The former challenge could also be seen as the startup's greatest opportunity.
"You can make the argument that life insurance is a fundamentally important product, and also argue that it hasn't resonated yet with demographic shifts in how millennials are used to buying products," Wong said.
It follows that a life insurance company that talks tech and appeals to health-minded young people could feasibly make inroads with first-time insurance buyers.
Internally, at Health IQ, staffers at both its San Diego and Bay Area offices are encouraged to walk the walk. The whole company participates in 30-minute workout sessions, in the gym at the center of the office, four times per week. Sugar is also a banned substance, meaning that while the company won't monitor what employees eat, it also doesn't make sweets and sodas available in its break areas.
And, in a perfect world, a company that supports healthy lifestyles internally will have more success advocating for and attracting health conscious customers.
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