About us

Who we are

Here at Vitality UK, we’re all about keeping you healthy and happy. That’s why we offer health insurance and life insurance that reward you for making positive lifestyle choices.

As an organisation, we have an unshakeable core purpose running through everything we do: To make people healthier and to enhance and protect their lives.

It’s a uniquely positive way to offer financial services. One where helping you stay in good physical and mental health matters to us as much as keeping you and your loved ones safe.

How we help people better their lives

The way we live our core purpose every day is by encouraging choices that are good for you, good for everyone around you, and yes, good for us too.

We call this creating Shared Value. It’s a way of doing business grounded in the idea of mutuality and the science of behavioural economics. The aim is to create a virtuous cycle of positive behaviour change.

The key to what we do

Of course, changing people’s behaviour is often easier said than done. So, to give our members a helping hand, 25 years ago we created the Vitality Programme. It’s now the world’s largest incentive-based health promotion programme.

The programme is scientifically designed to encourage and reward people for having good lifestyle habits – being active, eating healthily and maintaining good mental health.
A programme proven to work

As a result, research shows that our members are 40% more likely to make positive lifestyle changes over a year, compared to the general population[1]. They enjoy a greater life expectancy of around 1.5 years too[2].

On top of the health benefits, our members can also enjoy other rewards. For example, in 2019, we saved our members £103 million as a result of rewards from the Vitality Programme.

A thought leader in behaviour change

To help employers better understand employees’ health and how it can affect productivity, we run the annual Britain’s Healthiest Workplace survey. It’s the UK’s largest workplace wellbeing survey, designed to give employers the data and insight they need to improve employees’ health, wellbeing and productivity.

And on a wider societal front, to advance the science of behaviour change and better understand the relationship between behaviours and outcomes, we run the Vitality Research Institute. Its work focuses on how to create healthier, more productive workforces; and more generally, how to help people live more years in good health.

[1] Based on an analysis of Vitality members' year-on-year behaviour change vs. Britain’s Healthiest Workplace participants, 2016-2019.

[2] Vitality Life and Health customer data between 2016 and 2020.