Greg Levine: Why health personalisation is the future of prevention

'Sometimes changing even one key behaviour will generate greater than usual actuarial benefit'

clock • 4 min read

‘Next Best Action’ is the next evolution of wellbeing and this time it’s personalised, writes Greg Levine, Vitality's sales and distribution director.

There's no denying that incentivising positive lifestyle choices in a world forever changed by a global pandemic is good for everyone. For clients, it motivates them to stay well, helping to ensure they spend more of their life in good health[1]. This makes for a more productive, healthier population putting less strain on the NHS. For insurers, helping members avoid preventable illness, which represents 40% of the UK's total disease burden[2], is only going to be reflected in a better claims experience for all involved. For advisers, there are significant benefits too - as it brin...

To continue reading this article...

Join COVER for free

  • Unlimited access to real-time news, key trend analysis and industry insights.
  • Stay on top of the latest developments around health and wellbeing, diversity and inclusion and the cost of living crisis.
  • Receive breaking news stories straight to your inbox in the daily newsletter.
  • Members only access to monthly programme 'The COVER Review'
  • Be the first to hear about our CPD accredited events and awards programmes.

Join now

 

Already a Cover member?

Login

More on Individual Protection

MorganAsh and PayPlan see rise in vulnerable customer identification

MorganAsh and PayPlan see rise in vulnerable customer identification

Around 92% of customers were identified as vulnerable

Jaskeet Briah
clock 05 September 2025 • 3 min read
Two in five adults dishonest about drinking on medical forms

Two in five adults dishonest about drinking on medical forms

Confused.com research findings

Jaskeet Briah
clock 04 September 2025 • 3 min read
Number of adults missing NHS health checks hits post-pandemic high

Number of adults missing NHS health checks hits post-pandemic high

Widest gap between invitations and take-up since the pandemic

Jaskeet Briah
clock 03 September 2025 • 2 min read

Loading page