Wellbeing programs for insurer and bank customer loyalty

This comparison is written by Makana, which also provides wellbeing to insurers and brokers. We gathered the wellbeing programs that insurers, brokers and banks use to retain their customers, grouped into four models and using only what each one publishes as of October 2026.

Why does an insurer or a bank offer wellbeing?

For three reasons: a conversation with the customer all year long, not only at renewal; a healthier population; and something the competitor does not have in the same tender. In Chile, according to SUSESO (Chile's Superintendence of Social Security), 52% of occupational disease claims in 2024 were related to mental health and 29% were musculoskeletal. The World Health Organization estimates that depression and anxiety cost 12 billion working days every year.

What wellbeing models do insurers, brokers and banks use?

App with incentives

People earn points for their habits and get rewards or premium discounts. It works well with individual customers who already use their phone every day, and its challenge is sustaining usage after the first few months.

• Vitality is the global benchmark and operates through partner insurers in 36 markets, according to the company.
• Prudential has offered it in Brazil and Argentina since 2020, and in 2023 extended the partnership to Latin America.
• BBVA Mexico added it to its life insurance in 2020, with challenges and rewards.
• In group insurance, YuLife gamifies employee life insurance in the United Kingdom and South Africa.

Digital platform under the partner's brand

The partner launches an app with its own identity, built on someone else's software. Seguros Bolívar in Colombia and Bradesco in Brazil use the dacadoo platform. SURA bought 55% of Longevo and integrated it into its app for more than 6 million policyholders in Colombia. Bupa Global Latin America adds Blua to its app, and Zurich offers LiveWell to its small business life insurance customers in Brazil. This model solves brand and scale; what each partner adds is how it activates the program with its customers.

Insurance and wellbeing in one product

Betterfly combines healthy habits with life insurance whose coverage grows with activity, and in 2021 it announced a regional partnership with Chubb to distribute it; after closing five countries in 2025 it now operates in Chile, Mexico and Spain, and does not say publicly whether that partnership is still active. In banking, Banco de Chile offers telemedicine and online psychology with BondUP to its customers over 60.

Modular ecosystem, in person too

This is Makana's model. The partner chooses what to bring to its portfolio: the app with five modules (Mental Health, Nutrition, Fitness, Finances and Community) guided by Alma, the team of physical therapists, psychologists and nutritionists that visits companies in Chile, Mexico and Colombia, the spaces installed at the company (Sala Makana, Makana Corner and Módulo Nano), or all three together, under its brand. Brokers such as Marsh reached 80% daily adoption with their own employees.

What should you look for when choosing a program for your portfolio?

• Real usage: how many people are still using it in the third month, not how many downloads it had.
• What arrives in person: at plants, ports and remote industrial sites, usage holds when there is also a professional who comes back on a fixed schedule.
• What is measured and who measures it: participation, absenteeism, and whether there is an independent study.
• Privacy: the partner should receive data aggregated by company, never data on an individual.
• Cost per person actually served, not only per person covered.

At Makana, people who used the program at least once a month had 17.5% less absenteeism than a control group, in a study with the UC School of Medicine and ANID (Chile's National Research and Development Agency). That result is about absenteeism at companies; if you want to look at loss ratio, we design the measurement with you from the start.

Frequently asked questions

Why does Makana appear in its own comparison?

Because it provides wellbeing to insurers and brokers, and leaving it out would be less honest than declaring it. We say so in the first line.

Where does the data come from?

From each company's website and from the press, linked in each case, without prices. Some partnerships date from 2020 to 2023 and may have changed.

Can we start with just the app?

Yes. With Makana you can start with the app, the on-site team or the spaces, and add pillars later.

If you want to see how it works under your brand, explore the program for insurers and brokers.

Commercial review: Makana Team. Last reviewed: October 19, 2026.