The insurer Beagle Street has released 500 origami dogs made from £10 notes onto the streets of London to highlight consumers spending too much on life insurance.
The average UK consumer overpays on their life insurance premium by £109 per year research for Beagle Street from Moneyfacts found.
Meanwhile among consumers 87% are put off buying life insurance because they think it is too expensive, a second survey of 5000 adults from One Poll found.
The second survey also found that 76% believe providers are not transparent with their offerings.
Matthew Gledhill, managing director of Beagle Street, said: "Hopefully our £10 note Beagles will put a smile on people's faces and pounds back into their pockets.
"The life insurance industry has been slow to adapt to the online revolution, but just as companies have used the Internet to slash the cost of services from air travel to accommodation, Beagle Street is using technology to remove unnecessary costs from life insurance.
"We've eliminated middlemen, medicals and meetings for example, which has meant passing on savings to customers who pay 30 per cent cheaper premiums on average."