When coupling a scalar field to gravity, one sometimes introduces an additional term into the action: $S=\int d^4x \sqrt{-g}(L-\frac{1}{2}H_0 R\phi_0^2)$ where $R$ is the Ricci scalar, $L$ is the matter lagrangian, and $H_0$ is a parameter tuned to make the kinetic energy conformally invariant. This so-called "non-minimal" term is zero in flat space, but it's derivative with respect to the metric gives a modification to the canonical energy momentum tensor, defining the "Improved Energy Momentum Tensor".
In the paper https://doi.org/10.1103/PhysRevD.14.1965 (apologies for the paywall), Collins writes that
"One might say the minimal way to go from flat to curved space is not for the kinetic energy term to be $\frac{1}{2}(\partial\phi)^2$, but for it to be conformally invariant".
If a theory exhibits conformal invariance, great. But I don't understand why such a thing should be imposed, especially for a massive theory. Is there an intuitive reason the kinetic term in a lagrangian should be conformally invariant?