Justin Mares on Building Truemed: How a 6-Time Founder Uses HSAs to Fund Preventive Health

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 allowing consumers to use HSAs (Health Savings Accounts) to pay for preventive health products like Peloton and 24 Hour Fitness memberships. Mares emphasizes that finding a problem to solve is more important than following passion, and shares his 4-step framework for problem-solving. His book Traction became required reading in business schools. Truemed addresses the problem of making preventive health more accessible and affordable through HSA-eligible spending.