The new product, VitalityCar, will enable drivers to measure and enhance their driving behaviour after each trip, earning rewards for driving more safely and making greener choices.
The firm said VitalityCar is built around a “Good Driving Programme”, which is designed to help drivers improve the five key behaviours that contribute to half of all road accidents, harsh acceleration, harsh braking, harsh cornering and distracted driving and speeding.
It also enables customers to better understand their driving behaviour through the use of the “Good Driving” sensor which sits on the inside of the windscreen. The sensor is paired to the Vitality Member app and allows members to measure and improve their driving behaviour by providing detailed feedback after each trip.
As an additional incentive, the firm will offset up to 100% of the carbon emissions from each trip, depending on how well someone drives.
Andrew Webb, managing director of VitalityCar, said: “Vitality was founded on the simple belief that people can be incentivised to change their behaviour and by rewarding them for doing so, it creates a virtuous circle of improvement.
“With VitalityCar, people can access insurance that better reflects their individual risk. The drivers with the safest driving behaviours will have the opportunity to reduce their excess by up to £250 and earn a no-increase guarantee at renewal.”
James Gearey, managing director of personal lines and protection, Covéa Insurance, added: “Our partnership with Vitality is a major milestone for our business strategy and technology roadmap.
“The regulatory environment is changing as are customer needs. We have to evolve and innovate to make sure we deliver products that provide value and allow consumers the choice to live their lives in the way that they want.”