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This paper examines the relationship between interactive life insurance companies and their policyholders and the way in which wearable fitness devices are deployed by these companies as data-generating surveillance technologies instead of personal health and fitness devices. Working within an expanded framework of “surveillance capitalism” (Zuboff 2015), I argue that while the notion of self-care generally associated with wearable fitness devices is underpinned by neoliberal constructs, the incentivization of interactive life insurance programs works to obscure the immense value placed on information capital. This paper briefly considers the legal loopholes involved in the harvesting of sensitive health and fitness information from consumer wearables and suggests that the push toward fitness trackers has little to do with any real concerns for the health and fitness of consumers and policyholders. Lastly, I consider different forms of unwaged labour in the relationship between policyholders and interactive life insurance programs. I contend that policyholders do not recognise the free and immaterial labour that goes into sustaining the data-based business model that interactive life insurance companies and social media platforms use and rely on for profit. In so doing, they relinquish power and control over the data they work to produce, only so that the information can be commodified and used against them.

Surveillance Capitalism, Datafication, and Unwaged Labour: The Rise of Wearable Fitness Devices and Interactive Life Insurance