Those who take more care of their health by eating a well balanced diet and generally staying healthy may find themselves finding cheaper life insurance premiums than those who do not, an insurer has revealed.

Life insurer Prudential has announced that it will reduce life insurance premiums for those who look after themselves as a reward “for making the effort to stay healthy.”

Chief executive officer, Shaun Matisonn of PruHealth said: "In uncertain economic times like these, that extra financial incentive to get fit has never been more important and PruHealth's philosophy is to reward our members for making the effort to stay healthy."

A survey by the insurer found that 19 per cent of Brits surveyed have set up a fitness regime and planned to eat a healthier diet as a part of their new year’s resolution after an unexpected health problem motivated them to take action.

However, 61 per cent of those surveyed admitted they were motivated to lose weight.

Meanwhile, a report by financial advisers of Unbiased has revealed that thousands of UK life insurance customers could be losing out on inheritance for paying unnecessary inheritance tax.

David Elms of Unbiased said: “Inheritance tax liability is paid by beneficiaries, often at time when they are grieving over the loss of a loved one.”

He advised that “people see an independent financial adviser to discuss their tax liabilities remembering that it is legal to mitigate inheritance tax.”