More than 1,600 brokers have signed up to Choices, Norwich Union's (NU) web-based broker incentive scheme since May.
The scheme, delivered via NU's e-broking website, is open to all intermediaries selling NU policies. For every policy or service sold, brokers earn points, which can be exchanged for a variety of rewards, ranging from cinema tickets to luxury holidays.
NU broker relations manager Linda Keller said that, to date, more than 1,500 sales had been recorded using the system.
The scheme is currently limited to sales of household policies, but other products will be added throughout the year, she said.
Keller said: "Transferring our existing paper-based incentive scheme to an online environment, which rewards brokers for electronic transactions, is an ideal way to get people used to an online sales environment.
"It would also encourage brokers to increase their long-term commitment to internet trading."
She said the website would also be used to track broker opinions on key issues and future NU developments.
