Aviva life insurance is encouraging smokers to quit in order to save money on their life insurance premiums. The analysis, undertaken by Aviva, reports that life insurance schemes cost considerably less for non- smokers in comparison to smokers.

The data available with Aviva life insurance related to the policyholders depicts that in the last 12 months, the percentage of smokers has decreased and only 15 percent still continue to smoke. Louise Colley, head of protection for Aviva, said, "It's encouraging to see our statistics showing people are giving up. We want to encourage people to think about the effect of smoking, not only on themselves but also on the people they care about”.

Aviva suggests, “Smokers who do not currently have life insurance could use the money they spend on cigarettes more effectively by getting life insurance and protecting their family's future”.

Analysis reported that a 35 year old female with a cover of £75,000, over a period of 15 years pay £40 a year more on smoking in comparison to a non-smoker and a 25 year old male pays more than £150 for a cover of £125,000 over a time period of 30 years.

Aviva commented that smoking is dangerous to people's health, leading to less premium cost being paid by non-smoker’s policyholders.