When most people think of an actuary they think of a spectacled, dry, number crunching intellectual. But this is certainly not the case with Adrian Gore, CEO of Discovery Health/ Prudential Health. Instead this dynamic, innovative CEO is revolutionizing the Health Insurance industry. What did he do? He recognized that most people saw medical insurance as a grudge purchase, and felt they were throwing money away for benefits they weren't enjoying. Gore's revelation was that if his company encouraged a healthy lifestyle, and rewarded his customers for doing so, that he would end up with happy customers and less claims, which certainly makes business sense.

Discovery Health's customers are encouraged to exercise, eat right, and participate in various health programs. As a reward they get a free gym membership, discounted movies and entertainment, preferential prices on various goods, and heavily discounted airplane tickets. This meant that customers were becoming healthier, and saving money at the same time. The brilliance of Gore's strategy is that not only did it engage people in healthy living, but it also changed their perceptions health care plans. Customers are seeing the benefits that come from a dynamic new lifestyle, and now Discovery is seen as a health provider rather than just an insurance company. Discovery Health has swept through South Africa, eating up the market, and is now doing the same in the UK under the name Prudential Health. American consumers will be happy to know that soon Prudential Health will hit American shores.

What is most ironic about this story? At the time Adrian Gore came up with the idea he was working for one of the largest insurers in South Africa. He tried to convince them to run with the idea, but they refused - it just didn't fit with their business model. Gore instead managed to convince a banking group to finance his idea. And Gore's former employer? Discovery is quickly taking their business, and they are starting to look a touch unhealthy. They could probably benefit from a new health plan, which I am sure Gore would be only too happy to provide. Here's to innovation.