John Hancock's Vitality program uses gamification to incentivize healthy behaviors among policyholders

"The longer we're able to collect and invest the premiums, the more money we make."

Life Insurance Rewards Healthy Living: Inside John Hancock's Vitality Program

John Hancock, a major life insurance company, has shifted its focus from simply paying out death benefits to actively encouraging healthier living through its Vitality program. The initiative rewards policyholders with points for engaging in healthy behaviors, including gym visits, healthy food purchases, sleep tracking, and preventive screenings.

Participants can redeem their points for discounts on smartwatches, gift cards, hotel deals, and retail savings. Members also progress through tiers from bronze to platinum based on accumulated points, and can spin a digital prize wheel after meeting activity benchmarks.

CEO Brooks Tingle explains that the program aligns the company's financial incentives with customer wellness. Healthier customers live longer, pay premiums longer, and are more profitable.

"The longer we're able to collect and invest the premiums, the more money we make."

Cardiologist Dr. Dariush Mozaffarian, who collaborated on the dietary incentives, highlights how gamification and uncertainty drive participation.

"If you tell them there's a game and maybe they'll win $10, maybe they'll win a $20 card, it gets really exciting and people actually do respond well to that."

Tingle reported to a House subcommittee that:

• Vitality members walk twice as many steps as the average American.
• Approximately half of members with high blood pressure achieved healthy levels within a year.

The program also offers discounted access to advanced screening tests.

Dr. Samir Sinha, a geriatrician, notes that while there is not yet enough evidence to prove these programs extend lifespan, they may help ingrain healthy habits that create a longevity dividend. He compares the concept to usage-based car insurance.

Policyholders can receive premium savings of up to 25%. Financial planner and policyholder Matt Hudack says the program provides a more positive conversation topic with clients compared to traditional life insurance discussions.