Protect what matters most
If you have people depending on you financially such as a partner, children or ageing parents you might worry about how they would cope without you there.
Life insurance offers you peace of mind that your loved ones could maintain their current lifestyle if the worst should happen.
How do I get discounted life insurance premiums?
To encourage you to make healthy lifestyle choices, we are offering up to 40% off your life insurance premiums for the first year when you add the Wellness Optimiser1 or Vitality Optimiser1 to your plan.
The discount will be automatically applied to your life insurance quote and the discount you receive will either depend on your age at entry or the term of your contract. Further information can be found on our optimiser page.
How do I keep the discount on my life insurance premiums?
To motivate you to live a healthy, active lifestyle you will also have the opportunity to continue receiving this discount for actively participating in the Vitality programme.
Your premiums will change depending on your Vitality Status2 and Wellness Status3 and the more engaged you are with the Vitality programme, the higher the likelihood of you maintaining your discount.
The Vitality shared value model
Vitality are unique as we base all our decisions on a shared value model where our core purpose is to make our members healthier, making them less likely to claim so we can pass those savings back in discounts and rewards.
Whether you are just starting your health and fitness journey or looking to maintain your current level of activity, we can help motivate and reward you with cheaper life insurance and a range of healthy living rewards.
Why choose us?
A brand you can trust
In 2018, we paid out 99.8% of all Life Cover claims5
Free no-obligation advice
Our advisers are highly trained and offer free, expert advice
Discounts and rewards
Over £81 million given in Vitality benefits and rewards in 20186
Improve your health
Lower incidence of Life Cover claims in actively involved members7
We offer a range of award-winning life insurance cover options that protect you and your future, you can combine these to create a life insurance plan tailored to your individual needs.
Pays out a cash lump sum to your loved ones if you die. This can be used towards bills, mortgage payments or education fees.
Serious Illness Cover
Pays out a cash lump sum if you’re diagnosed with a serious illness. We cover 182 conditions which is more than any other insurer4.
Income Protection Insurance
Pays you a monthly income if you can’t work due to illness, giving you the time you need to regain your health.
Our most popular reward partners
Important information*The starting monthly premium of £9.75 includes an additional monthly fee of £1.75 for Vitality Lite. The premium discount has been applied.
1The upfront discount is available on fixed term policies with Wellness Optimiser or Vitality Optimiser for an additional monthly fee of £1.75 for lite or £4.50 for plus. The rewards mentioned are available with Wellness Optimiser or Vitality Optimiser for an additional monthly fee of £4.50. This fee is subject to change. To find out about these charges please read our reward terms and conditions.
2Your Vitality status refers to the number of Vitality points you have received which will make you either a Bronze, Silver, Gold or Platinum member.
3Your Wellness status will be determined by the Vitality health check. The check will last 30 minutes and will measure your blood pressure; Body Mass Index; glucose and cholesterol levels. You'll also be asked to confirm your smoking status.
5The percentage of claims accepted for Life Cover in 2018 was 99.8% and the total amount paid was £35,492,397
6With VitalityLife's Optimisers which are available at an additional monthly cost of £1.75 for Lite or £4.50 for Full. Source: Vitality internal data, May 2019.
7According to Vitality internal data (2018), over the past five years members who engaged in the Vitality Healthy Living Programme had a significantly lower incidence of Life Cover claims across all age groups when compared to those who did not engage.