About
MyLife is a free personalised health & wellbeing app that rewards people for making better lifestyle choices every day and has the power to engage users with the brand in a new and positive way, on a journey together towards a healthier Ireland.
Innovation presentation
Background
In 2019 Irish Life took a positive step forward on their mission to help the people of Ireland to build better futures. Irish Life is an integral part of Irish society, supporting 1 in 3 nationwide. However, these customers generally fall into older age categories (>60) and have infrequent touchpoints with the brand at defined life moments that range from retirement to serious illness and beyond.
In 2019 Irish Life took a positive step forward on their mission to help people build better futures by launching the MyLife app, an innovative health & wellbeing offering unique to the Irish market - free to download for customers and non-customers alike.
What is MyLife & how does it work?
Like a health coach in your pocket, MyLife is a personalised health & wellbeing app that empowers users to understand more about their health and the small steps they can take to improve it. MyLife’s in-app features motivate users at every stage of their wellbeing journey through a scientifically calculated health score, personalised coach messages, social challenge activities and rewards.
At MyLife we believe that being active deserves to be rewarded. That’s why MyLife users are awarded points for engaging with healthy behaviours in the app. These points are earned by engaging with the seven subcategories of health in MyLife’s Wheel of Life. The subcategories include physical activity, emotional wellbeing and physical health as well as four lifestyle factors – nutrition, self-control, mindfulness and sleep.
The more users engage with the Wheel of Life the more accurate their health score becomes, placing them on a scientifically calculated scale of 0-1,000 that is normalised based on age. This gives users a better understanding of their health so they can make sustainable changes to improve it.
How does MyLife help users?
Behavioural change theory has taught us that to effectively change behaviour, we need three factors to be present: Motivation, Capability and Opportunity. And that’s exactly what MyLife does:
• MyLife gives users the Capability to better understand their health through a single scientifically calculated health score – that can be tracked and improved in real-time
• It gives Opportunity through challenge activities – creating accountability and a social contract between participants in the MyLife community
• And it provides Motivation through the MyLife rewards programme and coach that work together to encourage healthy behaviours
Uniqueness of the project
The MyLife app is unique to the Irish market and is free to download for everyone, you don’t have to be an Irish Life customer to join the MyLife community
• MyLife rewards all its users for being active, not just customers of Irish Life. This delivers on its promise that being active deserves to be rewarded and helping build brand saliency amongst customers and non-customers alike
• MyLife provides preventative health interventions on mass across Ireland. Irish Life's internal *research shows that MyLife users are healthier and more active than the general population
• MyLife is a customer-centric solution, that aims to create customer relationships in a new way at positive life stages
• MyLife drives leads for Irish Life through in-app marketing consent management and provides cross-sell opportunities for Irish Life products to an active and engaged audience
• MyLife’s Health Score uses elements of Machine Learning, with 5 years of data already gathered. In the next phase MyLife will train a Large Language Model to help tailor its wellbeing offering even further
