How Benefits Advisor Howard Cheung Keeps Clients for Life with myHSA

Howard Cheung is a benefits advisor at Immix Group, known for his forward-thinking approach and hands-on client service. Years before health spending accounts (HSAs) became mainstream, Howard recognized them as a game-changing addition to employee benefits.

“Since working with myHSA, the conversations I have with clients are more positive. It helps with cross-selling, and it builds stronger relationships.”

Today, Howard continues to champion myHSA as his preferred partner for spending account solutions.

The Challenge of Renewals

Many businesses face premium increases at renewal without fully understanding why.

“There are many nuances: target loss ratios, trend factors, all those things that are difficult to get across. Every single year, you need to explain it all over again.”

Employers want more control and predictability, while advisors like Howard want sustainable solutions.

The Solution

Howard began introducing clients to myHSA. As the advisor strategizing plan design, he could carve out specific benefits like dental or vision and move them into an HSA, giving clients an enhanced sense of control.

“What you pay is what you claim, plus a minimal fee. It’s very straightforward. Once that message is across, you have clients that stay for life.”

For employers already offering traditional insurance, HSAs acted as a flexible top-up that enhanced coverage and boosted employee satisfaction. For smaller businesses, myHSA provided a standalone, tax-advantaged way to offer benefits for the first time.

When working with clients, Howard often starts with a basic myHSA, adding myFlexplan to the conversation when clients want to include wellness categories like gym memberships or outdoor gear.

“I’ll talk about wellness—like gym memberships, hiking shoes, paddle boards. It helps people think differently about benefits.”

The Results

Client retention

Once clients experience myHSA’s transparency and flexibility, they rarely leave.

Smooth renewals

Renewal conversations shift. That means smoother meetings, less time spent re-educating, and a more strategic partnership.

“The conversations are very positive. You’re not talking about shopping around or increases any more. It’s about optimizing fees, and sustainability instead.”

Innovative plan design

myHSA works to fit your clients’ needs. Howard has helped his clients design plans that reflect their values, from a fertility benefit to gender affirmation coverage.

Better support

“The live chat definitely stands out. The instant human support—that’s unfathomable with any other sort of insurance provider.”

Howard is also looking forward to utilizing the new Advisor Support Team, a dedicated resource for providing on-demand assistance to myHSA’s advisors.

Howard’s Advice to Advisors

Howard knows some advisors hesitate to focus on HSAs because the compensation is structured differently compared to traditional insurance. But for him, the long-term value is clear.

“You have more control. Control for the employers, control for myself as an advisor. You can go into the portal and actually do things for the client instead of just passing it along. If you’re more hands-on with small business clients, you’ll have them for life.”

He encourages advisors to see HSAs not as an administrative add-on but as a core part of a sustainable benefits strategy.

“This is what’s best for the client. In the long run, it’s more efficient. The renewal conversations are positive instead of stressful.”