<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "I like the lazy dachshund. Shower to exercise. You see it on the Vitality posters on the Underground. This is a nifty advertising ploy, because the goal is to get you to exercise more. And what's surprising – if you look at it more closely – it's all about insurance."data-reactid =" 5 "> I like the lazy dachshund.Shave for the exercise.You see it on the Vitality posters on the Underground. This is a nifty advertising ploy, because the goal is to get you to exercise more. And what's surprising – if you look at it more closely – it's all about insurance.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Previously, you bought life insurance or health insurance, you put the papers in a drawer, then you forget them until you get sick or they call the priest. All this has changed – as explained by Herschel Mayers, CEO of Vitality. "data-reactid =" 6 "> Previously, you bought life insurance or health insurance, you put the papers in a drawer, then you forgot them until you got sick or called the priest. It all changed – Herschel Mayers, CEO of Vitality, explained me.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Born in Zimbabwe, he grew up in Johannesburg and divides his time between South Africa and London. After a few years at Liberty, Mayers co-founded Discovery Life, the largest insurer in South Africa. He joined Prudential in 2014 to create Vitality. Now 58, he has been trained as an actuary. He has a good command of mathematics and statistics, as well as probabilities and improbabilities. But stay with me here because he is also good at making things simple. "data-reactid =" 7 "> Born in Zimbabwe, he grew up in Johannesburg and divides his time between South Africa and London.After a few years with Liberty, Mayers co-founded Discovery Life, the largest insurer in In Africa, he collaborated with Prudential to create Vitality, of which he is currently an actuary, at the age of 58. He has a good command of mathematics and statistics, but also probabilities and improbabilities. with me here, because he also knows how simple.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Personal Confession: Many moons ago, I refused the opportunity to sell insurance because I thought it was too busy and I did not want to scare the pants ("You know you're going die, stop making fun of yourself, you better get ready! ")."data-reactid =" 8 "> Personal confession: there are many moons, I refused the possibility of selling insurance because I considered it too busy and I did not want to scare trousers ("you will die, do not stop, you better prepare yourself!").

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "The genius of Herschel Mayers lies in the change of narrative. He turned his insurance to about 180 degrees and deterred him from dying or falling ill and did everything to stay fit and healthy and live longer. He made me feel healthier just by talking to him. "data-reactid =" 9 "> The genius of Herschel Mayers lies in the change of narrative.He turned the insurance to 180 degrees and deterred him from dying or falling sick and did everything to Staying fit and healthy and living longer It made me feel healthier just by talking to him.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Vitality has a so-called "philosophy of well-being", but it's not as fuzzy and airy as it looks. Do you know all these good intentions that you gladly announce at the beginning of the year, then all will go well until the next set of solemn promises? Mr. Mayers does not want you to come back to the couch. "data-reactid =" 10 "> Vitality has a so-called" philosophy of well-being ", but it's not as blurry and airy as it sounds. intentions you cheerfully announce on New Year, then Mr. Mayers does not want you to return to the couch potato.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = ""Everyone knows that smoking is bad for you and that exercise is good," says Mayers. The interesting question that he poses is: "How do you get people to improve their behavior?" He responds that it's more of a carrot than a "good thing". a stick – or, as we now call it, a "behavioral economy". "Data-reactid =" 11 ">" Everyone knows that smoking is bad for your health and that exercise is good, "Mayers says.The interesting question he poses is:" How do you encourage people to change their behavior for the better? "The answer is more of a carrot than a stick – or, as we now call it," behavioral economics ".

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Here's how it works: you sign up for Vitality. Vitality offers you a 40% discount as soon as you agree to go to the gym regularly. And they offer you little juicy incentives along the way if you honor your commitment: free movie tickets, Starbucks coffee, Amazon Prime membership. Mr. Mayers, benevolent, actually pays you to keep hitting the cross-trainer or doing your 10,000 steps every day. The more steps, the less you smoke, the better the motivation. Conversely, your shed is "eroded" with time if you relax and find your old habits. "data-reactid =" 12 "> That's how it works: you sign up for Vitality, Vitality offers you a 40% discount from the start, as long as you agree to go to the gym regularly. If you stick to your commitments, you'll receive incentive bonuses: free movie tickets, Starbucks coffee, Amazon Prime membership, and the caring Mr. Mayers will actually pay you to keep hitting the cross-trainer or doing your 10 000 not every day.Inversely, your reduction erodes over time if you relax and find your old habits.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Can I just phone or email to say how good I've been? Mayers anticipated my deception. "That's why we offer you an 'activity tracker'. We monitor your good behavior. So you have to register at the gym. They know if your heart rate is increasing or not. "It must be verifiable," says Mayers. So, do not think you can just sneak out and have a quick tap. That is the joy of social media. "We have daily interaction.""data-reactid =" 13 "> Can not I phone or email to say how good I've been? Mayers anticipated my cunning deception." That's why we offer you an "activity tracker". monitor your good behavior. "So you have to log in to the gym and they know if your heart rate is going up or not." It must be verifiable, "says Mayers, so do not think you can sneak out and a fag, that is the joy of social media." We have daily interactions. "

Stanley the lazy dachshund is Vitality's mascot of choice (Vitality)

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<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "But I can not help but wonder if this is not a little tyrannical? "That would be the case, if it were forced on you," said Mayers reasonably enough. "But we do not force you, it's up to you to choose to join the system. You do not have to do it. But that makes more sense. "data-reactid =" 25 "> But I can not help but wonder, is not it a little tyrannical?" That would be, if you were forced, "says Mayers enough, reasonably enough. But we are not Forcing you, it's your choice to be part of the system. You do not have to do it, but it makes more sense. "

The story continues

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "The logic of the agreement lies in the "shared value model," originally developed by Professor Michael E Porter at Harvard, a theory that Mayers has translated into practice. The client or "member" of Vitality receives a slight "boost" in the sense of staying longer in the pseudonym. The value, or benefit, is shared by both the insured – who benefits the most from life, both quantitatively and qualitatively – and by the insurer, who pays less in case of disaster. "data-reactid =" 30 "> The logic of the transaction is the" shared value model, "originally developed by Harvard professor Michael E Porter, a theory that Mayers has translated into practice. client or the "member" of Vitality receives a "Nudge" subtle (or not so subtle) in the sense of staying in the nickname better for longer.The value, or benefit, is shared by both the insured – who enjoys better enjoy life, both quantitatively and qualitatively – and the insurer, who pays less on claims.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Everyone is a winner, including the nation as a whole, forcing a helpful and productive citizen to add to the GDP, and the NHS, which has a less chronically ill patient to care for for years. "By changing behaviors," says Mayers, "we want to create additional economic value." "data-reactid =" 31 "> Everyone is a winner, including the nation as a whole, which adds a useful and productive citizen to the GDP, and the NHS, which has a less patient with chronic diseases to treat "By changing behaviors," says Mayers, "we want to create additional economic value."

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Call me some kind of nanny state if you wish, but, realistically, when you oppose the proliferation of fast foods and fried chicken sales outlets causing heart trouble, you have to do something to try to equalize the chances. It's not really King Canute trying to hold the tide, it's more Canute, or in this case Vitality, which provides everyone (or at least a million members of the club) surfboards to fly over the waves rather than sitting there. your back is submerged. "data-reactid =" 32 "> Call me if you want, but if you are faced with the proliferation of fast foods that cause heart problems and fried chicken outings, you have to do something to try King Canute n is not really trying to contain the tide, it's rather Canute, or in this case Vitality, offering everyone (or at least the one million members of the club) surfboards to fly over the waves rather than just sitting on your back submerging you.

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = ""We make a difference," said Mayers. "People go for exams and our demands are lower." "data-reactid =" 33 ">" We make a difference, "says Mayers. People are taking health exams and our demands are fewer. "

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<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "The theory inspired by Harvard works so well that Mayers has now extended it to the field of investment or savings. Do you know that your other good intention is to put some of your salary aside for your retirement? And you know how it would be better to start earlier than expected, ideally in your twenties? "Everyone knows it, but they do not," says Mayers. Well, guess who is going to give you a slight boost in this general direction? "Data-reactid =" 35 "> The Harvard-inspired theory works so well that Mayers has now extended it to the area of ​​investment or saving. You know that your good intention is to put a little bit of your paycheck for And you know that it would be better to start earlier than expected, ideally in your twenties? "Everyone knows it, but they do not," says Mayers. Well, guess who is going to give you a little boost in this general direction?

<p class = "canvas-atom canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "In this case, Vitality's persuasion factor is a 20% bonus when you collect your pension – provided you behaved well and did not start too late or withdraw it. too early. This makes sense to me, so much so that I suggested it to my two twenty year old son. They laughed (as usual). "But they offer all these incentives," I said. "Maybe then they could consider paying off our student debt," they said."data-reactid =" 36 "> In this case, persuading him of Vitality is a 20% bonus when you receive the payment of your pension – provided you behaved well and did not start all too late, too early, it seems so logical to me that I suggested it to my two 20-year-old sons, who laughed (as they usually do). "But they offer all these incentives." I said, "Maybe they could consider paying then our student debt," they said.