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Life insurance that gives you

Up to 25% off
healthy food at Ocado

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Get healthy for less

We're the only insurer to encourage and reward you for being healthy, giving something back with our healthy rewards.

You can get up to 25% off healthy food from Ocado, with free delivery. So you can afford more of the food that does you good.

Take out life insurance with Wellness Optimiser and you'll be able to register your Ocado account , shop online and see how much you are saving at checkout (discount received will be based on your Vitality Status).  

Life Assurance Defaqto Rating 5 Stars Colour 2019

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Our personal protection options

We offer a range of award-winning insurance plans that protect you and your future. To find out more about our different life insurance products, choose the option that best suits your needs.

  • Life Cover

    Pays a cash lump sum if you die.

  • Serious Illness Cover

    Pays a lump sum if you're diagnosed with one of the conditions we cover.

  • Income Protection Insurance

    Pays you a monthly income if you get sick or injured and can't work.

  • Mortgage Protection Insurance

    Helps you to pay your mortgage if you get ill and can't work.

Amazon Prime Offer

VitalityLife members who stay active can get an annual Prime membership worth £79 on us, and enjoy fast delivery, movies, music and more.

Minimum monthly premiums and terms and conditions apply2. Any monthly payment you make will be £0 or £7.90 depending on your level of activity. You'll need to agree to a consumer credit agreement (0% APR) and set up a variable Direct Debit for 10 months.
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Up to 40% off life insurance

Our 5-star award-winning protection just got cheaper!

Get a discount of up to 40% off your monthly premiums when you take out a life insurance policy with Wellness Optimiser. Everyone will get an upfront discount from day one. And if you keep active, your discount could increase even further. After the first year, your premium could go up or down depending on how active you are. Minimum premiums and terms and conditions apply.
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Insurance that rewards you for being healthy

Check out some of our Vitality Partners.

  • Cinema tickets

    Get active and keep motivated with cinema tickets for Vue or Cineworld*.

  • Explore Europe and the UK

    Whether you’re looking to indulge in the delicacies of Paris, sightsee in Rome or trial the nightlife in Ibiza, VitalityLife can help you get there for less with British Airways**. 

  • 40% Gym Membership

    We've partnered with two of the UK's leading gym networks to offer you 40% off gym membership. A joining fee will apply.***.

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1Minimum monthly premiums of £30 for a single policy and £40 for a joint policy apply. Available with Wellness Optimiser or Vitality Optimiser for an additional fee of £4.50.

Your healthy food spend month will run from the first day of the month to midnight on the last day of the month - e.g. January 1st- January 31st. The discount level you receive will be based on your Vitality status on the day that you complete your healthy food shop. Ocado will only deliver where the minimum order value is £40 before the Vitality discount is applied. Ocado don’t deliver to the whole of the UK yet, but they are constantly reviewing their delivery areas. You can check if they deliver to your postcode at

If the benefit is unused in a given month, the capped amount cannot be carried over into further months. Only the principal member on the plan will be able to link their Vitality account to Ocado and claim the Ocado healthy food benefit. Ocado vouchers and existing offers will be accepted in conjunction with the Vitality discount. Smart Pass and promotions (e.g. 2 for 1) will be added before the Vitality discount, any coupons will be added after the Vitality discount. Vitality members with an Ocado Anytime Smart Pass qualify for free delivery every day with their pass, so Vitality free delivery won't apply. Vitality members with an Ocado Midweek Smart Pass qualify for free delivery from Tuesday – Thursday with their pass, so Vitality free delivery won't apply on those days. For the rest of the week, if at least 30% of the food and drink spend is healthy food, Vitality free delivery will apply.

2Available with certain VitalityLife products. You'll need to add Wellness Optimiser or Vitality Optimiser for a £4.50 fee per month plus have a minimum monthly premium of £30 for a single policy and £40 for a joint policy. This fee is subject to change. To find out about these charges please read our reward terms and conditions. 

This benefit applies to an annual (12-month) Amazon Prime membership only. There is no Vitality discount on an Amazon Prime monthly membership, and it cannot be used in conjunction with any other Amazon Prime offers. Only one Vitality member aged 18 or over per household can receive the Amazon Prime benefit. Eligibility for this offer is subject to financial circumstances and status. You’ll need to pass a credit check and agree to a 12-month online consumer credit agreement (0% APR) with the lender. You’ll pay £0 or £7.90 per month over ten months by variable Direct Debit, based on the Vitality activity points you earn. If you’re unable to maintain your payment contributions the lender reserves the right to cancel your credit agreement. If you cancel your Vitality plan and haven’t completed your payment contributions under the credit agreement, your credit agreement with the lender will continue under the terms of that agreement. From time to time we change the way we award points for tracking physical activity, but you’ll always be able to claim the monthly saving by getting active. is not a sponsor of this promotion. Amazon Prime membership codes must be redeemed on by accepting the Amazon Prime Terms and providing a valid payment method. Your Amazon Prime membership automatically renews for the fee in effect at the time of renewal. You may cancel at any time by visiting Your Account and adjusting your membership settings. Amazon Prime membership codes cannot be transferred or resold and are not refundable. Amazon delivery restrictions apply. For more information about Amazon Prime, visit All Amazon ®, ™ & © are IP of, Inc. or its affiliates. VitalityHealth, VitalityLife and VitalityInvest are trading names of Vitality Corporate Services Limited who, for the purposes of this offer, are acting as a credit broker only and not a lender. AfforditNOW is a suite of lending products offered by PayBreak Limited, the exclusive lender. PayBreak is unable to offer credit to members living in the Channel Islands. Vitality Corporate Services Limited is authorised and regulated by the Financial Conduct Authority, whose registered office is at 3 More London Riverside, London SE1 2AQ. PayBreak Limited is authorised and regulated by the Financial Conduct Authority, whose registered offices is at The Block, Ashley Road, Altrincham WA14 2DW.

*Each adult member on the plan will need to earn 12 Vitality activity points per week for two consecutive weeks to unlock a cinema code. If you have children on your plan, each adult will need to earn 12 points a week for two consecutive weeks to unlock child cinema tickets. Your cinema ticket code will be valid for two weeks. Maximum of 12 tickets a year if you are a single planholder, 24 tickets a year if you are a joint planholder or 36 tickets a year if you are a family with one or more dependents on your plan. The cinema tickets are valid at either Cineworld or Vue cinema.

Excludes alternative content, special screenings, all viewings at Cineworld Leicester Square and Vue Premieres and Event Cinema. 3D glasses and upgrades for special viewings, seating options, VueXtreme, Cineworld Cheltenham Screening Rooms and all screenings at Vue Leicester Square are available for an additional cost. In absolutely no circumstances can voucher codes be sold or gifted to third parties by a member.

**Discount applies to return economy flights to selected domestic and short haul destinations and includes taxes and charges. The discount is subject to a minimum stay depending on the day of departure. Two nights overnight stay needed for Sunday to Thursday departures, and 1 night overnight stay needed for Fri and Sat departures. You can book a maximum of two discounted trips per year depending on your Vitality status. Please note that if you pay by credit card, a separate credit card fee will apply. The discount applies to standard, hand baggage only, semi-flexible and fully-flexible fares. The discount does not apply to optional extras such as special baggage fees.

***Minimum monthly premiums of £30 for a single policy and £40 for a joint policy apply. Available with Wellness Optimiser or Vitality Optimiser for an additional fee of £4.50 per month.This offer does not apply to the Virgin Active Chiswick Riverside Health and Racquet Club.

Applies to Flexible Individual Platinum membership at selected David Lloyd Clubs.