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

Gane Index, November 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 November 2026 Edition. Page: https://www.gane.ai/index/hr/rewards/hsa-and-fsa-administration/smb

**Standing:** Lively leads with 47% of first choices; verdict clear leader. 49 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) | 47% | 2% | 57 |
| 2 | [Fidelity HSA](https://www.gane.ai/index/hr/vendors/fidelity-hsa/index.md) | 10% | 7% | 43 |
| 3 | [Gusto](https://www.gane.ai/index/hr/vendors/gusto/index.md) | 10% | 3% | 36 |
| 4 | [Forma](https://www.gane.ai/index/hr/vendors/forma/index.md) | 8% | 0% | 23 |
| 5 | [WEX Benefits](https://www.gane.ai/index/hr/vendors/wex-benefits/index.md) | 6% | 31% | 32 |
| 7 | [Navia Benefit Solutions](https://www.gane.ai/index/hr/vendors/navia-benefit-solutions/index.md) | 4% | 22% | 18 |
| 8 | [HealthEquity](https://www.gane.ai/index/hr/vendors/healthequity/index.md) | 4% | 38% | 60 |
| 12 | [HSA Bank](https://www.gane.ai/index/hr/vendors/hsa-bank/index.md) | 0% | 15% | 26 |
| 16 | [WEX Health](https://www.gane.ai/index/hr/vendors/wex-health/index.md) | 0% | 20% | 10 |
| 22 | [Optum Bank](https://www.gane.ai/index/hr/vendors/optum-bank/index.md) | 0% | 20% | 10 |

Rank is by share of first choices among all 86 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 Benepass, HSA Bank, Lively
- GPT-5.4 mini: Gusto; alternatives Fidelity HSA, KeyBank HSA
- Gemini 3.5 Flash: Lively; alternatives Fidelity HSA, Gusto, Hammock, HealthEquity
- Perplexity Sonar: HealthEquity; alternatives Benepass, Forma, Gusto, Lively
- Grok 4.20: Lively; alternatives Forma, Gusto, HSA Bank, HealthEquity
- Mistral Small: Forma, Hammock; alternatives Fidelity HSA, HSA Bank, HealthEquity, Lively
- DeepSeek V4 Flash: Lively; alternatives Benepass, Fidelity HSA, Forma, Gusto
- Llama 4 Maverick: no first choice
- Qwen 3.7 Flash: Forma; alternatives Fidelity HSA, Hammock, HealthEquity, Lively
- Kimi K2: Lively; alternatives Fidelity HSA, Gusto, The Difference Card
- GLM 4.7 FlashX: Lively; alternatives Gusto
- MiniMax M2.5: Lively; alternatives Fidelity HSA, Forma, Gusto
- GPT-6 Luna: Gusto, Lively; alternatives HealthEquity, Navia Benefit Solutions
- Muse Glimmer 30B: Forma, WEX Benefits; alternatives Hammock, Lively

## Sources the answers cite

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

- gane.ai/index: 43 answers, 45 citations
- joinforma.com: 36 answers, 41 citations
- leadchangegroup.com: 30 answers, 48 citations
- hsaforamerica.com: 30 answers, 34 citations
- getapp.com: 29 answers, 32 citations
- livelyme.com: 25 answers, 57 citations
- thehsareportcard.com: 21 answers, 22 citations
- usehammock.co: 20 answers, 21 citations

Pages named in the most answers:

- https://gane.ai/index/hr/rewards/hsa-and-fsa-administration/smb (42 answers)
- https://joinforma.com/resources/best-hsa-accounts (35 answers)
- https://hsaforamerica.com/admins-recommended (28 answers)
- https://getapp.com/hr-employee-management-software/benefits-administration/f/hsa-fsa-administration (26 answers)
- https://leadchangegroup.com/hsa-fsa-administration (21 answers)
- https://thehsareportcard.com/the-best-hsas-for-small-businesses (18 answers)
- https://fidelity.com/go/hsa/small-business-hsa (16 answers)
- https://leadchangegroup.com/hsa-fsa-administration/compare (16 answers)
- https://adminamerica.com/ (14 answers)
- https://livelyme.com/hsa (14 answers)

## Warned against

- HealthEquity: 23 of 60 labels negative. "Traditional providers like HealthEquity or WEX may advertise a low fee like "$2.50 per employee", but hide a $50 to $100 monthly minimum charge" (Gemini 3.5 Flash, budget prompt)
- WEX Benefits: 10 of 32 labels negative. "WEX Benefits | 1/5 stars | Overly strict requirements, difficult tax reporting, data errors" (GLM 4.7 FlashX, negative prompt)
- Sterling Administration: 6 of 6 labels negative. "Complaints include problems transferring HSA funds, inability to reach customer service, and delays in processing withdrawals." (Mistral Small, negative prompt)
- Rocky Mountain Reserve: 4 of 4 labels negative. "delayed/missing debit cards and difficult FSA card claims, which for a small business with limited HR staff translates into employee complaints and manual claim work" (Muse Glimmer 30B, negative prompt)

## Movement since October 2026

Floor: 13 points of share, measured on the calibration repeat.
Same leader: Lively at 47%.

- Lively: 37% to 47%, +10. Inside the floor by 3 points · rank 1 of 86, unchanged.
- Forma: 0% to 8%, +8. Inside the floor by 5 points · rank 37 → 4 of 86.
- HealthEquity: 8% to 4%, −4. Inside the floor by 9 points · rank 3 → 8 of 86.
- Fidelity HSA: 7% to 10%, +3. Inside the floor by 10 points · rank 4 → 2 of 86.
- Alegeus: 3% to 0%, −3. Inside the floor by 10 points · rank 7 → 34 of 86.
- Navia Benefit Solutions: 2% to 4%, +2. Inside the floor by 11 points · rank 10 → 7 of 86.
- WEX Health: 2% to 0%, −2. Inside the floor by 11 points · rank 11 → 16 of 86.
- WEX Benefits: 7% to 6%, −1. Inside the floor by 12 points · rank 5 of 86, unchanged.
- Gusto: 10% to 10%, ±0. Inside the floor by 13 points · rank 2 → 3 of 86.
- HSA Bank: 0% to 0%, ±0. Inside the floor by 13 points · rank 20 → 12 of 86.
- Optum Bank: 0% to 0%, ±0. Inside the floor by 13 points · rank 61 → 22 of 86.

## Record

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