Canada Life is the latest insurer to launch retailer discounts as part of its protection offering.
The provider said that its new health and lifestyle app for individual protection customers would include cinema discounts, and retail discounts on shopping across the UK, describing it as "gamechanging".
Canada Life stated the innovation would "move the market forward from price-based competition to focus more on customer-centric support and value".
The new service is being delivered by LifeWorks, and will also include a health and wellbeing-based newsfeed, counselling helpline and wellbeing resources.
Jon Ford, director of individual protection at Canada Life, said: "Providing inclusive extras which our customers can use on a regular basis without being a claimant is a catalyst to increasing engagement.
"The launch of this app continues our technology drive and gives people access to benefits and support at their fingertips.
"We think this is a game changer for protection insurance. The more that customers use the app, the more they will see the breadth of the support we provide.
"The feel-good factor of discounted, regular purchases alongside the massive amount of help available is a winning combination. In my view, this sets the benchmark incredibly high in terms of protection product engagement."
However Alan Lakey, founder of CI Expert, said that although these additional services are of real benefit for many, the company would have to bring about greater awareness, perhaps through a marketing strategy, if it is going to challenge Vitality, which offers similar add-ons.
He said: "Vitality has made it succeed on the back of a very expensive marketing campaign so Canada Life will need to bring about a greater awareness unless it is relying on advisers to do so - a strategy that may not work."