(Image source: Aaptive homepage.)
Haven Life, the New York-based startup online life insurance agency backed and wholly owned by MassMutual (Springfield, Mass.), has announced that health and wellness services Aaptiv and Timeshifter (both based in New York) will now be available at no cost to its customers as part of Haven Life Plus. In what the company calls an innovative rider to the Haven Term policy, Haven Life Plus provides term life insurance policyholders with benefits beyond coverage that help them live healthier, fuller and more protected lives.
Haven Life reports that customer input drove the decision to make available year-long subscriptions for both fitness app Aaptiv and jet lag app Timeshifter, which are the first wellness services available as a benefit to the Haven Term policy, issued by Massachusetts Mutual Life Insurance Company (MassMutual). To date, the rider has included no cost or discounted access to an online will provider Trust & Will, digital safe deposit box LifeSite, and MinuteClinic health services inside CVS and Target stores.
“Our team is dedicated to making a positive impact on the lives of policyholders and their families,” comments Yaron Ben-Zvi, co-founder and CEO of Haven Life. “Plus is an important offering that lets us bring meaningful, everyday value to our customers’ lives throughout the course of their 10, 20 or even 30-year policy.”
Haven Life applies a combination of anonymized application data and post-purchase research to understand its customers and their priorities at any given stage in life. The company describes Haven Term policyholders as typically college-educated, married adults in their 30s, who are financially savvy, own a house, have young kids and like to travel. Haven Life cites a recent that found that healthy living, and specifically health and wellness apps, are an area of interest for the majority of respondents. “Both Aaptiv and Timeshifter will help Haven Life customers live healthier in a way that conveniently fits into their routines and lifestyles,” a company statement says.
Haven Life’s announcement of the availability of the services describes them as follows:
Access to world-class personal training with Aaptiv: Aaptiv provides the guidance, motivation, and tools everyone needs to achieve their personal health goals. Serving a variety of fitness levels and exercise preferences, Aaptiv members have access to unlimited workout classes, training programs, a strong support community, and a custom coaching plan created by Aaptiv Coach. Leveraging sophisticated algorithms to create a personalized plan for every member, Coach offers a holistic approach to maintaining a healthy lifestyle—incorporating fitness, mindfulness, and healthy habits.
Eliminate jet lag and increase travel enjoyment with Timeshifter: Timeshifter, developed with Harvard Medical School Associate Professor Steven Lockley, Ph.D., leverages the latest research in sleep and circadian neuroscience to help eliminate jet lag. For both frequent and occasional travelers, jet lag can reduce travel enjoyment and have serious short and long-term effects on health, ranging from poor alertness and concentration to higher risk of illness and disease. Used by astronauts and elite athletes, Timeshifter’s algorithms create personalized jet lag plans based on sleep pattern, chronotype, itinerary and other personal preferences to help users travel at their best. The app not only provides advice to alleviate the negative effects that jetlag can have on travel, such as insomnia but addresses the underlying disruption by resynchronizing the body to a new time zone. Whether Haven Life customers are traveling for business or going on vacation, the Timeshifter jet lag app can help optimize their enjoyment and health when traveling.
“Our aim with Haven Life Plus is to forge a simpler, more rewarding path for engaging life insurance customers beyond the point of purchase,” adds Ben-Zvi. “The primary purpose of life insurance will always be to protect your loved ones in case you die, but it can also be something that makes your life easier while you’re living.”