The UK health and life insurance markets are perfect targets for Discovery’s “disruptive” approach based on behavioural economics, CEO Adrian Gore said yesterday. Discovery has bought the remaining 25% of its British business for R2.8bn to take full ownership of PruHealth and PruProtect, paving the way to entrench the Vitality brand in the northern hemisphere market and extend its product range using the Vitality insurance model. Justin Floor comments on the strategic impact of this development.
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