Innovative online platform wins over younger customers
Taking a holistic approach to health and wellness, Manulife Hong Kong launched ManulifeMOVE: an innovative, customer-centric solution that rewards customers for living healthy, active lives by offering discounts on their insurance premiums. The more members move, the bigger the discount they can earn through the ManulifeMOVE mobile app.

The sophisticated ManulifeMOVE online platform leverages wearable technology and best practice digital integration to help Manulife connect and engage with its target Generation Y consumers, inspiring an entire new generation of customers to embrace health and wellness as they start their journey with the Manulife brand. Based on human behavioural data and customer research showing Gen Y wanted insurance to “work for them”, the app was designed by user experience specialists to maximize interaction and set members simple, measurable step goals and challenges.

With new weekly content and offers from wellness partners, including tips on healthy living, nutrition, and being more active, the app was designed to act as part ‘friend’ and part ‘personal-trainer’ to help members reach their goals. They can also win digital badges for completing challenges, making the process of staying healthy fun and rewarding.

MOVE’s personalized interactions, regularly updated content, special offers and gamification features have helped make it an instant hit with the public, and following its successful launch in Hong Kong last September, the ManulifeMOVE program has also been rolled out to Macau, the Philippines and China.