Vitality reframed life insurance around longevity, increasing sales and customer lifetime value.
This paper argues that Vitality rewrote the rules of the Life insurance category, building its communications on the promise that by offering rewards for healthy lifestyles, its customers could expect an average of five years of additional life expectancy.
It is claimed that by changing the product's value proposition from mortality to longevity, the brand increased its mental availability, consideration, and several other brand metrics, in addition to driving improvements in its search traffic.
Evidence presented for the strategy’s effectiveness includes that it is attributed with generating a 47% year-on-year increase in incremental sales and delivering an additional £59m in total lifetime value (LTV) to the business.