A health-tech start-up within Zilveren Kruis (Achmea), the biggest health insurer in the Netherlands with 3.4M+ insured customers, developing a scalable vitality coaching platform across digital channels.
Actify acts as an agile health-tech start-up developing scalable vitality coaching through digital channels. Its mission: achieve customer loyalty through behaviour change in preventive health. The main product today is the Actify Vitaliteitscoach.
The cost of healthcare keeps rising — new ways to reach, coach and prevent are a high priority. The Dutch health insurance landscape is heavily regulated, making it increasingly difficult to differentiate from other insurers.
A new concept was developed in 2018 and launched in Q4. Actify Vitaliteitscoach is a self-learning coach that predicts which routines a user might want to change, and what exercises or tasks would fit them best — focused on changing small behavioural routines through learning content, gamification and rewards.
After mapping the behavioural journey — problem interviews, surveys, desk research — various concept directions were explored based on behavioural theories and learnings from internal and external concepts. The concept was validated with a small target group across bi-weekly sprints, followed by a proof-of-concept test on 3,000 people via a quick WhatsApp build, before MVP development began.
Actify Vitaliteitscoach has 10,000+ active users and keeps growing, becoming a focal point in Zilveren Kruis campaigns to acquire and retain customers and help them live more vitally. This coach concept was developed in close collaboration with Dan Ariely and his team at the Center for Advanced Hindsight / Duke University.