Insights & Reports
Explore our latest research, reports and surveys to stay connected with Vitality as we continue to shape the future of the insurance industry.
Latest insights
Our newest articles, expert commentaries, and quick reads on trends.
Latest reports
Discover our latest research, surveys and reports.
VitalityLife Claims and Shared Value Report 2025
VitalityLife Claims and Shared Value Report 2025 showcases how our unique approach to insurance is delivering real-world impact.
In 2024, we paid a total of £142m in claims, including cover for conditions often excluded by traditional policies. Our members also saved £99 million in rewards and savings from the Vitality programme, reflecting our commitment to behaviour-based benefits that improve health outcomes and extend life expectancy.
This report highlights:
- How Serious Illness Cover supports multiple claims and severity-based payouts—even after an initial claim.
- How Vitality Programme helps people live up to five years longer1, based on members who move from inactive to active lifestyles.
- The measurable value of Optimiser, helping members save £40 million in lower premiums while boosting engagement and retention.
Designed for advisers, partners, and consumers, this report is a powerful resource for understanding how Vitality is reshaping the insurance landscape—making protection more relevant, inclusive, and impactful.
VitalityHealth Claims Insights Report 2024
The 2024 edition of our Health Claims and Insights Report reveals how Vitality is reshaping private medical insurance through prevention, digital access, and data-driven care. Drawing on claims data from 2015–2024, the report highlights three key trends transforming the industry:
- Prevention that goes beyond wellness: Highly engaged Vitality members claim 28% less and live up to 5 years longer1.
- Everyday care on the rise: 64% of claims in 2023 were for services like Talking Therapies, Virtual GP, and physiotherapy.
- Technology driving outcomes: 64% of claims now start online, and app engagement has doubled since 2021.
This report is a must-read for advisers, partners, and media looking to understand how Vitality is delivering better health outcomes while supporting a more sustainable healthcare system.
The Vitality Habit Index
We often hear a lot about what to eat, how much to exercise, and the importance of mental health, but there is still a big gap between knowing and doing.
Understanding the habits that shape our daily lives can help bridge this gap. About 40% of our daily actions are driven by habits2, which start as choices based on specific desires and become automatic through repetition.
By turning small, positive behaviours into lasting habits, we can significantly improve individual and societal health. Healthy habits not only enhance lives but also prevent disease and strengthen communities.
Vitality encourages its members to build lasting habits through personalised nudges and rewards. The Habit Index explores the science behind habit formation, aiming to find ways to encourage behaviour change and sustain healthy habits for longer, healthier lives.
Britain's Healthiest Workplace
Britain’s Healthiest Workplace is the UK’s largest and longest-running survey of employee wellbeing. Over the past 10 years, it has captured insights from over 600 employers and nearly 200,000 employees—revealing how health, productivity, and workplace culture are deeply connected.
The 2024 report highlights:
- Lost productivity due to employee ill-health is estimated to have cost the UK economy £860 billion between 2014 and 2023.
- Younger employees are more likely to suffer from depression and burnout compared to older employees.
- Obesity rates have increased 51% between 2014 and 2023.
This landmark report helps employers understand the evolving needs of their workforce and offers actionable insights to build healthier, more productive organisations.
Active women, healthy lives
Understanding the barriers to women’s participation in physical activity.
This landmark research from Vitality, in partnership with The Well HQ and Women in Sport, explores why women across the UK are less active than men—and what can be done to close the gap. Based on insights from over 6,000 women, the report uncovers the psychological, social and structural barriers that prevent women from exercising regularly.
Key findings include:
- Less than one in four women hit the recommended weekly exercise target but 41% of women express a desire to reach these targets.
- Women are walkers and independent exercisers: only 4% of women engage in group sports.
- Two thirds of women report that their weight, lack of strength and low fitness levels negatively impact their ability to exercise.
- 41% of women said that weight management was their main motivator for being active.
The report also outlines actionable recommendations for employers, policymakers and communities to create more inclusive, supportive environments that empower women to prioritise their health.
Media Enquiries
Journalists can contact the Vitality Press Office by emailing us.
The Vitality Press Office email inbox is regularly checked during opening hours. Enquiries will be responded to as quickly as possible.
If you have a general enquiry, please go to the contact us page.Sources:
1 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.
2 Vitality Healthy Futures Report 2021