Singtel and AIA Singapore announced a partnership to promote consumer wellness, encouraging people to live more active and healthier lifestyles in this digital age.

Both companies will team up to digitally engage their combined base of more than 5 million customers and reward them to get active and stay healthy. In addition, Singtel and AIA also plan to co-create innovative insurance products relevant to customers’ increasingly digital lifestyles. This collaboration is the first of its kind between two industry leaders in communications technology and life insurance in Singapore.

“As more of our customers go digital to manage their wellness, we are excited to go beyond connecting their fitness devices and be an integral part of their wellness journey by rewarding them with mobile data incentives, lifestyle content and services,” Mr Yuen Kuan Moon, CEO of Consumer Singapore at Singtel, said in a statement. “We also look forward to welcoming other like-minded businesses to shape the future of wellness with us.”

Wellness for the consumer is a fast-growing industry in Singapore, with the digital fitness market estimated to grow by 30% by 2022. As a nation, 54% of the population participate in sports regularly — with walking as the most popular form of activity, ahead of jogging and swimming.

In the coming months, Singtel will unveil a wellness digital platform that allows customers to earn mobile data rewards with every step they take and also offers content related to health, fitness and nutrition. The platform will sit within My Singtel app which has more than one million active users a month. At launch, customers will also be able to earn lifestyle rewards from inaugural partner, AIA.

“This collaboration builds on the success of our award-winning AIA Vitality wellness programme that taps into digital innovation to inspire Singaporeans to make real changes to their health,” Mr Patrick Teow, CEO of AIA Singapore, said in a statement. “As AIA marks our 100 years in Asia, we are confident that, together with Singtel, we can multiply our efforts to help more people live healthier, longer, better lives.”

AIA Vitality Weekly Challenge was launched in 2017 to further inspire AIA Vitality members to get more active and get rewarded weekly, by easily converting healthy actions into tangible rewards through a mobile app. To date, AIA Vitality members in Singapore have taken more than 178 billion steps.