Bridging Health and Wealth: How Manulife Vitality Transforms Insurance Relationships

In the ever-changing world of insurance, advisors are facing mounting pressures to sustain their businesses and provide clients with holistic advice and personalized service. Canada’s evolving regulatory environment, heightened competition, increased administrative demands, and ongoing geopolitical and macroeconomic uncertainties all contribute to the challenge. In this climate, advisors are seeking ways to prioritize what truly matters: building meaningful connections with their clients.

“In speaking with advisors across Canada, we know they are looking for innovative products and solutions that will help differentiate them and set them apart,” says Paul Savage, Head of Individual Insurance, Manulife Canada. “We’re hearing that advisors are looking for more. Providing products is no longer enough – they want help forging lasting relationships with clients by delivering solutions that offer value throughout their life.”

Manulife’s Vitality program is designed to do just that.

Backed by behavioural science and the only program of its kind in Canada, Vitality gives clients helpful tools, as well as access to the latest technology, resources, and rewards, to help them live longer, healthier, better lives.

Manulife Vitality is designed to encourage policyholders to take small, everyday steps toward better health through a robust framework of rewards and incentives. Participants earn points by engaging in a variety of health-promoting activities such as exercising, undergoing regular health screenings, and even receiving vaccinations. These points translate into tangible rewards like premium discounts,¹ gift cards, and reduced gym memberships.

But why is promoting client health so crucial for advisors?

“For advisors, Vitality is more than an incentive-based rewards program. It offers them the opportunity to connect with their clients on a deeper, more personal level,” explains Karen Cutler, Chief Underwriting Officer, Manulife Canada. “The Vitality program is a game-changer for both clients and advisors. It transforms the traditional insurance model by incentivizing healthy living, which, in turn, helps Manulife manage risk while enhancing client satisfaction.”

With Canada’s healthcare system under strain and over six million Canadians lacking access to a primary care provider,² supporting client health is more critical than ever. In just one year,³ Manulife Vitality members who had out of range results saw an 11 per cent improved of Body Max Index (BMI) into a healthy range; 26 per cent improved glucose readings; 21 per cent improved cholesterol and 31 per cent improved blood pressure.

For advisors, Vitality provides access to a broader market of customers, with flexible engagement options defined by clients and their unique needs. And it is paying off. A recent survey found that more than two-thirds of advisors say Vitality helps them differentiate from the competition, and more than half of advisors say the program helps them deepen, retain and expand their relationships with clients. Additionally, three out of four advisors agree that Vitality provides them with new opportunities to interact with their clients.⁴

“It’s a win-win,” continues Cutler. “Clients are motivated to improve their health, and in doing so, they can not only extend their life expectancy but can also reduce their insurance costs. Advisors, in turn, benefit from increased client engagement and loyalty.”

Boasting an 82 per cent satisfaction rate,⁵ Vitality continues to impress clients and gives advisors the confidence to recommend this unique product to Canadians who are finding new and exciting ways to improve their physical and mental health.

“As we continue to move towards a future where health and financial security are increasingly intertwined, Manulife Vitality stands out as an innovative disruptor in a crowded marketplace,” says Savage. “By encouraging healthier lifestyles, we are not only transforming the way we think about insurance, but empowering individuals to take charge of their well-being. Vitality is more than just a program—it’s a commitment to a longer, healthier and better life.”

Learn more at manulife.ca/vitality

¹ Available on select policies.

² https://www.thestar.com/news/canada/6-5-million-canadians-dont-have-a-family-doctor-senators-say-their-plan-can-deliver/article_c57cd9c8-7f4b-11ef-99d9-23c64de6bf90.html

³ Verified by Vitality Health Check of Manulife Vitality members who had readings in 2019 and 2020 

⁴ Source: Manulife individual Insurance Advisor, Environics Research, July 2022

⁵ Program member data as at February 28, 2021