As Harry catches his breath and wipes the sweat off his forehead, his Apple watch tells him that he has just burnt 550 calories on the treadmill. He breaks into a smile on the realization that his weekly fitness goal has been attained. A moment later, he opens a mobile app, runs a quick check and is delighted to see that points were gained from his treadmill run and can now be redeemed at his local sportwear outlet.

Harry is a highly motivated member of the Vitality program from Discovery - the world’s first true shared value insurance (and, now also, banking) model.