PruProtect allows policyholders to reduce premiums

PruProtect, the joint venture between Prudential and South African market leader Discovery, has made several enhancements to its existing product range.

Policyholders who look after their health and wellbeing by engaging with PruProtect's unique Vitality programme will be able to reduce their premiums and these lower premiums will be ‘locked-in'. The potential for annual price increases across PruProtect's Life Cover, Serious Illness Cover and Income Protection, has been removed.

Kevin Carr, Director of Protection Development, said: "Our Serious Illness Cover is already the most comprehensive of its kind in the UK. 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."

Pipeline and existing customers will be given the opportunity to either continue with their existing policies, or move to the new policy model, without additional underwriting.

Vitality with Lite Rewards

PruProtect policyholders automatically become members of the Vitality programme, which rewards policyholders for engaging in a healthy lifestyle.

Vitality covers 5 areas - education, exercise, nutrition, screening and smoking cessation - and members can earn points by participating in healthy activities related to each area, such as going to the gym, downloading healthy meal plans from the PruProtect website, or having a health screening. By earning points, members can move up to different status levels (Bronze, Silver, Gold and Platinum) and could benefit from reduced premiums for doing so.

Policyholders could enjoy discounts with a range of Vitality partners through PruProtect's Lite Rewards, including: Nuffield Health, Fitness & Wellbeing Centres, LA Fitness, Virgin Active, Allen Carr's Easyway to Stop Smoking, Champney's Health Resorts, Fitbug, Cineworld Cinemas, Eurostar and Mark Warner.

In order to improve the premium and remove the potential for future increases for all policyholders some partner discounts have been reduced under Lite Rewards. Some discounts are smaller than those offered by PruHealth, but Lite Rewards discounts are being enhanced until 30 April 2009 as a special offer.