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EFU Life WIN is a wellness driven insurance product offering saving & protection while encouraging positive lifestyle choices that lead to long-term health improvements. The program is designed to improve the overall health and well-being of its users by supporting and rewarding those who strive to be more physically active, care for their mental wellness, and adopt healthier lifestyle habits in their daily lives.
"Traditionally, life insurance has been sold by leveraging the underlying fear of death and the need for financial security, often viewed as a passive necessity. However, our approach flips the script. We empower users to take an active role in managing their health and wellness, enabling them to truly make the most of their life."
Rohail Khan
Deputy Manager, Well-Being Segment at EFU Life Assurance Ltd.
The WIN app transforms wellness goals into engaging challenges and rewards-based activities. By turning everyday health habits into a game-like experience, WIN motivates users to stay consistent, compete with peers, and build long-term wellness routines in an enjoyable and interactive way.
“Our main business objective is to achieve product diversification by expanding into diverse market segments. This strategic approach not only enhances our offerings but also empowers us to make a tangible, positive impact on our users' lives. By innovating and tailoring our products to meet evolving needs, we aim to foster a deeper connection with our customers and contribute meaningfully to their well-being.”
Rohail Khan
Deputy Manager, Well-Being Segment at EFU Life Assurance Ltd.
There are two key ways to look at the results:
First, through the straightforward business lens, such as measuring how much we’ve increased sales or improved key metrics.
Second, and perhaps more importantly, by showing how our overall proposition, not just the app, has successfully engaged the audience in prioritizing their well-being. The WIN program encourages users to take better care of their health, turning wellness into a meaningful and rewarding experience.
In May 2024, we rolled out the WIN program internally at EFU Life, reaching out to over 10,000 employees. As part of the launch, we transformed the office environment and introduced WIN communications in key spaces like the cafeteria and the company gym.
To drive engagement, we organized a month-long celebration of wellness that combined workshops, seminars, and interactive office games. This included friendly competitions in the gym, with rewards for achievements and participation, helping to build enthusiasm around the program.
As a result, we witnessed a profound shift in how employees perceive wellness. A post-campaign survey showed that the overwhelming majority reported behavioral changes. They began paying more attention to their health and well-being, often for the first time in a long while.
This shift was also visible in daily routines; for example, usage of the company gym increased significantly during the wellness month. People began expressing a new mindset: “I want to be fit, I want to be healthy.” This is the same spirit we aim to inspire in our clients through WIN—promoting wellness not as a one-time activity, but as a sustainable lifestyle change.
The program also had a tangible business impact. One in every four employees is now insured with a WIN policy, thanks to the awareness and engagement created through WIN communications. The core message of Prevention, Protection, and Investment has proven to be a strong motivator for adoption.
"That was one of our key objectives—to test the program within a closed group before a full public rollout. We saw its potential to motivate people to live healthier lives. We believed in it, and we wanted our employees to experience it first. We coined the phrase: ‘Wellness begins at home.’ Our goal was for employees to enjoy the benefits and give us valuable feedback."
Dr. Ammara Moazzum
Head of Well-Being Segment at EFU Life Assurance Ltd.
The WIN app incorporates a variety of gamification and loyalty features designed to motivate users and encourage healthy behavior. One of the most effective mechanics has been the Achievements system—when users complete certain activities, such as participating in challenges or reaching milestones, they receive vouchers redeemable on a local e-commerce platform.
This has proven to be a powerful incentive, with many users reporting that it motivated them to start going to the gym or increase their physical activity.
The app also integrates Healthscore by dacadoo, allowing us to track engagement and progress. Through this, we can monitor:
The impact of these gamified features is clearly visible. For instance, due to the high rate of voucher redemptions, we’ve had to frequently reorder from our e-commerce partner—a strong indicator of sustained user interest and motivation.
Initially, the program launched with three reward partners, but as the success of the app became evident, additional local partners began to join. Our goal for the year ahead is to expand WIN into a comprehensive wellness ecosystem, including gyms, nutrition classes, catering services, and more.
Ultimately, gamification and tangible incentives have proven to be key drivers of app engagement and long-term user participation.
