John Han­cock Looks to Ex­pand Reach of Vi­tal­ity Pro­gram

Digital Insurance - - INDUSTRY BRIEFS -

A year af­ter launch­ing John Han­cock Vi­tal­ity, the life in­sur­ance gi­ant has be­gun ex­pand­ing the reach of its con­nected-health prod­uct to fur­ther en­gage with cus­tomers.

That’s ac­cord­ing to com­pany’s SVP of mar­ket­ing and strat­egy, Brooks Tin­gle, who spoke at the SMA Sum­mit in Bos­ton in Septem­ber. Vi­tal­ity lever­ages health data from wear­able tech­nol­ogy like the Fit­bit One (left) to dy­nam­i­cally ad­just health in­sur­ance pre­mi­ums.

“There is an enor­mous op­por­tu­nity here to cre­ate value for cus­tomers now that we have all this data,” Tin­gle said. “We can draw cor­re­la­tions be­tween ex­er­cise and healthy eat­ing with [user] out­comes.”

In the spring, John Han­cock ex­tended Vi­tal­ity to in­clude in­di­vid­u­als ages 71 to 90. It also added a NutriSav­ings app to re­ward cus­tomers with in­stant dis­counts at 12,000 gro­cery stores for pur­chas­ing healthy foods.

The Bos­ton-based com­pany now in­ter­acts with cus­tomers an av­er­age 21 times a month, Tin­gle said. Com­mu­ni­ca­tions range from re­wards claims to cus­tomers send­ing in­for­ma­tion on meals, daily steps and work­outs. The life in­surer has also be­gun sell­ing the prod­uct di­rectly to cus­tomers.

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