An AmEx Card Rewarding Exercise

American Express teams up with Vitality for their shared-value insurance model and focus on behavioural economics.

Goal: craft an innovative credit card rewarding cardholders and encouraging them along their paths to more balance lifestyles.
Vitality is a loyalty platform powered by incentive programmes, data and behavioural economics, helping their members improve their health.
The new card is free for Vitality’s existing members (already charged £6 per month). Cashback amounts depend on how much cardholders exercise and on how much they spend each month.
Cardholders are provided 0.5% cashback when spending up to £5,000 per year, and 1% when spending more than £5,000 per year. No limit applies to the amount of cashback they can earn. However, a minimum annual spend of £3,000 must be reached to earn cashback.
Cashback amounts will depend on:
- How much customers exercise,
- The number of products they subscribed: they may earn an additional 2% cashback if they hold both an eligible Health and Life insurance product from Vitality.
Cashback amounts are calculated each month, based on activity tracked two months prior and awarded annually based on calendar month spend.

Relevant bridge-building. A recent study by Vitality and RAND Europe investigated into the impact of incentive offers on exercise. The Vitality Apple Watch programme, for instance, would increase customers’ activity by 34%, tracking 4.8 additional days each month. Through this partnership with American Express, Discovery Limited’s subsidiary intends to further integrate their behavioural economics model.
Boosting card use levels. For AmEx, this agreement is a means to provide their cardholders with differentiating rewards and advantages, while helping them improve their health and well-being. This might contribute to securing the loyalty of customers exercising the most and increasing payment volumes on their platform.

Vitality teamed up with several new partners and brands by way of encouraging their members to live healthier lives. They have a partnership in place with Waitrose & Partners for healthier meals, and with Virgin Atlantic and Expedia for travel-related discounts.

Category : Alertes quotidiennes