Justin Garbutt: Why rewards and incentives are changing the conversation
Behavioural economics, rewards and incentives are creating a value exchange that is changing adviser conversations, writes Justin Garbutt, IFA Distribution Director, Vitality
For decades, advisers have had to overcome the same challenge: clients often know they need cover, yet often struggle to see its value until something goes wrong.
That’s the fundamental problem we as an industry need to solve – not by changing what insurance is, but by changing how people experience it day to day.
These days, advisers are no longer just helping clients protect against risk in the future. You’re increasingly helping them improve their health, wellbeing and financial resilience in the present – and that shift is being driven by behavioural economics, incentives and a Shared Value model that works for everyone involved.
Moving protection from a “grudge purchase” to everyday value
Ask a client what they think insurance does, and most will say: “I pay for it but hope I never need it.” That mindset creates a real barrier – not just to purchase, but to long‑term engagement and retention.
Behavioural economics explains why. Humans are hard‑wired to prioritise today over tomorrow – a bias known as present bias. Future protection, no matter how important, often loses out to immediate needs and rewards.
This is where, I believe, Vitality fundamentally changes the conversation.
By integrating rewards and healthy living incentives into protection and health insurance in a personalised way, we’re bringing value into the present day. Clients don’t just insure against illness or death – they actively benefit from being healthier today. Free coffees, cinema tickets, discounts on fitness and lifestyle brands – these aren’t gimmicks. Powered by Vitality AI, these are carefully designed nudges that help overcome the psychological barriers advisers face every day in client meetings.
For advisers, this reframes the discussion from “what happens if something goes wrong” to “what value do you get even if the worse doesn’t happen?”.
Behavioural economics advisers can actually use
Most clients genuinely intend to live healthier lives. But intention rarely translates into action. Optimism bias (“it won’t happen to me”), inertia and difficulty imagining the future self all get in the way – and no amount of education alone fixes that.
Vitality applies behavioural economics to close this intention–action gap. Small, immediate rewards reinforce positive behaviours, helping clients form healthier habits without requiring dramatic lifestyle changes.
This is particularly powerful in protection advice. Rather than fighting resistance with fear‑mongering, advisers can position protection as part of a positive, supportive health journey – one that aligns with how people actually behave, not how we wish they would behave.
Making engagement simple — for clients and advisers
High engagement doesn’t happen by accident. It has to be designed.
That’s why Vitality invests heavily in onboarding and ongoing engagement, so advisers don’t have to. Dedicated onboarding teams help clients understand the app, the Health Profile and how to earn points – removing friction and helping clients see value quickly.
For advisers who want to stay involved, the Vitality Programme naturally creates touchpoints: annual benefit statements, status upgrades, newly earned rewards. These provide timely, relevant reasons to reconnect with clients — often leading to deeper conversations, additional advice and stronger long‑term relationships.
Crucially, engagement drives persistency. Highly engaged Vitality members are significantly less likely to lapse[1], helping advisers build a more stable, predictable book of business.
Habit‑building that actually sticks
Long‑term behaviour change falls down when it feels overwhelming or too distant. Breaking this down into small, achievable steps, reinforced by frequent rewards is proven by our data to build healthy habits that are sustainable over time.
Features like weekly Pick, four-week Streak Rewards and monthly Play rewards and gamified progress are designed to keep motivation high – not just for weeks, but for years. The aim isn’t perfection; it’s consistency.
Why does this matter to advisers? Because engaged members don’t just feel better – they stay for longer, claim less and remain more committed to their cover[1]. That means better outcomes for clients and more profitable businesses.
The science behind healthier, lower‑risk clients
Around 40% of our daily actions are habitual[2]. When those habits are unhealthy – inactivity, poor diet, smoking – they drive much of the chronic disease burden in the UK[3].
Vitality’s long‑term data shows that members who maintain moderate activity habits over time significantly reduce their risk of conditions such as type‑2 diabetes and improve long‑term mortality outcomes. The Vitality Habit Index also shows that sustainable habits typically form within seven to 15 weeks – precisely why consistent, short‑term incentives matter2.
This is the Shared Value model in action: healthier clients, stronger adviser relationships, better risk outcomes for insurers and reduced pressure on public healthcare systems.
What this means for the future of advice
Insurance is no longer just about paying claims. It’s about prevention, engagement and relevance.
As chronic illness rises and healthcare costs increase, insurers – and advisers – who can genuinely influence behaviour will define the future of the market. The Vitality Programme provides a proven framework to do exactly that, using behavioural economics to align incentives with better health outcomes to benefit everyone.
For UK protection and health advisers, this creates a powerful proposition: insurance that protects against the worst‑case scenario, while actively helping clients live healthier, longer lives.
That’s a conversation clients understand. And more importantly, it’s one they value.[1] VitalityLife Claims and Shared Value Report 2025
[2] ‘The Vitality Habit Index: How to create habits for a longer, healthier life’, Vitality and London School of Economics, March 2024
[3] ‘Addressing the leading risk factors for ill health - A review of government policies tackling smoking, poor diet, physical inactivity and harmful alcohol use in England’, The Health Foundation, February 2022
Better for your clients. Better for your business.
The Vitality Programme is the world's biggest health promotion programme linked to insurance. We use a combination of rewards and incentives to change your clients' behaviour for the better - and in the long run.
All your clients will get access to the Vitality Programme when they take out a plan with us, helping them to:
- Understand their health
- Get healthier
- Get rewarded
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