Tata AIA Life Insurance has relaunched its Vitality wellness programme, combining life insurance protection with incentives for healthy habits and offering the potential to add up to five years to life expectancy, based on research cited by the company.
The enhanced programme rewards members for physical activity, health check-ups and other wellness-related activities. A key change is the reduction in the daily step target for earning points from 7,500 to 5,000. The programme also introduces Health Connect integration for improved tracking of steps, heart rate and other health data, alongside enhanced renewal premium discounts and immediate lifestyle rewards.
Tata AIA cited a seven-year study of around 465,000 Vitality members, peer-reviewed by the London School of Economics, which found that moving from an inactive to an active lifestyle could reduce the risk of death by up to 57%. The company clarified that individual outcomes may vary and the projected longevity benefit is not guaranteed.
Members progress through Bronze, Silver, Gold and Platinum status tiers by earning points through healthy activities. Benefits include discounts on fitness products, gym memberships and wearables through partners such as Decathlon, Puma, Google, FitPass and cult.fit, as well as potential premium discounts at renewal.
In Guwahati, the programme could appeal to insurance customers increasingly interested in preventive healthcare, fitness and long-term financial security. Its market potential will depend on awareness, affordability and the accessibility of partner wellness services across the city and the wider Northeast.
“ We believe the future of insurance lies in prevention as much as protection,” said SujeetKothare, Chief Business Officer – Proprietary Business, Propositions & Marketing, Tata AIA Life Insurance.Tata AIA reported total premium income of ₹38,164 crore in FY26, up 21% from the previous financial year.