We sat down with Jon Gordon and Stuart Lackey, co-founders of SoundHSA, to unpack why healthcare costs keep rising, why patients rarely see real prices, and where incentives break when third parties sit between doctors and customers.
We walk through the HSA’s triple tax advantage, how most people underutilize it, and why pairing HSAs with real Bitcoin changes the long-term savings conversation.
Jon and Stu also explain their go-to-market strategy, from sats-for-steps wellness challenges to a modern onboarding experience for a historically clunky, form-driven account type.
We discuss how employers can use HSAs more strategically, including contributions and plan design, especially as talent markets tighten.
Finally, we get into the practical mechanics, fiat in, Bitcoin inside the account, and the custody setup designed for institutional-grade security, plus the longer-term goal of spending Bitcoin directly in healthcare.
Chapters
(00:00:00) - Real Bitcoin HSA, Not ETFs
(00:01:55) - Jon Gordon And Stuart Lackey Join
(00:03:09) - Stu’s Healthcare Background And Why Costs Exploded
(00:04:45) - Jon’s Healthcare Economics Path To Bitcoin
(00:07:01) - Why Patients Don’t Know Prices (And CrowdHealth)
(00:08:27) - HSA 101, Market Size, And How People Misuse It
(00:09:24) - Triple Tax Advantage And HSA After Age 65
(00:10:26) - Policy Tailwinds, Eligibility, And Direct Primary Care
(00:13:09) - Employers, Plan Design, Matches, And Bitcoin Talent Strategy
(00:18:37) - Go To Market: Grassroots Bitcoin First
(00:20:09) - Sats For Steps App, Nostr Identity, Lightning Wallet Roadmap
(00:29:06) - Sound Health: Low Time Preference, Real Food, Preventative Care
(00:39:21) - Healthcare Reactions, Adoption, And Bitcoin Physicians Network
(00:45:44) - Launch Details: Fiat In, Bitcoin Inside, Cash Out
Guest Links
Stu Lackey, MS, HCI & Jon Gordon, MS, MA
Stu on X: https://twitter.com/StuartLackey1
Jon on X: https://twitter.com/thebitcoinyogi
SoundHSA Website: https://soundhsa.com/
Host Links
Jordan Guess:
X: https://twitter.com/jordanguess
Discord: https://discord.com/invite/Xg55GVkc3f
Wyatt O'Rourke:
X: https://twitter.com/wyattorourke_
Website: https://www.basilic.io/
Bitcoin for Financial Services Media Links:
X: https://twitter.com/BFFS_media
Website: https://bffs.media/
YouTube: http://www.youtube.com/@BFFS_Media
Check out our awesome show sponsors!
Basilic Financial: Your wealth deserves intention. Basilic Financial is a Bitcoin-focused wealth management firm that helps clients find balance between money and meaning. Basilic integrates sound‑money strategies across four personalized services: financial planning, individual wealth management, retirement services for SMBs, and Bitcoin financial services. (Link: https://www.basilic.io/)
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Satoshi Pacioli: Run a Bitcoin business? Meet your full-service accounting and tax partner built for the Bitcoin economy. Satoshi Pacioli handles bookkeeping, financial reporting, tax compliance, and strategic planning for companies and individuals. Work with advisors who speak Bitcoin and keep you compliant while building long-term value. (Link: https://satoshipacioli.com/)
