Visa Bets on Healthspan as the Ultimate Luxury with NOVI Health Deal

SINGAPORE – July 22, 2026 – In a move that redefines the landscape of premium consumer perks, global payments leader Visa has tapped Singapore-based NOVI Health as a key wellness partner for its reimagined Visa Infinite program across Asia Pacific. The partnership marks a pivotal moment in commercialization, embedding preventative healthcare and longevity services into a high-end financial ecosystem, signaling that for the region’s affluent, the ultimate luxury is no longer just what you can buy, but how long you can live well.

For years, the pinnacle of credit card rewards has been transactional—airport lounge access, Michelin-starred dining discounts, and exclusive travel opportunities. With this announcement, Visa is making a strategic wager that the priorities of its most valuable customers have fundamentally evolved. By placing NOVI Health’s physician-led longevity programs alongside traditional lifestyle benefits, Visa is validating a new currency of status: healthspan.

Redefining Premium: Visa's Strategic Pivot to the Wellness Economy

Visa's decision is not a tentative step but a calculated leap into the burgeoning wellness economy, backed by extensive market analysis. The company recently overhauled its entire premium card suite in Asia Pacific, introducing a new three-tier structure—Visa Infinite, Visa Infinite Privilege, and Visa Infinite Private—to cater to a rapidly expanding and increasingly sophisticated affluent segment. This market is projected to grow at an 8% compound annual rate through 2030, and its spending habits are shifting dramatically.

Internal research from the financial giant reveals that today's high-net-worth individuals prioritize “experience-led living” over material goods. Critically, approximately 90% are actively seeking health-focused experiences, and 84% expect more curated, high-touch services. The partnership with NOVI Health is a direct response to this demand, moving beyond reactive problem-solving to proactive life enhancement.

"We're seeing a profound shift in how people think about health," said Dr. Sue-Anne Toh, Co-founder of NOVI Health. "People increasingly recognise that living well starts long before illness appears. We're proud to partner with Visa to support members who are investing in their long-term health and wellbeing."

This sentiment captures the essence of the new luxury paradigm. For a generation that has already mastered the art of premium travel and fine dining, the next frontier is biological optimization. The collaboration effectively positions decades of vitality not as a hopeful outcome, but as an accessible, premium service—a core component of a well-lived, affluent life.

A Commercialization Catalyst: Singapore's NOVI Health Goes Regional

For NOVI Health, this partnership is a landmark commercialization milestone that catapults a Singaporean health-tech innovator onto the regional stage. Launched in 2019 by medical doctors and public health experts, the company has built a robust, evidence-based model that stands apart in the crowded wellness space. Its competitive edge lies in a hybrid approach that combines a specialist medical clinic, dedicated health coaching, and a proprietary mobile application, NOVIFY, to provide continuous, data-driven support.

This isn't just about tracking steps or calories. NOVI's model is physician-led, focusing on the root causes of metabolic dysfunction and chronic disease through precision diagnostics and personalized lifestyle interventions. The company has already demonstrated its credibility, serving thousands of patients from nearly 100 nationalities and publishing its real-world outcomes in peer-reviewed journals. A recent collaboration with pharmaceutical giant Novo Nordisk to expand structured weight care in Singapore further cemented its position as a serious player in metabolic health.

The Visa partnership provides an unparalleled platform for its next phase of growth. It offers immediate brand validation and a direct channel to a highly targeted, health-conscious demographic across Asia Pacific. This exposure is a critical accelerant for the company’s stated goal of regional expansion beyond its Singaporean base.

"Healthcare is becoming part of everyday life, rather than something people only access when they're unwell," noted Dr. Kyle Tan, Co-founder of NOVI Health. "This partnership reflects that evolution, and we're excited to play a role in helping more people live healthier, longer lives."

Inside the Partnership: An On-Ramp to Longevity

Beyond the high-level strategy, the mechanics of the partnership are designed to serve as a powerful on-ramp to NOVI Health's ecosystem. All Visa cardholders in the region receive a 10% discount on the company's services, but the real value for Visa Infinite members lies in a more integrated offer.

Cardholders who enroll in NOVI's comprehensive longevity programs—NOVI Longevity Start or NOVI Longevity Max—receive a complimentary kit valued at SGD200. This package includes a continuous glucose monitor, a one-on-one dietitian consultation, and two weeks of digital health coaching. This isn't merely a discount; it's a structured introduction to NOVI's core methodology of continuous monitoring and personalized guidance.

This strategic incentive lowers the barrier to entry for high-value services and allows potential long-term clients to experience the benefits of proactive health management firsthand. For NOVI Health, it transforms a marketing partnership into a highly efficient client acquisition engine, funneling engaged, high-intent individuals directly into its premium programs. The partnership effectively leverages Visa's reach to solve one of the biggest challenges for any innovative service: customer education and trial.

The agreement positions a Singapore-born health company as the trusted name a global payments leader uses to represent the future of wellbeing, reinforcing its mission to move people beyond reactive sick-care and into a continuous, preventative model that turns knowing into doing.