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Get upfront discounts on your premiums


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Make big savings in your first year and beyond.

When you take out a VitalityLife or VitalityLife Essentials plan with Vitality Optimiser, you get an upfront discount on the first year of your protection premium.

Vitality Optimiser also gives you the chance to keep your premiums low in future years, if you get active and stay healthy.

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call a VitalityLife adviser on 
0161 2167 595

With Vitality Optimiser

For just £3.30 a month, add this option to your Plan for low starting premiums.

Pay lower protection premiums in your first year

We give you an upfront discount on your premium, depending on your age and the type of plan you want.


See how much you can save with Whole of Life cover

Age next birthday Your Upfront Discount
45 or younger 47%
50 43%
55 38%
60 34%
65 30%
70 25%
75 25%

See how much you can save with fixed term cover

Length of cover (years) Your Upfront Discount
5 5%
10 7.5%
15 15%
20 17.5%
25 20%
30 22.5%
35 25%
40 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
Use our calculator to see how many points you could earn each year
Without Vitality Optimiser
Even if you choose not to add Vitality Optimiser to your VitalityLife plan, you still have the chance to control your premiums.

Get active and get a discount

At the end of every year, if you raise your Vitality status by getting active, we give you a premium discount that you keep until the end of your plan – even if you don’t maintain that Vitality status in future years:
Vitality status Premium Discount
Bronze 0%
Silver 1%
Gold 1.5%
Platinum 3%

Keep your premiums low 

At the end of each year, if you’ve reached Vitality Silver, Gold or Platinum status, we’ll give you another premium discount. Once you’ve earned a premium discount, these keep adding up and you keep it until the end of your plan.

Use our calculator to see how many points you could earn each year

Once you reach 80, we’ll halve the points needed to control your premiums.

We know it can be difficult to keep earning as many activity points the older you get. So once you reach 80, we’ll make it easier to stay in control of your premiums by reducing your points target by 50%. You’ll also be able to use points earned through regular health checks, eye tests and more. 

The 50% fewer points benefit only applies to life insurance premium discounts. You’ll still need to earn the usual number of points to earn Vitality status rewards.

Get our best savings and rewards

Exclusive discounts, savings and rewards.
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Making the right choice

Explore our different insurance options to see which one’s right for you.
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0161 2167 595

Speak to a VitalityLife adviser for tailored advice.
Lines open: 
8am – 8pm Monday to Friday 
9am – 5pm Saturday and Sunday

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