Asked whether he reckons Vitality could be the one to do this, Taurog said: "I mean, we're very much on the journey."
The insurance - or rather, 'insurtech' - boss referenced the tangible benefits of Vitality - including the health assessments and Apple Watch partnership - as examples of how it's getting to be known as more than just a reminder of mortality, and rather a driver for a healthier lifestyle.
Vitality's business model works by offering lower protection premiums to clients depending on their health, and for those investors who are likely to live longer and thus invest longer, it can offer them access to lower tax brackets on investments.
"It's a common methodology across the business," said Taurog.
He also cited the brand's "vibrant pink" colour and its choice of a dachshund as a mascot - which had a "major" impact on dachshund ownership according to the Kennel Club. "We're capturing the public imagination."
ruby.hinchliffe@ft.com
