Manulife announced yesterday the launch of a new program that rewards life insurance customers for engaging in a healthy lifestyle.
Dubbed Vitality, the new program awards customers with “Vitality Points” every time they accomplish health-related activities such as exercising, taking a flu shot, undergoing annual testing, and so on.
Those who sign up for Vitality will receive a voucher for a free bilingual Garmin vivofit3 wearable, which enables participants to better track their fitness progress. Other wearable technology that a member may have can also be integrated with the program to accrue Vitality Points. Participants will be given personalized health goals to attain through the program, and progress can be logged using online and automated tools. A mobile app for the program will be available for members to use as well.
Participating customers get a discount on GoodLife Fitness/Énergie Cardio memberships and their Vitality Points can be used to lower their life insurance premiums, among other perks. Accruing Vitality Points determines a participant’s Vitality Status—the better one’s Vitality Status, the more eligible a participant is for rewards.
Consumers who purchase Manulife Family Term have the option to sign up for the Vitality program. It provides coverage for 20 years and is renewable until age 80. Alternatively, coverage can be secured until the member reaches 65 years of age. Manulife is currently considering how to expand Vitality to include a variety of other insurance solutions, a release noted.
“Manulife is changing the whole notion of life insurance. Until today, Canadians purchasing life insurance filled out an application, paid their premium and eventually their family makes a claim,” said Manulife Canada president and CEO Marianne Harrison. “Manulife is now actively partnering with customers who want to achieve physical and financial health and overall wellbeing.”
The Vitality program is also being offered in the US under the John Hancock brand. Across Asia in territories where Manulife operates, a similar program called Manulife MOVE is being promoted.
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