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20 November

Vitality joins forces with best-in-class brands to further encourage healthy lifestyles

Vitality has announced a series of new partners that will further bolster the rich benefits available for members to help them lead healthier lives. The partners range from a cashback credit card, through to discounted food and travel, all directly linked to healthy behaviour, and have been brought in to further enhance the Vitality Programme which rewards people for making healthier choices. 

The changes come after a ground-breaking study published last week on the economic impact of physical inactivity from Vitality and RAND Europe (2019) which demonstrated the importance of getting active, and research published last year (Vitality and RAND Europe 2018) that looked at the impact of incentives on physical activity. It found those on the Vitality Apple Watch incentive increased their activity levels by 34% and logged 4.8 extra days of activity per month.

Neville Koopowitz, CEO at Vitality, says: “Health and wellbeing sit at the very core of our business, and time and time again we have seen the power of incentives in driving positive behaviour change around, encouraging people to change their behaviour by getting more physically active and making healthier choices. 

 “Working with American Express, Waitrose & Partners and all our other new partners, we are further embedding this behavioural economic model, driving and incentivising people to be more active.

 “When members engage with the Vitality Programme, they benefit from better health, whilst at the same time society benefits from having a healthier population and the increased productivity that aligns with this. Our strategy of offering richer benefits to those members who hold multiple Vitality products, means we can deliver even more value to those who are physically active, and further deepens our conviction in the social purpose of the Vitality model to positively change society.”

The new partners reaffirm Vitality’s unique Shared Value insurance model which uses the power of incentives, data and behavioural economics to make people healthier, creating value for the individual, insurers, and society at large. They are announced in conjunction with Vitality Pink, a new set of boosted benefits especially for Vitality members holding both Health and Life insurance products. 

New partners

New Vitality American Express® Credit Card

Vitality has launched a new Credit Card, with global financial services firm, American Express. Fusing health and wellbeing together with financial incentives, the Vitality American Express®  Credit Card is available exclusively to Vitality members and will reward people who are physically active. Eligible Vitality members with the Credit Card will earn up to 1% American Express cashback on purchases made with the Card, moving up to a total 2% cashback for people with eligible Vitality health or life policies, depending on how physically active they are. Those who have both an eligible Vitality health AND a life plan, and also meet their activity target each month, can receive a total of 3% cashback.

Stacey Sterbenz, Vice President, Marketing at American Express said: “We’re excited to launch this innovative new cashback Credit Card which rewards savvy, health conscious Cardmembers for making positive changes to their wellbeing.  Our partnership with Vitality is an important example of how we’re backing customers with rewards and benefits that enhance their lifestyles.”

Healthy food discount with Waitrose & Partners

Vitality are introducing a new, enhanced Healthy Food benefit, in partnership with Waitrose & Partners that will reward VitalityHealth and VitalityLife members with a cashback of up to 40% on food from the Waitrose Good Health range. Members who have earned at least 40 points in the preceding month, will be able to unlock a cashback between 10% to 25% , with the amount linked to the level of physical activity a member has done the previous month. For Vitality Pink members, the discount available will increase to 40%.

Martin George, Customer Director at Waitrose & Partners said: “We are passionate about having a positive impact on our customers' well-being, so this partnership, which will offer significant discounts across a wide range of healthy foods, is the perfect fit for Waitrose & Partners.”

New travel partners

Virgin Atlantic

A new airline partnership with Virgin Atlantic will offer Vitality members 15% off all Virgin Atlantic flights, in any flight class. Members can enjoy up to four discounted bookings in a plan year, with the discount available linked to on their Vitality status. The benefit is due to start in early 2020 and will be available to all Vitality plan holders with rewards.


Vitality members will receive up to 20% off four hotel bookings a year. The discount amount and the number of bookings allowed will start at 10%, increasing to 20% depending on a person’s plan, Vitality status and engagement with the Vitality Programme.

New weekly Active Rewards partner

Coffee partner with Caffè Nero

A new partnership with Caffè Nero, the largest independent premium coffee house group in the UK, will allow members who earn 12 activity points each week to claim a weekly coffee (or other handcrafted drink). Vitality Plus members will also be able to get a 25% discount on food. Caffè Nero has over 667 fully owned stores, all of which are included in the partnership.