New Delhi: To reward the customer for staying invested for a longer term, especially in unit-linked policies (Ulips), many life insurance firms are introducing incentives such as refund of charges or guaranteed payouts after completion of policy tenure of 10 years or more. Charges in Ulips are front-loaded and are generally deducted in the first three years of the policy. However, even within Ulips, such rewards are being offered in select policies. Some of the companies offering such incentives are HDFC Standard Life, ICICI Prudential Life Insurance, Aegon Religare Life Insurance and Future Generali Life Insurance. HDFC Standard Life recently launched a product called 'Super' series, which include child and pension plans and offer bumper additions to customers on completion of tenure of 10 year and more. Paresh Parasnis, Principal Officer and Executive Officer, HDFC Standard Life Insurance, said, "We have started bumper additions to reward customers staying in a policy for a longer term. We feel such incentives would help control the rate of policies lapsing due to customers not paying premiums. We have done extensive research on customer expectation before launching this product." Future Generali, too, is offering incentives to its customers. "We provide extra fund injection in our product 'Future Sanjeevani' after 10 years. A part of fund management charge is added back to the fund. There is no such incentive in other products. However, the surrender value will get better with duration," said GN Agarwal, Chief Actuary at Future Generali Life Insurance.