Medical inflation. Rising incidents. Pace of innovation. Differentiation and retention. Poor data.
GoJoe's innovative and consumer-grade platform offers a unique way for health and life insurers to meet modern challenges for their clients and members.
“GoJoe will help us to practically reduce absence costs, increase productivity, and help people bring the best of themselves to work.”
GoJoe was built to motivate the masses to get and stay fit and healthy. We fuse gamification, social connection, and rewards - all in one consumer app - to appeal to, motivate and engage users, regardless of age, gender, fitness level, wearable, location or language.

Loved by clients and users, GoJoe is the most impactful corporate health product on the market. Want some proof? The 25 million minutes spent on GoJoe by NatWest employees within 18 months helped reduce absenteeism costs by 10% in that same period.
Businesses need and expect more from their insurer to solve modern problems. We know this because our clients are writing to their insurers asking for GoJoe to be rolled out. We can help you grow and keep your client base
GoJoe is the first consumer health app built for insurers. Consumer-grade data, merged from qualitative, quantitative and business sources, give insurers an unfair advantage when it comes to risk modelling and dynamic premiums.
Combining preventative and reactive support to build
healthier, more productive teams.
GoJoe is the only product able to fuse quantitative (wearable, app), qualitative and business data to build a 360 picture of organisational, population and individual health.
This (anonymised) data can be used to improve health and engagement for your members, whilst crucially offering an unrivalled USP for your B2B client-base

We built GoJoe for the end user, not the buyer. GoJoe fuses intrinsic Simple (social, gamification, community, personalisation) and extrinsic (rewards) motivators – resulting in a world-class product loved by end users, but solving critical problems for insurers and organisations struggling with absenteeism, rising PMI premiums, retention and engagement issues.


GoJoe's innovative and consumer-grade platform offers a unique way for health and life insurers to meet modern challenges for their clients and members.
You’ve spent time and money building a native digital product. GoJoe’s powerful API can link in to it, serving the best of GoJoe into your members and clients.
Consumers don’t trust their insurers with data. Use GoJoe as a standalone, trusted product to delight, engage and make your members healthier, linking to your existing product suite from our proprietary Locker feature.
Our real-time health data enables forward-thinking insurers to dynamically model and amend risk and premiums.
GoJoe can be white-labelled to meet your insurer needs.
Explore these case studies and find out how GoJoe’s corporate health and fitness app motivates organisations of all shapes and sizes.
GoJoe reduces absenteeism by addressing its root causes: physical inactivity, poor mental health, and social disconnection. The platform drives sustained preventative engagement across the workforce — building the daily healthy habits that reduce sick day frequency. NatWest achieved a 10% reduction in absenteeism costs within 18 months of launching GoJoe. Centrica reversed a 15-month rising absenteeism trend. For insurers, lower absenteeism among policyholders translates directly into fewer short-term incapacity claims and lower long-term disability risk. GoJoe operates as a preventative health platform that reduces claims volume before they occur.
GoJoe aids insurer client retention by making the health insurance proposition tangibly more valuable to the employer. Employers who deploy GoJoe alongside their insurance coverage get a preventative engagement platform, a real-time workforce health dashboard, and a measurable ROI story — not just a claims management service. This expanded value proposition strengthens the insurer-employer relationship and makes switching providers more costly. GoJoe also improves employee satisfaction with the insurance benefit: engaged, active employees feel the benefit of their health coverage in a way that passive policyholders don't.
GoJoe is uniquely valuable for insurers because it addresses the core challenge of preventative health programmes: getting people to actually participate. Most insurer-led wellness initiatives see 10–15% engagement; GoJoe achieves ~90% participation in corporate challenges. This scale of engagement is what makes GoJoe's health impact meaningful at a population level — you can't move the claims needle with 15% take-up. GoJoe's social, gamified, and rewards-based model engages the inactive majority — the group generating the most health costs making it the most effective employee wellness for health insurance deployment available.
Yes — GoJoe's 60+ activity model, inclusive scoring, and accessible app design make it suitable for all ages and fitness levels. This is essential for insurer deployment because corporate policyholder populations are demographically diverse: desk workers, frontline staff, older employees, and those with health conditions all need to be engaged. GoJoe's team-based format creates social motivation that works across demographics, and the flexible activity library means every employee can participate in ways appropriate to their ability. Rolls-Royce sustained 75%+ participation across a workforce spanning all age groups and job types.
Yes — engaging inactive users is GoJoe's primary differentiator. Most fitness platforms attract the already-active and fail to reach the sedentary majority. GoJoe's inclusive 60+ activity model, team-based social mechanics, and behaviour-linked rewards are specifically designed to motivate people who wouldn't otherwise exercise. Previously inactive GoJoe users increase their activity by up to 400%. For insurers, this is critical: it's the inactive, high-risk policyholder cohort that drives disproportionate claims spend. Shifting behaviour in this group has the largest impact on claims reduction and long-term health outcomes.
GoJoe benefits all members — not just the health-conscious minority. The platform's social and gamified design makes movement appealing to people who don't identify as fitness enthusiasts. Team challenges create peer pressure in a positive direction: inactive members participate because their colleagues are participating, not because they've had a lifestyle conversion. Move-to-earn rewards provide a tangible incentive to try. GoJoe's data shows that previously inactive users are the group that shows the most dramatic activity increases — up to 400% — making the platform most impactful precisely for the members whose health improvement delivers the greatest claims reduction for insurers.
GoJoe's gamification drives engagement through streaks, badges, team leaderboards, missions, and behaviour-linked rewards — creating a self-reinforcing motivation loop that sustains participation long after a traditional wellness campaign would fade. The social layer adds accountability: employees don't want to let their team down. For insurers, sustained engagement is the key metric: a one-week spike in activity has minimal health impact; six months of consistent movement measurably reduces health risk. GoJoe's 5× higher 30-day retention versus typical fitness apps demonstrates this sustained engagement effect in practice.
Yes. GoJoe integrates with other health and benefits products through API connections and the GoJoe × Bupa partnership model. For insurers, the most significant integration is with clinical services: GoJoe preventative engagement data can flow into Bupa clinical systems, enabling early intervention when activity patterns signal health deterioration. The platform also integrates with wearables (Fitbit, Apple Health, Garmin, Oura), HR systems (Workday, SuccessFactors), and benefits administration platforms. This interoperability makes GoJoe deployable alongside existing insurer technology stacks without requiring wholesale platform replacement.
Yes. GoJoe's data can support risk assessment and premium modelling in several ways. Aggregate activity and engagement data at group or employer level provides insurers with a real-time health indicator for their corporate policyholder base. For insurers offering dynamic or behaviour-linked premium structures, GoJoe participation data provides an objective, verifiable measure of health engagement. The GoJoe × Bupa partnership demonstrates this model in practice: preventative engagement data flows into clinical recommendations, connecting activity outcomes to healthcare cost reduction at an individual and population level.
Yes. GoJoe's reward system is fully customisable for insurer and white-label deployments. Reward catalogues can be configured to include or exclude specific brands and categories aligned with the insurer's brand values or member population preferences. Reward budgets can be set at member or employer level. Insurers can supplement the standard GoJoe rewards catalogue with their own premium-linked incentives — such as excess reductions or premium discounts for sustained activity milestones creating a fully integrated incentive structure that connects preventative engagement to insurance product value.