Max Bupa Health Insurance has announced an exclusive three-way tie up with GOQii, a fitness technology player, and Swiss Re, a global reinsurer.

This alliance combines the strength of a specialised health insurer and a digital health and wellness expert to provide holistic health and wellness offerings to the digitally savvy customer.

As part of the offering, Max Bupa consumers will get ready access to GOQii's personalised wellness engine which is equipped with solutions such as health coaching and health management tools.

Swiss Re will provide technical assistance to Max Bupa in creating relevant products and building expertise to create risk assessment models for future.

Commenting on the partnership, Ashish Mehrotra, MD & CEO, Max Bupa said, “Over the last few years, we have seen a significant increase in uptake of health insurance among customers under the age of 35 years. This segment is very active digitally and is turning to technology to stay fit. It is predicted that by 2019, 2 out of 5 internet users will use a health app. Engagement with such tools could be as high as 50%. This gives us a huge opportunity to promote holistic wellness by leveraging personal healthcare devices that are capable of tracking and relaying medically useful information".

Offering pre-emptive wellness solutions for maintaining their health is one effective way to engage with young customers and encourage them to buy health insurance. "GOQii, with its rich expertise in the digital wellness space, provides an ideal platform that will help us penetrate deeper into this segment and serve the large uninsured population in the country.”, he said.