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Vitality Optimiser

Make big savings in your first year and beyond

Important: Please note that from 23 February 2019, we’ll be changing what you need to do to earn Vitality Cashback. Find out more.

Once you’ve selected the VitalityLife plan that best fits your needs, you can choose to optimise it and get access to even bigger discounts and rewards.

With Vitality Optimiser, you could get:

  • Up to 40% upfront premium discount with Whole of Life Cover and up to 25% with Fixed-Term Cover
  • The chance to keep your premiums low in future by staying active and healthy
  • Opportunity to earn up to £125 cashback each year
  • Access to our great range of discounts and rewards partners through Vitality Lite or Vitality Plus for an additional monthly fee.
  • Optimiser Underwriting - Applying for life insurance can often be a lengthy process. We are delighted to introduce Optimiser Underwriting: intelligent underwriting with just 5 medical questions available on Life and Serious Illness Cover with Vitality or Wellness Optimiser. 

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Get an online quote in minutes or
call a VitalityLife adviser on 
0161 216 7595

Your upfront discount

Pay lower protection premiums in your first year

We give you an upfront discount on your premium, depending on your age or the length of your plan .

See how much you can save with Whole of Life Cover:

Age at Entry  Your upfront discount 
45 or younger 40% 
50  37.5% 
55 32.5% 
60  30% 
65  25% 
70  20% 
75  20% 

See how much you can save with Fixed Term Cover:

Fixed Term (Years)  Your upfront discount 
10  7.5%
15  15%
20  17.5%
25 20% 
30 22.5% 
≥35  25% 


Keep your premiums low in future years

The more active you are and the more Vitality points you earn, the higher your Vitality Status and the lower you keep your premiums. Here’s how:

Bronze  Silver  Gold  Platinum 
Premiums go up by 2% each year  Premiums go up by 1% each year  Premiums stay the same  Premiums go down by 1% each year 

To recognise the extra effort needed to stay active as you get older, once you get to 70 years of age the number of Vitality points you need to determine your annual premium changes reduces by 50%.

Cashback and rewards

Up to £125 cashback each year

The more active you are, the bigger the rewards

As long as you have taken a health check or health screen in your plan year, you will be eligible for cashback. The amount of cashback you receive is determined by your Vitality Status. You can improve your status by collecting Vitality Points. The more points you get the higher your status (and rewards) will be.

  Bronze  Silver  Gold  Platinum 
If one person is covered  No cashback  No cashback  £50  £125 
If two people are covered  No cashback  No cashback  £100  £250 

Any cashback we give you may be subject to tax. This might affect your personal tax position. Contact a Financial Adviser or Her Majesty’s Revenue & Customs ( to find out more.  

Partner discounts and rewards

When you add Vitality Optimiser to your plan, not only will you get access to an upfront discount and cashback, you’ll also receive savings and discounts with our reward partners. Vitality Plus may be added within three months of the plan's start date or at each anniversary of the plan. Further terms and conditions apply. 

If your monthly premium is below £30:

  • You'll get vitality LIte for an additional monthly fee of £1.50 (changing to £1.75 on the 23rd of February 2019)
  • Giving you access to a number of reward partners including Champneys, Sweatshop, WW and Garmin.

If your monthly premium is over £30:

  • You'll get Vitality Plus for an additional monthly fee of £3.80 (changing to £4.50 on the 23rd of February 2019)
  • Giving you access to our best reward partners including Apple Watch, Ocado, Virgin Active and Starbucks.

Compare your benefit options

Explore the differences between the benefits available to you with Wellness Optimiser and Vitality Optimiser.

Learn more
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Lines open:
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Closed - Sunday

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