Being health conscious has many benefits, and Aviva USA is making healthy choices even more rewarding for its customers through its Wellness for Life rider. The Wellness for Life program is a unique enhancement to a life insurance policy in the form of an optional rider that can reduce out-of-pocket premium costs over time. The policy charges are discounted if the insured meets health-conscious criteria like visiting the doctor at least every other year for physical exams, and cost savings are even greater if the insured simply maintains his or her weight within a range established at policy issue. In essence, customers earn rewards when they take steps that can result in living a healthier, longer life. About 70 percent of Aviva’s eligible policyholders now purchase the $100 rider. Wellness for Life customers also receive exclusive wellness benefits and resources through Mayo Clinic. “Just as good drivers save money on their car insurance, we believe living a healthy lifestyle should generate savings on your life insurance premiums,” said Rhonda Elming, senior vice president, product management, for Aviva USA. “The innovative Wellness for Life program demonstrates that Aviva understands our customers have individual needs. We are committed to developing products to meet those needs. In short, we put people before policies.” By visiting the doctor every other year – which may result in early detection of health risks or diseases and can lead to more effective treatments – customers can either lower their premiums or increase the cash value of their universal life insurance policy. Regardless of the customer’s weight at the time the policy is issued, further discounts can be achieved by maintaining weight. Best of all, premium costs will never increase as a result of the doctor visits. Aviva USA is part of Aviva plc – the world’s sixth-largest insurance group. Aviva USA is a sales leader of indexed life insurance and indexed annuities.