Practical health support, built into life and income protection

We helped Eleos launch and iterate on their health benefit offer, without the complexity and risk of them building it themselves

Eleos wanted to make life and income protection feel more useful before the point of claim, by giving policyholders access to practical health support they could use day to day.

“Insurance can be quite dull… as soon as you purchase, it’s out of sight, out of mind. With health and wellbeing benefits, it’s something they can keep coming back to.”

Carolina Almeida, Operations Manager at Eleos

Meaningful health benefits, without the overhead

Health benefits made sense for Eleos. They gave customers something tangible alongside their policy, across areas closely linked to protection: physical health, mental wellbeing, primary care and fitness. But building that directly would have added complexity and risk.

Each provider would bring its own sourcing, due diligence, setup, billing, reporting and ongoing management. Furthermore, if every service had a separate access route, Eleos' customer experience would quickly become fragmented and difficult to use.

Eleos needed a way to add useful health support while keeping the proposition simple to manage and easy for customers.

Embedded health benefits, managed through HealthKey

HealthKey gave Eleos one route to offer multiple health benefits through one branded customer experience. They now offer physiotherapy, therapy sessions, unlimited GP appointments and more.

For customers, the benefits were clear and accessible. For Eleos, HealthKey managed the provider layer behind the scenes.

Carolina described the operational benefit simply:

“It’s super simple operationally… easy for me as someone who’s managing it, and easy for the customers to access.”

Eleos’ health benefits developed over time

In January 2025, Eleos launched with therapy and counselling, alongside physiotherapy. In August 2025, the package expanded to include workouts and training plans, plus digital health assessments. Until February 2026 when unlimited GP consultations were added as well.

That flexibility mattered. Eleos could adapt the offer without rebuilding the customer journey or procuring and vetting new providers each time.

For Kiruba Eswaran, Founder of Eleos, this was one of the clearest advantages:

“Testing perks is a lot easier… we want to try a lot because we don’t know what would stick… with HealthKey, we can just turn it off and try something else.”

51% used at least one benefit

The benefits were not just added to the proposition. Customers used them.

Of the 270 customers onboarded:

• 51% used at least one benefit
• 159 benefit activations were completed
• 53% logged in multiple times

The result

Eleos used HealthKey to add practical health support to its life and income protection products, without building a benefits operation in-house.

For customers, the policy came with support they could access much earlier than the point of claim.

For Eleos, HealthKey created a simpler way to embed, manage and evolve health benefits without the extra overhead.