John Hancock term and the Vitality program: when the wellness angle helps the sale

John Hancock attaches a wellness program to many of its policies, which changes the pitch for a certain client.

Where it fits. Healthy, engaged clients who like the idea of earning premium discounts and rewards for activity. Term and permanent products both participate in versions of the program.

The program. Points for activity, checkups and healthy behaviors that can reduce premiums and earn rewards. The details, the tiers and the discount amounts change; present the current program from the carrier's materials, not from memory.

Underwriting. Full underwriting with an accelerated path on qualifying cases; strong reputation for competitive treatment of certain conditions.

Process. E-application and standard timelines.

Where it doesn't fit. Clients who won't engage with an app and a program; for them, a plain term at a lower price is the better recommendation.

Client conversation. A recognized name; the wellness program is a differentiator for the right client and a distraction for the wrong one.

Have you found the wellness program actually closes sales, or is it a nice-to-have?