For Lindsay Hanson, life insurance is no longer just a financial safety net. It’s a tool for living better now—and for much longer. As Chief Marketing Officer at John Hancock and Global Head of Behavioral Insurance at Manulife, Hanson is at the helm of a decade-long transformation. Behavioral insurance is something we went “all in” on 10 years ago in response to a troubling shift in Americans health, and the tension between healthspan (the number of years lived in good health) and lifespan,” she said.
In 2015, John Hancock launched its Vitality program, offering rewards and incentives for everyday behaviors like walking, sleeping well, and keeping up with health screenings. The idea: help customers live “longer, healthier, better lives.” According to Hanson, the impact is measurable. “Our customers take 2x as many steps as the average American,” she said. They’re seeing significantly better health outcomes in terms of improved biometrics – cholesterol, blood pressure, blood sugars – and many customers are even experiencing lifesaving early cancer diagnoses through our offerings.”
But personalization and privacy go hand in hand. “We’re a 163-year-old company built on trust – respect for our clients’ privacy, especially regarding personal and health‐related information, is paramount,” Hanson said. She emphasizes that customers choose what data they share and that most health information John Hancock receives is aggregated and anonymized. “We do not sell customer information and only share it with approved third parties to simply administer the program.”
This blend of health tech and trust has positioned John Hancock as a leader in preventive care innovation. Partnerships with companies like GRAIL and Prenuvo enable customers to access cutting-edge tools like early cancer screenings and full-body scans. And with a new five-year, multimillion-dollar investment in the MIT AgeLab, Hanson’s team is helping define what longevity planning should look like across generations. “It will provide data-driven insights for maximizing financial planning, health and wellness habits, work and retirement transition planning, housing choices, end-of-life planning, and technological advances that support critical health and financial needs at each step of the aging process,” she explained.
Mental health has also become a priority. “… Sleep and meditation are key aspects of mental well-being and that’s why John Hancock Vitality features HealthyMind and Headspace benefits,” Hanson said. Customers are rewarded for mindfulness and sleep habits, and they’ve embraced it: “ … Our members utilized Headspace for nearly five million minutes in 2024, the equivalent of 3,472 days and almost four times more than they did in 2020.”
At its core, Hanson’s approach to behavioral insurance is about replacing passive engagement with meaningful, ongoing interaction. “We’ve shifted from a passive relationship to actively providing valuable opportunities,” she said. “Everything you do to live a long, healthy life—taking 10k steps, sleeping well, going to the doctor—gets rewarded in the form of premium discounts, gift cards, hotel discounts, free wearables, etc.”
As the Vitality program enters its second decade, Hanson points to recent refinements that are already paying off. “Now, customers start each week with a new point target to earn their wheel spin, gradually increasing the challenge,” she said. “This small adjustment has led to a 45% increase in physical activity among our participants.”
Looking ahead, Hanson sees deeper personalization as the next frontier—driven by AI and real-time data. “John Hancock recognizes that each individual has a unique and personal pathway to living a longer, healthier and better life,” she said.When asked what Worth Beyond Wealth means to her, her message was unequivocal. “Wealth alone cannot buy or guarantee good health and wellbeing,” she said. “At John Hancock, we believe now is the perfect time to be engaging our clients in driving better outcomes across both wealth and health.”
