Manulife has staked out new ground in preventive health care, becoming the first life and health insurer in the world to back a national nature prescription program.
The Toronto-based insurer is partnering with PaRx, a BC Parks Foundation initiative that enables healthcare providers to prescribe time outdoors as a way to improve patient health.
Since its launch in 2020, PaRx has grown into a nationwide network, with more than 18,000 registered prescribers who have written over 1.5 million “nature prescriptions.” Research shows that time in natural environments can reduce stress, lower the risk of chronic disease, and improve mental health outcomes.
Manulife’s investment will help expand PaRx by covering free admission to select parks and conservation areas for patients. Organizers say this reduces barriers for Canadians who might otherwise struggle to access green spaces.
For insurers, the move reflects a growing push to link coverage with proactive health outcomes. Globally, programs such as Discovery’s Vitality in South Africa and AIA’s wellness platforms in Asia reward policyholders for healthy behaviors. In Canada, Sun Life has invested in digital wellness apps, while GreenShield has restructured to integrate insurance with direct health-care services. Manulife’s PaRx partnership takes a different angle, treating access to nature as a public health tool.
Industry analysts noted that this is not just a branding exercise. Preventive health programs can ease long-term pressure on insurers by reducing claims tied to chronic illness and mental health issues. If PaRx prescriptions lead to healthier clients, insurers could see lower costs over time.
Manulife framed the initiative as part of its broader commitment to “better, longer lives.” By endorsing PaRx, the insurer is effectively elevating nature to what advocates call the “fourth pillar of health,” alongside nutrition, exercise, and sleep.
For the insurance industry, the partnership marks a global first and sets a precedent for how non-clinical interventions could move from the margins into the mainstream of health coverage.
