enthusiasm for Vitality offerings . After all , this is no ordinary health and life insurance operation : its leaders are doctors and the wellbeing of its customers is considered of paramount concern .
Klintworth explains : “ Discovery in South Africa was well known to me as an insurance provider . Their core purpose of making people healthier – which is Vitality ’ s purpose , too – resonated with me as I spent so many years treating , and not enough on preventing , illness . Prevention is a really complex challenge .”
As part of this they have what they call the Vitality Programme embedded into their insurance products , he explains , an incentive-based behavioural change programme encouraging personal
“ Digital diversity is an ever-evolving , everchanging definition as we consider more and more facets ”
KEITH KLINTWORTH MANAGING DIRECTOR , VITALITY behaviour change and incentivising people to make healthy decisions through rewards . Launched in 1997 , the evidence of the programme ’ s success spans 25 years .
As a result , the wellstructured offering has plenty of data to back up the impact it has in driving positive behaviour change and the significant difference it has made to its members during its quarter-century tenure .
“ The Vitality Programme is part of our completely different approach to insurance – the incentive-based programme where , if you get active each week and look after yourself , it rewards you with regular treats and discounts from our partners . By sharing the benefits of healthy living in this way , we
70 August 2022