PruHealth has expanded its Vitality programme to include group scheme members and Standard Life Healthcare customers.
The provider has added a range of new partners to its core and Vitality Plus modules including a personalised pathway to improving client health and significant travel discounts based on engagement level.
Other benefits include discounts with Vodafone, Ticketmaster, theme park operator Merlin and an agreement with Laureus to provide celebrity sport stars to help clients achieve their goals.
It hopes the new pathway service will encourage customers to reduce their claims experience by following a tailored health plan, something already noted through those engaging with its gym membership and fitbug benefits.
Speaking at the launch of the new benefits, Neville Koopowicz, CEO of PruHealth, revealed that since the insurer's launch, UK customers using gym memberships have claimed 21% less than others, while those using the fitbug reduced their claims experience by 32%.
"We don't want to be seen as just a player in the private medical insurance (PMI) market - this integration of PMI and wellness is what we're about," he said.
"There's a lot of science behind this and through many years of experience both here and abroad we've got tangible evidence that this works.
"The powerful rewards are the benevolent bribe - that people will change their behaviour even if it's for the wrong reasons - because the whole power of vitality is to offer an incentive.
"We know people need to be nudged and prodded and our experience has shown that very powerful rewards and incentives do change behaviour," he added.
Koopowitz also explained the importance of the roll out to the group market and how he hoped it would support employers and staff.
"The group introduction was a natural progression," he continued.
"On average we are getting lower claims from the engaged people but it's also a powerful effect for the employee environment.
"Engaged employees are much more productive and positive about organisation so there's those side effects which are very difficult to measure.
"But the big thing with groups was the gym benefit at 50% - that resonated well so we worked hard with our partners to put a sustainable model together," he added.
The Vitality scheme will cost an additional £2.50 per month for large corporate scheme members and £4.50 for SME group members.
However, Koopowitz stressed it was important for people to understand there was a cost to fully appreciate the value of the benefits.
