How we improved customer loyalty through a fitness app

phone prudential


Prudential plc is a British multinational insurance company headquartered in London, England. Prudential has 20 million life customers. It owns Prudential Corporation Asia, which has insurance and asset management operations across 14 markets in Asia, Jackson National Life Insurance Company, which is one of the largest life insurance providers in the United States.

Prudential makes healthcare affordable and accessible, protects people’s wealth and grows their assets.

Client’s Challenge

Prudential was searching for a new way to improve the health of their customers while improving their loyalty.

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phone goal


Improve customer loyalty.

Retain and attract customers.

What’s been done

User personalization. The app collects user info like age, gender, weight, height, etc. for the creation of customized nutrition and/or workout plans. It addresses the user's personal needs and helps achieve their fitness goals.

Activity-tracking and summaries by specific time period. This function gives the user an overview of their fitness activities by day, week, month, or other time period. It helps evaluate the progress in a given period of time and set long term goals accordingly.

Introduced a quick and easy synchronization with a fitness tracker and mobile device.

The app enables its users to scan various foods and view information about those foods, such as calories, total fat, cholesterol, sodium, protein, iron, etc.

Implemented individual goal setting.

Introduced video tutorials. For those who perceive information visually, the app can implement video tutorials that show the techniques for specific workouts.

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phone result


Created an app that generates a personalized program for a customer's diet and exercise based on the results he/she wants to see.

Improved customer loyalty and attracted new customers.