A method for rewarding life insurance policy holders who satisfy requirements relating to insured individuals' wellness includes segmenting a group of insured individuals into a W group that qualifies for a wellness benefit and a S group that does not qualify for the wellness benefit. Qualification for the wellness benefit is based on compliance with one or more of said requirements relating to insured individuals' wellness. An aggregate wellness benefit pool available for distribution to members of the W group is then determined. The wellness benefits may be distributed in several forms or combinations thereof, such as cash dividends, reductions in premiums, free additional insurance coverage for a specified time period, credits towards policy cash value or increases in other benefits. The requirements relating to an insured individual's wellness may include one or more existing health (results-based) conditions or activity-based requirements, or a combination thereof.