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AIA Vitality, an insurance game changer from AIA Indonesia
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(Left to right) Head of AIA Vitality Jong Wie Siu, SANA-studio instructor and zumba-pioneer Laila Munaf and Chief Marketing Officer of AIA Kathryn Monika Parakpak at the AIA Vitality Talk in Uluwatu, Bali, July 4.
H
ealth has never been more important in a post-pandemic society. As an insurance company that emphasizes the health and wellness of its clients, PT AIA FINANCIAL (AIA) launched AIA Vitality in 2021, a personalised, science-backed health and wellbeing program that supports healthier lifestyle choices.
AIA Vitality uses scientific research to help improve users' health in three steps: knowing your health, improving your health and enjoying the rewards. In the “know your health” stage, users learn about their exercise habits, nutritional intake and levels of stress with the app's series of assessments.
Then, at the “improve your health” stage, customers can take on various challenges and activities to receive points. The points are then exchanged with rewards at the “enjoying the rewards” stage. The rewards include discounts and vouchers by AIA Vitality’s partners from medical check-ups at medical-laboratory Prodia to lifestyle apps and e-commerce including Gojek and Tokopedia.
Apart from collecting points, users can increase their AIA Vitality status and level up from bronze to silver, gold and platinum.
The game-like mechanism of the app with its challenges, point-collecting and rewards is part of AIA's ambition to help 1 billion people in the Asia Pacific live healthier, longer and better lives. The AIA Vitality app is part of this initiative, named AIA One Billion.
"AIA is pioneering change in the insurance business with a shared-value approach, meaning that this innovation has a sustainable, positive impact; not just for the customers but also society at large, like a cycle or chain. We hope that AIA can change public perception from being associated with sickness to health and a better lifestyle," said chief marketing officer of AIA Kathryn Parapak.
Indonesia is the ninth country to launch AIA Vitality following Singapore, Philippines, Malaysia, South Korea, Australia, Hong Kong, Thailand and New Zealand. In total, AIA Vitality has a total of 1.3 million active users.
As of April, the number of users in Indonesia alone has reached 21,500 people and will continue to grow.
"With a science-backed approach, AIA Vitality aims to extend the life expectancy of its users. In Indonesia, the average life expectancy is 69 years, but we found that AIA Vitality users in the gold and platinum tiers increased their life expectancy to 87 years," explained head of AIA Vitality Jong Wie Siu.
"The AIA Vitality app motivates people to make small and realistic changes in their habits -- walking, quitting smoking, reducing their sugar intake. With the app, we are helping them to transition to a healthier lifestyle that would benefit them in the long term. AIA Vitality implements an incentive-based program in the form of tasks and challenges which grant users vouchers and other attractive rewards," she continued.
AIA Vitality is integrated with AIA's products including AIA Sehat Hundred, Maxima Extra-Critical Illness Protection (PRIMA Extra), AIA Amani, AIA Proteksi Prima Plus, premier-hospital surgical-extra insurance, additional vital-care insurance, waiver-care supplementary insurance, Fortuna berkah, Fortuna critical-advance protection and the newly launched AIA Platinum Legacy.
