Six-Time Founder Justin Mares Builds Truemed to Let Consumers Use HSAs for Preventive Health Products

Summary

Justin Mares, a six-time founder who sold four startups and built Kettle & Fire into the top US bone-broth company, now runs Truemed — a marketplace that lets consumers use HSAs to pay for preventive health products like Peloton and 24 Hour Fitness. Mares shares his philosophy that finding a problem to solve is more important than following passion, and outlines a 4-step framework for entrepreneurial problem-solving. His book Traction became required reading in business schools, and he now applies his methods to making preventive health more accessible through HSA-eligible spending.