Harnessing genetics for personalised health and wellbeing support
This case study highlights how advances in genetic science create new opportunities for insurers to support proactive health management, leveraging insights from Hannover Re’s pilot using GenePlanet’s predictive testing solution.
Loading ...
Background
Predictive genetic testing, when combined with data from blood tests and wearable devices, can empower customers to understand and manage their health and lifestyle related risks. With this, insurers are well-placed to move beyond financial protection and become a partner in health awareness.
Description of solution
Hannover Re UK Life Branch worked with GenePlanet, a leading provider of preventative healthcare solutions, on a pilot involving around 70 participants from Europe and South Africa. The initiative combined genetic insights, and blood biomarkers from wearable activity to gain certain insights related to health. We also evaluated its potential for customer-centric life and health propositions.
Participants completed a saliva-based genetic test, unlocking over 100 findings across diet, nutrition, exercise, cancer risk, cardiovascular risk and more. Results were delivered to participants via a user-friendly app, accompanied by access to an external health coach consultation for dedicated guidance. Blood biomarkers added further insights, while activity tracking supported lifestyle optimisation.
The pilot aimed to evaluate the potential of this genetics-powered health and lifestyle insights to enhance customer engagement, improve product appeal, and support healthier living. It also explored how personalised health awareness may be able to help insurers manage claims costs through preventative care.
“I’ve taken a frank look at my diet, activity levels and lifestyle habits, and made a conscious effort to eat better, move more and reconsider that evening glass of wine.”
“I discovered a gluten issue and susceptibility to iron overload, which explained past blood test results. I’ve since adjusted my diet and lifestyle.”
“Having full bloods done was invaluable. The cancer risk insights were eye-opening and prompted me to take preventative steps.”
Results
Participant feedback
The pilot generated strong interest in the solution, with participation levels exceeding our expectations. Offered voluntarily to staff, it saw high uptake, reflecting a clear appetite for personalised health insights. The process was straightforward, and participants found the saliva-based test easy to complete.
Feedback from participants highlighted real improvements in health awareness and behaviour. Over 90% valued the personalised insights and expert recommendations, which helped them make informed decisions about diet, exercise and lifestyle. Engagement remained high throughout, with 83% of participants continuing to interact with the platform month after month. With personalised insights, expert recommendations and high engagement, many participants reported meaningful changes, such as adjusting nutrition, increasing physical activity and proactively addressing health related risks.
Commercial and strategic value
From a commercial standpoint, the pilot showed how this solution has strong potential to provide a differentiated insurance offering. Nearly all participants (98%) believed that integrating this solution into insurance products could make them more attractive to customers and could help boosting sales. Regular updates and the option to stagger delivery of the results can help to deepen customer relationships and encourage repeat engagement. This approach supports ongoing interaction and positions the insurer as a proactive partner in health awareness, offering value beyond traditional financial protection.
The solution’s flexibility allows insurers to tailor packages across product lines. A lifestyle solution could be paired with life insurance as a value-added service, while more detailed health insights could complement critical illness, disability or health insurance. This modular approach supports upsell and cross-sell strategies, helping insurers to build more comprehensive and compelling propositions.
The pilot also highlighted the potential for preventative health awareness to support claims cost management. Early identification of risks could lead to reductions of claims costs relating to morbidity and mortality, particularly in areas such as cardiovascular disease and cancer, help to improve portfolio performance for the insurer.
Overall, the pilot confirmed that genetics-powered health insights can deliver value to insurers across several dimensions, from customer engagement and product differentiation to better health related outcomes. It offers insurers a tangible way to meet evolving customer expectations and help the insurer to support customers’ health and wellbeing.
Implementation & process considerations
- Sensitivity of genetic data: For insurers considering using genetics-powered health insights, working together with a trusted provider is essential. Genetic data is highly sensitive, and GenePlanet has broad experience to meet regulatory privacy requirements. It is crucial to assess any applicable regulatory requirements of applicable laws in advance.
- In addition, offering the test 6 - 12 months post-policy issuance can help mitigate early cancellations and strengthens retention. Educating sales teams or allowing them to experience the test first-hand can also enhance understanding and advocacy.
- Business case rationale: We believe that the pilot indicated that the costs of the genetic tests could be mitigated by the benefits that are observed.
How Hannover Re can support you
Hannover Re has extensive experience in helping insurers develop market-differentiated offerings that promote awareness in health and wellbeing. We believe that customers increasingly expect personalisation, and we can support you in embedding solutions like this into your products to strengthen customer relevance and drive long-term value.
Disclaimer:
The information presented in this case study, as well as in any other descriptions of projects or cooperations, is for general informational purposes only and does not constitute legal advice, regulatory guidance, medical advice, or any form of professional advisory service. To avoid any wording that could be interpreted as implying medical effectiveness, this document must not be understood as containing, asserting, or suggesting any medical efficacy claims. Nothing in this document shall be construed as a legally binding offer to enter into any contract or agreement of any kind. All results, performance indicators, and outcome descriptions reflect the specific conditions and parameters of the referenced project(s) or product launch(es). They are not guarantees, promises, or assurances of comparable or future performance in any other context. No warranty is given – whether express or implied – particularly that comparable or similar results can or will be achieved elsewhere. Any potential success of comparable initiatives critically depends on the lawful and compliant ability to contact policyholders, including the validity of any required consent under the applicable legal framework. All third‑party entities mentioned in this document, including insurtech companies, are independent businesses and operate separately and autonomously from Hannover Re. Their services, solutions, or technologies are neither endorsed nor guaranteed by Hannover Re and are subject to their own terms and conditions, unless explicitly stated otherwise. References to third‑party trademarks or brands are made solely for descriptive purposes and remain the property of their respective owners. No affiliation, sponsorship, approval, or endorsement by those owners is implied. Statements in this document regarding benefits, compliance requirements, risks, risk assessments, or business cases are based on our subjective experience, judgment, or interpretation. They do not replace - and must not be relied upon as a substitute for - independent assessment, verification, or due‑diligence activities by customers or other stakeholders. In particular, all aspects relating to data protection requirements (including but not limited to GDPR considerations) and AI‑related regulatory obligations must be independently assessed, verified, and evaluated by interested parties in light of their own legal and operational frameworks. The use of the terms such as “partner” or “partnered” without further qualification solely indicates that we cooperated on specific activities or exchanges with third parties; it does not imply a legal partnership, joint venture, affiliation, or any form of shared corporate structure. Each party acts independently and on its own behalf. Hannover Re and/or affiliated companies of the Hannover Re Group assume no liability for the accuracy, completeness, or future applicability of the information provided in this document.
