As life expectancies and healthcare costs continue to climb in the U.S., the intersection between financial and physical well-being is more important than ever. “People are living longer and we want to make sure they can really enjoy it,” says Frank Sottosanti, Chief Marketing Officer at Transamerica.
To make this goal possible, Transamerica – a provider of insurance, investment and retirement solutions – launched its Wealth + Health program. Distributed through multi-media campaigns and a unified digital experience, the program engages and encourages consumers to improve their financial and physical health.
It also harnesses principles of behavioral science and economics to nudge customers to create better habits through the four pillars of Wealth + Health: longevity (savings and fitness), discipline (budget and nutrition), security (protection and prevention) and freedom (debt and stress). “We all need to look at the small things we’re doing today that will make a big difference in our lives tomorrow,” says Sottosanti.
Wealth + Health is delivered to customers through online content such as articles, webinars, and calculators on Transamerica’s website. A mobile app also allows users to track their progress toward goals around their financial and physical health. “The app makes it easy for people to engage,” says Sottosanti. “The philosophy behind it is to start small and form good habits.”
Transamerica’s financial advisors and insurance agents also use Wealth + Health content during quarterly information campaigns centered on one of the four pillars. The content guides them on how to have more conversations about financial and physical wellbeing with their clients. “Wealth + Health helps position advisors as holistic consultants and offers them the opportunity to know their clients better,” Sottosanti says.
Wealth + Health is much more than a marketing campaign and is deeply rooted in a desire to help people achieve success financially and physically, he says. “It’s ingrained in our culture and is a focal point of our vision.”