‘AIA Vitality’, a mobile app that brings awareness among public to live healthy and longer
While life insurance penetration in Sri Lanka is very low with people giving more prominence for general and motor insurance than considering the results of losing a life of a family member, AIA Insurance has come up with a strategic model to raise the awareness among the public.
‘AIA Vitality’ is a mobile application that rewards people for completing a set number of footsteps taken by an individual per day either walking or running. The app can be downloaded to any smart device and activated by registering with personal information. Then a set of questions needs to be answered for the app to figure how fit you are at the time of starting, through a scientific process. Once you start taking the steps with your mobile device with you and complete the set target for a day, you will be rewarded with points which can be redeemed at some of the merchants who have partnered with AIA.
The app went live internally among the AIA staff in Sri Lanka on January 15 and more than 3500 people are using it as of today. Instead of campaigning to promote life insurance benefits among the public of Sri Lanka, the company has taken the task to create the awareness of living healthy and longer, through data and analytics.
At a media discussion organized by the company on Thursday at the Galle Face Hotel in Colombo, AIA Group Regional Chief Executive, Bill Lisle stressed that educating the people to obtain life insurance is a waste of time, but promoting this mobile app will create the awareness among the public to live healthy and longer. “AIA Insurance is the second largest insurance company in the world with more than 40 million customers in Asia Pacific in terms of market capital. The promotion of the app is a long term investment for the company as well as we believe a change in the mindset of the people to consider life insurance as important as others,” he added while stating that successful results were seen in the markets the app was introduced. He also noted that anyone who has an income needs to have life insurance.
Pankaj Banerjee, CEO for AIA Insurance Lanka PLC pointed out that Asia is becoming older more than it is attaining to become rich. AIA Vitality is a very strong and differentiated product where there are no strings attached. It’s free; you earn the points and redeem them from the partners who will provide various discounts. Some of the partners who have come onboard to provide offers are PickMe, takas.lk, zMessenger and EAP Movies, he added. The second stage of the app is to get into an integrated product and this will open a bigger market share. “We are optimistic that AIA Vitality will create the awareness among the public about life insurance and increase the GDP ratio in Sri Lanka. The middle class in the country is growing and we see positive development,” noted Mr. Banerjee.