Changing the insurance game with Healthy by Sovereign

Challenge:

New Zealand has the OECD’s third highest obesity rate and one of the worst diabetes problems in the developed world*. Scientifically linked with heart disease, it kills more Kiwis than cigarettes*. Sovereign sees the consequences daily, paying out 60 cents per dollar of premiums every year.

Idea:

Together with Sovereign, we created Healthy By Sovereign, NZ’s first loyalty programme to reward Kiwis for behaviours, not purchases. Every time a member works out, tracks steps, does a fresh food shop, or gets a health related check-up, Sovereign aggregates this data and translates it into ‘health points’. In return, members earn annual cash-backs, so the healthier they are, the less they pay for their insurance.

Results

After four months, 70% of the annual policyholder enrollment target has been achieved, policy sales are up 53% and insurance quote requests are up 45%. In addition, 12,822 leads have been captured, 207% more than the volume achieved in the four months pre-launch. Most importantly, 96% of independent advisers, Sovereign’s key sales channel, have asked for their clients to be contacted.

* Ministry of Health 2015