Life insurance is traditionally about providing financially for your loved ones when you are gone.
But increasingly insurers are coming up with ways to get more people buying their products by making them useful to the still living too.
No-one should buy life insurance just because of the perks on offer. But if you are considering your options it is worth looking again at some of the more interesting and worthy additions to standard payouts on death.
Telegraph Money has pulled together some of the better add-ons in the market, though it is important to ask your insurer what they can offer you when you shop around.
The one for gym bunnies (or those who aspire to be)
Vitality is probably the leader in the life insurance perk market. Â Its rewards scheme tries to motivate you towards a healthier life â€“ good for them because it means they are less likely to pay out early before you have paid lots of premiums, good for you because you live longer and potentially pay less for your insurance.
An online health review will let you find out your Vitality age â€“ based on a scientific calculator that assesses the impact of your lifestyle on your health. Use Vitalityâ€™s app via your smartphone or Apple watch to track your activity, and get up to 40pc off a range of devices designed for running and cycling.
Other deals include up to 50pc off Virgin Active or Nuffield Health gym membership fees, 50pc off a pair of running shoes at Sweatshop, and up to 50pc cashback on an Evans Cycles bike.
The aim is to earn Vitality points â€“ and points mean prizes, such as a Starbucks drink or tickets to see the latest films at Cineworld or Vue.