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(Lindsay Hanson leads a discussion on aging and memory with neuroscientist and New York Times bestselling author Dr.Lisa Genova at John Hancock headquarters. Source: John Hancock.)
John Hancock (Boston) is celebrating the 10th anniversary of its Vitality program, a milestone that underscores how far behavioral insurance has come—and how far it still might go. First launched in April 2015, the program now touches hundreds of thousands of policyholders, using incentives and digital tools to help them live longer, healthier, better lives.
“When we set out to design an insurance program focused on helping our customers live longer and healthier, we hoped it would be good for the customer, the company, and society,” comments Lindsay Hanson, CMO, John Hancock, and Global Head of Behavioral Insurance Strategy and Delivery. “Ten years in, the data shows that it is all three—and more than we ever envisioned.”
Lindsay Hanson, CMO, John Hancock, and Global Head of Behavioral Insurance Strategy and Delivery.
Transformative Premise
Vitality began with a simple but transformative premise: that life insurance should be about the living, not merely a death benefit. “Traditional life insurance underwrites a customer and then hopes they live a long life,” Hanson explains. “At the time, we weren’t doing anything to help them achieve that. Vitality changed that completely.”
The launch of Vitality represented a calculated bet that life insurance could be reimagined—transformed from a passive financial instrument into an active, engaging platform centered on policyholder well-being. In an industry often seen as lagging behind in innovation, John Hancock emerged as an outlier, applying behavioral science and digital technology to foster healthier habits and deliver measurable improvements in outcomes.
Originally centered around physical activity and biometrics, the program has grown into a multifaceted platform grounded in science, personalized engagement, and the gamification of wellness. In addition to incentives for steps and doctor visits, policyholders can earn rewards for improving sleep habits, practicing mindfulness, tracking nutrition, and participating in preventive screenings.
“Food is medicine. Sleep matters. Movement matters,” Hanson says. “We’ve built Vitality around these fundamentals, and we continue to evolve based on emerging science and behavioral insights.”
Early Wearables Emphasis
In its first iteration, the program relied heavily on Fitbit devices. In 2016, John Hancock introduced its Apple Watch-based “Earn Your Watch” initiative, which remains popular today. More recently, the program has embraced wearables like the Oura Ring, Garmin devices, and Whoop.
The company’s shift toward personalization is reflected in its approach to these tools. “We now help members select the device that best fits their lifestyle and activity preferences,” Hanson notes. “The experience is no longer one-size-fits-all. That’s a major shift, and we’re just getting started.”
Abbreviated timeline of John Hancock Vitality program. (Click to enlarge.)
Vitality Becomes Standard
One inflection point came in 2018, when John Hancock made Vitality a standard part of all life insurance products, replacing the prior opt-in model. “We introduced Vitality GO and Vitality PLUS to ensure broad access,” says Hanson. “Our research showed that nine out of ten consumers preferred a Vitality-style policy over traditional life insurance. Seven out of ten said it actually motivated them to buy.”
Vitality GO, the base version, offers educational tools and wellness tracking at no added cost. Vitality PLUS includes premium savings, device programs, and deeper rewards. The change drove a spike in both adoption and engagement, Hanson reports.
COVID-19 tested the program’s resilience—and relevance. “We made quick pivots to accommodate stay-at-home life,” Hanson says. “We enabled biometric screenings at home, offered credit for home workouts, and continued to support users with health-focused content and tools.”
The results were surprising. “Unlike national trends, our members actually saw reductions in weight and blood glucose during the pandemic,” she says. “These were physician-verified results, not self-reported. We were proud of that.”
GRAIL Galleri Cancer Screening
A more recent evolution in the Vitality program is its integration of early detection technologies. In 2022, John Hancock became the first life insurer to offer the GRAIL Galleri multi-cancer early detection test. Today, the company also offers customers discounted access to full-body MRIs from Prenuvo and extensive biomarker analysis through Function Health, with NutriSense soon to follow.
“If prevention doesn’t catch something, early detection can make all the difference,” says Hanson. “It’s a natural extension of our mission.”
The data continues to show high engagement and improved outcomes. The most active users average 10,000 steps per day. Engagement tools like the weekly Vitality wheel spin, which rewards participants for hitting step targets, have helped sustain motivation.
“We actually see spikes in activity right before major step thresholds—like 5,000 or 10,000 steps—because users want to maximize rewards,” Hanson notes. “It’s proof that incentives work.”
Vitality’s Business Impact
The business impact is clear as well. “Persistency has improved significantly, especially among highly engaged members,” she says. “It’s good for customers, good for business, and good for society.”
Net Promoter Score (NPS), a key customer satisfaction indicator, has also risen dramatically. “We started around 16. We’re now in the 70s,” says Hanson. “That tells us people are not just participating—they’re enthusiastic advocates.”
Looking ahead, Hanson sees even more opportunity to personalize the customer experience. “Imagine a wellness path that adapts to your situation—whether you’re recovering from surgery, training for a hike, or managing stress. That’s where we’re headed.”
The company will release a docu-series this summer called Leaders of Longevity, capturing expert insights on healthspan and lifespan. And in April 2026, John Hancock will host its third Longer, Healthier, Better Symposium, further cementing its leadership in behavioral insurance.
Platform for Human Flourishing
Hanson emphasizes that Vitality is not a superficial rewards program but a purpose-driven initiative built to empower customers and redefine the role of life insurance in people’s lives. “We’ve always believed that life insurance should be about more than just paying claims,” she says. “It should help people live better—and deliver value not just to customers, but to society as well.”
Through Vitality, John Hancock has made a compelling case that life insurance—long dismissed as a laggard in innovation—can be a platform for human flourishing. In doing so, it has reinterpreted the industry’s purpose around the customer rather than the contract, and in doing so, may have redefined the future of the business itself.
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