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About us

Life's better with Vitality

Who we are

At Vitality, everything we do is driven by our core purpose: to make people healthier and to enhance and protect their lives. We focus on encouraging healthy living and rewarding people for doing so – a key element of our Shared Value model. 

Through our market-leading health and life insurance, investments, and the Vitality Programme, we empower our members to take control of their wellness and develop long-term healthy habits - good for them, good for us and good for society. 

We believe in this so much so that Vitality, with our parent group Discovery, has established a bold new pledge – to get 100 million people 20% more active by 2025. 

What we do

We aim to be the best at everything we do, offering comprehensive and award-winning Health and Life cover and positively different investments to our members.

VitalityHealth plans provide start-to-finish private care with Vitality GP video consultations; fast access to consultants and treatment, as well as a Full Cover Promise.

VitalityLife has a complete range of protection products. Our life insurance comes in two forms: Term Life Insurance or Whole of Life Cover and our Serious Illness Cover protects you for nearly four times as many conditions as other providers.

VitalityInvest offers savings and retirement plans that motivate you to save earlier and for longer, with rewards for positive lifestyle habits, that can help you enjoy a longer, healthier, more financially secure life.

Shared value

Our Shared Value Model is based on the concept of interventions we can make as an insurer that will inspire behavioural change among our members – for the better. It’s an incentive-based model, in which we reward our members through a range of partners and benefits, when they take steps to be healthy. As market disruptors, we continue to transform the world of insurance through Shared Value. We know that society is increasingly demanding that companies have a strong social purpose, and by focusing on creating a healthier society, we are truly at the forefront of this. It’s good for our members, good for us and good for society. 

Partners and Rewards

One of the ways we encourage our members to live a healthier lifestyle is through our range of partners and rewards. 

Members can access a range of benefits as part of their plan, such as discounts on sports shoes at Runners Need, spa packages at Champneys, hotels through Mr & Mrs Smith, gym memberships at Virgin Active, David Lloyd or Nuffield Health, health checks at Bluecrest, as well as the ability to earn rewards.

When members get active, they can earn regular treats. Find out more about our rewards.

What we believe in

  • Great

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    We think our people are the most important part of our organisation, so we make sure they feel special from the day they join to the day they leave.  Our drive to succeed creates a fast paced, performance led environment where people are rewarded for their contribution and achievements.

  • Liberating the best in our people

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    We value each person’s unique talents and skills and we look for people who have the ability to think differently and bring our ideas to life. We know that people flourish and do their best when they have the freedom to play with their creativity and believe that anything is possible. 

  • Intellectual

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    We’ve always known that if we want to stand out we have to be that company that does things differently. Our approach to health is grounded in science and we know that to be leaders in our field we need to continuously gain knowledge.

  • Innovation and

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    We’re well known for our innovative products and this is rooted in a culture of creativity and exploration. We believe that it’s better to try and fail than to not to try at all and always wonder what might have happened if we’d only been braver.

  • Business astuteness and prudence

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    We do things differently but we also know that we need to balance this with the needs of the business and of our customers. We understand the risks and we make sound decisions based on this knowledge but we don’t get tied up in red tape.

  • Dazzle

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    We believe that every interaction we have with a customer is an opportunity to create a lifelong fan of our company. We don’t settle for satisfied customers, we want customers who are bowled over by the service and products they get from us. 

  • Drive, tenacity
    and urgency

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    We never stand still, we’re always looking forward at how we can take our business and ourselves to the next level. Our people have a belief that anything is possible and we strive to achieve the very best, anything less simply isn’t an option.

  • Integrity, honesty
    and fairness

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    Every decision we make is underpinned by these values so that we can always ensure that we do the right thing for our customers, our colleagues, our suppliers and our business. For us, integrity, honesty and fairness come before anything else, including financial gain.

Phone icon Looking for health insurance?

Call us on 0800 779 955
Award-winning health insurance from £1.15 per day
Lines open:
Monday to Thursday 9am-6pm, Friday 9am-5pm, Saturday 10am-2pm
Sunday and bank holidays: Closed

Get a quote Request a callback
Phone icon Looking for life insurance?

Call us on 0808 149 4895
Award-winning cover and rewards from £1.10 per day*.
Lines open:
Monday to Thursday: 9am - 7pm, Friday 9am-5pm, Saturday 10am-2pm
Sunday and bank holidays: Closed

*Charged on a monthly basis.

Get a quote Request a callback

Where to next?

  • Awards

    See how highly rated we are.

  • Member stories

    Meet just a few of our amazing members.

  • Ambassadors

    Find out who are Ambassadors are and why we’re partners.