AIA Vitality Now Available on Platforms

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Customers who purchase AIA Australia’s Priority Protection insurance range via a platform will now have access to AIA Vitality.

AIA Australia CEO, Damien Mu
AIA Australia CEO, Damien Mu

Launched at the beginning of 2014, AIA Vitality is a customer engagement program that rewards people for taking steps to improve their health and wellbeing. Previously only available for customers who purchased a standalone Priority Protection policy via an adviser, the program can now be acquired through the following platforms:

  • Asgard
  • HUB24
  • LifeFocus
  • Personal Choice Private
  • PowerWrap
  • Portfolio Care
  • netwealth

AIA Australia’s Chief Executive Officer, Damien Mu, said the integration of AIA Vitality with Priority Protection on these platforms will allow more advisers to purchase it through their preferred platform.

“We know that platforms are becoming an increasingly popular business channel for advisers to write risk, so we’ve got to make sure we tailor our products accordingly,” Mr Mu said. “AIA Vitality has made a huge difference in helping advisers change the conversation around life insurance with their clients and we want to make the program more accessible for them. Platforms will help us do this.”

According to recent statistics from the Investment Trends Planner Risk Report for June 2014, the proportion of risk written on platforms has remained steady over the last 12 months at 38% and is expected to remain steady into 2015.

Matt Heine, Executive Director at netwealth Investment Limited, said: “AIA Vitality is unlike any other program in the market at the moment, and we’re confident it will appeal to our advisers and clients. We like the fact that it helps people to improve their health and get rewarded for it, but it also increases their overall engagement with life insurance and superannuation.”

AIA Vitality also be able on the IOOF Pursuit platform later this year.