VitalityLife is offering up to 30% off its income protection (IP) premium rates on new Vitality Optimiser sales.
The discount will be automatically applied to Vitality Optimiser IP quotes offered until 29 January 2016.
The increased discount is part of a VitalityLife IP awareness campaign, which will see the company highlighting the importance of protecting income, and advertising the offer direct to consumers and intermediaries.
The campaign will include a revamp of the company's IP sales aids to include new infographics and the development of a new template which advisers can use to start their own campaigns.
Justin Taurog, managing director, sales and distribution at VitalityLife, said: "Income protection provides families as well as single adults with a financial safety net if they are unable to work and lose their income.
"We believe that income protection is one of the most important protection products for working adults in the UK and we're committed to raising awareness and helping advisers increase take up. With our unique Vitality Optimiser all customers receive a discount to their starting premium, which they can maintain by engaging in looking after their health with Vitality."
Emma Thomson, life office relations director at LifeSearch, said: "Many consumers don't think about what will happen if they are unable to work due to being sick or injured, but it can cause significant financial and emotional problems. Income protection provides an income in the event of ill health yet many people haven't heard of it.
"So it is therefore fantastic to see Vitality raising awareness with consumers as well as advisers about how income protection policies can provide a vital financial safety net."
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