And if the targeted approach feels too intrusive, employees can ask to be placed on the wellness program's do-not-call list.

WSJ: How the Insurer Knows You Just Stocked Up on Ice Cream and Beer

And because tax-exempt organizations are not bound by the federal do-not call list, the firms were able to randomly call consumers, pitching their services under the guise of a non-profit counseling service.

NPR: Credit-Counseling Firms Lose Tax-Exempt Status