Matthew Gibson

Traditionally, the life insurance industry has focused on providing financial protection after death rather than enhancing life itself. But years ago, John Hancock realized this didn’t make sense simply from a business perspective: if customers could live longer, healthier, better lives, wouldn’t that be good for them AND their life insurer – not to mention society overall? This is what inspired the company’s fundamental shift in their business model by moving from a passive claims payer to an active risk manager. In 2015, they became the first life insurer to fully embrace behavioral insurance with John Hancock Vitality, a program providing education, support, incentives and rewards to help customers take everyday steps towards better health. A decade later, the company has seen extraordinary results not only in customer health and engagement, but also the bottom line, showing the unique position that life insurers are in to change lives and their business for the better.