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Who We Are

Health-E Commerce is a consumer health and wellness online retailer, comprised of four brands — FSA Store, HSA Store, WellDeserved Health, and Caring Mill. Since 2010, we have launched direct-to-consumer e-commerce brands aimed at simplifying the U.S. tax-free healthcare market and helping everyday Americans and companies benefit better from workplace benefits, wellness and health spending programs.

Who We Are

What We Do

We are passionate about helping consumers to improve their health and maximize their health savings through qualified shopping and education. Through our websites, eligibility lists, and content, we help consumers understand, manage, and use their benefits. We also advocate for the eligibility of important new product categories, such as OTC meds and feminine care, to increase the types of everyday products that are eligible.

What We Do

Our Culture

Culture is the cornerstone of who we are at Health-E Commerce. Our employees come from all ages and professional backgrounds, but share Core Values that drive us to create simple solutions for complex systems. These values are at the center of everything we do - from the problems we choose to tackle, to the solutions we offer, to the smallest detail of our products. We believe that the best teams are made through a shared vision and passion for helping all people benefit better.

Core Values

Customer First

Make decisions for the benefit of the customer and our valued partners.


Embrace and Drive Change

Constant growth as individuals and improvement as an organization.


Bias for Action

We focus on solutions not problems and encourage taking the smart risk.



We only win together and share in our successes. We value feedback and open communication.



Act like an owner and practice accountability.



We value passion, perseverance and positivity.


Work Smarter Not Harder

Measure efficiency and optimize everything we do.

Our Culture

Events and Fun

Our Culture Committee is focused on keeping our teams engaged through creative events such as boat trips, bartending classes, laser tag, rock climbing, ropes courses, movies, dinners, bowling, and our end of the year awards to name just a few. As we’ve adapted to working remotely, we’ve kept team-building on the forefront, hosting virtual events such as happy hours, scavenger hunts, paint party, bingo, trivia nights, a charcuterie class and more. Creating opportunities for our employees to engage and interact in meaningful ways is an important part of who we are!

A Tradition of Service

We believe that our success is tied to our positive relationship with the New York City community that calls us home. In the past, we have worked with New York Rescue Mission, Robin Hood, Children’s Health Fund and many other organizations that offer help to the underprivileged in our area. If an employee has a personal connection to a charity or cause, we will put our best foot forward to support it!

Health and Wellness

We sell thousands of products to keep our customers healthy, and we believe in helping our employees do the same. In addition to competitive medical, dental, vision, and life insurance, we offer gym membership reimbursement, fresh fruit & snacks, athletic activities, yoga and meditation sessions and more.

Competitive Compensation

In addition to the full slate of health, vision and dental benefits, we offer a 401(k) program, telecommuting days, flexible spending and health savings accounts with generous employer contribution (obviously!), and paid time off to our full-time employees. We also fund outside education courses in a variety of relevant fields to help our employees grow their professional skill sets. Each month, our teams get together for regular lunches, and our employees can enjoy free coffee, tea, espresso and sodas daily.

Want to join the Health-E team?

Our Impact

Our Impact


Easy-to-understand consumer education is at the heart of everything we do and is built into each e-commerce experience. Our sites feature the most expansive Eligibility Lists of FSA- and HSA-eligible health products and services on the web and our award-winning Learning Centers feature expert columns, Simple Guides and news updates. Our account tools make it easy to plan your annual contributions and remember important plan dates.


Health-E Commerce provides an exciting new marketing channel where qualified vendors can enjoy the implied validation that products and services enjoy when they are introduced to consumers through their employers or benefit administrators, rather than through unregulated advertising channels.


We started Tax-Free Better as a way to advocate for further expansion of tax-advantages accounts and unite the tax-free community on issues that directly affect account holders. We’ve made it easy for millions of Americans to voice their support for the inclusion of menstrual care products, over-the-counter medicines, and personal protective equipment, with even more on the horizon. Policy changes start with your voice — lend yours today at


In 2017, we launched our private label of qualified healthcare products, Caring Mill. With every sale of a Caring Mill product, a donation is made to Children's Health Fund





Chief Executive Officer

Preston’s finance career spans over 25 years across a wide range of industries with public and private companies of all sizes. He began his career as an investment banker focused on mergers and acquisitions before transitioning to corporate and eventually e-commerce. He holds an MBA from Columbia and both a BA in East Asian Language and Literature and a BS in Finance from the University of Florida. He is married with two children.




Chief Revenue Officer

Keri Kaiser is a seasoned business leader with a proven track record in accelerating growth and revenue across multiple industries in both public and private company environments. Prior to joining Health-E Commerce, Keri held CMO, CXO and CRO positions at Children’s Health System of Texas and the AT&T Performing Arts Center. She also served in various leadership, marketing and strategy roles in early-stage tech ventures, and at Frito-Lay and the Price Waterhouse Strategy Group. Currently, Keri serves as an Independent Board Member for Sonic Automotive (NYSE: SAH), one of the largest automotive retailers in the U.S. Keri earned a Master of Business Administration at Harvard Business School and a Bachelor of Arts in English Literature at Smith College. She is a Member of the Women Business Leaders of the U.S. Health Care Industry Foundation (WBL) in Dallas, TX.

Keri is the recipient of several honors, being named one of the 2020 People of the Year by PR News, one of the 25 hospital and health system CXOs to know by Becker’s Hospital Review, a finalist for Outstanding Healthcare Executive Award by D CEO and a Women in Business Honoree by the Dallas Business Journal. She is married with two children and resides in Dallas.




Chief Product and Technology Officer

Bhargav is a Product and Technology executive with over 20 years of experience spanning Retail, Supply Chain, Finance, and Life Sciences industries. He has worked in both consulting as well as corporate roles over his career. Before joining Health-E Commerce, Bhargav served as CTO for One Technologies. Prior to that he has served as CIO / CTO at Pier 1 Imports, IntegraCore, and Bhargav holds an MBA from Bentley University and bachelor’s degree in engineering from Mumbai University in India. He lives in Texas with his wife and two boys.




Chief Financial Officer

Zack has over 10 years of corporate finance, consulting, and investing experience, helping businesses to grow and achieve company-wide objectives. He holds a B.A in Business Administration from the University of Texas and an MBA from the Wharton School, and is a Certified Public Accountant.




Chief Compliance Officer

Rachel Rouleau brings more than 12 years of compliance experience with consumer-directed health plans. At Health-E Commerce, Rachel leads the efforts for organization-wide compliance, is responsible for driving advocacy and is an active member of the industry. She holds a B.A. in Communications from Castleton University, is Certified in Flexible Compensation Instruction (CFCI) by ECFC, and is a Certified CSF HITRUST Practitioner (CCSFP). She lives in Vermont with her husband and 2 children.




Chief Marketing Officer

Seiya is a seasoned marketing leader with 15+ years of experience growing companies across all stages ranging from pre-series A to pre-IPO, in DTC, retail, E-commerce, healthcare, SaaS and more.
Prior to joining Health-E Commerce, Seiya served in various marketing leadership positions in the tech industry, including Bitly, General Assembly, Boxed, and Thirty Madison. Always keeping “Kaizen” at heart, he strives to make an impact to the business through a customer-first mentality.




Senior Vice President of Operations

Susan Elliott-Bocassi serves as Senior Vice President, Operations leading Health-E Commerce Merchandising, Product Development and Planning teams. A veteran to e-Commerce, she has served as Vice President - GMM at Bluestem Brands where she grew e-commerce +88% and turned around a down trending business. Susan oversaw merchandising as the Divisional Merchandise Manager, Senior Product Manager and Product Manager at KingSize, one of the Full Beauty Brands, where she led to four consecutive years of record revenue and profitability. Susan currently serves as Chairman of the Advisory Board for Brighter Children funding schools in Kenya, Honduras, Colombia and India. She began her career at Warner Bros. and has held various planning, product development and merchandising roles at Casual Male, J.Jill and Federated Merchandising Group. Susan holds an MBA from the University of Rhode Island and a Bachelor of Science in Mathematics from the University of Massachusetts. She resides in Greenwich, CT with her wife and two children.




Senior Vice President of HR

Jenna Everhart brings over 15 years of Human Resources experience primarily in the retail industry. As Head of Human Resources, she oversees the strategic direction of one of the company's greatest asset - its people. Jenna holds a BS in Business Administration from Northeastern University. She is married with 2 children and resides in New Jersey.




Senior Vice President of Sales

Steve is a seasoned professional with over 20 years of experience in the TPA space. He currently leads the Sales and Sales Operations & Enablement team at Health-E Commerce, where he supports the various initiatives of hundreds of partnerships to amplify their marketing strategy resulting in increased awareness, engagement, and enrollment for the CDH accounts that they administer.
Steve has a proven track record of success in launching CDH account administration services with PrimePay, where he held various leadership roles in operations, strategic & business development. He also built their largest referring channel through benefits broker partnerships. Steve is an avid speaker and expert in pre-tax account benefit plans.




VP and GM of HSA Store

Itamar has over 22 years of Benefit Accounts industry experience, spending 17 years building out HSA Bank as one of the leaders in the space. Since 2017, as a consultant, he has helped many HSA and TPA startups with product and overall strategy, operations, marketing, sales and business development. He holds an MBA from Lakeland University, and a BS in Business Administration.




VP of Legal - Associate General Counsel

Jenna Robeson brings over 15 years of legal and regulatory experience with public and private food, dietary supplement and pharmaceutical companies at various stages of growth. As VP of Legal, Associate General Counsel, she provides legal oversight related to business strategy, product development, commercial contracts and legal operations. Jenna holds a BS in Biology from Sacred Heart University, a MS in Human Nutrition from Columbia University and a JD from Rutgers Law School.

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