In a surprising "dog bites man" story, a tobacco company is incentivising customers to quit smoking.

Cigarette manufacturer Philip Morris is offering life insurance to its customers, with reduced premiums available for those who successfully kick the habit.

This represents the intersection of two different strategies that both start-ups and incumbent insurers have been pursuing:

1) Establishing affinity partnerships to make products available to the relevant audience (i.e. a smoker-friendly life policy)

2) Offering reduced premiums to customers who change their behaviour to reduce risk

This initiative represents one of the more novel attempts to combine these two approaches, we just didn't expect it to come from a tobacco company.