Lively Caps Year of Momentous Growth with Additional Executives and New Office Space

Fastest growing HSA provider appoints Chief Product Officer, VP of Engineering, and VP of Customer Experience; grows staff by 150 percent

SAN FRANCISCO--(BUSINESS WIRE)--#HSA--Lively, Inc., creators of the modern Health Savings Account (HSA), today announces the addition of three new executives to expand the company’s expertise in product and customer experience. Lively welcomes Cory Gaines as Chief Product Officer, Jeffrey Lui as Vice President of Engineering, and Amy Kelman as Vice President of Customer Experience. These hires round out a year of momentous growth that included a 150 percent growth in staff and a move to a larger office space in downtown San Francisco. This expansion and new leadership will accelerate Lively’s mission to increase healthcare savings across America.

“The past year was remarkable for Lively’s continued growth and innovation, where we strengthened our partnerships, customer experience, and product offering,” said Alex Cyriac, CEO and Co-Founder of Lively. “I couldn’t be more excited to round out the team with these new hires that will help us scale our offering and put more savings into Americans’ pockets.”

New leadership hires include:

  • Cory Gaines joins Lively as Chief Product Officer (CPO), where he will lead all product and user experiences. Previously, Cory served as the SVP Head of Product, Network Solutions at Change Healthcare, and as the Head of Global Business Products at PayPal. He has also held senior leadership roles at Bank of America, Citibank, and Visa. Throughout his 20 years of experience creating innovative new products, Cory has driven innovation and disruptive product solutions for businesses and consumers.
  • Jeffrey Lui joins Lively as Vice President of Engineering to lead all aspects of Lively’s software engineering and platform operations. Jeffrey brings more than 25 years of experience leading and creating consumer-facing web applications and business software. Previously, he was the Vice President of Engineering at eHealth and has held engineering leadership and management roles at ClearStreet, Fanminder, Intuit, and Lightside Games.
  • Amy Kelman joins Lively as the Vice President of Customer Experience to lead all customer experience functions, including member support and customer success. Amy brings more than 15 years of experience leading customer programs at enterprise software companies, including BEA Systems, Plumtree Software, and Zendesk. As the first Vice President of Customer Success at Zendesk, Amy built and led a global support and services team that delivered industry-leading customer retention rates. Most recently Amy served as Chief Customer Officer at marketing software company Traackr.

“Cory, Jeffrey and Amy collectively bring deep experience from the healthcare and finance industries and we’re so excited to have them on the team. They are expanding our product suite, enhancing our customer experience, and designing more innovative offerings to help our users build a healthcare safety net,” said Shobin Uralil, COO and Co-Founder of Lively.

Today’s announcement comes on the heels of a $27 million Series B funding round to expand Lively’s HSAs within the employer market. The company also recently added a collaboration with Visa to bring Visa’s industry-leading debit card processing to HSA spending, and was named a top HSA for spending by Morningstar.

About Lively, Inc.

Lively is the modern HSA experience built for those seeking stability in the ever-shifting and uncertain healthcare landscape. Lively is committed to helping every HSA maximize its potential through intuitive design, accessible support, and ongoing education.Lively is headquartered in San Francisco, CA. For more information please visit or follow us on Twitter (@LivelyHSA). If you need help getting started, review our detailed and comprehensive HSA Guide.


Jennifer Parson