What You Can Learn From The Best Insurance Loyalty Programs in 2025

Insurance loyalty programs have quietly evolved from simple retention tools into powerful engines of engagement, personalization, and brand differentiation. The best rewards programs today don’t just reduce churn—they strengthen relationships, shape customer behavior, and reflect a deeper understanding of what policyholders truly value. As insurers navigate changing customer expectations, digital disruption, and global market shifts, some loyalty strategies have clearly risen above the rest.

In this article, you’ll learn:

• What leading insurers around the world are doing right
• Different loyalty strategies based on insurance type: health, life, auto, home, and travel
• Key features the best insurance rewards programs share—and how you can apply them

Challenges in Building Insurance Loyalty

Designing a loyalty program for insurance isn’t as straightforward as it might be for retail or travel. Insurance customers engage far less frequently, the products are complex, and trust plays a far greater role in shaping long-term relationships. That means loyalty in this space must be earned through relevance, reliability, and emotional connection.

Here are the key challenges insurance companies face:

1. Low Engagement Frequency: Customers don’t interact with insurers often, so staying top-of-mind requires proactive communication and value delivered between claims or renewals.
2. Product Commoditization & Price Sensitivity: Many policies look similar on paper. When price becomes the primary differentiator, loyalty can erode quickly unless additional value is clearly communicated.
3. Lack of Transparency and Trust: Unclear terms, slow claims handling, or poor communication during critical moments can seriously damage customer trust—the foundation of loyalty in insurance.
4. Complexity of Products: If customers don’t fully understand what they’re buying, they’re unlikely to feel emotionally connected to it—or loyal to the brand behind it.
5. Evolving Customer Expectations: Today’s policyholders want digital access, personalized offers, flexible payment models, and ethical practices. Traditional insurance programs often fall short of these expectations.

Examples of the Best Insurance Loyalty Programs

Loyalty in the insurance industry isn’t one-size-fits-all. The goals, behaviors, and value drivers vary significantly between auto, health, life, home, and travel policies. The best programs account for these differences and use them to build deeper, more relevant relationships.

Health Insurance

Health insurance loyalty programs often focus on preventive care and promoting healthy habits. Customers are usually rewarded for taking care of their health by doing activities like exercising, regular checkups, or healthy eating. Mobile apps and wearables play a big role here, helping insurers track activity and offer real-time rewards.

• Oscar Health

Oscar Health makes loyalty effortless by rewarding members for staying active. By connecting the Oscar App to a fitness tracker, members can earn money simply for walking.  Hitting their daily step goal earns them $1 per day—adding up to $75 a year. These points can be redeemed for Amazon gift cards, making everyday movement an easy win for both health and wallet.

• Medibank Live Better

The goal of Medibank’s Live Better program is simple: reward people for, well… living better. Whether it’s exercising, meditating, or just getting a good night’s sleep, members earn points for everyday healthy habits. Points stack up by completing weekly goals, fulfilling challenges, shopping with partner brands, or joining a parkrun. Customers can then redeem them as perks from partner brands or a discount on premium, turning healthy habits into real financial benefits.

• Vitality (UK)

Vitality combines health and life insurance, using real-time data to drive engagement. It rewards members for healthy lifestyle choices, like walking, riding a bike, or undergoing health checks. With a wide range of activities, everyone can earn points doing what they enjoy most. Points can be exchanged for perks such as gym discounts, cinema tickets, or fitness trackers. As members earn more points, they reach higher status levels and unlock additional benefits. By linking everyday behavior to tangible value, Vitality shows how European insurers can personalize premiums based on actions—not just actuarial tables.

• Bupa Wellbeing Ecosystem (Global)

Bupa builds loyalty by offering long-term care pathways—not just for fitness enthusiasts but also for patients recovering from illness or managing chronic diseases. Their programs include digital health coaching, nutritionists, psychological support, and rehabilitation services. These wellbeing services are integrated into health plans to support chronic condition management, recovery, and ongoing personalized care.

• Generali Welion (Italy)

Generali Welion turns traditional health insurance into a comprehensive digital health experience. The platform offers services such as telemedicine, symptom checkers, digital prevention plans, mental wellness apps, and personalized health coaching. By offering tools that are useful on a daily basis, Welion shifts the customer relationship from transactional to continuous, positioning Generali as a trusted health partner.

Life Insurance

Life insurance is all about building long-term relationships. Since policies can last decades, loyalty programs here are designed for lasting engagement. Many providers focus on wellness–not just for health’s sake, but because healthy people tend to stay insured longer and file fewer claims.

• John Hancock Vitality
  
  Designed to encourage healthier lifestyles, the John Hancock Vitality Program rewards customers for everyday wellness choices—from walking the dog to scheduling preventive checkups and buying healthy food. Members earn points, which can translate into savings of up to 25% on their premiums. The program also includes access to early cancer screenings and exclusive rewards through partners like Apple Watch, Fitbit, and Amazon.

• AIA Vitality

AIA Vitality integrates with both health and life insurance, rewarding members for making healthy lifestyle choices, such as completing health checks and staying physically active, as well as focusing on nutrition, mental health, and financial well-being. As members accumulate points, they move up through status tiers that unlock greater rewards. Benefits include premium discounts of up to 20%, cashback, and exclusive offers from wellness partners, creating a system that directly links healthier habits to meaningful financial and lifestyle perks.

• MetLife Infinity

MetLife’s Infinity app allows policyholders to store and send messages, photos, and digital documents to loved ones after their passing. It focuses on emotional connection, legacy, and family continuity—adding meaning to the policy beyond financial protection. It transforms the insurer into a partner in life and memory, fostering a lasting, emotional bond that goes beyond coverage and reduces the likelihood of switching providers.

• Prudential Financial Wellness

Prudential offers policyholders access to tools, seminars, and advisors for managing personal finance, retirement planning, tax strategies, and estate planning. These services are available to both individuals and group insurance clients. By helping people feel more confident and in control of their finances, Prudential fosters trust and long-term engagement, ultimately delivering something everyone values: peace of mind.

• Swiss Life Customer Bonus

At Swiss Life, long-term loyalty doesn’t go unnoticed. Policyholders who stick with their life insurance over time can enjoy meaningful rewards, such as partial premium refunds, additional capital accumulation, or free advisory services. It’s a smart way to turn long-term commitment into real value—recognizing not just wellness, but the value of patience, consistency, and trust.

Auto Insurance

Auto insurance loyalty programs heavily emphasize safety. They tend to reward low-risk behavior, like smooth braking, driving during safer hours, or staying within speed limits—all tracked through telematics devices.

• Allstate Drivewise

Drivewise encourages safer driving by rewarding everyday choices behind the wheel—like smooth braking, moderate speeds, and avoiding late-night trips. Through the mobile app, customers gain real-time insights and personalized feedback to help improve their driving habits. Participants receive a discount at each renewal, with additional performance-based rewards every six months. Bonus features like crash detection and trip tracking enhance both safety and engagement, strengthening relationships and turning positive behavior into lasting loyalty.

• Progressive Snapshot

Snapshot takes a usage-based approach to customer loyalty, offering drivers a personalized insurance rate based on how—and how much—they drive. By tracking behaviors like phone use, hard braking, and late-night trips, Snapshot encourages safer, more mindful driving. Customers can use the app or plug-in device to view trip data, get real-time tips, and track their progress. All participants receive an upfront discount for enrolling, with extra savings unlocked at renewal for safe driving. While most drivers benefit, high-risk driving habits may result in a higher rate adjustment.

Home Insurance

Home insurance loyalty often revolves around prevention and low claims. Insurers reward customers who take steps to protect their homes—think smart home devices, alarm systems, or leak detectors. The fewer the claims, the better the benefits.

• Nationwide Smart Home Program

Nationwide offers proactive protection through smart home technology. Eligible policyholders can access discounted smart sensors that monitor for risks like water leaks, temperature drops, or opened doors and windows, helping detect issues before they escalate into major claims.

Moreover, additional savings are available for homes equipped with safety devices like smoke detectors, fire alarms, or burglar alarms. This gives homeowners peace of mind while reducing potential losses for the insurer. The company also supports long-term loyalty through bundling incentives (up to 20% savings for combining home and auto), claims-free rewards, and credits for home safety upgrades or renovations.

• Hippo Home Care

Hippo modernizes home insurance by combining coverage with proactive tools that help homeowners protect and maintain their properties year-round. Through the free Hippo Home app, users receive a personalized maintenance plan, automated reminders, and access to DIY guides—making it easier to stay on top of critical tasks. Users can track their home’s condition through a home health evaluation and access discounts on smart devices, warranties, and energy-saving products. By supporting routine upkeep and offering preventive services, Hippo encourages long-term customer engagement beyond traditional insurance coverage.

Travel Insurance

In travel insurance, loyalty often focuses on frequency and convenience. Providers reward repeat travelers, especially those who buy annual or multi-trip policies. Some even offer automatic payouts for common issues like flight delays, which builds trust and keeps people coming back.

• Allianz Travel SmartBenefits

Allianz enhances travel insurance with SmartBenefits®—a suite of automatic and no-receipts claims options that make it easier for travelers to get compensated during delays. Eligible policyholders can receive a $100 fixed payment per person, per day for covered travel or baggage delays. If flight details are submitted in advance, Allianz can monitor for disruptions and trigger proactive, real-time payments via text or email. Travelers can choose how they’re paid—debit card, direct deposit, or check—making the process fast and flexible.

The program also includes expanded trip cancellation coverage and primary emergency medical benefits. Beyond SmartBenefits®, Allianz offers up to a 25% discount in some markets for customers who register through the Customer Portal.

• AXA Plus and Regional Travel Rewards

While AXA doesn’t offer a global travel insurance loyalty program, it provides travel-related perks through regional initiatives and policy structures. In Ireland and Northern Ireland, AXA customers can access AXA Plus, a discount program offering up to 15% off hotels, 10% off ferry travel, and 5% off car rentals. In Switzerland, AXA offers modular travel insurance with a 25% bundling discount when paired with other products. Additionally, customers around the globe can enjoy annual multi-trip plans for frequent travelers and time-limited promotional discounts.

What the Best Insurance Loyalty Programs Have in Common

As the examples above show, there’s no single template for success—what works in auto insurance may look very different from what resonates in health, life, or travel. Yet despite their differences, the most effective programs share a common foundation: they change how people engage with their insurers. Here’s what sets them apart:

1. Behavior Over Purchases: Unlike retail, where frequency drives loyalty, insurance programs reward specific actions that reflect engagement or reduce risk, like exercising regularly, driving safely, or installing smart home sensors.
2. Ongoing Value: The best programs keep their customers engaged all year round, offering discounts, wellness perks, or proactive alerts even when there’s no policy renewal or claim involved.
3. Personalized Experience: No two policyholders are the same, and their experience can’t be either. From personalized health goals to safe-driving feedback and segmented offers, tailored experiences build stronger emotional connections.
4. Technology That Simplifies: Wearables, telematics, and home sensors are powerful tools—but only when they reduce friction. The most effective programs use tech to automate rewards, streamline processes, and remove effort from the user’s side.
5. Built for Longevity: Instant rewards have their place, but real loyalty is built over time. Progress-based systems, tiered structures, and milestone incentives keep customers motivated beyond the first discount.
6. Integration into Everyday Life: From syncing with fitness apps to delivering partner discounts at checkout, top-tier programs are woven into customers’ routines, turning loyalty into a habit instead of a chore.
7. Trust as a Foundation: No reward can make up for a denied claim or a surprise policy change. The best programs support—not replace—transparency, fairness, and consistent service.

Building Loyalty in the Insurance Industry

Loyalty in insurance is less about frequency and more about relevance. The best rewards programs go beyond discounts to build long-term relationships rooted in everyday value, personalized experiences, and positive behavior change. Whether the focus is wellness, safety, or prevention, what sets leading programs apart is their ability to connect with what customers genuinely care about.

Now that you’ve seen what works, it’s time to put those insights into action and create a loyalty program that fits your strategy and your customers. The Comarch Loyalty Marketing Platform for the Insurance Industry is built to support that journey, offering the flexibility and data-driven tools you need to design engaging, behavior-based programs. Contact us to learn how we can help you turn your customer loyalty into your biggest competitive advantage.

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And if you need a broader perspective, see how to successfully lead a digital insurance transformation—one step at a time.