
Vitality rows back on loyalty changes after members threaten to leave
The health insurer revamped its membership programme in April and introduced a weekly game where customers had to find a cartoon dachshund to earn rewards.
However, The Telegraph spoke to dozens of members who threatened to cancel their insurance policies over claims the game was a cover for watering down the rewards available – a suggestion which Vitality strongly denied.
Vitality's loyalty scheme rewards members for their healthy lifestyle choices. Walking a certain number of steps a day, going to the gym or completing a Parkrun can all accumulate points that can be converted into monthly rewards.
However, anger arose after an upgrade in April meant members that made healthy lifestyle changes would be offered the chance to play a game within the app each week to claim monthly rewards. Members would have to find a number of hidden dogs named Stanley to earn points.
Less than three months after rolling out the changes to its 1.9 million members, Nick Read, managing director, admitted in a letter to members that some aspects were not 'resonating as we had hoped'.
Although the game has not been removed, members will no longer need to play to earn up to two monthly rewards each month which include cinema tickets, restaurant meals and food delivery discounts.
Weekly rewards have also been improved to give customers more choice. Members can now choose any two rewards between a drink at Caffè Nero, 25pc off a meal at Itsu and 50pc off a cinema ticket at Vue or Odeon.
The Stanley game will remain, giving members a chance to earn additional rewards.
Martyn James, a consumer champion, said: 'While it's disappointing when businesses make decisions that appear to reduce the benefits of their products to their consumers, it's heartening to see that they listen when people make it clear they are unhappy.
'So it's gratifying that Vitality has made a consumer focused decision so quickly after The Telegraph's recent article.'
Alex McCann, who has been a member since 2015, also welcomed the news and praised Vitality for listening to its customers.
The small business owner said: 'This goes to show the power that consumers have. The outrage on social media was visible as soon as the initial changes in the reward system were announced.
'I'm surprised it took them so long to do a U-turn. Although the full details haven't been announced yet, I feel it's a positive step. Business is all about listening to customers.'
Another member told The Telegraph: 'I'm pleased that Vitality has listened to user feedback, and I think the changes could become a positive example of listening to customer feedback. Removing the need to play the Stanley game for weekly and monthly rewards is what we wanted to see so that's great.'
Nick Read, of Vitality, said: 'We always look to ensure everything we do gives each of our members the best outcomes, both through their insurance with us, and the support we offer them to live a longer healthier life.
'Our members' views always matter to us, and the recently announced changes build on our members' feedback, and our launch earlier this year. It will provide even more value, going further to support our members to be active and get more rewards when they do so.'
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'The fairness of the pensions credit eligibility criteria where if you are a penny above the threshold, you miss out on thousands of pounds, also needs to be looked at. 'Ultimately, the Government should decide what it thinks is enough for a dignified retirement, and then work to ensure that all pensioners are on at least that level. 'Faced with a combination of high energy costs, ill-health and ever higher rates of pensioners in more costly privately rented accommodation, tackling pensioner poverty is not simply a DWP (Department for Work and Pensions) issue. So, we're calling for a nationwide, cross-government strategy for an ageing society that should be rooted in equity and wellbeing.' On Tuesday, Chancellor Rachel Reeves said that a review into raising the state pension age is needed to ensure the system is 'sustainable and affordable'. 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Emma Douglas, wealth policy director at Aviva, said: 'The pensions industry – alongside a revitalised Pensions Commission – has a critical role to play in helping people save for retirement and then turn their hard-earned pension pots into lasting financial security. 'With many people likely to manage their money well into their 90s, we must ensure those savings work harder and stretch further – especially as later life can bring complex challenges like cognitive decline.' She said that Aviva and Age UK were exploring a 'mid-retirement MOT' to help give people tools, guidance, and confidence to stay financially resilient throughout retirement. Caroline Abrahams, charity director at Age UK, said: 'We warmly welcome this thoughtful and wide-ranging select committee report, which comes closer to providing a thorough and progressive strategic overview of the issues facing older people on low incomes and proposing workable solutions than anything successive governments have produced in recent years. 'When the Government announced the launch of the Pensions Commission earlier this week, ministers made it clear that its task is to think about the creation of a better system for future pensioners. 'This is necessary and important, but this committee report reinforces the point that there's work to do to improve the situation of today's pensioners on low incomes as well.'