Our members
We are dedicated to moving towards virtual delivery of care without compromising on quality. This will help towards reducing the emissions related with the healthcare services we provide.
What it means for our members
Our members get value from their insurance, all while improving their health. As part of Discovery Group, we are committed to incentivising one billion healthy activities a year by 2030. Protecting and restoring the environment, are key enablers to delivery of this ambition.
Driving better health outcomes
Through behaviour change, prevention and access to care
Driving positive behaviour change
Vitality members took 1.2 trillion steps in 2024 and attended 342,000 parkruns (or 42 runs round the Earth).1
Encouraging people to get more active is also linked to longer life expectancy. In fact, it’s been proven that the Vitality Programme can help members to live up to 5 years longer.* 1
Prioritising prevention
Prevention and early intervention reduce hospitalisations and treatment needs, easing pressure on healthcare services and delivering social and environmental benefits.
Based on in-hospital claims between 2021-2024, on average, cost per claim was as much as 27% lower for members doing high levels of weekly physical activity compared to those doing no physical activity.** 2
Improving access
We make it easy for members to get the right support quickly. Through our Talking Therapy pathway, 92% of members see a mental health therapist within five days of their initial assessment. And through our physiotherapy pathway, 98% of members see a physiotherapist within two days.2
In the first seven months of 2025, 71% of all VitalityHealth claims authorisations began online, via Vitality GP or the Care Hub.*** 2
1 in 4 members seeking mental health support have started their treatment through the self-guided option, enabling them to access immediate, on-demand support.2
- Moving Insurance Forward – VitalityLife Claims & Shared Value Report 2025
- VitalityHealth Claims Insights Report 2025 - VitalityHealth Claims Insights Report 2025
* Based on members who move from 0 to 21+ activity points a week throughout their lifetime, applied to standard UK mortality rates. Vitality study 2024.
** Based on in-hospital cost-per-claim for Vitality members recording 4 or more active days per week on average, compared to those with an average of 0. VitalityHealth claims data 2021-2024.
*** Based on 2025 YTD figures as at end of July 2025
Our employees
We want to be a model employer in the UK. At Vitality we actively promote employee wellbeing and an inclusive working environment.
What it means for our people
Here are some examples of what all our employees have access to:
- Vitality's private medical insurance cover and our Vitality Programme
- Our Workplace Wellbeing programme which supports, physical, mental, financial, lifestyle and social wellbeing
- In-house coaches who deliver support services including weight management and mental wellbeing
- Our employee volunteerism initiative, creating opportunities to engage directly with local communities. Throughout 2025, employees took part in a variety of initiatives – from supporting women’s empowerment and the LGBTQ+ communities to supporting charities that champion disability inclusion and accessibility.
Our commitment to Diversity and Inclusion
We know that an inclusive and diverse workforce is good for our employees, business and society.
That's why we've implemented initiatives to recruit, develop and advance women and minority groups at Vitality.
Our advisers
Supporting Advisers on the Sustainability Journey
Clients, regulators and society increasingly expect sustainability to be part of the conversation. That’s why we launched a thought leadership programme to help advisers connect the dots between sustainability, health and insurance, and embed these themes into everyday advice.
The programme features expert-led webinars and on-demand training via the Vitality Academy, covering topics like climate action, ethical business, and the role of insurance in driving better health and environmental outcomes.
It’s all designed to equip advisers with the insight and tools to stay ahead and build long-term value through sustainable advice.
Explore the Vitality Academy and watch the webinars.
Our community
At Vitality, we invest in national, local and community sports to inspire more people to get active and live healthier lives.
What it means for our communities
- As part of our sports sponsorship activity, we champion women’s sport, grassroot level activities and everyday exercise to keep the UK moving with their friends and family.
- Our Community Active Fund provides employees with grants to help their communities become more active.
- Our Make It Happen fund empowers employees to get more active through support and funding.
- Beyond volunteering, we participate in the 10,000 Interns Foundation to mentor and develop underrepresented talent at scale
- We donate to UNICEF to provide nutritious food for severely malnourished children and support research programmes in South Africa for overweight and obese children.
Breaking down barriers for women
We set out to understand what’s holding women back from being more active. Research revealed* three key barriers:
- Low motivation
- Lack of enjoyment
- Fear of judgment around ability or body image
While fewer than one in four women meet weekly exercise targets, 41% say they want to. Vitality meets women where they are in their health journey, rewarding small steps and creating a supportive space that helps turn intention into action - for fitness, health and lifelong wellbeing.
*Discover our report: Active Women, Healthy Lives – Understanding barriers to women’s participation in physical activity.
In addition, we partner with Loughborough University on its Women in Sport Research and Innovation Hub, designed to create lasting change throughout the women’s sport landscape.
