Prudential is to extend the concept of discounted premiums for healthy living to its flexible protection product.
The discounts will be offered to PruHealth policyholders who can already benefit from the firm’s Vitality proposition. The enhanced FPP will start in September.
The move is part of the planned integration of PruHealth and Pru’s protection proposition which will be brought together in a joint venture with South African insurer Discovery, due to launch on July 1. The venture is yet to be named.
The changes to the Pru product bring it into line with a protection product already offered by Discovery in South Africa. Discovery also inspired PruHealth’s Vitality concept.
PruHealth policyholders will be able to qualify for discounts on FPP by exercising and eating well to improve their health just as they can reduce the cost of their health insurance by living healthily with the Vitality proposition.