Partnership combines Vitality’s expertise in engagement and behavior change with HealthEquity’s healthcare financial platform to strengthen consumers’ financial and health habits
DRAPER, Utah and CHICAGO, Illinois – September 24, 2026 – Vitality, a global leader in behavioral change across employees, insurance and health plans, and HealthEquity Inc. (Nasdaq: HQY), a leading administrator of Health Savings Accounts and consumer-directed benefits, today announced a strategic partnership designed to help people make more informed decisions about their health and healthcare finances.
The partnership brings together Vitality’s expertise in engaging and incentivizing people to undertake healthier behaviors with HealthEquity’s leadership in empowering consumers to take charge of their healthcare finances. Together, the companies intend to create a more connected experience that helps individuals build healthier habits, strengthen financial preparedness and get greater value from their benefits.
Rising healthcare costs and increasing benefit complexity can make it difficult for people to navigate health and healthcare financial decisions. Recent research from Vitality found that 61% of employees say that out-of-pocket healthcare costs discourage them from seeking medical care at least occasionally, while 53% report delaying preventive healthcare because of cost.
“Millions of Americans are facing difficult decisions when it comes to both their health and healthcare finances,” said Maia Surmava, CEO of Vitality U.S. “At Vitality, we see every day that when people are given the right support and encouragement, they are more likely to build lasting healthy habits. We’re excited to partner with HealthEquity because we share a belief that empowering people with the right resources can help them make more confident decisions and improve their long-term well-being.”
“The future of healthcare will be defined by how well we help people navigate the everyday decisions that shape their long-term health and financial well-being,” said Sunil Rajasekar, Executive Vice President and Chief Product & Strategy Officer at HealthEquity. “For nearly 25 years, HealthEquity has helped people save, spend, and invest for healthcare. The opportunity with Vitality is to connect that financial expertise with stronger health engagement, helping people turn their benefits into action, prepare for healthcare costs and make more informed healthcare decisions.”
Notes to Editors
Consumer research carried out by Opinium on behalf of Vitality, with 2,000 US adults in active employment, weighted to be nationally representative, from August 4 to August 11, 2026
About HealthEquity
HealthEquity and its subsidiaries administer HSAs and other consumer-directed benefits for nearly 18 million accounts in partnership with employers, benefits advisors and health and retirement plan providers who share our mission to save and improve lives by empowering healthcare consumers. For more information, visit healthequity.com.
About Vitality
Vitality is the world’s largest behavior change and risk reduction company, impacting over 65 million lives across 36 markets. Guided by a core purpose of making people healthier and enhancing and protecting their lives, Vitality brings together advanced digital engagement and prevention tools with integrated human care, unifying previously disconnected solutions to improve health outcomes, reduce healthcare costs, and enhance member experiences. Vitality pioneered shared-value insurance — harnessing data, AI, and incentives to unlock precision engagement at scale that links directly to healthcare funding, making healthcare more affordable and equitable. Powered by Vitality AI, Vitality delivers the action that matters most for each member at each moment using behavioral and actuarial science, motivates members to take action through compelling rewards, and translates engagement into independently validated risk reduction with Vitality Status. For more information, visit vitalitygroup.com.
