Covéa Insurance and Vitality launch VitalityCar

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Covéa Insurance and Vitality have launched a new direct-to-consumer car insurance proposition that incentivises and rewards good driving and enables UK motorists to better control their insurance costs.

The new product enables drivers to measure and improve their driving behaviour after each trip, earning rewards for driving more safely and making greener choices. 

The partnership aligns Covéa’s underwriting and digital capabilities and strong customer culture, with Vitality’s innovative market and customer proposition. 

VitalityCar represents an extension of Vitality’s successful ‘Shared Value’ insurance model, which uses incentives and rewards to promote positive behaviour change among members in its health and life insurance and investment businesses. 

At the heart of VitalityCar is access to the Good Driving Programme, designed to help drivers improve the five key behaviours that contribute to half of all road accidents: harsh acceleration, harsh braking, harsh cornering, distracted driving and speeding. As an additional incentive, Vitality will offset up to 100% of the carbon emissions from each trip, depending on how well someone drives. 

Good driving will unlock weekly rewards from Caffé Nero and Rakuten movie rental, while drivers demonstrating the safest driving behaviours, as defined by the Good Driving Programme, will have the opportunity to reduce their excess by £250 and receive a no-increase guarantee at renewal. 

Andrew Webb, managing director of VitalityCar, said: “Vitality was founded on the simple belief that people can be incentivised to change their behaviour and by rewarding them for doing so, it creates a virtuous circle of improvement.”

“We are now applying our Shared Value insurance model to car insurance with a dynamic product that consistently encourages and reinforces good driving, rewarding members for driving safely and for making choices that are better for the environment.”

“With VitalityCar, people can access insurance that better reflects their individual risk. The drivers with the safest driving behaviours will have the opportunity to reduce their excess by up to £250 and earn a no-increase guarantee at renewal.”

James Gearey, managing director of personal lines and protection for Covéa Insurance, said: “Our partnership with Vitality is a major milestone for our business strategy and technology roadmap. It is also a really exciting development for the wider insurance market. The regulatory environment is changing as are customer needs. We have to evolve and innovate to make sure we deliver products that provide value and allow consumers the choice to live their lives in the way that they want.”

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Mark Dugdale is the editor of Claims Media. Mark welcomes articles, letters or feedback from readers and can be reached via mark.dugdale@barkerbrooks.co.uk