Vitality Life Insurance
Learn how Vitality life insurance works, the cover options available and their rewards.

Who is Vitality?
Vitality created the Vitality Programme 25 years ago to reward people for healthy living. It is now the world’s largest incentive-based health promotion programme linked to insurance. By staying healthy, you can earn exclusive discounts on top brands.
With over 49 million customers worldwide, Vitality’s aim is to incentivise one billion healthy activities per year by 2030. They’re also working towards Net Zero by 2050 or earlier, showing their commitment to sustainability.
Their innovative approach encourages healthier habits. This could lead to fewer life insurance and critical illness claims over time, benefiting everyone.
“At Vitality, our core purpose – to make people healthier and to enhance and protect their lives – is at the heart of everything we do as an organisation. And it is more relevant now than ever before.” says Neville Koopowitz, Group CEO of Vitality UK.
Want to talk to our friendly team? Get your life insurance quotes here.
What life insurance products do
Vitality offer?
Level Term Life Insurance
You pay a fixed amount each month, and your cover amount stays the same for the whole policy term. If you pass away during this time, your loved ones receive an agreed cash lump sum. This can help with expenses like:
Increasing Term Life Insurance
Increasing life insurance helps your cover keep up with rising living costs. The cover amount increases each year, to tackle the effects of inflation, so your payout and premiums keep pace with the cost of living. This way, the value of your policy stays in step with price rises, so your loved ones are better protected against the effects of inflation. If you prefer, you can usually switch to level cover at any time.
Decreasing Term Life Insurance
Decreasing life insurance is for people with a repayment mortgage, which is why it’s often called mortgage cover. The cover amount goes down over time, roughly matching your mortgage balance, but your monthly payments stay the same. If you die during the policy term, your family receives a cash lump sum to help pay off the mortgage or other similar debts. Just keep in mind, if your mortgage rate goes up and outpaces your policy’s rate, your cover might not fully match your outstanding mortgage, so it’s a good idea to check that your cover amount and term are right for your needs.
Over 50s Life Insurance
Over 50s life insurance is for people aged 50 and above, with guaranteed acceptance—no medical questions or exams needed. This policy is a type of whole of life cover, which means you’re covered for the rest of your life and your loved ones are guaranteed a payout whenever you pass away (sometimes called “life assurance”). There’s usually a waiting period, also known as a moratorium period (often 1 to 2 years), before full cover takes effect. The payout can help with things like funeral costs or other expenses.
Whole of Life Insurance
Whole of life insurance (sometimes called life assurance) works in a similar way to level term insurance, but instead of covering you for a set period of time, it covers you for your whole life. Your cover starts when the policy begins and continues until you pass away—so there’s always a guaranteed payout for your loved ones. Because there’s no end date, it usually costs more than a level term policy for the same amount of cover.
Serious Illness Cover
This cover provides financial support if you become seriously ill and can’t work. While most insurers call this “critical illness cover,” Vitality uses “serious illness cover” because not all serious illnesses are critical. Vitality covers more conditions than many others, from cancer to kidney failure and even loss of sight in one eye. Some conditions are unique to Vitality, and you can find more details here.


Hugo’s helpful notes:
Not all Vitality cover options are available through Protect Line. We offer a non-advised service to help compare options from a select panel of insurers and provide you with information for you to make an informed decision.
Benefits of insuring with Vitality
Vitality boasts the largest health rewards program. Your premium gives you access to discounts and rewards.
Vitality Select
Free for all members, offering rewards like Expedia and weekly treats such as Caffè Nero.
Vitality Plus
Offers more rewards, including Apple Watch, ODEON or Vue and Merlin Attractions. Requires a monthly fee and Optimiser.
As well as discounts and rewards, being active can help you pay less with Vitality life insurance.
Through a feature called Optimiser, Vitality offers from day one up to 40% off your premiums. You can keep your premiums low when you make healthy choices with the Vitality Programme and earn points.
Your premium is then adjusted each year based on your points. You also get access to discounts and rewards and for some people, this can potentially mean savings of hundreds each year.

How does Optimiser work with Vitality?
Join Vitality with a life insurance plan that includes Optimiser.
Install the Vitality app and link a fitness tracker. Start at Bronze level.
Get active to earn points and move up levels.
Enjoy rewards like gym discounts and cinema tickets.
Vitality also offers a magazine full of health tips and advice. Over 1.5 million people use Vitality Active Rewards.
Live well and get your life insurance quotes with Protect Line.
More about Vitality
Protect Line is a non-advisory broker, so we do not make recommendations on which insurer to choose. Instead, we provide the facts and key details, so you can make an informed decision.
Ready to get a free quote and compare your life insurance options?


