in 2010, Jane Wang, CEO of Optimity tragically lost her mother. Jane was already working in Pharma Mortality and felt like there was more that could have been done based on what she knew and felt an urgent need to share information about wellness. Jane co-founded Optimity, a company that seeks to maximize your physical, mental and financial wellness by using mobile technology to nudge people to get more traction in their wellness pursuits. With the use of financial rewards, contests and other gamification techniques, Jane and team are using modern behavioral science to craft just the right amount of micro-activities that act as subtle nudges to action.

With millions of users worldwide, this is potentially fertile ground for life and health insurers looking to reduce CaC and for employers and wellness groups to bring value-added benefits and services to their employees and members.