PruHealth has teamed up with auction site eBay as part of a bid to help its customers lead healthier lives.

The private medical insurer will operate a points system, which rewards policyholders for buying sporting goods on the site.

These so-called vitality points will then allow policyholders a reduction on their future premiums.

Some 40 points can be earned purchasing goods of up to £5 or more, with up to a maximum of 120 points on offer every year. Policyholders simply have to register that they are with the firm when they go onto the auction site.

The move is the latest by PruHealth to encourage customers into healthy living. Policyholders with the group can already earn points for belonging to a gym and giving up smoking.

Shaun Matison, chief executive of PruHealth, said: "We are delighted to have teamed up with eBay in such an innovative online deal where once again we are rewarding members for doing what they are already doing."

Pat Connolly, head of strategic partnerships at eBay, said: "This partnership will encourage customers who are already focusing on health and sports to consider their health insurance and how they could be rewarded further".

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