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Our Serious Illness Cover is the only cover to pay in full, multiple times

Cover your clients with our 5-star Defaqto rated life insurance.

  • CriticalIllnessStandaloneRating520062023
  • Income-Protection-Rating-5-2009-2023
  • LifeAssuranceLevelRating520152023
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A unique approach to life insurance

We make sure your clients get more from their cover. We protect them when things go wrong and reward them for being healthy.

We encourage them to get healthy with discounts, and reward them for their efforts. The more your client does to get healthy, the more we can offer them. Your client can also reduce their premium by getting healthier too – paying a fairer price for their life insurance.

Find out how we have further enhanced and streamlined our protection proposition as part of our ongoing journey as a next generation insurer.

Explore our plans

Cover that doesn’t just protect your clients when things go wrong, it rewards them for being healthy too.

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Personal Protection

Personalise our cover to suit your client’s needs.

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Business Protection

Protect your client’s business needs when they need it most.

Health insurance

Relevant Life Plan

Giving employees peace of mind with tax-efficient cover.

Give your clients the right cover

Supporting the everyday needs of your clients with our forward-thinking life cover.

Award-winning cover

Recommend cover that rewards healthy living, delivering real value to your clients from day one.

Our best available premium

Your clients can enjoy our best available premium of up to 40% lower than standard when they add Optimiser to their plan

Reduce lapse rates

Your clients are more likely to stay with us - lapse rates are up to 39% lower for clients who engage with the Programme.1

Your Vitality support network

Over 100 UK-wide Business Consultants offering one-to-one support.

Work with us

Supporting you to grow your business

New to Vitality? New to selling life insurance? Looking to grow your business?

Find out how working with us can benefit your clients and you as an adviser.

Or if you're looking for support to help you sell our life insurance and initiate positive client conversations, explore our dedicated support section.

Serious Illness Cover

"I wouldn't have been covered by any other insurer" - Hayley's Story

At just 36, Hayley was diagnosed with a pulmonary embolism, a condition unique to Serious Illness Cover.

In 2022, 1 in 8 Serious Illness Cover claims were for conditions not covered elsewhere1. Behind that statistic are powerful, real-life stories like Hayley’s that highlight the value of more comprehensive cover.

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Up to 40% off their premium

Offer your clients the best available premium with up to 40% lower than standard, when they add Optimiser to their plan.

Clients with Optimiser were 30% less likely to make a life insurance claim and up to 59% less likely to lapse their plan than those without Optimiser1.

We're here to help

Your Business Consultant is always ready to support you.

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Adviser Hub

Quote, apply and manage your clients online

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Get in touch

Call us on 0345 601 0072. Lines open Monday - Friday 8.30am - 5:30pm

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Pre-sales underwriting

Call us on 0800 012 1796. Lines open Monday - Friday 8.30am - 5pm

1. VitalityLife Claims and Benefits Report, 2022.