AIA Pilots Client Engagement Program

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In an effort to improve flagging client engagement with Australia’s life insurance industry, AIA Australia is set to introduce a new health and wellness program for its customers.

Peter Crewe

The program, called AIA Vitality, is the result of a joint venture between AIA Australia and South African insurer, Discovery.

Members of the Vitality program will begin by completing full health and fitness assessments and will earn points for undertaking healthy activities, such as running and going to the gym. They will be rewarded for displaying healthy behaviour with discounts on shopping, entertainment and travel purchases, along with other benefits.

AIA Australia has given a limited number of financial advisers the opportunity to trial the Vitality program, ahead of a wider market launch in early 2014. AIA Australia said it hoped to provide advisers with a new way to connect with consumers about the need for life insurance.

“As everyone in the industry is aware at the moment, we need to find new ways to connect and engage with Australians about the need for life insurance,” said AIA Australia CEO, Peter Crewe.

According to AIA Australia, in those countries where Vitality has launched (including the UK, USA and Singapore), data collected shows an improvement in members’ health, lower health premiums and lower hospital admission rates.

“By shifting the conversation to that of preventative health and wellness, we believe that we can improve engagement with our products as well as tackle the chronic illness epidemic facing Australia at the same time,” Mr Crewe said.

“We’re excited about piloting AIA Vitality. We believe the program will allow us to engage with customers in a compelling manner that both encourages and empowers them to make real improvements in their health.”

For more AIA Australia news, see: AIA Expands Platform Access

 



3 COMMENTS

  1. Innovation. What a breath of fresh air, and what a positive way to position discussion around insurance. Sustainability has many facets, encouraging the policyholder to recognize their role and rewarding them for doing so is brilliant, let’s hope it catches on. I applaud AIA’s initiative.

  2. Stepping outside the square! Great to see an Insurer taking a risk & doing something a little outside the norm! Clients will love this! I look forward to hearing more about this in 2014!

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