It is important to note that financial wellness is just one way to position a financial services company as a wellness company. Some financial services companies have become quite innovative in leveraging health and wellness trends to enhance their brand image. An example is The World of Hyatt Credit Card which pays 2 points per dollar spent at fitness clubs and on gym memberships. Another opportunity for financial services to step into the health and wellness arena is to help offset the costs of connected health (e.g., wearables, smartphone apps, etc.). A recent Ipsos global survey found that cost was the number one barrier in preventing consumers from using/owning a connected health device, with 27% of global consumers citing this as a barrier.