Aviva’s three lenses on Wellbeing
Interview Ally Antel — Head of Propositions and Strategy Aviva Health
As Digital Insurance Group we have the privilege to talk to the leading insurers and love to learn from their experience while adding our technological solutions and views. In this series we share the views of some outstanding people in the life and health insurance market. We ask them about how they embrace life& wellbeing as an insurance company and how they look ahead. This time: Aviva!
When asking Ally to introduce Aviva’s experience with health and wellbeing, he mentions that Aviva offers health and protection, private medical insurance, and protection. He sees that in the market most products are more or less the same, but wellbeing services can definitely be the differentiator.
Wellbeing for Aviva means prevention and promotion of positive health and wellbeing services. These services are added on all products, so that the marketing intelligence on those products can be better: more data can be aggregated and analysed. Ally sees that- since the pandemic- it is more about consuming when you wish, as days are more flexible than before.
Aviva’s Health and Wellbeing services include:
- a digital GP
- an activity programs that give access to gyms and discounted lifestyle offers
- 24/7 stress counselling and mental health support through online articles
- an online health and wellbeing tool for tracking steps and sleep (that may save money on renewal)
Ally explains Aviva looks at wellbeing through three lenses: physical, mental/ emotional, and financial (short term debt management and long-term retirement). The combination of those may benefit the commercials but primarily need to make sure that consumers get help where needed.
Aviva UK operates in a market where Vitality has been positioning health and wellbeing in a B2C proposition. Aviva chooses to have a strong footprint with employers. He beliefs employers take a more prominent role in the pursuit of wellbeing in the daily lives of their employees. Also Aviva as a company and employer has an ongoing dialogue with their employees.
A 2020 McKinsey report indicated that 6 out of 10 global consumers would exchange personal details with their insurers in order to receive discounts and/or benefits. When asking Ally about his view on data sharing, he sees that consumers are still uncomfortable, but they do accept it as long as you use aggregated data. The pandemic made people more open to sharing data, especially in Singapore and Hong Kong this seems rather accepted now.
Personalising experiences is an opportunity. Aviva is on the road of aggregating data to have predictive services, but it takes quite some data, which is why the app offers integral services. Prevention or early intervention will be key. Normally people go to a doctor to late or ask for mental aid too late. Ally sees that the use of preventive services goes up.
Ecosystems or standalone? I guess the final verdict is not yet made. There is a front door experience on My Aviva, behind the door there are some 3rd party services like Square Health. In those cases it is ‘powered by Aviva”. Discussions arise on one app versus multiple apps, which in the end should be determined by the consumer. And technology should simply be the enabler.
When asking Ally about the future of life and health insurance, Ally is quite clear. Looking at the UK demographics, he sees an aging population of which one third is retired and obese. The government should step in and legislate positive health and prevention, to make sure there are incentives on a national level.
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When asking Ally about Aviva’s experience with health and wellbeing, he mentions that Aviva offers health and protection, private medical insurance, and protection. He sees that most products are more or less the same, but wellbeing services can be a differentiator.
Wellbeing for Aviva means prevention and promotion of positive health and wellbeing services. These services are added on all products, so that the MI on those products can be better: more data can be aggregated and analysed.
Aviva health and wellbeing services include an online health and wellbeing tool for tracking steps and sleep (that may save money on renewal), a digital GP, activity programs that give access to gyms and discounted lifestyle offers, 24 hours stress counselling and mental health support through information and articles.
Ally explains Aviva looks at wellbeing through three lenses: physical, mental/ emotional, and financial (short term debt management and long-term retirement). The combination of all those benefit the commercials but also make sure that consumers get overall help where needed.
Ally sees that since the pandemic it is more about consuming when you wish, as days are more flexible. And he sees employers take a more prominent role in the pursuit of wellbeing in daily lives. Also Aviva as a company and employer has an ongoing dialogue between Aviva and employees.
Aviva UK operates in a market where Vitality has been positioning health and wellbeing as a B2C proposition. Aviva chooses to do have a strong footprint with employers.
When it comes to data sharing, Ally sees that consumers are still uncomfortable, but they accept it as long as you use aggregated data. The pandemic made people more open to sharing data, especially in Singapore and Hong Kong this seems rather accepted.
Personalizing experiences is an opportunity. Aviva is on the road of aggerating data to have predictive services, but it takes quite some data, which is why the app offers integral services. Prevention or early intervention will be key. Normally people go to a doctor to late or ask for mental aid too late. Ally sees that the use of preventive services goes up.
Ecosystems or standalone? I guess the final verdict is not yet made. There is some front door experience on My Aviva, behind the door there are some 3rd party services like Square Health. In those cases it is ‘powered by Aviva”. Discussions arise on one app versus multiple apps. Which in the end should be determined by the consumer.
When asking Ally about the future of life and health insurance, Ally is quite clear. Looking at the UK demographics, he sees an aging population of which 1/3 is retired and obese. The government should step in and needs to legislate positive health and prevention, making sure there are incentives on a national level.
