Last spring, John Hancock announced an exclusive partnership with Vitality to create what the Boston-based carrier called a whole new approach to life insurance that rewards customers for healthy living. In December another such relationship emerged between Philadelphia-based vendor Life.io and an as-yet unnamed top-tier U.S.-based life insurer—this time as part of a non-exclusive agreement. Already in production, the relationship signifies a second front upon which the life insurance customer experience is being transformed from a simple death-benefit proposition to a high-touch relationship about fostering a long and fulfilling life.