For customers taking part in the Vitality health programme with PruProtect, the protection provider is offering ongoing annual premium discounts.
In addition, consumers that have to leave Vitality temporarily, perhaps due to pregnancy, can lock-in' their lowest rate. In the past, clients with PruProtect life or serious illness cover, or income protection, who did not follow the programme, would find that their premiums would rise, but that rule is now being discarded by the firm.
Kevin Carr, director of protection development, said: "As well as becoming more competitive, we are enhancing our proposition for consumers by allowing them to reduce their future premiums and keep them low."
There are five areas covered by Vitality and these are education, exercise, nutrition, screening and giving up smoking . Points can be earned members by participating in healthy activities related to each area, such as going to the gym or having a health screening.
As they earn points, members can move up to different status levels (bronze, silver, gold and platinum) and may benefit from reduced premiums.




