A pioneer in the health account plan business says it will stop providing health coverage and instead ramp up efforts to sell stand-alone wellness incentive program services.

Destiny Health, Chicago. a unit of Discovery Holdings Ltd., Sandton, South Africa, has been trying to sell group health coverage, health accounts and the Vitality wellness incentive program in the United States since the mid-1990s.

Destiny now says has found a potential buyer for its existing group health business.

Destiny’s Vitality program uses vacations, merchandise and other rewards to encourage health plan members to participate in activities such as controlling their blood pressure and blood sugar levels.

Separating the insurance and wellness efforts should make it easier to sell the Vitality program without worrying about the geographic constraints that apply to sales of insurance plans, according to Destiny President Arthur Carlos.

Destiny hopes to sell the Vitality program throughout the country through brokers, consultants and health carriers as well as directly to employers, Carlos says.

The Vitality program now serves employer plans with a total of about 50,000 members, Destiny reports.