MassMutual Wellness ProgramDesigning a meaningful value exchange
Overview
Client
MassMutual Wellness Program
Timeline
Multi-year initiative
Role
Lead Strategist & Design Director
Led research and experience strategy across customers and advisors
Defined the value proposition and end-to-end experience
Directed UX and content design across web, mobile, portal, email, and nurture campaigns
Ensured alignment with advisor workflows and sales narratives
Challenge
To bring MassMutual’s “Live Mutual” mission to life, the Wellness team set out to create a program that supports financial wellness, physical wellness, and mental wellness, because healthier, more resilient policyholders are beneficial to society and to the business.
A wellness program only works if everyone clearly sees the value:
Customers must feel the program is worth their money, data, and engagement
Advisors must see a clear return on time and attention, not a distraction from core sales
Both groups need trust, transparency, and control to confidently opt in
Without a clear value exchange, wellness risks become a “nice-to-have” instead of a driver of loyalty and business growth.
Experience Map
MassMutual expands wellness offerings
After years of testing, the Living Well Rider launched in May 2026. Automatically included on eligible new whole‑life policies, the rider gives policyowners no‑cost access to a suite of preventive and mental‑health tools: the Galleri® multi‑cancer early‑detection test (GRAIL), genetic risk assessment for common diseases, and AI‑powered everyday mental‑health support (Wysa Assure). The benefit integrates wellness into core coverage, improving access to preventive care and aligning product value with long‑term health outcomes.
Better insights, better outcomes
Watch the powerful stories of two MassMutual customers who utilized the Grail Galleri multi-cancer detection test.