Spin to win: How this life insurance company turns healthy habits into a game

One life insurance company is banking on incentives to gamify the healthy habits of its customers, which in turn helps its bottom line. manusapon kasosod/Moment RF/ hide caption toggle caption manusapon kasosod/Moment RF/ Many people wake up intending to eat well and exercise. But then the day gets away from them. Feel familiar? Now, one life insurance company is betting that gift cards, prize wheels and fitness streaks can help close that gap. The Vitality program from life insurance company John Hancock rewards policyholders with points for healthy behaviors such as going to the gym, buying healthy foods, tracking sleep, getting preventive screenings and check-ups. Points translate into tangible perks such as discounts on a new smartwatch, Amazon or Starbucks gift cards, hotel deals, savings at retail stores and discounts when purchasing fruits and vegetables. "I've already got 5,400 points. I'm silver, almost approaching gold," said Matt Hudack, a financial planner and John Hancock policyholder, scrolling through his app. As an outdoor enthusiast, he likes the REI discount. "It's really a nice incentive." Just as airlines offer their frequent flyers more rewards as they fly more, customers enrolled in the Vitality program move up through tiers, from bronze to platinum, as they build healthier habits and maintain them. One of Hudack's favorite features is a digital prize wheel he can spin after hitting activity benchmarks. "The spins are fun," he said. …