Prudential has launched a new protection insurance package that allows policy holders who visit the gym to reduce the cost of their premiums.
The insurance company's PruProtect, which has been launched in conjunction with South African insurer Discovery, also rewards customers who attend health checks and quit smoking.
On the new product, PruProtection's chief executive Shaun Matisonn said the package was created to counter "the negative image" of protection insurance in the UK.
He explained: "PruProtect encourages individuals to take charge of their health and wellbeing and rewards them for doing so.
"Our aim is to start tackling the negative image of protection insurance products in the UK by launching a company that people can interact with and which reflects their lifestyle."
The features of the new package include life cover, income protection and severity-based serious illness cover.
Protection insurance has been criticised in the past after a survey by This is Money last year found that consumers with the cover didn't fully understand their policy and may have bought the wrong type of product.
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