The novelty of the PurpleTeal service is a tremendous differentiator to attract new customers.

Insurance companies can sponsor the service, offer it to its subscribers and use it to capture new subscribers. If it is positioned as a valuable health-based service that they can get by signing up with the sponsor, it provides something that is 'different' in order to attract new subscribers.

Existing subscribers, once they get used to the service, will be reluctant to switch to a competitor that does not offer this service, hence improving loyalty and retention.

Further, by getting family members involved in subscribers' health, they too bind to the service and will be reluctant to switch, and in fact may become the next new customers.