HSA Bank Launches Campaign Built On Loss Aversion To Drive Account Openings

HSA Bank, a division of Webster Bank, launched Missing Something, a national acquisition-focused campaign created by Monigle that taps into a powerful behavioral insight: people are often more motivated by what they stand to lose than what they might gain.

The campaign introduces two video spots that dramatize the quiet, often overlooked cost of inaction when it comes to opening a Health Savings Account, using striking visual metaphors of money literally walking away or being left behind to highlight how consumers unknowingly forfeit tax-free savings and long-term financial growth by waiting.

Rather than focusing on awareness or education alone, the campaign reframes the decision to open an HSA through the lens of loss aversion, a well-established principle in behavioral economics. Monigle Senior Director of Strategy Mike Lee said people don't always respond to abstract benefits but respond to what's at risk, with the work visualizing what slips away when consumers delay and turning inaction into urgency. The campaign runs across digital video, YouTube, streaming audio, paid social, display, LinkedIn and X, driving audiences directly to HSA Bank's application experience.