A first for the Israeli healthcare market:
Leading HMO "Maccabi" partner with Vitality Group to reward members for maintaining a healthy lifestyle

21st October 2020

HMO Maccabi Healthcare Services has signed an agreement with Vitality Group to activate the Vitality Healthy Lifestyle Program for the first time in Israel, a program to improve public health through intelligent technology, incentives and behavioral sciences.

The program is now being adapted to the Israeli market. Upon completion of the Israeli app, more than 2 million of Maccabi members will be able to use the app to receive tailored physical activity recommendations, track activity and earn various rewards and discounts when reaching personal milestones.

The Vitality Program for Encouraging a Healthy Lifestyle was founded over 20 years ago in South Africa, serving over 20 million users in 24 markets including the UK, Germany, Japan and Argentina.

The collaboration between Vitality Group and Maccabi was led by Moshe Tamir, CEO of Axell, an insurance innovation hub, and the Israel program representative for Vitality.

As one of the largest and longest-standing incentive-based health promotion programs of its kind, Vitality is guided by the wealth of data and information at its disposal. The Vitality program is able to continuously evolve its model by using its massive data asset – over 50 million life years of behavioral-linked insurance data.

Ran Saar, Maccabi CEO: "Maccabi is the best partner for our members in sickness but also in health. Our cooperation with vitality sends a clear message to our patients: We will go as far as it takes to help you become healthier, including consumer benefits, which has been proven by vitality to be a catalyst for action. In the future we intend to expand the goals of the program to more important health promotion activities so that even patients who will perform a mammogram or colonoscopy in time will receive benefits."

Nirit Ben-Kish, Head of Marketing at Maccabi: "We understand our patients. They truly want to achieve higher level of health – so with Vitality we provide them the ladder. For centuries health promotion is done in the same way. Now we start a new era and expect to see results in the medium and long term."

"I am proud of the opportunity to bring Vitality to Israel, and to partner with Maccabi Health Services, a truly innovative health organization." said Moshe Tamir, CEO of Axell and Israel program representative for Vitality.

"Given the state of the world, our mission to make people healthier and enhance and protect their lives has taken on even greater importance", said Barry Swartzberg, CEO of Vitality Group. "We are thrilled to have the opportunity to bring the Vitality platform to the Israeli market. Maccabi is the perfect partner to help us improve the health and wellness of Israelis."

About Maccabi Healthcare Services
Maccabi Healthcare Services is one of the world's largest healthcare providers with 2.5 million members. Maccabi has long been recognized, both in Israel and abroad, as a unique and innovative health care system, which leads the way in cutting edge medical technology, comprehensive and integrated computerized information systems, cost–effective management, and sophisticated monitoring and evaluation tools. Maccabi's research and innovation institute, "KSM", has developed international renown as one of the world’s finest and most prestigious medical research institutes in the fields of big data, epidemiology and genetics.

About Axell:
Helping insurance and financial services companies redesign client-centric solutions to their business challenges, Axell connects clients to financial tech startups, delivering an agile solutions ecosystem - an innovation hub. Axell has a proven track-record of co-creating products and services with some of the largest financial services companies around the world. For more information please visit: https://axell-hub.com/

About Vitality:
Guided by a core purpose of making people healthier, Vitality is the leader in improving health to unlock outcomes that matter. By blending smart tech, data, incentives and behavioral science, we inspire healthy changes in individuals and organizations. Vitality brings a global perspective through successful partnerships with the smartest insurers and most forward-thinking employers around the world. More than 20 million people in 24 markets engage in the Vitality program. For more information, please visit https://vitality.international/

For more information:

Ido Hadari
Head of communications and Government Relations

Vitality Group
Cheryl Jacobs
Head of Corporate Communications and Reputation Management