PruProtect is to add Vitality, the insurer's healthy living rewards programme onto its Relevant Life policy.
PruProtect said employers can not only provide key staff with cost-effective life cover, but also all the benefits that Vitality offers including free smoking cessation courses, 50% off Virgin Active membership fees and a free weekly cinema ticket at Vue or Cineworld.
Staff who engage with Vitality can move from bronze membership through to silver, gold and platinum earning even greater rewards.
Each year they can qualify for premium discounts and cashback* which will be paid to the employer - creating opportunities for staff retention and recognition.
PruProtect said this means that small to medium businesses are able to use Relevant Life Policies as a way of offering a cost -effective employee benefits package; a crucial factor in employee loyalty and retention.
Justin Taurog, marketing & distribution director of PruProtect (pictured) said: "As part of our ongoing strategy to innovate in accordance with the needs of our brokers, we have worked hard to bring Vitality into this product area with the full approval of HMRC.
"Vitality is a great way for employers to demonstrate their commitment to the health and wellbeing of their staff, who will also see real value in the tangible financial savings they can make, as well as the peace of mind that life cover provides."
Vitality will be available on PruProtect's relevant life policy from 23 June 2014.