Executive summary

The OMC Wellness app, developed by Strove, is a tailored wellness solution aligned with Old Mutual Corporate’s brand and culture. 

Launched in 2021, the app has significantly enhanced employee engagement and morale, supporting Old Mutual’s holistic approach to wellness. With a 60% activation rate and over 31,000 activities logged, the app has expanded its reach across multiple business units, growing into the "OM Wellness" app. 

By offering a personalised platform for wellness experiences, it has become a vital tool for promoting a healthier, more engaged workforce. The app continues to evolve with new technologies and features that will enhance its impact further.

Introduction

Meeting the need for a personalised wellness solution

Old Mutual Corporate (OMC) recognised the importance of promoting employee wellness to enhance engagement, productivity, and satisfaction. Seeking to embed wellness into their culture, OMC partnered with Strove, an innovative platform focused on employee wellbeing through activity tracking, gamification, and engagement tools.

OMC needed more than a generic app—they wanted a solution that would reflect their unique brand identity. Strove responded by developing a white-label version of its app, resulting in the "OMC Wellness app." Launched in May 2021 on all the Android and iOS app stores, this customised app maintained all of Strove's innovative features while fully aligning with Old Mutual’s identity.

This report explores the journey of the OM Wellness app, its impact on employee engagement, and the benefits of a white-label solution tailored to a company’s identity. It also examines the app's data-driven success and its promising future.

Development of the OMC Wellness app: Beyond a simple rebrand

Understanding the complexities of a white-label solution

Creating a white-label app is more than just applying new logos and colours; it requires a comprehensive approach to ensure the app integrates seamlessly with the client’s brand. This process involves several challenges, including:

• Design: Incorporating Old Mutual’s branding elements required meticulous testing to ensure visual consistency across devices.

• Testing and quality assurance: All app features — such as activity tracking and personalised challenges— needed extensive testing to work flawlessly with the new branding elements.

• App builds and updates: Each update to the core Strove platform required separate builds for the OMC Wellness app, adding complexity to version control and deployment.

• App store management: Managing a white-label app involves navigating complex app store policies and ensuring each version complies with specific guidelines.

Overcoming challenges with an agile approach

Strove’s agile development method and close collaboration with OMC stakeholders allowed them to anticipate challenges and adapt quickly. Regular feedback and iterative testing ensured a high-quality app that aligned with Old Mutual's standards. A dedicated team managed the app's unique needs, from version control to app store submissions, ensuring the OMC Wellness app went beyond a simple rebrand to become a unique, engaging wellness solution.

Evolution and differentiation of the OMC Wellness app
Continuous innovation and feature growth

Continuous innovation and feature growth

Since its launch, the OMC Wellness app has evolved significantly, adding new features to support Old Mutual’s wellness goals. Key additions include:

• Additional 3rd-party integrations: The OMC Wellness app supports all major fitness apps and wearables to ensure that no employee is left behind.

• Huawei App Gallery launch: To cater for Huawei device users without access to the Google Play store.

• Insight survey tool: Enables employees to monitor their wellbeing across various metrics, providing valuable insights for both employees and the company.

• Challenges feature: Encourages friendly competition and camaraderie through individual and group challenges.

• Social feed and groups: Enhances community-building by allowing employees to connect, share progress, and support each other.

• Integrated care features: Offers on-demand mental health support and nutrition coaching, aligning with Old Mutual's commitment to holistic wellbeing.

• Ecologi partnership: Allows employees to plant trees as a reward for wellness activities, supporting Old Mutual’s sustainability goals.

• Strove web app: Provides administrative users with data insights to monitor and drive engagement.

The app’s differentiation lies in its seamless integration of Old Mutual’s brand identity and culture, delivering a personalised experience unmatched by generic wellness apps.

The OMC Wellness app journey

Version 1: A focus on core functionality

In this early version, the OMC Wellness app showcases the foundation of its user interface with a clean and minimalist design, prioritising key fitness data such as duration, distance, steps, and points earned. 

The dashboard provides a straightforward overview of recent activities, allowing users to track their progress with ease. 

Although simple, this version effectively establishes the baseline for future iterations, ensuring functionality while reflecting Old Mutual's brand colours through subtle green accents. The design focuses on core metrics, making it easy for employees to engage with their wellness goals.

Version 2: Improved user experience and expanded data

In the second iteration, the user experience sees notable improvements, with the introduction of more detailed metrics such as calories burned. 

The colour palette has been refreshed, while staying true to Old Mutual's evolving brand identity. Icons and graphical elements are enhanced, making the app more visually appealing and easier to navigate. 

This update encourages employees to engage more deeply with their health data, promoting a more comprehensive view of their wellbeing.

Version 3: Health insights and deeper personalisation

This version introduces health insights that provide users with a holistic overview of their physical and mental wellbeing. In addition to fitness metrics, the app now includes sleep tracking and achievements, further motivating employees to maintain healthy habits. 

The design aligns with Old Mutual’s brand updates, incorporating dynamic colours and a more interactive user interface. Circular progress indicators offer a clear visual of goal achievement, making the app more engaging and personalised.

Version 4: Comprehensive wellness dashboard

In the latest version, the OM Wellness app evolves into a comprehensive dashboard that integrates mental wellness metrics like Talk sessions alongside physical activity tracking.

The interface uses a vibrant colour scheme to segment various wellness aspects while maintaining the recognisable Old Mutual branding. 

Features such as active minutes, step goals, and weekly goals are clearly visible, helping employees easily manage their overall wellness. This version highlights a perfect blend of functionality and brand alignment, making wellness tracking an intuitive and engaging experience for users.

Impact on employee engagement and morale

Brand alignment and psychological benefits

The OM Wellness app has become more than just a wellness tool; it is a symbol of Old Mutual's commitment to its employees' health and wellbeing. The app fosters a sense of belonging and pride by reflecting the company’s values, colours, and tone.

Boosting engagement through customisation

Customisation has been key to the app's success, offering tailored features and challenges that align with Old Mutual’s culture and wellness objectives. Monthly wellness challenges, crafted to complement company-wide goals, have increased participation rates and created a sense of excitement and anticipation.

Employee testimonials and feedback

Feedback from employees underscores the app's positive impact on workplace morale and culture. Nobuzwe, an Old Mutual employee, shared her experience:

The Strove App has really changed my life. It motivates me to go for a jog at least three times a week. My back pains have also gone since I joined the app.

- Nobuzwe, Old Mutual employee

Dr. Zeenat Paruk, Senior Human Capital Business Partner, expressed:

Using the Strove app, I really feel motivated to achieve my fitness goals. Apart from this, there are great rewards and relevant knowledge articles. This is also a great app to encourage healthy competition amongst employees, as we all embark on our journey to wellness.

- Dr. Zeenat Paruk, Senior Human Capital Business Partner

Testimonials and feedback illustrate how the app has not only helped employees set and achieve their wellness goals but also enhanced their quality of life. Social features, such as group challenges, have fostered community and camaraderie, breaking down silos across business units and creating a more unified workforce.

Key metrics and performance insights

Impressive engagement metrics

The OMC Wellness app has enjoyed strong engagement:

• Activation rate: 60%, exceeding industry averages of 30-50%.

• Activities logged: 31,433 total physical activities, totalling 26,479 hours and covering 125,538 kilometres.

• Challenges and feats: 2,222 feats earned and 1,639 challenges entered, showcasing active participation.

• Mental wellbeing engagement: 2,343 meditations logged by 151 unique users, supporting mental health alongside physical wellness.

• Environmental impact: 139 trees planted, aligning with sustainability goals.

These metrics highlight the app’s effectiveness in fostering a culture of wellness and engagement at Old Mutual Corporate.

Strategic expansion across Old Mutual

Scaling beyond OMC

Following the app’s initial success, other business units within Old Mutual adopted the platform, recognising the value of a tailored wellness solution. The decision to unify all units under the recently released "OM Wellness" app aims to streamline wellness initiatives and ensure a consistent experience across the organisation.

Fostering collaboration and healthy competition

The unified platform enables inter-business unit challenges and shared wellness initiatives, promoting teamwork, camaraderie, and a sense of belonging. Tailored challenges can align with unique unit goals while contributing to company-wide objectives, enhancing morale and engagement.

Conclusion and future vision

A bright start and looking ahead

The OMC Wellness app has been a success story, enhancing employee engagement, morale, and wellbeing at Old Mutual. Now replicating this model at a greater scale, the new OM Wellness app will integrate new technologies and expand content offerings. The OM Wellness app is poised for growth through the greater Old Mutual organisation.

Take your employee wellness to the next level

Partner with Strove for a tailored solution

A personalised app that aligns with your corporate identity can foster a stronger sense of belonging and engagement among your employees. Our experience with Old Mutual shows that a tailored wellness platform enhances workplace culture and loyalty. Learn more about how Strove can help your organisation achieve its wellness goals.