Vitality is a platform for behavior change, underpinning the insurance products of Discovery Limited and of leading insurers in 40 countries, impacting approximately 40 million lives. The Vitality model, established by Discovery Limited in South Africa, has been incentivizing behavior-change among its clients for over 25 years. Vitality creates shared value by combining behavioral economics, clinical science, and financial incentives to encourage and reward members for taking steps to improve their health.