AIA focuses on prevention to boost super engagement

AIA Australia is shifting its focus toward preventative wellbeing to deepen engagement with superannuation fund members. Rather than focusing solely on insurance claims, the insurer is positioning its services to support members before they become seriously unwell, aiming to strengthen the long-term relationship between funds and their customers.

Three pillars of support

The strategy is built around AIA Adopt, a program designed to integrate health education, early intervention, and rehabilitation. The initiative centers on three distinct phases of a member’s health journey: “well,” “unwell,” and “recovering.”

The “well” pillar focuses on prevention, offering online wellbeing hubs, recorded webinars, and tailored programs for specific workforces. For example, AIA develops women’s health initiatives with healthcare employers and offers workplace wellbeing days linked to events like Mental Health Month. The program also ties into AIA Vitality, a science-backed initiative that rewards members for healthy behaviors such as meeting weekly step targets and completing health screenings. Rewards can include shopping vouchers, Uber credits, or contributions to a super account, with points accumulating in real time to encourage ongoing participation.

According to Lucy Hartley, Head of Shared Value and Wellbeing at AIA Australia, the ability to see progress immediately keeps members engaged with healthier habits. “If you reach your weekly physical activity target you can receive a reward, whether that’s a shopping voucher, an Uber voucher or, if you’re accessing Vitality through your super fund, contribute it into your super account,” she said. “As members progress through the program, they also unlock benefits such as discounted Virgin Australia flights.”

The “unwell” pillar intervenes before a formal insurance claim is lodged. Through Absence Management, participating employers notify the insurer when an employee has been absent for 10 consecutive days. An AIA consultant then contacts the member to connect them with rehabilitation services. This early contact can make a significant difference in recovery. Hartley noted that changes to the wording of SMS invitations for the Cancer Coach program increased uptake by 30 percent. “Getting the right support to someone at the right time can make a significant difference,” she said.

This approach was demonstrated through a member of a large financial institution who entered the absence management program shortly after a cancer diagnosis. The member was referred to the Cancer Coach program, which provides evidence-based guidance throughout treatment and symptom tracking. Recognizing the member would need around six months away from work, AIA worked with the employer to maintain contact during treatment and established a phased return-to-work plan focusing on managing fatigue and addressing post-surgical pain.

The final “recovering” pillar provides traditional rehabilitation services, including return-to-work programs and executive coaching for self-employed members. The program brings together allied health professionals, behavioral scientists, and data analysts to identify gaps in support and refine services.

Complementing existing offerings

Supporting members across all three stages requires expertise beyond claims management. The multidisciplinary team also includes specialists for mental health, such as Mind Coach, which provides telehealth-based support for people handling financial stress, physical injury recovery, or social isolation. Rather than offering clinical treatment, the program helps individuals connect with appropriate services.

Hartley emphasized that AIA Adopt is intended to complement the services super funds already provide, not replace them. “Super funds are doing amazing things in supporting their members,” she said. “Our goal isn’t to replace what funds already offer. It’s another layer of support that’s focused on physical, mental and financial wellbeing across the full health continuum.”

Insurers are increasingly using preventative health programs to help super funds differentiate themselves in a competitive market and strengthen relationships with employers. By delivering workplace wellbeing days and raising awareness of preventative health options, insurers can encourage greater member engagement beyond insurance alone. Feedback from members has been largely positive, with many surprised by the level of support available at no additional cost. Hartley noted that receiving guidance from someone who understands their specific circumstances can make a meaningful difference during a difficult time.