Manulife adds digital rewards platform on behaviour-linked app

Manulife has added a digital rewards platform on its MOVE app to encourage customers to exercises more. Working with Singapore-based rewards aggregator and management solutions company Rewardz, the new rewards platform on MOVE is said to be a behaviour-linked programme that integrates activity-tracking and insurance solutions to motivate healthier habits among customers.

It then provides customers with rewards for taking part in mini challenges. The rewards include deals on gym memberships, fitness trackers, and other health, wellness and lifestyle brand offers. All rewards are aimed at helping people get more physically active.

The new offering will be rolled out in Cambodia, Hong Kong, Singapore and Vietnam in phases.  Currently, MOVE boasts more than 1.3 million customers enrolled in the programme across Asia and about 70% of customers active on MOVE in Asia repeatedly return to the app every month.  According to a Manulife's internal research, linking rewards to physical activities can increase daily average steps among customers.

“Simple behaviour changes, such as moving more and getting physically active, are effective and direct ways to keep our communities healthy and diseases at bay. Staying fit and exercising regularly are among the best ways to protect yourself and others. That’s the reason for offering additional incentives and rewards to our customers,” said Julie Nestor, chief marketing and experience design officer of Manulife Asia.

Meanwhile, in March this year, Manulife Hong Kong launched a health voucher charity programme to offer free healthcare services for underprivileged families.  In collaboration with Christian Family Service Centre (CFSC), the programme provides a comprehensive and flexible range of services to low-income families from five districts, including Kwun Tong, the Eastern district, Sham Shui Po, Tin Shui Wai, along with Tsuen Wan and Kwai Tsing.

Based on the results of checkups, registered nurses or dietitians will provide up to 2,000 beneficiaries with medical advice and Manulife-sponsored health vouchers. With these vouchers, beneficiaries can choose the most suitable option from a range of services such as general practice consultation, physiotherapy, body checks, nutrition consultation, traditional Chinese medicine, acupuncture, and dental care.

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