Advisors under the Vitality program won’t get to see their clients’ personal health information, biometrics, or test results. But they will be able to see when their clients hit certain achievements or get a higher status, which gives them an opportunity to reach out and engage in different ways – for example, congratulating them for achieving gold status, earning particular rewards, or asking about new hobbies they may be adopting.
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“The primary interaction customers have had with their insurance companies in the past has been paying their bill, or submitting a claim,” Savage says. “Vitality program members have more than 20 interactions with us in a month, which could be logging into their app, checking their steps, or claiming rewards. … It adds many more positive interactions in the overall mix.”
The program also naturally lends itself to more client referrals for advisors, he adds. While people may not often talk about their claims experience or new insurance policy in social situations, they are more likely to talk about how they earned a certain reward or hit a certain goal. That opens up more conversations about Manulife Vitality, and recommendations to approach certain advisors who can help interested prospects apply for it.
Savage says the program is always changing to meet the continually evolving needs of consumers. As an example, the insurer expanded Vitality to add points-earning opportunities who got vaccinated and boosted against COVID – something that nobody could have even imagined back in 2016.
