Discovery Ltd., South Africa's leading financial services company, today announced the intention to expand Vitality to the Middle East and North Africa, through partnership with The Company for Cooperative Insurance (Tawuniya).

The CEO of Tawuniya, Mr. Abdulaziz Al-Boug, expressed his pleasure at signing the agreement, commenting that "the shifting from traditional concepts of health insurance to a Shared-Value insurance model with the Vitality Program aims at improving the behavior of individuals in line with the Saudi government's trend and the objectives of the Kingdom's Vision 2030 which is concerned with improving the healthy lifestyle of citizens and creating value-added concepts".

Vitality, the world's largest, science-based, behaviour-change and health promotion platform, extends its Shared-Value insurance model to the Middle East and North Africa, as part of an international expansion initiative, promoting physically active and healthy societies through partnership with the world's leading insurers.

Commenting on the announcement, Barry Swartzberg, CEO of Vitality Group said: "We welcome the opportunity to work with the leading insurer in Saudi Arabia, Tawuniya, to improve the health and wellness of their people. With more than 10 million members worldwide, Vitality is committed to expanding its shared-value insurance model into new markets."