AIA Vitality has announced several new partnerships with major brands, which the insurer said will further incentivise its members to reach their physical activity, life and health targets.
The new partner brands include Samsung and Event Cinemas, as well as the Allen Carr Easyway Quit Alcohol programme, which aims to help participants reduce their alcohol consumption.
AIA Vitality offered members the chance to earn an Apple Watch by hitting weekly activity targets late last year, and chief product and vitality officer Len Elikhis said the public can expect further announcements on partnerships later in the year.
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He said the Vitality programme had been well received by both customers and insurance advisers, and has grown its membership significantly in the two years that it has been offered in New Zealand.
“We’ve had a lot of interest in Vitality from customers and advisers, and we passed our 20,000 member milestone in November of last year,” Elikhis said.
“It’s still comparatively early days as we only launched in mid-2019, so some of the longer-term benefits around claims are still developing. But we’ve had lots of positive feedback from members who have engaged with the programme and have made progress in areas of their health.”
“Advisers have also been really supportive, and they like being able to engage with customers by using a scientifically-backed programme,” Elikhis added. “The response to our Apple Watch offer really exceeded our expectations too.”
The Vitality programme itself is over 20 years old and started out in South Africa, with Australia being the first Asia-Pacific country to offer it to the public. Elikhis said AIA has been getting strong engagement from both new and existing customers, and will be constantly looking to boost the offering.
“The interest has been high not only from new members who are interested in accessing the benefit, but also from existing customers who are seeing a reason to take up Vitality - which is great to see,” he said.
“The changes we’ve announced are the first part of the second version of our Vitality programme. Later this year, we’re planning a major upgrade where we’re looking at gym partnerships, as well as some new retail partners who will offer some discount benefits.”
