Insurance Providers Encouraging Health Living

New research from Defaqto has shown how insurance providers are increasingly incentivising customers with healthy lifestyles. Health insurance providers have long since offered discounts for policyholders who have good lifestyles, and the new research has revealed that similar promotions are being run alongside income protection insurance policies .

The link makes sense seen as income protection insurance providers face pay outs in the event of a policyholder being unable to work due to ill health. Consequently, Defaqto protection analyst Ben Heffer commented that insurers are increasingly promoting healthy living, while also offering free health assessments and discounted gym memberships.

LV= for example, run a Healthy Steps programme, aimed at raising awareness among customers of their current state of health, and offering means of improving their health. Similarly, BUPA offer a free health assessment for income protection customers, while Aviva Health UK provide discounts for health club memberships.

It is clear from this list of insurers that private medical insurance providers are increasingly diversifying, offering products such as income protection insurance – a market that has grown rapidly in recent years.