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About us

Moving forward with Vitality.

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're transforming insurance

We live our core purpose every day by incentivising people to make healthier choices. When they make healthy choices, this is not only good for them, but leads to lower health and life insurance claims in the long-term. This creates a virtuous cycle where by changing behaviour for the better, we create additional value for members, for us as an insurer, and wider society. 

We call this Shared Value Insurance. 

Healthier people. Healthier planet

Our belief in Shared Value applies equally to our efforts to help create a more sustainable future. That’s why we and our parent group Discovery are committed to:

  • Being carbon neutral by 2025.
  • Reaching Net Zero by 2050 or earlier.
  • Incentivising one billion healthy activities a year by 2030 
  • 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, over 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:

    • increase their physical activity by 22% on average, after just one year.
    • who get active 5 times a week are 29% less likely to be hospitalised.2
    • enjoy a greater life expectancy of around 1.8 years too.2

    On top of the health benefits, our members can also enjoy other rewards. For example, in 2022, we gave over £100 million in rewards and lower premiums to members as a result of rewards from the Vitality Programme.2


    Protecting people worldwide

    Our parent company is Discovery Limited, the multinational financial services organisation.

    We currently operate in 40 markets, protecting over 30 million lives worldwide.

    A thought leader in behaviour change

    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.

    "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."

    - Neville Koopowitz, CEO of Vitality UK.


    Looking for health insurance?

    Call us on 0808 273 2859
    Award-winning health insurance from £1.25 per day*
    Lines open:
    Monday to Thursday 9am-8pm, Friday 9am-6pm, Saturday 10am-2pm
    Sunday and bank holidays: Closed

    Get a health quote

    Looking for life insurance?

    Call us on 0808 159 2053
    Award-winning cover and rewards from £5 a month**.
    Lines open:
    Monday to Thursday: 9am - 8pm, Friday 9am-6pm, Saturday 10am-2pm
    Sunday and bank holidays: Closed

    **Charged on a monthly basis.

    Get a life quote Request a life callback
    *Price is based on the following criteria: a 35-year-old, based in Peterborough, plan start date 1st February 2024, FMU underwriting, Consultant Select hospital option, £250 excess and £500 Out-patient benefit and includes Insurance Premium Tax (IPT)

    Where to next?

    • Awards

      See how highly rated we are.

    • Sustainability

      See what we're doing to help drive a healthier, more sustainable future.

    • Ambassadors

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

    1. Based on an analysis of Vitality members' year-on-year behaviour change vs. Britain’s Healthiest Workplace participants, 2016-2019.
    2. Vitality data 2023