Award Applications

Generali Vitality is the globally recognised wellness programme aimed at helping insurance customers to live healthier lives. It has been developed in conjunction with our partner Discovery Limited and has already been exported successfully to Great Britain, the United States, Asia and Australia. The programme is combined with a life or health insurance and is designed for retail customers, corporates or agents. Generali is the first and only insurance company to bring Vitality to Continental Europe.

Generali Vitality is part of our general connected insurance strategy across the Group, namely to offer smarter and simpler insurance solutions that are more relevant and appealing to our customers. The increasing influence of technology and digitalization allow more interaction between us and our customers. Our innovative programme takes advantage of all the latest technological advances. Unlike with traditional insurance products, Generali Vitality allows us to address growing health awareness and wellness trends and to offer a product that is more relevant to new generations of customers.

The idea of the programme is to encourage and reward healthy behaviour through personalised and regular interaction with the customer. Generali Vitality has three components: know your health, improve your health and enjoy rewards. In the first instance, the customer identifies his personal level of health and fitness and sets his own objectives for improvement. He is provided with personal health goals and objectives based on his own situation. Generali Vitality then monitors the data of his health habits and rewards him for his healthy behavior. Our network of partners including Adidas, Garmin, Weight Watchers and many other well-known brands are designed to support our customers in achieving their goals and reward them for doing so. Members are guided in the direction of healthier choices (such as healthier diets and gym membership) by making these more affordable and are rewarded for other activities such as preventive tests and exercise. The programme reduces the costs of access in health making it easier and more exciting for customers to engage in healthy living.

Generali Vitality creates shared value, both for the customer, society and for us as an insurer. Customers benefit from an improved health status and lower health care costs whilst we as an insurer benefit from healthier and more engaged members. Moreover, Vitality provides us with a completely new business model that turns insurance into something people want to have. It changes the way we engage with our customers by positioning ourselves as our customer’s partner while being able to attract new clients. A unique competitive advantage is also the ability to replicate the model in many markets. In addition, Generali Vitality does not only make a healthy lifestyle more enjoyable, the mechanism of the programme is also scientifically proven by leading academic institutions and studies conducted in cooperation with renowned universities from across the world, e.g. Harvard, Pennsylvania and Cape Town.

The trend of health conscious consumers is evident across all of Europe, where people are more aware of health, wellness, food and exercise than ever before. Moreover, people’s increased interest in wellness runs parallel to the health tech revolution underway in the consumer sector. A megatrend in wireless health-tracking with the number of mobile health apps is on a steep rise. Generali takes this trend into account when we think about the products most relevant to today’s customers. In short terms, Generali Vitality makes insurance more appealing. And with the launch of the programme in Germany and France, we have taken some of the industry’s first steps into the new smart insurance trend and are attracting a great market.

In 2016, Generali Vitality was first launched in Germany, in France this year while Austria and other European markets are lined up for the future. Up until now, Generali Vitality has been very well received by our agents and customers. In Germany, new business volumes have been exceptional with more than 7,000 retail applications after 9 months. Disability product volumes have increased by 60 percent and term life product volumes by 82 percent compared with the period leading up to the launch. Besides the solid sales results, we have been very impressed with the way our customers are engaging with the programme. Generali Vitality has also been very well received in France and we look forward to continuing our success in other European markets.