Digital Transformation and Health & Wellness Journey
Narrator
Ava is 28 years old and a primary school teacher. As part of her personal health and wellness plan, she
had a conversation with her AIA agent about her financial planning and was surprised that rather than
the conversation being about illness or death, the AIA agent instead emphasised the foundational role
that good health plays in financial planning.
Finding the policy perfect for her needs, Ava purchased the AIA medical insurance plan and the small
AIA Vitality membership fee is added to her premiums. Once logged in, Ava browses the different
activities which can earn her AIA Vitality points. These points earn her rewards and translate into savings
on her insurance premium.
Ava uses the health online assessments to understand her health status better. She sets herself some
simple health goals to eat more healthily and continue exercising regularly. Ava also got a fitness tracker
with her AIA Vitality member discount, automating her ability to track her health progress. She can even
earn points from tracking her sleep. After a few weeks, Ava's points are accumulating and she is well
on her way to raising her Vitality status.
She has also earned movie tickets from time to time as part of the reward programme. Ava books a
health check through one of AIA's network of health providers. Ava continues to make use of the
everyday features including the Al-based food scoring tool, which gives her feedback on her daily meals,
as well as access on-demand to a network of nutrition coaches.
Some of Ava's friends are also members of AIA Vitality and they have set up a challenge group within
the app. Ava finds this is great extra motivation and helps her exercise regularly. By staying active on
the AIA Vitality programme, Ava easily reaches Gold, and is steadily approaching Platinum status. She
enjoys the premium discounts and other benefits on her plans every year.
By achieving Platinum status, Ava did not have to pay for the deductible amount and got a rewards and
benefits upgrade for free. By staying healthy, Ava did not make any claims. As a reward, AIA credited
money into her Health Wallet. Through her commitment to exercising regularly and eating healthier, she
has been able to improve her biometrics and earns AIA Vitality booster points. Ava continues to live
Healthier, Longer and Better with AIA Vitality.
Stuart Spencer - Group Chief Marketing Officer
We are proud that we have over 1.3 million active AIA Vitality members who perform 700,000 workouts
each day. This increase in physical activity directly correlates with better health outcomes for our
members. For example, 52 per cent of at-risk customers have seen their blood pressure levels improve,
and 72 per cent of at-risk customers have seen their blood glucose levels decline.
Not only does AIA Vitality create value for customers through better clinical health outcomes, it produces
significant competitive advantages for AIA, enabling us to attract new customers and improve financial
results.
Mobile by design, the programme appeals to young, healthy customers who might otherwise not be
keen to buy insurance. For example, AIA Vitality customers are four years younger than non-Vitality
customers in both Singapore and Thailand.
In the last three and a half years, we have generated more than 1.6 billion US dollars of VONB from
integrated product sales, reflecting the resonance, relevance and strength of AIA Vitality's value
proposition. As our members achieve better health outcomes, claims performance improves. For
example, at AIA Australia, hospital claims for Gold and Platinum customers are 15 per cent lower than
for Bronze members.
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