This paper reviews the digital tools developed by the insurance industry to improve the health and wellness of policyholders. These tools are said to offer a win-win: better health for policyholders and reduced claims for insurers. Many tools apply lessons from behavioural economics by seeking to influence policyholder behaviour and overcome short-term barriers to change. This paper identifies issues and challenges, such as data privacy and security, safety risks, data quality, overall effectiveness, and relevant policy and regulatory frameworks.