Medibank loyalty scheme upgrade with Engage People shows how health rewards and loyalty tech can create revenue streams for startups in Australia’s insurance and wellness markets.
I’m Aadi, an MBA in marketing and finance who studies how loyalty technology reshapes customer engagement in insurance and health. My work helps entrepreneurs and investors see how wellness incentives can become serious business.
If you’re a founder, investor or executive in health, insurance or consumer tech, this story shows how aligning loyalty programs with lifestyle outcomes can open untapped markets. Think of it as a guide to spotting income opportunities where customer well-being drives the numbers.
- Medibank has revamped its Live Better program through an Engage People partnership to boost wellness incentives in Australia.
- The collaboration uses Podiumalty, a loyalty technology platform, to run digital rewards that push healthier behaviour.
- Health insurance rewards in Australia now compete with retail and banking loyalty models for engagement.
- Live Better is tied to Medibank’s 2030 plan, showing a link between member retention and proactive health care.
- Startups can study this as a case on monetising purpose-driven engagement.
Medibank’s decision to upgrade its health rewards platform is more than a customer perk. By deepening its Engage People partnership, the insurer is betting that targeted wellness incentives can reduce claims costs while giving members financial reasons to stay active. That dual impact matters in a sector where margins are tight and customer churn is expensive.
Podiumalty, Engage People’s loyalty technology, underpins the new Live Better experience. It lets Medibank roll out campaigns tied to exercise, preventive care and lifestyle management in near real time. For a founder building a digital rewards platform, this is a playbook on how to connect user behaviour with measurable returns. A similar model has worked in retail, where programs like Woolworths Everyday Rewards show how frequent interaction keeps a brand top of mind.
Medibank is also positioning itself as a wellness partner rather than just a claims processor. The Live Better program encourages members to earn rewards for steps, health checks or coaching sessions, then use them for savings on premiums or other perks. That shift reflects a global move toward health engagement insurance, where prevention becomes part of the product. According to an [industry briefing](https://finance.yahoo.com/news/engage-people-medibank-partner-incentivize-130000334.html), loyalty-driven health strategies can lower long-term risks for insurers while helping people stick with healthier routines.
For entrepreneurs, the lesson is clear. A loyalty scheme linked to outcomes creates recurring engagement and a moat against competitors. It also opens doors for cross-selling: fitness apps, wearables or telehealth services can plug into the same ecosystem. Investors should watch how Medibank quantifies the link between activity data and claim trends. A strong ROI here could trigger funding rounds for startups offering loyalty solutions in healthcare.
So, how could you adapt this? Maybe you’re building a SaaS tool for gyms or nutrition brands. Or perhaps a small insurer eyeing customer retention hacks. Studying Medibank’s mix of tech, incentives and health insights could help you craft a startup business plan that keeps people motivated and loyal.
5 to DOs and DON’Ts for your business journey:
- Examine loyalty technology in health and wellness, it can deepen customer relationships.
- Benchmark programs like Live Better before writing your startup business plan.
- Measure ROI from every incentive, not just user sign-ups.
- Don’t copy a scheme without considering regulatory needs in health data.
- Don’t overlook that rewards must stay relevant to keep engagement high.
@medibank loyalty scheme upgrade with Engage People shows how health rewards and loyalty tech can create revenue streams for #Startups in Australia’s insurance and wellness markets.https://t.co/hB7fi6jdQB #Entrepreneurship #founderstory #ceo #management
— Fintech News and Business Insights (@learnwebstories) September 11, 2025