Old Mutual Corporate didn't put its logo on a finished Strove app and stop there.

Since 2021, the OMC Wellness app has moved through four versions, added new integrations and expanded into more Old Mutual business units. Each version required product decisions, testing, app-store releases and continued alignment with the Old Mutual brand.

The progression shows what running a white-label wellbeing product requires after launch.

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Version 1: establish the core

The first version focused on duration, distance, steps and points.

Its job was functional. Employees needed to connect activity, see recent progress and understand how rewards worked. Old Mutual's colours and identity were present without changing the basic member journey.

The app launched in May 2021 on Android and iOS.

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Version 2: improve the daily view

The second version added more detail, including calories recorded through connected activity sources. Updated icons and visual elements made the dashboard easier to scan while following changes to the Old Mutual brand.

This release also established an operating pattern. Changes to Strove's main platform had to be tested and released separately for the white-label app.

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Version 3: add sleep and personal progress

Version three widened the dashboard beyond activity. Sleep data, achievements and health insights gave employees more ways to review their week.

The product team also introduced clearer progress indicators and further brand changes. The app had become an Old Mutual product with its own release history, rather than a static branded copy.

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Version 4: bring services into one dashboard

The fourth version added Talk sessions alongside movement, steps and weekly goals. The dashboard separated different areas of wellbeing while keeping them inside one employee experience.

Other additions across the product's development included:

• More fitness-app and wearable integrations
• A Huawei AppGallery release
• Wellbeing surveys
• Individual and group challenges
• Social groups and a shared feed
• Environmental rewards through Ecologi
• Reporting tools for programme administrators

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Each addition created work behind the screen: integration testing, version control, app-store compliance and support for a separate release.

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The operating results

The available OMC figures include:

• 60% activation
• 31,433 physical activities
• 26,479 hours of recorded activity
• 125,538 kilometres
• 2,222 feats earned
• 1,639 challenge entries
• 2,343 meditations from 151 members
• 139 trees funded through rewards

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Employee comments show how individuals experienced the app.

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"Using the Strove app, I really feel motivated to achieve my fitness goals. Apart from this, there are great rewards and relevant knowledge articles. This is also a great app to encourage healthy competition amongst employees."

Dr Zeenat Paruk, Senior Human Capital Business Partner

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From OMC Wellness to OM Wellness

Other Old Mutual business units adopted the platform after the OMC launch. The product has since developed into the wider OM Wellness app, creating a shared base for business-unit challenges and reporting.

The value of the white-label model is visible in that expansion. Old Mutual gained a product that could retain its identity while adding features and serving more internal groups.

The next release will require the same discipline as the first four: choose the employee problem, test the change across supported devices and measure whether members use it.