Manulife Financial expands Vitality program

Executive Summary

• Manulife Financial Corp. is expanding its Manulife Vitality program in Canada with new prevention partners, expanded activity recognition, and personalized health tools to support member engagement and longevity.
• The update introduces new partnerships including Cronometer, KixCare, NiaHealth, Personalized Prescribing Inc., and PKG Carry Goods, alongside a partnership with Medcan for Grail’s Galleri multicancer early detection test.
• The program is enhancing point structures to reward a broader range of preventive care activities, with enhancements rolling out through December.

Key Details

• New Health Partners & Tools:
  • Cronometer: Science-backed nutrition app for smarter eating.
  • KixCare: 24/7 virtual care for children’s physical and mental health.
  • NiaHealth: Advanced biomarker testing for hyperpersonalized health insights.
  • Personalized Prescribing Inc. (PPI): Pharmacogenetic testing and expert guidance for medication optimization.
  • PKG Carry Goods: Canadian-designed bags and accessories for active lifestyles.
• Medcan Partnership: Eligible Manulife Vitality Plus members over 50 gain access to Grail’s Galleri multicancer early detection test at preferred pricing. This blood test detects a shared signal for over 50 types of cancer.
• Program Enhancements:
  • Expanded activity recognition and more inclusive ways to earn points.
  • Increased points for preventive care, including eye exams, hearing tests, and age/health-status tailored screenings.
  • Streamlined focus on activities with the greatest impact on lifestyle improvements.
• Rollout Schedule: Enhancements are rolling out immediately and continuing through December.
• Historical Performance Data: Since launch, Vitality members with out-of-range results have shown:
  • 71% improved cholesterol to healthy range.
  • 47% improved blood pressure to healthy range.
  • 31% improved BMI to healthy range.
  • 21% improved glucose levels to healthy range.

Notable Quotes

• "Manulife Vitality is evolving into a true health partner for Canadians... This refresh deepens our commitment -- offering more personalized support, broader recognition of healthy activities and new ways to help Canadians stay engaged in their day-to-day health." — Paul Savage, Head of Individual Insurance, Manulife Canada
• "We're making it easier for members to engage with their health in ways that feel achievable and relevant... By focusing on prevention and personalization, we're helping Canadians build habits that truly make a difference -- and we're seeing the results." — Penny Wilson, Head of Behavioural Insurance, Manulife Canada