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Vitality moves forward and unveils an industry first

25 April 2024

Vitality moves forward and unveils an industry first


Vitality has unveiled the industry's first ever automated underwriting tool for fully medically underwritten (FMU) individual health insurance applications.  

The move reflects Vitality’s ongoing commitment to providing an easy and responsive application experience for both customers and advisers.   

The tool will transform the speed and experience of the application process with Vitality by providing advisers with immediate FMU decisions for their individual health insurance applications. The tool will process the majority of applications, without the need for an in-person review.   

Complex applications will continue to be reviewed by Vitality’s expert underwriting team, who can provide specialist support, guidance and answers to any questions advisers or their clients might have.   

Alongside delivering faster decisions, the new process will ensure even more people benefit from the certainty FMU cover offers over Moratorium Underwriting (MORI) options.   

As of 19 April, the automated underwriting tool will be live for all individual health insurance applications within Vitality’s Quick Quote, quote and apply system. The launch follows a successful pilot of the tool earlier this year. 

Keith Klintworth, Managing Director, VitalityHealth said “Technology provides us with many opportunities to improve and speed up processes within our services and systems and further support advisers. The introduction of this new digital underwriting tool demonstrates how we are further embedding technology into our products, further streamlining the process and making it easier for customers to access and understand our health insurance.” 

Kim Powell, Partnership Manager at Active Quote said: “This change will completely transform the underwriting process for Full Medical Underwritten (FMU) applications.  In embedding and using technology in this way, Vitality have been able to make the process faster and easier, giving a more positive experience for the customer. This in turn will make FMU underwriting more appropriate and appealing to a wider range of customers.” 

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