The client is RHSA Canada. RHSA offers a Health Spending Account targeted at small and medium sized business owners. Their focus is on helping business owners take money out of their company tax free in order to pay for every day medical expenses. In large part, RHSA competes with large insurance companies that offer traditional benefit plans which limit coverage and are generally expensive.
They were in competition with large insurance companies with huge budgets and sales teams
There was little knowledge in the market place about Health Spending Accounts
The company could not afford to build out a sales team
Small business owners are (and still are) difficult to get in touch with