BY 2025


Vitality is the world’s largest behavioral platform linked to financial services globally and integrates into insurance and financial services to create shared value. By combining behavioural economics and clinical science to encourage and reward people to become healthier, Vitality is transforming financial services globally.

Today, over 10 million people across 22 markets are using Vitality to improve their health.

The need for positive behavior change

Infectious diseases were responsible for the majority of premature deaths in the past. Today, lifestyle choices like inactivity, unhealthy diets, and smoking and excessive alcohol use lead to heart and artery disease, diabetes, cancer and lung disease – responsible for more than 60% of the world’s deaths. Changing behavior is challenging, as we are over-optimistic and we ignore the long-term health effects of our lifestyle choices today.

Vitality benefits health and creates shared value

Vitality benefits people’s health by using financial or lifestyle rewards to encourage them to engage in healthier behavior – from getting more active to improving their diets. Making people healthier has an economic impact and Vitality measures the value of behavior change over time – from lower premature death and disease rates, and lower overall healthcare costs, to increased productivity, health engagement and quality of life. The saving healthier behavior creates, enables Vitality to keep funding incentives that trigger and encourage further positive behavior to create shared value among Vitality members, businesses and society.

The antidote to physical inactivity

A main cause of disease globally is physical inactivity. Behavior-change programmes may offer a solution. A recent study by RAND Europe and Vitality has shown that Vitality Active Rewards with Apple Watch, a program that encourages physical activity, has made Vitality members at least 34% more active.

Whether overweight, underweight, old or young, in the United States, United Kingdom and in South Africa – Vitality members are exercising five days more on average every month.

Making 100 million people 20% more active by 2025

With support from the World Health Organization, Vitality and insurers in the global network can use the power of Vitality and Vitality Active Rewards to commit to making 100 million people 20% more active by 2025.