Aetna is thinking outside the workplace by going directly to consumers with wellness in mind.

The health insurer is teaming with Best Buy to offer well-being programs that match buying habits. If someone buys a pedometer, for example, maybe they'd also like to enroll in a 90-day walking program – which, at the price of $19.99, isn't a bad deal.

In a society with an affinity for consumerism and unhealthy habits, the Best Buy/Aetna match-up might be a good bellwether for insurers exploring different ways to embed themselves in the wellness niche – maybe even bypassing employer clientele all together.