Manulife fitness app gives Hongkongers discounts on premiums the more they exercise
Manulife is offering Hongkongers a way to earn discounts on their insurance premiums by using a fitness tracker and a mobile app.
The ManulifeMOVE app, developed by HeathWallace, which is part of J. Walter Thompson’s digital agency Mirum, allows people to track how many steps they take. The more they move, the bigger the premium discount.
Users need to register as a ManulifeMOVE member and sign up for a ManuEssential Care or a ManuMaster Healthcare Series plan before they are eligible. They receive the fitness tracker four-six days after their policy has been approved.
The idea was based on the insight that young Hongkongers want their insurance to work for them, according to the agency.
Hong Kong is the first market to launch ahead of a region-wide roll-out.
Isabella Lau, chief customer officer for Manulife Asia, said the idea marked a “major pivot” for the brand and the industry, “transforming the nature and quality of relationships an insurer can have with its customers.”
“It brings us closer to understanding and interacting with our customers in an unprecedented way,” she said.
Maria Sit, regional MD of HeathWallace APAC, added that the idea represented “a very clear signal from the industry to move from health protection to health promotion. This is a revolutionary shift from being reactive in health management to one that is proactive and preventive, that helps drive broader positive impact on society at large.”
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