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Positively different

Get active with Apple Watch Series 4

Our positively different insurance and investments are helping more than a million Vitality members make the most of their health and wealth, with rewards that get bigger the more active they are.

Minimum monthly premiums and terms and conditions apply.
Apple Watch Offer
5-star Defaqto rated private health insurance, offering a Full Cover Promise with no shortfall in eligible consultants' fees and fast access to a GP. Plus, ongoing rewards for healthy living.
Explore Health Insurance
Award-winning protection products that give payments to you or your family to help make things easier. Plus, control your premiums and earn healthy rewards with Wellness Optimiser.
Explore Life Insurance
A range of positively different investment plans that can help you enjoy a longer, healthier, more financially secure life.
Explore Investments

Why Vitality is positively different

Healthy living
We help you take a more active role in managing your own wellness, which can encourage you to develop healthy long-term habits that are good for you, good for us and good for society.

  • Comprehensive plans

    mum and daughter blowing bubbles

    A range of health, protection and investment options to suit your needs. 

  • Discounts and rewards

    women drinking coffee

    Lead a healthier life. Be rewarded.
    We give you something back when you get active and track your activity, meaning you can benefit without having to claim.

  • Vitality VIP

    woman celebrating in sports stadium

    Vitality VIP is our member programme to watch sporting partners in action and win money-can’t-buy experiences with Great British Chefs and Disney.

New member offer

"Alexa, how can Vitality make me healthier and happier?"

Join us and get rewarded with an Amazon Echo Dot and Smart Plug. And get inspired with fitness and nutrition tips with the Alexa Vitality Skill.

New member offer ends 30 June 2019. Available with certain plans. Minimum monthly premiums and terms and conditions apply.
Amazon Echo Dot Offer

Our reward partners

Some of the great partners our members enjoy discounts and rewards from.  
  • virgin active logo
  • nuffield
  • starbucks logo
  • amazon-prime
  • cineworld view logo
  • WW logo
  • british airways
  • champneys logo
  • david lloyd
  • Disney store logo
View all our rewards partners

Important Information

Amazon Echo offer applies to new Personal Healthcare plans with a minimum monthly premium of £35 and new indexed VitalityLife plans with Income Protection or Serious Illness Cover plus an Optimiser. For Optimiser fees please refer to our terms and conditions. Offer runs 22.04.2019 to 30.06.2019 inclusive and is not sponsored or endorsed by Amazon. To be eligible, an online Health Review should be completed and the first premium payment must be made. Minimum monthly premiums and further terms and conditions apply.