Skip to Content
Tuesday 2 January 2018


Review of 2017
Vitality reaches one million members

2017 was a landmark year for Vitality. As well as winning a plethora of industry awards, forming exciting and influential partnerships, developing further innovative products and welcoming a new Vitality Ambassador, the company has also reached the milestone of one million members. This achievement marks one of the highlights of the whole history of Vitality UK.

Over the course of the past 12 months, Vitality has continued to grow both in terms of the number of lives it covers and the increasing awareness and recognition of the brand. The latter has been driven by the health and life insurer’s sponsorship portfolio, its partners, class-leading products and successful campaigns aimed at inspiring people to live healthier lives.

2017 saw Vitality become the headline sponsor of parkrun, partner with England Hockey and launch a new collaboration with Disney aimed at helping families get fit and healthy. The company also welcomed Paralympian Ellie Simmonds to its elite team of Vitality Ambassadors, joining Jessica Ennis-Hill, Jonny Wilkinson, Joe Root and Maro Itoje.

Service was a key area in 2017, with initiatives such as the introduction of Interactive Voice Response to better route customer calls and the launch of the Adviser Hub platform promising to radically change the way Vitality interacts with members and advisers. The progress made was recognised by the Top 50 Companies for Customer Service awards, in which VitalityHealth ranked first for email service and 20th in the overall awards. 

One of the key success stories of the past 12 months has been Vitality’s management of claims, with improvements being made to invoice processing and bill audits. Treatment pathways such as Consultant Select and continued innovation in the primary care space through the development of a new Vitality GP app were particular highlights.  VitalityLife launched Wellness Optimiser and the Vitality Nurse service, two innovative new developments for the protection market, and announced three further enhancements to its award-winning Serious Illness Cover product to ensure as many people as possible can claim.

Member engagement is also at an all-time high. In 2017, Vitality tracked more than 25 million points-earning events from its members. Most importantly, underpinning all of these rewards, Vitality has helped its members to live healthier lives. 

Beyond the engagement Vitality has seen from individual members, it has also continued to innovate in the area of workplace health. The Britain’s Healthiest Workplace study continues to demonstrate the value of effective workplace health and wellbeing strategies; and the new Vitality Healthy Workplace joint-venture with Nuffield Health promises to offer a completely new type of product in the large corporate market. 

As 2018 gets underway, Vitality looks forward to continuing to grow the company, innovate and change its members’ lives for the better.