Aditya Birla Health Insurance (ABHICL), the health insurance arm of Aditya Birla Capital, has announced the launch of Activ Yuva, a health-focused insurance plan designed for the lifestyle and wellness needs of young Indians.
As part of the offering, the company has introduced a wellness programme built on ABHICL’s HealthReturns proposition, which rewards individuals for healthy behaviours across nutrition, fitness, and recovery.
ABHICL stated that its HealthReturns model rewards activities such as walking 10,000 steps or more per day or burning 300 calories in a single exercise session. Customers maintaining consistent activity levels and a strong Healthy Heart Score can earn up to 100 per cent of their annual premium back.
The Activ Yuva plan expands this proposition through a behaviour-linked rewards programme based on three pillars — Eat, Move and Heal. The programme rewards healthy habits beyond physical activity for customers meeting the minimum Active Dayz criteria.
Under the Eat category, users who log any two meals a day for 21 days in a month on the app can unlock a 10 per cent boost in their monthly HealthReturns.
Under the Move category, users maintaining a monthly average of more than 7,500 steps or burning 250 calories can earn four Bonus Active Dayz each month.
Under the Heal category, users maintaining seven to eight hours of sleep for 21 days in a month can unlock up to a 15 per cent boost in monthly HealthReturns.
Commenting on the launch, Mayank Bathwal, Chief Executive Officer, Aditya Birla Health Insurance Co. Limited, said, “Health insurance must evolve with changing consumer lifestyles and wellness habits. Younger consumers today actively invest in their wellbeing as part of their daily lives. This creates a clear opportunity to make insurance more relevant to how they live.
Over the last decade, we have focused on supporting customers throughout their health journey, beyond the point of claims. That experience shows that growth in this category will increasingly come from staying relevant between claims, not just responding to them. Activ Yuva is built for this shift, making insurance an active part of everyday life, throughout the year, and not just during medical emergencies.”
The company stated that while consumer attitudes towards health are becoming more proactive and continuous, insurance continues to be perceived as a transactional product with limited relevance in daily life. According to ABHICL, Activ Yuva aims to connect everyday health behaviours with benefits, making insurance more relevant and engaging for younger consumers.