FOR ADVISERS ONLY

Alongside making sure your clients are properly covered , we believe the protection industry has an important role to play in encouraging individuals to make positive lifestyle choices .

That ’ s why we ’ ve decided to dispel some common myths about the Vitality Programme , the world ’ s largest behavioural change programme linked to insurance .

Misconception # one

It ’ s the adviser ’ s responsibility to get a member to engage

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We always encourage advisers to explain the shared-value benefits of the Vitality Programme as a win-win for all involved , as well as play a part in guiding them towards Member Zone . However , once a plan has been placed with us , we ensure a member gets the support they need through welcome calls and emails . We see a 25 % increase ¹ in percentage of members registering on Member Zone following a welcome call - and 45 % engage with the Vitality Programme within just 28 days of joining , our data shows ² . We also send anniversary statements and Vitality Rewards summaries that evidence their savings and benefits .

Misconception # two

It ’ s too difficult for my client to move up through the statuses Engaging with the programme has never been easier . Everyone starts on Bronze . All it takes is an Online Health for your client to get to Silver . Not only will this unlock extra value through rewards and benefits , it ’ s good for them because they also understand their health better . To reach Gold , your client then only needs to complete 12,500 steps or a 30-minute workout twice a week throughout the course of a year ³ . By doing this four times a week , they ’ ll reach Platinum ⁴ . We ’ re also introducing new levels of personalisation into the Vitality Programme to widen its benefits even further .

We ’ ve added Krysalis , the neurological support specialist

Misconception

, to our claims

# three service , HALO .

My clients won ’ t engage , meaning

So now , we take their life even insurance better premium care will go up of your clients .

We know from our Life member data that clients who take out Optimiser are more likely to engage in the Vitality Programme . Because they have the ability to maintain their Platinum Rate through adviser the . guardian1821 Vitality programme . co , it . uk helps drive engagement . By getting access to lower premium costs upfront ⁵ , clients are more motivated to maintain it . When Optimiser is selected , clients are twice as likely to take steps to improve their health ⁶ . In addition , clients receive value regardless of their status with an Optimiser plan – even on Bronze . The higher their status , the better off they will be financially ⁷ .

Misconception # four

Greg Levine , Managing Director , Sales and Distribution , Vitality .

The Vitality Programme only appeals to young , healthy people Another common misconception among financial advisers is that Vitality is best suited to younger , fit and healthy clients . Although many advisers know this is not the case , our data proves it too . For a 65-year-old , the average annual saving from the Vitality Programme is £ 224 . This compares to an average of £ 206 for a 25-yearold with a plan . Older members also show greater behavioural change from wearable technology . In fact , over 60s are 23 % more physically active after selecting our Apple Watch benefit , when compared to our members under 30 - who are still an impressive 20 % more active ⁸ .

1 . Vitality analysis , 2021 | 2 . Based on comparison of Vitality Corporate members and Britain ’ s Healthiest Workplace responses . | 3 . Working out at 70 % of your maximum heart rate | 4 . With at least one green zone | 5 . Term plans : up to 30 % lower than our standard plan rate . WOL plans : up to 41 % lower than our standard plan rate . Premium reduction depends on the client profile and product choices | 6 . Vitality analysis , 2020 | 7 . Vitality analysis 2021 | 8 . Vitality membership data comparing the number of active days per month before and after selecting the Apple Watch benefit

Guardian Financial Services Limited is an appointed representative of Scottish Friendly Assurance Society Limited . All products are provided by Scottish Friendly .

Guardian Financial Services Limited is an appointed representative of Scottish Friendly Assurance Society Limited which is authorised by the

The original article can be found on Vitality ’ s Insights Hub . VitalityHealth and Prudential VitalityLife Regulation are trading Authority names and of Vitality regulated Corporate by the Services Financial Limited Conduct . Vitality Authority Corporate and Prudential Services Regulation Authority . Registered office : Limited is authorised Galbraith and House regulated , 16 Blythswood by the Financial Square Conduct , Glasgow Authority G2 4HJ .

Registration number 110002 . Guardian Financial Services Limited is registered in

England and Wales under number 11115769 . Registered office : 11 Strand , London WC2N 5HR .

EDITION 1 , SPRING / SUMMER 2022

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