LivingWell by MassMutualHealthy habits, healthier wallet
Overview
As wearable adoption accelerates and consumer expectations shift toward proactive wellness, MassMutual sought to reimagine term life insurance as a product that doesn’t just protect against risk, but actively promotes healthier living.
Timeline
~10 months – from concept to in-market pilot
Role
UX design director and research strategist
Led user research and customer journey definition
Co-designed the LivingWELL app experience
Collaborated with data science, product, and agency partners to align data and design implementation
Challenge
Traditional term life insurance is:
Purchased once, then rarely engaged with
Focused on risk and protection, not proactive wellness
Largely disconnected from the explosion of wearable health data
At the same time:
Wearable adoption was surging, creating new streams of behavioral and health-related data
Consumers increasingly expected personalized, digital-first experiences and tangible rewards for healthy habits
MassMutual needed a way to:
Attract and retain a healthier, more digitally savvy customer base
Turn passive policyowners into engaged participants in their own wellness
Responsibly leverage wearable data to improve risk insights while building trust
Prove, through a real in-market pilot, that rewarding sleep and activity could benefit both customers and the business
Virtual Workshop
In the press
MassMutual Embraces Behavioral Insurance With New Program
”What s good for our policyholders is good for us”, said Adam Fox, head of distribution, technology and data science for MassMutual. Through these programs, were able to provide value, which in turn will open new segments for clients, building deeper relationships with them so that they stay with us longer. And then the experience of better mortality, fewer claims, means were able to then pay higher dividends. -Insurance Newsnet
