More people want healthy behaviour to reduce premiums

A revolution of consumer engagement has emerged after a survey of 1,000 PMI policyholders by provider Vitality revealed that over half want healthy behaviour to bring down the cost of their premiums. Over three quarters also felt that improved physical activity should affect policy costs.

53% said that behaviours such as their diet and levels of exercise should be considered by providers when calculating premiums. Over three quarters suggested they would take the chance to live a healthier lifestyle in order to reduce costs, with young people especially keen to improve their fitness levels.

Vitality has found that those who engage with their health have often seen their premiums reduced. Their drive to incentivise a healthy attitude has been supported by their ABC pricing model, which rates premiums based on age, medical information and a new engagement measure.