The rise of digitization and new technologies, such as wearables, make it much easier for individuals to gain personalized wellness insights – including measurement, ongoing tracking, and holistic aggregation of wellness metrics. It can thus greatly facilitate the primary prevention, i.e., reducing risk factors by physical activity, healthy diets, smoking cessation etc. Initially health insurers, and now increasingly life insurers, are offering services which support and incentivize wellness efforts. A key aspect of this shift is the emergence of wellness-linked life insurance products (or life insurance-linked wellness programs), which aim to motivate and incentivize policyholders to adopt healthier lifestyles. Incentives can include upfront or dynamic premium adjustments, benefit riders, premium refunds, discounts, vouchers, etc., as well as educational programs and free or subsidized access to new wellness-related technologies such as wearables.  In this presentation, we illustrate the mechanisms of wellness-linked life insurance products, discuss examples, and study the economic aspects of such products from a theoretical perspective. Our study investigates the potential of wellness-linked life insurances to stimulate proactive measures. We examine wellness-linked insurance products optimized within a Stackelberg equilibrium framework, where the focus is on achieving optimal wellness-linked insurance demand for the individual and maximal profit for the insurer. We analyze the optimal form in scenarios where effort is either exogenously given or endogenously generated.