I wish I could claim it’s original… ;)

Even my life insurance carrier incorporated gamification into their policies. They give points for activities and choices that reduce your mortality, and thus make it less likely they’ll have to pay out the death benefit. In return, they give you a lower starting premium. They then increase your premium if you get too few points, keep it constant if you get more points, and reduce it if you get above a certain (moderately easy-to-achieve) higher point count.