VitalityLife has launched a 5% discount for new Optimiser policies.

The discount applies to new Life Cover policyholders and will be available until to the end of June.

Roy McLoughlin of Master Adviser, said: “Anything that encourages the public to think about their protection needs is to be welcomed. Price shouldn’t be the sole consideration when buying protection, however, we need to do all we can to draw attention to cover that too many people do not have.”

Vitality Optimiser, is designed to encourage healthy living by policyholders with a range of incentives and offers, including discounts on gym membership, health screens and annual cashback.

Justin Taurog, VitalityLife managing director for sales & distribution, said: “Our products encourage and reward clients for being healthy and Vitality Optimiser offers clients the very best of VitalityLife by giving them access to all our health and reward partners.

“The discount applies for the life of the policy and combined with a range of existing discounts new customers could save up to 30% as well as having the opportunity to receive annual cashback, which provides advisers with a reason to go back to their existing or new customers in order to help grow their business and ensure more families are better protected.”

The special offer discount will be supported by a national consumer advertising campaign to help further raise consumer awareness of protection insurance.