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Financial services


The Wellness Revolution: How insurers are driving growth with customer well-being

Wellness-centric strategies can strengthen customer relationships and spark new growth for life and health insurance providers. But to seize the most profitable opportunities, insurers must invest, strategize, prepare, and implement complex change – all the while competing with a broad range of players in the marketplace.

Capgemini’s research shows that only 8% of insurers have established effective wellness-centric value propositions and built the necessary capabilities: this report offers a roadmap to deliver Wellness-as-a-Service in personal and group lines.

  • Physical and financial wellness are interconnected, and customers consider insurers as preferred providers for both physical and financial wellness advice and services.
  • A Wellness-as-a-Service Framework can help insurers evolve transactions into relationships by focusing on hyper-personalized experiences, better digital customer journeys, and connected ecosystems solutions.
  • Wellness-as-a-Service will require insurers to prioritize tech-based transformation and build modular, data-driven, platform-focused technology architectures while proactively managing privacy and regulatory challenges.

Key highlights

Highlight 1

Consumers consider insurers a viable option for promoting wellness

A majority of the 7,500 respondents to our Voice of the Customer Survey want to improve their physical (69%) and financial (67%) wellness. Consumers are ready to turn to insurers for their wellness needs, especially those with innovative value propositions that enrich customer relationships. Consumers rated insurers number one and two most preferred partners for physical and financial wellness, respectively.

By better understanding key customer segments, Insurers can deliver more relevant wellness initiatives

As part of our survey, we identified Fast Mover and Slow Starter personas based on consumers’ willingness to share data, participation in activities for physical health and financial wellness, and use of tracking devices and tools. Fast Movers are now the majority (59%), and they expect hyper-personalized wellness services (73%). Insurers should take notice and evolve their value propositions appropriately.

Wellness frontrunners are considerably ahead of the industry

Through our analysis, only 8% of insurers have established compelling Wellness-as-a-Service propositions and built the necessary capabilities: we call this small group Frontrunners. 29% of insurers are in the Advanced category, and 63% fall in the Mainstream category. Frontrunners’ industry-leading capabilities illustrate why partnerships with InsurTechs, AI and ML use, personalized nudges, and data integration are worthy targets.

The transformational journey to Wellness-as-a-Service will involve strategic, cultural, and technological change

Insurers seeking to bolster policyholder engagement and deliver growth need to rethink what they should offer, where they should invest, and how they should monetize their propositions. For individual lines, the focus will be on deeper customer engagement, customized nudges, continuous underwriting, and on promoting the tangible benefits of wellness over and above the peace of mind provided by core protections. For group lines, redesigning benefit packages and building the capabilities for easy group-to-individual hand-offs will be critical.

Related research and insights

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Executive roundtable participants


Venkatesh Iyer
Chief Technology Officer
Aflac Insurance

Milos Vranesevic
Global Chief Marketing Officer
Sun Life

Naveen Agarwal
Chief Marketing Development Officer Global Head of Innovation Labs and Fintechs
Prudential Financial

Bernardo Castello
Chief Product Officer
Bradesco Seguros

Alan Katzman
Insurance Industry Principal


Xavier Lestrade
Chief Executive Officer
AXA Global

Giulio Slavich
Global Head of Center of Competence Life and Health

Heidi Delobelle
Chief Executive Officer
AG Insurance

Franck Desauty
Deputy Head of Digital Transformation
Crédit Agricole Assurances

Jules Constantinou
Life/Health Regional Manager
Gen Re UK/Ireland

Roberto Bergami
Head of Protection Marketing
BNP Paribas Cardiff

Peter Ohnemus
President and Chief Executive Officer


Stephen Newton
Chief Information Officer
HSBC Insurance

Andrew YK Wong
Chief Health Officer
Prudential Corporation Asia

Emmanuel Mendoza
Chief Technology Officer
AIA Philippines

Mayank Bathwal
Chief Executive Officer
Aditya Birla Health Insurance

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