UK update for the Vitality Group Webinar - 14th May 2020
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UK update for the Vitality Group Webinar 14th May 2020
Purpose
The purpose of this paper is to provide a summary update on
the recently launched “Vitality at Home” initiative, looking at:
1. Benefits
2. Early engagement analysis
3. Covid-19 behavioural change.
2
UK Vitality’s response to Covid-19
Keep every staff member safe Ensure business continuity Shared-value model as an
Maintain connectivity Ensure products are fit-for-purpose antidote to some of the potential
Maintain productivity Keep people healthy and active shifts to our world
Protect and Protect and
Support
support our support our clients
society
people and advisers
Maintain financial strength and resilience
Section 1: Benefits
3
We have had to recalibrate our programme with relevant benefits
to allow our members to be active and rewarded at home.
Key focus areas
Fitness and staying active Healthy eating Rewards at home
4 months 12 months 50% off selected 25% cashback Earn up to 2 Monthly coffee
access access devices on healthy food movies a week to your home
Points automatically Regardless of activity One movie for 12 points, two Ground coffee or capsules, plus
awarded for home workouts points earned movies for 40 points 50% off other items on order
Status Protection: For plans renewing in the next 3 months, we apply the higher of the previous or current year’s status, on the next plan year
4
Virtual Vitality Healthchecks
Branded Home Testing Kits
Automated booking platform for appointments
with our Vitality Coaches and Nurses
Last updated 23rd April 2020.
9 6
VitalityHealth’s benefits have been adapted to continue
offering excellent value to members despite the pandemic
Launched Covid-19 Cash benefit which pays £250 per night Increased availability of virtual GP services by 20%, and
for the first 8 nights, plus £500 for each night in hospital extended our GP Advice Line to VitalityLife and
thereafter, up to a maximum of £5,000 VitalityInvest members
Vitality GP GP Advice Line 292%
increase in
utilisation
Launched Launched
20 March
9 March
Fast-tracked launch of Member Care Hub, which gives Reimbursing specialists for initial and follow-up
members access anytime, anywhere through consultations performed remotely, with the majority now
a digital platform to search, find and book care offering virtual consultations
Launched
23 March
We have introduced options to help members in financial difficulty
VitalityHealth Premium Saver Launched VitalityLife Cover Buy Back Option Launched
14 April
3 April
Members can choose to reduce
Clients can choose to reduce premiums by premium and cover by 25%, 50%
50% for 3 months. Cover reverts
to normal
or 75% for 3 months
3 months
3 months 3 months
When they resume payments in full, they will
Cover and premiums
be subject to a 3-month waiting period on automatically revert to prior level
hospital authorisations for anything other w/o UW at end of 3 month period
than cancer
Since the start of the lockdown, we have been engaging members with
relevant content delivered via social channels by Vitality’s
Ambassadors
Vitality at Home Instagram series Launched
28 MarchThis healthy and active ‘stay at home’ content is now being amplified
to the entire UK via the new Vitality at Home brand ad
• In the advert, Vitality ambassadors
At Home invite the UK over to their homes
• For a 2 week period, this will run
on ITV, Channel 4 and Sky,
reaching in excess of 8.1m
viewers
• The campaign aims to maintain
Vitality’s strong brand awareness
at a time at which most of our out
of home advertising and
sponsorships are pausedSection 2: early engagement analysis
5Summary Engagement
Summary engagement
Fitness and staying active Healthy eating Rewards at home
4 months 12 months Up to 50% off 25% cashback Earn up to 2 Monthly coffee
access access selected devices on healthy food movies a week to your home
15,000 sign-ups
100,000 home workouts
25% growth in 41,000 sign-ups 51,000 registrations
8,000 sign-ups benefit take-up 215,000 movie (c44k eligible)
17,000 registrations vouchers issued
5x increase in
daily run rate
8,000 devices
Points automatically Regardless of activity One movie for 12 points, two Ground coffee or capsules, plus
awarded for home workouts points earned movies for 40 points 50% off other items on order
Status Protection: For plans renewing in the next 3 months, we apply the higher of the previous or current year’s status, on the next plan year
10Cross-sectional view of take-up
Benefit Distribution
DEVICE ONLY 12.1%
Number of Vitality
PELOTON ONLY 16.4% Distribution
at Home Benefits
RAKUTEN ONLY 54.2% 1 82.7%
PELOTON AND DEVICE 0.4% 17.4% have
2 16.8% taken-up
PELOTON AND RAKUTEN 15.0%
3 more than
0.6% 1 benefit
RAKUTEN AND DEVICE 1.3%
TOTAL 100.0%
PELOTON AND RAKUTEN
AND DEVICE 0.6%
TOTAL 100.0%
(accurate to mid April)
11Cross-sectional view
AGE BAND GENDER TOP 5 REGIONS STAFF VITALITY STATUS
Female Male 24% Yes
01… 0% 19%
10… 0% 4% Bronze 14%
20… 10% 10% 9% 8%
30… 38% Silver 16%
42%
40… 37%
50… 12% 58% Gold 22%
60… 2%
70… 0% 96% Platinum 48%
80+ 0%
FAMILY DESCR. FAMILY SIZE BOOK PRODUCT GROUP PLAN LEVEL
44% Health 36% Plus
5+ 4% 27%
21% 1%
24% 24% 16%
4 15%
36%
9% 3 10%
2 27%
64%
1 44%
99%
Last updated 23rd April 2020.
12 14Cross-sectional view
AGE BAND GENDER TOP 5 REGIONS STAFF VITALITY STATUS
Female 23% Yes No
01-09 1% 20%
2%
10-19 1% Bronze 44%
20-29 22% 9% 8% 8%
30-39 40% 41% Silver 17%
40-49 25%
50-59 9% 59% Gold 16%
60-69 1%
70-79 1% 98% Platinum 23%
80+ 0%
FAMILY DESCR. FAMILY SIZE BOOK PRODUCT GROUP PLAN LEVEL
Health 43% Plus
53%
5… 3%
27% 14%
23% 4 11% 16% 14%
18%
6% 43%
3 8%
57%
2 25%
1 53% 86%
Last updated 23rd April 2020.
14 15Section 3: CV-19 behavioural change
15Covid-19 – activity behavioural change
The analysis (until mid April) demonstrates that initially during lock-down we saw Coronavirus was having an impact on top
of the usual seasonality we see of decreasing physical activity from Jan/Feb through into March.
Where members do drop activity, the magnitude is typically one activity band i.e. 10 points or less.
Gym members have been more likely to drop a points-band than non-gym members.
Members that only use Cinema + Starbucks appear to be slightly more impacted than other members.
Apple Watch members appear to be less impacted than non-Apple watch members.
Amazon members appear to be less impacted than non-Amazon members.
Members with lower engagement levels have been more likely to drop to ‘zero’ points. This is particularly strong for:
Gym members and members that only use Cinema + Starbucks
Single parents
Lower ages
Larger family sizes
Very interestingly, we are witnessing previously unengaged members now engaging:
9%, 5% and 28% of all Peloton, Rakuten and Device members, respectively have never used a benefit over the past 12 months.
25% of all Rakuten members have never been awarded cinema codes over the past 12 months
31% of all new Device members have never earned a physical activity point over the past 12 months
All of the above has been cut by demographic (age, geography, family structure – single, couple, family, single parent –
product and plan type, gym members, cinema & Starbucks users, AW users, Amazon users etc).
16Impact on Physical Activity
Over 1 in every 6 physically active members had a drop in their average physical activity band per week from
‘Jan/Feb’ to ‘mid April’ 2020 (above and beyond normal seasonality).
COHORT 2019 PERIOD 2020 PERIOD IMPACT
DECREASED 22.8% 37.5% 14.7%
NO MOVEMENT 58.7% 49.3% -9.3%
INCREASED 18.5% 13.2% -5.3%
TOTAL 100% 100% 0%
Members at higher engagement levels were more likely to see a drop in points-band.
PRE-COVID 2019 PERIOD 2020 PERIOD IMPACT
1-10 26.4% 36.0% 9.6%
11-20 24.8% 36.5% 11.7% Proportion of total entities
that DECREASED in
21-30 25.9% 44.4% 18.5% each band of physical
activity points:
31+ 16.9% 33.9% 17.0%
TOTAL 22.8% 37.5% 14.7% 17Impact by Demographic
Lower ages were more likely to see a drop in points-band. The Members in London were most likely to see a
impact was statistically insignificant for the 80+ age band. drop in points-band.
Proportion of total entities that DECREASED in each AGE BAND: Proportion of total entities that DECREASED in each REGION:
AGE 2019 2020 2019 2020
IMPACT REGION IMPACT
BAND PERIOD PERIOD PERIOD PERIOD
10-19 29.4% 47.0% 17.7% East Midlands 21.8% 32.9% 11.1%
20-29 28.5% 44.8% 16.3% East of England 22.5% 36.8% 14.3%
30-39 23.6% 39.9% 16.3% London 23.3% 45.7% 22.4%
40-49 19.9% 34.5% 14.5% North East England 22.7% 34.2% 11.5%
50-59 20.1% 31.2% 11.1% North West England 23.8% 33.2% 9.3%
60-69 19.6% 26.7% 7.2% Northern Ireland 22.7% 31.2% 8.5%
70-79 17.1% 26.5% 9.4% Scotland 22.8% 34.0% 11.2%
80+ 25.9% 36.9% 11.0% South East England 22.0% 35.5% 13.5%
South West
22.4% 33.0% 10.6%
England
Wales 23.4% 33.6% 10.2%
West Midlands 23.3% 33.3% 10.0%
Yorkshire and the
22.7% 32.6% 10.0%
Humber
19Impact by Demographic (cont’d)
Couples saw a slightly smaller impact compared to other family structures.
Proportion of total entities that DECREASED in each type of FAMILY STRUCTURE:
FAMILY
2019 PERIOD 2020 PERIOD IMPACT
STRUCTURE
Single 24.0% 39.3% 15.2%
Couple 22.6% 35.4% 12.8%
Family 21.1% 36.1% 14.9%
Single Parent 20.6% 36.0% 15.4%
Health members were more likely to drop in points-band than Life members. The biggest impact has been on
singles for Health and larger family sizes for Life.
Proportion of total HEALTH entities that DECREASED in each FAMILY SIZE: Proportion of total LIFE entities that DECREASED in each FAMILY SIZE:
FAMILY 2019 2020 FAMILY 2019 2020
IMPACT IMPACT
SIZE PERIOD PERIOD SIZE PERIOD PERIOD
1 24.3% 41.4% 17.1% 1 23.6% 35.7% 12.0%
2 23.0% 37.4% 14.4% 2 22.1% 34.2% 12.1%
3 22.4% 37.7% 15.3% 3 19.1% 32.7% 13.6%
4 21.5% 36.3% 14.7% 4 17.3% 33.0% 15.7%
5+ 22.6% 37.0% 14.4% 5+ 18.7% 37.2% 18.6%
TOTAL 23.4% 39.3% 16.0% TOTAL 22.1% 34.7% 12.6% 20With more recent data we can see that some activity levels are normalising once
again
Members with 40 activity points in week to date Members with 12 activity
Members points
with 12+ inpoints
activity week to date
week to date
70,000 250,000
60,000
200,000
50,000
150,000
40,000
30,000 100,000
20,000
50,000
10,000
0
0 Mon Tues Wed Thurs Fri Sat Sun
Thurs Fri Sat Sun
Pre Cov19 Ave 30 Mar
Pre Cov19 Ave 30 Mar
06 Apr 13 Apr
06 Apr 13 Apr
20 Apr 27 Apr
20 Apr 27 Apr
It appears with our most engaged members that For our moderately engaged members activity is
activity is normalising to pre-Covid levels at c75% of pre-Covid levels 21UK update for the Vitality Group Webinar 14th May 2020
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