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Up to 40% off life insurance premiums

Premiums starting from £9.75 a month*

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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.

Even if you don’t have dependents but would struggle to cover your monthly outgoings if you had to stop working as a result of serious illness, taking out a life insurance plan could help you cover those payments while you take the time you need to recover.

Life Assurance Defaqto Rating 5 Stars Colour 2019


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How do I get cheaper 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 cheaper 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.

Cover options

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.

  • Life Cover

    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 178 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.

  • Mortgage Protection Cover

    Helps to protect your home by covering your mortgage repayments if you should fall seriously ill or die during the term.

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

    boy planting a tree

    In 2017, we paid out 99% of all life cover claims5

  • Discounts and rewards

    starbucks coffee cup

    Discounts from brands like Champneys, Ocado and Starbucks

  • Award-winning cover

    couple using an ipad

    Our cover options have been awarded 5 stars by defaqto

Apple Watch Offer

VitalityLife members get Apple Watch Series 4 from £159 upfront. Minimum monthly premiums and T&Cs apply. Any monthly payments you make will be between £0 and £8.75, depending on your level of activity. You’ll need to agree to a customer credit agreement (0% APR) and set up a variable Direct Debit for 24 months6.

Over 80,000 members have claimed the watch and we’ve seen a 40% increase in physical activity as a result. Vitality data, November 2018.
Learn more

Our most popular reward partners

If your monthly premiums are over £30 per month, you’ll get access to our best range of savings and reward partners. If your premiums are less than £30, don’t worry, we’ll still give you access to a lite version of our rewards.
  • amazon-prime
  • Cineworld and Vue white logos
  • British Airways white logo
  • Starbucks white logo
  • Ocado logo
  • Virgin Active Logo in White
  • nuffield
  • david lloyd
  • Garmin white logo
Find out more
Important information

*Starting monthly premium factors in the Vitality or Wellness lite optimiser monthly fee of £1.75 and includes the premium discount.

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.

4The average number of conditions that typical critical illness policies cover is 48. Source: defaqto, 2017

5The percentage of claims accepted for life and terminal illness cover in 2017 was 99% and the total amount paid was £21.4 million.

6^Apple Watch Series 4 Offer applies to selected Apple Watch Series 4 and Apple Watch Nike+ Series 4 40 mm or 44 mm models only. Offer only available to members aged 18 or over. Not available in the Channel Islands. Eligibility for this offer is subject to financial circumstances and status. Upon a successful credit check you'll need to make an initial upfront payment which will vary depending on the model you choose to a maximum of £189. The maximum RRP of Apple Watch under this offer is £429.00. For VitalityLife or VitalityInvest, you'll need to agree to a consumer credit agreement (0% APR) and set up a variable Direct Debit for 24 months. Your monthly payment will depend on tracking your level of activity in the previous month and could be between £0 and £10.00.

Apple Watch Series 3 Offer applies to selected Apple Watch Series 3 and Apple Watch Nike+ Series 3 GPS 38mm or 42mm models only. Offer only available to members aged 18 or over. Not available in the Channel Islands. Eligibility for this offer is subject to financial circumstances and status. Upon a successful credit check you'll need to make an initial upfront payment which will vary depending on the model you choose to a maximum of £99. The maximum RRP of Apple Watch under this offer is £309. For VitalityLife or VitalityInvest, you'll need to agree to a consumer credit agreement (0% APR) and set up a variable Direct Debit for 24 months. Your monthly payment will depend on tracking your level of activity in the previous month and could be between £0 and £8.75. If you are unable to maintain your payments the lender reserves the right to cancel your credit agreement.

If you cancel your Vitality plan and have not completed your payments under the credit agreement, your credit agreement with the lender will continue under the terms of that agreement. 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. Vitality Corporate Services Limited is authorised and regulated by the Financial Conduct Authority. Registered office at 3 More London Riverside, London, SE1 2AQ. Further terms and conditions apply. PayBreak Limited is authorised and regulated by the Financial Conduct Authority. Registered offices at Grosvenor House, 20 Barrington Road, Altrincham, WA14 1HB.

Details correct as of January 2019. View the full terms and conditions.