VitalityLife, the new name for PruProtect, has unveiled a new life insurance product, LifestyleCare Cover.

The provider claims the new product gives people added flexibility should they suffer from serious ill health during later life.

LifestyleCare Cover VitalityLife gives people lifelong cover that pays out on death, or critically, if they suffer an illness which leaves them permanently unable of looking after themselves. The product permits a proportion (up to 100%) of their life cover to be accessed early, should they suffer a degenerative illness such as dementia or Alzheimer’s.

Using the Active Rewards programme which is key to all VitalityHealth and VitalityLife products, LifestyleCare Cover incentivises healthy behaviour through discounts and rewards, which are provided to reduce the risk of certain degenerative illnesses.

There is growing evidence to suggest that conditions like Alzheimer’s disease, Parkinson’s and Dementia are linked to obesity and lifestyle. According to a recent study, people who follow four out of five healthy behaviours are 60% less likely to develop Alzheimer’s disease compared to those who follow none. LifestyleCare Cover encourages a healthy lifestyle and automatically includes a range of benefits to help people understand their health, and encourage and reward people for making healthy lifestyle choices.

Herschel Mayers, VitalityLife CEO, said: “This product is designed to ease the financial and emotional burden that some of the most terrible illnesses bring to our society. For too long, people have not had the financial flexibility they require in later life should they fall ill; we recognised this problem and built a product which will offer people choice when they need it most.

“Critically, LifestyleCare Cover is part of our Vitality range which means that by incentivising healthy activity, we can help reduce the chance of suffering from these illnesses in the first place.”