How John Hancock Incentivizes Customers to Live Longer, Healthier Lives

How John Hancock Incentivizes Customers to Live Longer, Healthier Lives

In this episode, Insurance Innovation Reporter talks to Lindsay Hanson, Head of Behavioral Insurance at ManuLife and John Hancock, about how those companies understand the term within a broader discussion about the company’s pioneering work in the movement to make life insurance about not the mortality of the policyholder, but about living a more vibrant and longer life.

Lindsay discusses how data informs the experiences John Hancock and Manulife are creating for their policyholders, and how it becomes a kind of currency within a relationship based on consent and respect for privacy. We talk about how the Vitality program has evolved since its debut in 2018—along with some stunning observations about the success of the new approach to life insurance. We also talk about John Hancock and Manulife’s unique collaboration with Apple with the Vitality program, which incentivizes policyholders to track their fitness and health via a deeply discounted Apple Watch.

The adoption of the Vitality program that Lindsay described is nothing short of extraordinary. The original conversation at John Hancock was about whether life insurance policyholders could be engaged more than a couple of times a year. Today, the company engages with customers multiple times monthly. Probably the most remarkable thing Lindsay shares is that John Hancock’s engagement with its customers is actually boosting adoption of the Apple Watch. I think it’s fair to say that’s an outcome nobody would have predicted!

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