A national marketing company has agreed to ramp up marketing for a pioneer in the account-based health plan market.

AEGON Direct Marketing Services Inc., Baltimore, wants to help sell the Destiny Health Empowerment Plan program throughout the United States, according to Destiny Health, Chicago.

Destiny, a unit of Discovery Holdings Ltd., Sandton, South Africa, helped introduce U.S. employers to the concept of using personal health accounts, wellness programs and wellness incentives to encourage consumers to take responsibility for improving their health and holding down their health care costs.

Destiny has been working with partners to sell plans in Illinois and some other states.

AEGON, an arm of AEGON N.V., The Hague, Netherlands, will start by focusing on marketing Destiny plans in Colorado, Illinois, Michigan and Wisconsin, according to Destiny.

An AEGON life insurance affiliate, Stonebridge Life Insurance Company, will underwrite the Destiny plans that AEGON Direct sells, Destiny says.