Vitality Life Insurance
What are the benefits of insuring with Vitality?
Learn about Vitality life insurance, the first insurer to reward their 20 million global customers for living healthily and the benefits of insuring with Vitality.

“The state of being strong and active.” That’s what vitality means.
“The power giving continuance of life, present in all living things.” It means that too.
But here, Vitality is much more than just that. Vitality also means protection. It means peace of mind. It means insuring your life and ensuring your health. Vitality life insurance is the synthesis of strength and power and security, for you and for your loved ones. Which is why Vitality not only offers a multitude of life insurance policies, but also a surplus of additional benefits – including being the first insurance company to reward customers for living healthy.
“But why?” asks a potential customer who has spent their entire life thus far living healthily, without reward (other than, you know, being healthy).
Because a healthy life is the greatest reward there is, right? But it’s also a hard life to consistently lead. Which is why Vitality has created incentives for bursts of motivation, as a means of celebrating you for every healthy moment you have.
You get rewarded for walking to work, for taking the stairs, and for every daily activity you engage in.
The intent of Vitality’s every action is to encourage and enhance healthy living. Because insuring your life to protect the future of your loved ones is one (incredibly great) thing.
Protecting you today, so that you can live at your best alongside your loved ones tomorrow – now that’s vital.
A brief introduction to Vitality
Vitality was born from a partnership between Prudential (called PruProtect in the UK) and Discovery, until 8 years later when Prudential packed a bag and left in the middle of the night, leaving Vitality, hand in hand with Discovery (a South African insurance company protecting 20 million lives in 30 markets worldwide), to tackle this world together.
And that’s just what they did.
Vitality made its presence known, becoming the first insurance company to reward their customers for living healthier lifestyles. With around 1 million customers in the UK in 2020, and over 20 million worldwide – that’s more than the entire population of Romania who have incentive to live at their best. Plus a goal of getting 100 million people 20% more active by 2025, as well as reaching Net Zero by 2050. *Raises a glass to Vitality’s ambitions. A glass of water, that is.*
Because good health, like some types of bad health, is contagious. When surrounded by people who are more active, energetic and upbeat, you want to be, too. Vitality have started a chain reaction in healing this world – all because somebody named Jane, somebody named Ian, even somebody named Active Alan, decided to insure their lives.
What products does Vitality offer?
Vitality offers all your standard types of life insurance policies, with various levels of cover to suit your needs and requirements:

Term life insurance, otherwise called level term insurance, is the most common type of life insurance. For a fixed amount each month – your premiums – starting at a minimum of £5, you could insure your life from 5 years up to 70 years, known as the term. Should you pass away during that term, your family are entitled to a predetermined cover amount. This means your loved ones are financially secure in the event of your death, alleviating any worries about mortgage repayments, rent, bills, funeral costs, you name it.
All they have to do is make a claim on your policy to receive a cash lump-sum of the sum assured.

Whole of life insurance works the same way as term life insurance – except that it is typically more expensive for the same amount of cover, because there’s no end date to the policy. It covers you from the moment the policy is in place, right up to your death.
This means you are guaranteed a pay-out (because you’re guaranteed to die, assuming your neighbours aren’t vampires), which is why it’s sometimes referred to as life assurance.

Over 50s life insurance, again, operates like the two life insurance policies above. However, as you might have already guessed, this policy is only available to those over 50 and it is another kind of whole of life insurance, in that it only ends when you die.
This type of policy is typically taken out to ensure that funeral costs are covered, providing you with the peace of mind that your loved ones don’t have to worry about paying ever-increasing funeral expenses (did you know that a basic funeral costs an average of £3,953 in 2022), giving them less to worry about, and more time to think about you.

You might have heard of this policy called critical illness cover. However, Vitality have said that they “call it serious illness cover, because not every serious illness is critical.”
Which is why Vitality covers more illnesses than many other insurers might. From cancer to kidney failure, to the loss of sight in one eye, they include more conditions than any other on the market – some even being unique to Vitality.
With serious illness cover, you’re protected financially should you become seriously ill and thus unable to work and to earn.
Vitality explains their serious illness cover in more detail here.

Other products that Vitality offer include:
- Private health insurance
- Car insurance
- Income protection
*Note: Not all types of cover listed above are available through Protect Line. Our specialists will be able to give you the options available to you and compare these against the insurers on our panel.
Fancy a chat with our friendly team to help you decide what options are available to you? Get your life insurance quotes here.
The first insurance company to reward customers for living healthily
All insurers that Protect Line are affiliated with offer a surplus of benefits to improve the lives of those they insure – but Vitality is the first insurance company to actively reward its customers for being active, for living healthy, for making good – and consistent – habits.
They do it because their company is built on the purpose of protecting lives – not just in the aftermath of them, but in every moment until.
1. Enter: the Vitality Programme
Now the world’s largest incentive-based health promotion programme. Depending on the customer’s premium, they will have access to Vitality discounts and rewards through the Vitality Programme: either with Vitality Select or Vitality Plus.
- The Vitality Select programme – available to all members at no additional cost, providing access to rewards and discounts including Caffe Nero and Expedia. There is also no charge for any children named on the plan.
- The Vitality Plus programme – with one Vitality HealthCheck included in the first year for one member on the plan, as well as an extended range of rewards and discounts, including ODEAN, Vue and Waitrose & Partners. Children named on the plan receive access to the Vitality Programme.
One of the biggest benefits of insuring with Vitality is the reduced monthly premium payments customers can expect, if they are active and healthy. The use of trackers and fitness watches allows for them to check in on their health and fitness, and see it reflected back in what they pay each month towards their policy. Here’s how the process works:
2. Join Vitality with a Vitality life insurance plan
Once you have applied for your chosen life insurance policy (get your quotes here) or policies (because you can have more than one type of cover), just register to Vitality’s Member Zone to begin earning your rewards.
3. Get active and earn points with Vitality via a linked fitness tracker
Once you’ve purchased a qualifying plan, simply link a smart fitness device to Vitality.
Everybody begins their health journey on the Bronze level. The more you engage in healthy living, the more points you earn and the more you progress through the levels, to Silver, then Gold and finally, Platinum. The higher the status, the more rewards you receive – and the best reward of them all? You’re healthier than you’ve ever been.
That’s priceless.
4. Get rewarded for living healthier with Vitality
Working out at the gym with a friend. Dashing through the park with your dachshund (they’re just a regular ol’ hund when you’re not dashing about together). Swimming. Cycling. Walking. Hiking. All these daily activities can earn you points to cash in on a variety of benefits.
10,000 tracked steps gets you 5 Vitality points, for example. When you’ve earned at least 12 points per week, you have access to a range of benefits:
Discounts on fitness gadgets, gym memberships, travel sites. Caffe Nero treats. Cinema tickets. Amazon Prime membership. Headspace. Nike. Mindful Chef. From your head to your toes and through your tummy, Vitality rewards have a little something to benefit everybody.

“Get rewarded for better living today, so you can live a better life tomorrow” – Vitality “Rewards” page.
You can even earn up to 240 points simply by having a health check with Vitality Healthcheck.
It might sound too good to be true, but it is true. And it is good.
Vitality is looking after your vitals, promoting strength and energy and confidence. With their very own Vitality Magazine, full of tips to improve your fitness levels, guidance on therapy choices, nutrition advice, wellness destinations, anything and everything that can heal you, mind body and soul, Vitality has got your life covered. In all meanings of the word.
They even reward good driving.
If you want to benefit from living well, get your life insurance quotes with Protect Line to discuss what policies best suit your needs.
Is it worth insuring with Vitality life insurance?
Protect Line is a non-advisory company, so we will never made recommendations on which insurers to go with. What we do do is provide you with all the facts, so that you can make an informed decision. Here are a few more you might like to know:
- Vitality ambassadors include Jessica Ennis-Hill, Jonny Wilkinson and Ellie Simmonds
- Vitality sponsor AFC Bournemouth’s home stadium (that’s Protect Line’s team!), as well as a whole host of other sports
- Vitality signed up to The Protection Distributors Group’ (PDG) Claim Charter, reinforcing dedication to delivering the highest standards throughout the claim experience
- Vitality won Protection Provider of the Year 2022, at the Scottish Mortgage Awards, as well as Investment/Corporate Innovator of The Year at the Insurance Times Tech and Innovation Awards 2021
- Vitality were also winners at the Customer Experience (CX) team of the year, FT Adviser Service Awards for Protection & Pension Providers and COVER Excellence Awards Outstanding Promotion of Protection in 2021 awards
- In 2020 Vitality paid out £91.6m to customers and their families across their protection products
- For life insurance, Vitality paid out 99.7% of all claims made in 2022
- For serious illness cover, Vitality paid out 92.5% of all claims made in 2022
Vitality cares about life. With their healthy living programme as a life-changing – a life improving – perk of taking out life insurance with Vitality, a healthy lifestyle becomes more accessible than ever. There are over 1.5 million people, worldwide, using Vitality Active Rewards. That’s over 1.5 million people who are making the most of today, so that they have many healthier, happier tomorrows to come.
Vitality provides more than just life insurance. They make you a promise, to protect you when the worst happens and to ensure that you get to live at your very best before then.
Because protecting your loved ones’ futures is imperative. And so is protecting their loved one (you), today.
References:
- “Vitality” definitions: https://www.encyclopedia.com/philosophy-and-religion/other-religious-beliefs-and-general-terms/miscellaneous-religion/vitality
- About Vitality: https://www.vitality.co.uk/about/
- Vitality serious illness cover: https://www.vitality.co.uk/life-insurance/serious-illness-cover/
- Vitality serious illness cover explained: https://www.youtube.com/watch?v=bLh3OtRIais&t=118s
- Vitality Programme: https://www.vitality.co.uk/support/vitality-programme/
- Vitality Programme video: https://www.youtube.com/watch?v=2LZ2d3V1JfA
- How Vitality points work: https://www.vitality.co.uk/support/vitality-programme/how-points-work/
- Vitality ambassadors: https://www.vitality.co.uk/community/ambassadors/
- Vitality sports sponsorships: https://www.vitality.co.uk/community/sponsorship/
- Vitality awards: https://www.vitality.co.uk/about/awards/
- Vitality claims data: https://adviser.vitality.co.uk/life-insurance/doing-business/claims/