Missing Something

HSA Bank, a division of Webster Bank, N.A., has launched “Missing Something,” a national acquisition-focused campaign created by Monigle that extends the “Take Care of It” integrated campaign and 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 (HSA). Using striking visual metaphors, money literally walking away or being left behind. The work highlights how consumers can unknowingly forfeit tax-free savings and long-term financial growth by waiting.
Two spots include:
• “Power Broker” is a visual narrative of money abandoned in everyday moments, underscoring how inaction leads to permanent financial loss.
• “Carl’s Creamery” is a depiction of savings physically slipping out of reach, reinforcing the urgency of acting now.
Each spot closes with a simple reminder: Don’t Leave It Behind.
The campaign arrives at a moment when timing matters more than ever. With recent legislative changes expanding HSA eligibility and open enrollment underway, consumers face a narrowing window to act. Each year without an HSA represents lost tax advantages and long-term savings that can’t be recovered, making delay a decision with real financial consequences.
“HSAs are one of the few financial tools where delay has a permanent cost,” said Stephanie Meyer, Chief Marketing Officer at HSA Bank. “Every year someone waits to open an HSA is a year of tax-free savings and growth they can never get back. Missing Something brings that reality to life in a way that feels immediate and motivating.”
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. The creative makes clear that doing nothing isn’t neutral, it’s a choice with consequences.
“People don’t always respond to abstract benefits,” said Mike Lee, Senior Director of Strategy with Monigle. “They respond to what’s at risk. This work visualizes what slips away when consumers delay, turning inaction into urgency.”
The campaign launched (date) and runs across digital video, YouTube, streaming audio, paid social, display, LinkedIn, and X, driving audiences directly to HSA Bank’s application experience.