The joint venture between Prudential UK and South Africa-based Discovery, PruProtection Holdings, has launched PruProtect, which offers a suite of products including life cover, income protection and severity based serious illness cover.

It follows the success of PruHealth, which uses the Vitality points system that has been designed to encourage people to take control of their own health and wellbeing and to give them the potential to manage their premiums throughout the course of their contract.

PruProtect with Vitality will provide benefits such as free fitness assessment, subsidized full health screenings, discounts at health resorts and a choice of gym membership deals at select health centers.

Shaun Matisonn, CEO of PruProtection, said: PruProtect encourages individuals to take charge of their health and wellbeing and rewards them for doing so. Through Vitality, PruProtect supports people when they are well, but is also better able to look after them financially when they are not. Our aim is to start tackling the negative image of protection insurance products in the UK by launching a company that people can interact with and which reflects their lifestyle.