Case | HBS Case Collection | February 2010 (Revised March 2014)

The Vitality Group: Paying for Self-Care

by Regina E. Herzlinger


Vitality is part of a $2 billion start-up South African and U.K. health insurance firm. It has achieved excellent results in rewarding people for promoting their health. It is now contemplating how to enter the U.S. market.

Keywords: Insurance; Health; Health Care and Treatment; Market Entry and Exit; Insurance Industry; South Africa; United Kingdom; United States;


Herzlinger, Regina E. "The Vitality Group: Paying for Self-Care." Harvard Business School Case 310-071, February 2010. (Revised March 2014.)