Health insurers are increasingly investing in wellness programmes to improve member engagement and preventive care, but many continue to struggle with delivering personalised experiences, according to dacadoo, a Digital Health Engagement Platform (DHEP) provider.
In a recent analysis, dacadoo said many insurer wellness programmes still rely on broad segmentation and generic engagement models, limiting their ability to provide relevant experiences for individual members. The company highlighted that insurers need to move beyond basic demographic data and use behavioural insights, health data and adaptive journeys to create more meaningful member interactions.
Historically, insurers have often engaged members during transactional moments such as enrolment, claims and renewals. While wellness programmes create opportunities for more frequent and positive interactions, their success depends on whether members feel the experience reflects their own health goals, behaviours and circumstances.
According to dacadoo, one of the biggest barriers to effective personalisation is the reliance on broad member groups based on factors such as age, location or insurance plan type. These approaches can overlook individual differences, resulting in members with different priorities receiving the same challenges, content and recommendations.
The company also highlighted the challenge of static engagement models. Wellness programmes can continue delivering the same content even as member goals evolve, while rewards and recommendations may not reflect individual motivations. At the same time, insurers often collect large volumes of health data through wearables and assessments but struggle to translate those insights into more personalised member experiences.
Disconnected technology systems can further limit personalisation. When health assessments, wearable integrations, challenges, content platforms and rewards systems operate separately, insurers lack the connected data required to deliver relevant experiences at scale.
dacadoo’s Digital Health Engagement Platform aims to address these challenges by combining health insights, behavioural signals, challenges, rewards, Agentic AI coaching and analytics within a single platform. Its Health Score and Health Score potential features are designed to help members understand their current health position and identify lifestyle changes that could support improved outcomes.
The company recommends that insurers design wellness journeys around individual goals rather than demographic categories, use behavioural data to adapt experiences over time and translate health insights into clear actions. Building continuous engagement loops, where data informs action and new behaviours create further insights, is also highlighted as a key priority.
For insurers, the challenge is moving beyond basic personalisation towards wellness experiences that members actively value and engage with. As digital health becomes a more important part of insurance strategies, the ability to deliver adaptive, data-driven engagement could become a key differentiator.
Read the full dacadoo analysis here.
Copyright © 2026 InsurTech Analyst
