Many people aim to eat well and exercise daily, yet often find themselves falling short. A life insurance company is using incentives like gift cards, prize wheels, and tracking fitness goals to encourage healthy habits among customers. John Hancock’s Vitality program offers points for activities like gym visits, healthy food purchases, sleep tracking, and preventive healthcare check-ups.
These points can be redeemed for various perks: discounts on new smartwatches, Amazon or Starbucks gift cards, hotel deals, and savings on retail purchases and fruits and vegetables. Matt Hudack, a financial planner and policyholder, appreciates the program’s benefits, particularly the discount at REI. “It’s a nice incentive,” he shared.
The program functions similarly to airline rewards, where healthier habits increase a customer’s status, progressing from bronze to platinum. Hudack enjoys spinning a digital prize wheel after reaching fitness milestones. “The spins are fun,” he remarked.
Focus on Living Benefits
John Hancock CEO Brooks Tingle notes a shift in the company’s focus. Traditionally, life insurance centered around preparing for death. Tingle explains that the current focus is on living well. Healthier customers mean longer-lasting premium payments, benefiting the company financially. “It’s beneficial for both us and our customers,” he adds.
The Gamification Approach
Dr. Dariush Mozaffarian from the Food is Medicine Institute at Tufts University, who collaborated with John Hancock, highlights the allure of gamification. “Making it fun and engaging with prizes is effective,” he says. The psychology behind uncertain outcomes makes rewards more intriguing.
John Hancock’s dietary incentives, including discounts on fruits and vegetables, align with research supporting financial incentives for better eating habits.
Early Success and Challenges
At a 2025 hearing with the House Ways and Means Subcommittee on Health, Tingle reported that Vitality members walked double the number of daily steps compared to the average American. About half reduced their high blood pressure to a normal range within a year. The company also collaborates with partners offering discounted advanced health screenings for early disease detection.
Dr. Samir Sinha, an expert from Sinai Health System, cautions that while programs like Vitality promote healthy behaviors, evidence on their impact on longevity remains limited. Similar concepts exist in car insurance, offering discounts for safe driving. Vitality members can enjoy up to a 25% reduction in life insurance premiums, providing additional financial motivation.
A New Perspective
For Matt Hudack, this program has transformed professional conversations about life insurance, presenting it as a positive tool for improved health. His clients appreciate the focus on healthier living, and Hudack dedicates a staff member to assist Vitality participants.
Each Monday, Hudack sees his activity counter reset, which motivates him. “I’ve got to get going,” he says, viewing it as a fresh start each week.