Life insurer AIA is piloting a new health and wellbeing program to help Australians take their first steps towards healthy living.

AIA Vitality is being trialled by a limited number of financial advisers and is set for a wider market launch early next year.

With more than 5 million members across the UK, USA, China, South Africa and Singapore, Vitality is already the world’s largest science-backed wellness program.

Members begin by completing full health and fitness assessments and earn points for undertaking healthy activities.

They are rewarded for displaying healthy behaviour, through discounts on shopping, entertainment and travel.

AIA says clients in countries where Vitality has already been launched have shown an improvement in health, resulting in lower health premiums and lower hospital admission rates.

The company believes the program will also give Australian financial advisers a new way to connect with clients about the need for life insurance.

CEO Peter Crewe says AIA wants to shift the conversation with customers “to that of preventative health and wellness, we believe that we can improve engagement with our products as well as tackle the chronic illness epidemic facing Australia”.