Vitality Appoints Health Plan Market Expert Kristin Rodriguez as Chief Product Officer to Accelerate Growth, Meet Insurance Market Demand


CHICAGO – January 16, 2024 – Vitality Group, a global health and wellbeing company specializing in behavior change, announced the appointment of Kristin Rodriguez as Chief Product Officer where she will have responsibility to shape and maintain the organization’s product portfolio strategy to create long-lasting growth and maximum customer success.

Rodriguez brings nearly two decades of experience supporting health plans across the country to improve their member populations’ health and wellbeing. Previously COO of Health Plan Alliance, Ms. Rodriguez has deep roots in business model innovation and a passion for collaborating to pursue high-quality outcomes for healthcare consumers.  

“Every health insurance plan faces the same mandate: Bend the cost curve,” said Rodriguez. “That begins and ends with healthcare consumer activation and sustained engagement in their own health journey. I’m thrilled to join the Vitality leadership team and am eager to bring the power of the world’s largest behavior change platform to even more U.S. payers. Together, we can amplify the impact of payers’ existing programs and interventions, remove friction from the consumer experience, and better define and impact the health risks of the populations we serve.”

Rodriguez will lead the research and development and product teams in creating products and forging strategic partnerships that help health plans lead engagement where wellbeing meets care.

“Vitality Group is committed to improving the health of U.S. healthcare consumers, and as we augment our team of employer market experts, actuaries, and behavioral scientists, we welcome Kristin’s deep understanding of the payer market,” said Maia Surmava, CEO of Vitality U.S. “Health plans continue their efforts to engage individual consumers, particularly in government-sponsored health plans, and Vitality’s expertise in achieving sustained behavior change will ensure that engagement is targeted at changing health outcomes.”

About Vitality

Guided by a core purpose of making people healthier, Vitality is the leader in improving health to unlock outcomes that matter. By blending industry-leading smart tech, data, AI, incentives, and behavioral science, we inspire healthy changes in individuals and organizations. As one of the largest health and wellbeing companies in the world, Vitality brings a dynamic and diverse perspective through successful partnerships with the most forward-thinking insurers and employers. More than 35 million people in 40 markets globally engage in the Vitality program. For more information, visit and follow us on Twitter and LinkedIn.

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