Adrian Gore launched Discovery in 1992 in South Africa with backing from Momentum Life, starting with a bold vision to challenge traditional medical insurance paradigms through actuarial rigor and behavioral economics. Recognizing that standard health insurance models failed to incentivize healthy lifestyles, he structured the enterprise around a shared-value system. This foundational concept rewarded members financially and through lifestyle perks for taking care of their health, ultimately giving birth to the globally recognized Vitality wellness program and scaling into a multi-line financial services and digital banking powerhouse.