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Tuesday 16 October 2018

Vitality launches new Amazon partnership to keep members in prime health

Vitality has today announced a new partnership with Amazon, evolving the way its members are incentivised to be healthier through the company’s Active Rewards programme. 

The new partnership will provide members with a month’s access to Amazon Prime (retailing at £79 per year) for every 160 Vitality activity points they earn. Vitality activity points can be earned by exercising at member gyms or tracking activity using a linked tracking device.

The Amazon Prime benefit will work in a different way to Vitality’s other Active Rewards benefits, operating independently of any monthly or weekly period and allowing for the accumulation of Vitality activity points over time. This allows members to earn points at their own pace and means those who miss out on the existing weekly and monthly Active Rewards benefits are still incentivised to engage. 

The addition of Amazon Prime also broadens the appeal of Active Rewards due to its range of services, such as fast and free delivery, and access to thousands of movies and TV shows and millions of songs on demand. It is therefore expected that this benefit will increase engagement in physical activity amongst members who had previously either not engaged at all, or had struggled to hit weekly and monthly targets. 

Neville Koopowitz, CEO of Vitality, said: “At Vitality, our core purpose is to help make people healthier and enhance and protect their lives, and to do this the Vitality Programme continually evolves in line with emerging research and new technology. Not only does the Amazon Prime benefit clearly respond to trends in how consumers are accessing video and music content, but we are confident it will appeal strongly to specific segments of our membership who can benefit from greater engagement in physical activity. It therefore has the potential to significantly improve engagement, physical activity and value from the Vitality Programme.”

The new benefit forms part of Vitality’s unique approach to insurance, based on the scientifically proven principles of behavioural economics. It aims to incentivise members to take a more active role in managing their health and wellbeing.

Evidence from the Vitality Programme in the UK shows that members who engage with the programme have lower risk exposure to a broad range of health conditions, including cancer, musculoskeletal, heart and lung conditions – some of the leading causes of ill-health and mortality in the UK.  

The new Amazon Prime benefit will come into effect later this month (October 2018).


How the Amazon Prime benefit works:
1. Member signs up for a 12 month contract with 10 equal payments of £7.90.
2. First payment on the 19th of month two after a member signs up.
3. Points start accumulating from the first day of the month after the member signs up.
4. When the member hits 160 points, the next payment will be waived. Points are reset to 0 and start accumulating again.

Visit Active Rewards for further information on Vitality’s Active Rewards offering.