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Truemed is a pioneering telehealth and payments company that unlocks access to over $150B in HSA/FSA pre-tax consumer spending for health and wellness customers. While traditional healthcare payments are typically limited to clinical or reactive care, Truemed allows qualified customers to use HSA/FSA dollars on eligible products including fitness equipment, sleep products, supplements, digital health tools, and food, when supported by a Letter of Medical Necessity (LMN) and permitted under IRS guidelines.
As the merchant of record for every HSA/FSA transaction, Truemed manages the end-to-end compliance required for HSA/FSA payments. This includes medical evaluations conducted by independent clinicians who issue LMNs through a friction-free workflow. Truemed is SOC 2 Type II certified, ensuring enterprise-grade security and data protection for merchants and customers.
Truemed works with thousands of brands, and independent clinicians have issued 1M+ LMNs through the platform. Merchants report an average 24–28% conversion lift, 20%+ AOV increase, and the ability to launch in under 7 days.
HSA & FSA Explained: What Your PRE-TAX Dollars Actually Pay For & $34M Bet to Fix It | Justin Mares
Justin Mares - The US Health Crisis
How Truemed Is Incentivizing Americans to Invest in Prevention
Justin Mares is a wellness entrepreneur and health advocate dedicated to transforming healthcare by emphasizing prevention over treatment. He has founded and scaled health-focused companies, including Kettle & Fire and Perfect Keto, which have collectively achieved over $100 million in annual revenue. At Truemed, Justin's mission is to make preventive healthcare more accessible by enabling individuals to use HSA/FSA funds for health-promoting products and services.
"Truemed is transforming how Americans engage with their health by turning financial tools like HSAs and FSAs into vehicles for everyday health improvement." — Julie Yoo, General Partner, Andreessen Horowitz
Why HSAs May Be The Missing Link Between Health And Retirement Planning — Forbes, February 24, 2026
“According to Justin Mares, CEO of Truemed, a leading HSA/FSA marketplace for preventative health products, we may be in the early stages of a much larger shift.” — Forbes
"Truemed leads the way in helping employees access effective non-drug therapies for prevention and treatment that would not otherwise be covered." — Validation Institute