Bupa reduced churn rates whilst engaging with customers on an emotional level. The selected solution had to be aligned with the values of being a heath partner that looked after their customers.

In order to leverage Bupa’s diverse audience base, customers were clustered into different groups and incentives were carefully chosen to be aligned with both the individual customer segments and the Bupa brand ethos of being the ultimate health partner.

At the end of the campaign lapse rates achieved were 340% above target. Additionally the new lapse rates achieved were 45% lower than the industry average. Customer engagement results were 35% above target.

  • Chartered Institute of Marketing, Marketing Excellence Awards 2016, Integrated Marketing Communications - Customer Retention
  • Institute of Promotional Marketing Awards 2016, Direct Marketing Campaign, Bronze
  • European Integrated Marketing Communications Awards 2016, Direct 1:1 Campaign, Silver


Bupa are a leading private health insurance provider whose customers are at the heart of everything they do. Their brand purpose is to help their customers live longer, healthier and happier lives, by providing a wide range of healthcare services. Health insurance amounts to 70% of their business.

Bupa wanted to increase customer lifetime value by improving their old and outdated benefits programme. Their previous reward offering had customers asking for more, saying, “Don’t just look after me when I’m ill”.

So, they enlisted The Loyalty Company to help create an eye-catching rewards programme that would give customers a “Reason to believe” in Bupa and provide them with everyday value.

Get members to emotionally engage with the Bupa Rewards platform by bringing Bupa’s brand story of healthy living to life, with rewards that resonate with customers.

Since the launch of the programme in 2016, The Loyalty Company has recruited a number of well-known, nationwide partners tailored around health and wellness. Just some of the current partners include ASICS, Boots Opticians and Wyevale Garden Centres, with the garden centres ‘£10 off when you spend £30’ being this summer’s most redeemed reward.

A new user-friendly and visually pleasing website ensures Bupa customers can see the value of their cover all year round. The platform now also delivers triggered emails offering customers relevant rewards based on their data and previous redemption habits, as well as more timely and flexible communications as and when required. From offering expert advice during a heatwave and the 2017 Aussie Flu outbreak to providing thought leadership on mental health.

  • Significant reduction on marcomm spend
  • Over 12,000 registered members
  • Open-rates exceeding KPI expectations and industry averages
  • ROI of 6:1