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Bend Financial Taps HSA Industry Veteran Itamar Romanini as Chief Revenue Officer

Gina Veazy, Jun 26, 2018 10:00:00 AM

BOSTON, Mass. June 26, 2018

Bend Financial Taps HSA Industry Veteran Itamar Romanini as Chief Revenue Officer

Appointment Strengthens Foothold in HSA Space and Demonstrates Strong Commitment to Rapid Growth

BOSTON, Mass. – June 26, 2018 – Bend Financial (Bend) announces the appointment of health savings account (HSA) industry veteran Itamar Romanini as Chief Revenue Officer. 

Widely recognized as one of the nation’s leading experts in consumer-directed healthcare, Romanini most recently served as Senior Vice President and Chief Strategy and Growth Officer at HSA Bank.

“In addition to sharing our passion for making HSAs easy for everyone to use, Itamar’s experience in the HSA-issuing and administration space complements our existing leadership team and will be a tremendous asset as we enter an important growth phase,” said Tom Torre, President and CEO of Bend.

Romanini joins the proven team at Bend as the company prepares to take its Bend HSA platform to market later this year. Bend is led by Torre, who formerly served as CEO of Alegeus Technologies, and has more than 20 years of financial services and consumer-directed healthcare experience.

“The Bend HSA is a game-changer in the ever more important consumer-directed healthcare business,” said Romanini. “The platform delivers an unparalleled experience that eliminates employers’ worries about gaps in their employee’s knowledge of HSA rules or lack of financial fluency.  Bend gives users confidence in their ability to optimize tax savings and health spending through their HSA account, while better preparing them for retirement and other life expenses.”

During his 18-year tenure with HSA Bank, Romanini is credited with growing the organization to one of the largest HSA account administrators in the country. He led product development, technology enhancements, and held responsibility for long-term strategy, distribution and sales partnerships, new market opportunities, business development, sales, and other initiatives that ultimately doubled the size of the organization.

As Chief Revenue Officer, Romanini will shape Bend’s long-term strategy and drive an aggressive growth trajectory in delivering a highly differentiated, next-generation HSA.


About Bend Financial

Bend Financial is a Boston-based technology and services company that provides health savings account and financial wellness solutions to individuals, employers, and organizations in the group benefits distribution market. Its innovative approach and product offerings simplify the use of HSAs while making the product attractive to all types of healthcare consumers.


Media Contact

Gina Veazey


:Press Release

About Bend Financial

We started Bend to help businesses and individuals manage the rising cost of healthcare, and their overall long-term financial health. Our solution is designed with three key concepts in mind: Never miss a tax savings opportunity, maximize your dollars and make the administration and usability of an HSA easy.

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