Holly Madison, one of Hugh Hefner's many girlfriends, has insured her breasts for a million dollars. Good work Holly, you could almost say it was sterling forward planning. If only it hadn't been in dollars.

That's not what's important here though. What's important here is that she did it with Lloyds of London, which means that the breasts are actually insured by several different people, a method which helps spread The Risk in case her boobies were ever to go tits up. With the current economic climate, it's a must for people like Holly to be more prudent with their financial wellbeing, and Lloyds of London is the perfect choice for anyone concerned about their future.

In the 17th century, London's importance as a trade centre led to an increasing demand for ship and cargo insurance. Edward Lloyd's coffee house became recognised as the place for obtaining marine insurance and this is where the Lloyd’s that we know today began.

From those beginnings in a coffee house in 1688, Lloyd’s has been a pioneer in insurance and has grown over 300 years to become the world’s leading market for specialist insurance.

Speaking to People magazine, here's what Holly had to say about her breasts:

"I've heard about people getting body parts insured and I thought, why not?, because if anything happened to my boobs, I'd be out for a few months and I'd probably be out a million dollars. I thought I'd cover my assets."

A wonderful pun by a clever lady. Excelsior, Holly! Excelsior.