
- Qwen 3.7 Flash: Lively; alternatives Fidelity HSA, WEX Health
- Kimi K2: Lively, WEX Benefits; alternatives Benepass, HealthEquity
- GLM 4.7 FlashX: Lively; alternatives HealthEquity, TASC, WEX Benefits
- MiniMax M2.5: Alerus, WEX Benefits; alternatives Fidelity HSA
- GPT-6 Luna: Gusto; alternatives HealthEquity, Rippling, WEX Benefits
- Muse Glimmer 30B: Hammock, WEX Benefits; alternatives Alerus, Fidelity HSA, Lively

## Sources the answers cite

82 of 84 answers came back with a source list, from 14 of 14 models. Sites named in the most answers:

- hrtechsaas.com: 47 answers, 52 citations
- zipdo.co: 36 answers, 40 citations
- solutions.mycafehealth.com: 36 answers, 38 citations
- soteriahr.com: 36 answers, 36 citations
- getbenepass.com: 35 answers, 41 citations
- us.fitgap.com: 32 answers, 40 citations
- livelyme.com: 29 answers, 55 citations
- hsaforamerica.com: 29 answers, 29 citations

Pages named in the most answers:

- https://hrtechsaas.com/blog/best-fsa-hsa-administrators-mid-market-employers (46 answers)
- https://soteriahr.com/benefits-administration-solutions (36 answers)
- https://zipdo.co/service/fsa-administration (35 answers)
- https://solutions.mycafehealth.com/solutions.php?Action=1&k=hsa-providers&PageID=611751 (34 answers)
- https://us.fitgap.com/search/health-savings-account-hsa-software/small-business (29 answers)
- https://hsaforamerica.com/admins-recommended (27 answers)
- https://getbenepass.com/blog/fsa-providers (24 answers)
- https://thehsareportcard.com/the-best-hsas-for-small-businesses (21 answers)
- https://worldmetrics.org/service/fsa-administration (19 answers)
- https://usehammock.co/blog/best-hsa-administrators-small-business (16 answers)

## Warned against

- HealthEquity: 11 of 44 labels negative. "Consumer sentiment is repeatedly negative. Trustpilot ratings for healthequity.com are shown as "Bad" with ~1.2 / 5" (Muse Glimmer 30B, negative prompt)
- Sterling Administration: 5 of 5 labels negative. "Verdict: Avoid. The severity of complaints regarding withheld funds poses a significant liability for employers." (Qwen 3.7 Flash, negative prompt)
- Optum Financial: 4 of 5 labels negative. "Most reviewers were let down by their experience overall, with many customers finding the customer service to be extremely poor" (Claude Haiku 4.5, negative prompt)
- HSA Bank: 4 of 24 labels negative. "Most reviewers reported being let down by their overall experience, with many expressing deep frustration with the customer service department" (Claude Haiku 4.5, negative prompt)

## Record

- Method: https://www.gane.ai/index/hr/methodology
- License: CC BY 4.0. Cite as Gane Index, October 2026 Edition, www.gane.ai/index/hr.