Regional auto insurer Plymouth Rock Assurance has announced the launch of its safe driving incentive program, Road Rewards.

Using the Road Rewards app, Plymouth Rock customers can earn points towards free coffee from Starbucks, movie tickets from Showcase Cinemas and fuel discounts from Shell. The application is only available to policyholders in Massachusetts at launch. Availability in other states will be announced later this year.

The application was developed in partnership with Cambridge Mobile Telematics. The technology measures customers’ driving behavior—such as hard braking, speeding and phone usage—to conjure up scores after every trip. The first score is derived after a two-week assessment period. Plymouth Rock says collected driving data will not be used for pricing, underwriting or termination of policy decisions.

“We’re committed to providing our customers with the tools to drive safely,” said Chris Olie, president of Plymouth Rock Assurance, in a statement. “We believe Road Rewards will have a real impact on driving behavior.”

A recent CMT study finds 60% of 700 drivers surveyed would be motivated to drive more cautiously if incentives were offered. The telematics vendor has worked with multiple insurance companies over the last calendar year to stop distracted driving and help mitigate claims. Japanese insurer Aioi Nissay Dowa deployed CMT’s DriveWell Fleet program in August to improve safety for its commercial drivers. The company also deployed CMT’s personal lines offering in 2016. Arbella Insurance additionally rolled out its own program in partnership with CMT last month.

Also see: Insurers work to thwart distracted driving with UBI

Other notable examples in insurance include Good2Go Auto Insurance’s distracted driving initiative with insurtech LifeSaver, Nationwide’s partnership with TrueMotion to capture data from users of its usage-based insurance program, SmartRide, and Farmers’ roll out of its UBI program, Signal, last year.

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