Push 'spend your HSA dollars before they expire' at year end

David Barnard… and so then hopefully more and more health and fitness and mental health and other apps... If you're in that space, you should totally check this out because, if you qualify, it potentially could be a huge unlock. So yeah, I'm fascinated by it, and it's really cool that you all started. Yeah, we'll have to follow up in a year or two and see if they retain at a higher or a lower rate and see what the conversion rates are and things like that.

Nancy AndersonTotally. And I think the big push for it will be end of year because those dollars don't roll over so people have to use them. So that's a great time too to push campaigns around like, "Don't lose your HSA. You can use it to do our programs or use our app," free marketing idea.

David BarnardYeah, yeah, yeah. All right. Well, as I do with all guests now, I wanted to ask you three questions. The first one, what is the biggest fail of the year? We'll start with fail, and then we'll go to the biggest win. The experiment that bombed, tactic that fell apart, content that bombed, or you felt like didn't appropriately represent you brand, any fails that you learned from the last year?