Six reasons to choose Optimiser and why now

When costs are tight, clients rightly want more than just the intangible peace of mind offered by traditional insurance products. Optimiser gives clients access to the Vitality Programme and with it, countless opportunities for immediate and tangible value.

In 2021 alone, we helped our members understand their health better through almost 380,000 health assessments; they also enjoyed more than 1.7m gym sessions through our gym partners; received 60,000 discounted activity trackers and 4.1m Caffé Nero beverages⁵.

Not only do our most highly engaged Platinum members make significant savings on their annual premium through our partners and rewards, even Bronze members saved on average almost 25% of their annual premium⁶.

For advisers, more client engagement provides more touchpoints, so they can enjoy longer, more loyal client relationships.

Talking to advisers who already see the benefits of Optimiser, they tell us that that it offers them softer opportunities that allow them to go back to their clients – and, in some cases, more often. This not only makes good business sense, Consumer Duty and the need to deliver good outcomes makes ongoing relationships a necessity.

“A good adviser would regularly get back in touch with their client, hopefully at periodic points throughout the lifetime of their plan,” Alan Knowles, managing director of Cura Financial Services, told us. “By having these extras [such as partners and rewards to engage with], it gives us a much nicer way in. It can be simple as ‘how’s it going with your Apple watch and the steps and things?’ Rather than being about reviewing their life insurance, it can be much better opening.”

Unlocking rewards and partners that help clients make healthy choices is good for them (obviously) but also for us as an insurer, as it lowers their level of risk. Healthier members lead to less claims.

As part of the Shared Value approach to insurance, we charge lower premiums and deliver richer benefits that offer something tangible. Our data proves it works too: engaged Optimised members are 30% less likely to make a life insurance claim, while those who engage with the Vitality Programme have a 39% lower risk of death than those who don’t⁹.

Not only do we and the client benefit, society does to because it helps bring down the burden on the NHS.

And, of course, our plans are there for our members when they really needed it too – we paid 99.8% claims in 2021 and £54m in total for Life Cover. And 91% for Serious Illness Cover and 96.5% for Income Protection in 2021.