Creative Marketing International Corp. has agreed to support the Wellness for Life rider program from Aviva USA.

Creative Marketing, Overland Park, Kan., a life and annuity marketing organization, will be working with Aviva USA, West Des Moines, Iowa, to help affiliated agents get the training needed to sell the product.

Aviva USA, a unit of Aviva P.L.C., London, introduced the wellness product in an effort to help life insured policyholders improve their health and reduce their insurance costs.

Consumers can buy the rider with some Aviva fixed indexed universal life policies.

Policyholders can reduce their insurance costs by getting regular physical examinations and controlling their weight.

If rider program participants manage to improve the overall life expectancy for all program participants, Aviva also will pass some of those savings along to the participants, Aviva says.