Portugal’s Fidelidade Launches Health Promotion and Prevention Program in Partnership with Vitality Group


Fidelidade, through its health insurance company Multicare launched the Multicare Vitality program in partnership with Vitality Group, a global health and wellness company committed to making people healthier. This program, available to Multicare health and life insurance customers, encourages the adoption of healthier lifestyles, with the direct benefit of rewards that can reach 280 € (approximately $330 USD) per year and up to a 15% reduction in insurance premiums.

Created by Discovery in South Africa, the Vitality program has grown to more than 20 million users on six continents, achieving proven results in improving the life and health habits of its members.

With the launch of the Multicare Vitality program, Fidelidade consolidates its commitment to preventing and encouraging healthy lifestyle habits. In Portugal, more than 60% of the adult population has at least one chronic disease. This number is closely linked to four risk factors (physical inactivity, unhealthy eating, excessive alcohol and smoking). These are the primary risk factors that Multicare will address through the Vitality program to protect the health of its customers.

“We want to change the health insurance paradigm in Portugal by actively promoting health and well-being, through the prevention and reduction of risk factors in the development of diseases,” said Rogério Campos Henriques, CEO for Fidelidade. “With the Multicare Vitality program we intend to encourage our customers to adopt behaviors and habits that promote a better quality of life and we want to share with them the benefits and gains that these changes will bring to their lives. Improving the health and wellbeing of the Portuguese people, in addition to being a strategic decision, is a moral obligation that we have with our more than 1 million health insurance clients.”

The Vitality program has more than 20 years of experience changing behaviors and, consequently, in improving the quality of life and reducing the risk of mortality. In view of the public health panorama that the country and the world are experiencing, with the COVID-19 pandemic, the adoption of healthy lifestyle habits that contribute to greater resilience and the creation of defenses that can minimize risks and benefit health.

“Given the state of the world, our mission to make people healthier and enhance and protect their lives has taken on even greater importance”, said Barry Swartzberg, CEO of Vitality Group. “We are thrilled to have the opportunity to bring the Vitality platform to this market. Multicare is the perfect partner to help us improve the health and wellness of the Portuguese.”

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