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Press releases
Check out the latest Vitality news
2026
March
Insurer Vitality launches industry first healthcare partnership with Boots
Vitality has announced an industry-first partnership with Boots, the UK’s leading health, wellness and beauty retailer, to make more healthcare services easily accessible and affordable for its members around the country.
Speculation of Spring rate cuts drives expected remortgage surge – yet protection risks remain overlooked
New research from Vitality reveals that most homeowners fail to review their protection cover when remortgaging, even as their income, family circumstances and lifestyles change.
Britain’s Endless Rain Sparks Fitness Slump: Over a Third of Adults Exercising Less Than Ever
New research from Vitality has revealed that over a third of adults (38%) have been exercising far less than usual this year due to the miserable conditions, while almost three in ten say that have almost given up on working out altogether (29%).
February
Vitality expands digital care provision with addition of HealthHero as additional GP services partner
Vitality has announced a new strategic partnership with HealthHero, as it expands its Virtual GP services.
Vitality Appoints Kathryn Conniff as Life Underwriting Service Director
Vitality has announced the appointment of Kathryn Conniff as Life Underwriting Service Director effective from January this year.
New research finds combining exercise with weight loss drugs could save the NHS nearly £17bn a year
New data insights from health and life insurer, Vitality, highlight the importance of understanding the relationship between GLP-1 medications and exercise, signalling significant implications for patient health and NHS expenditure.
January
Homebuyers prioritise décor over protection, leaving them exposed
Vitality research finds that homebuyers focus on décor and furnishings over protection insurance, despite fears of losing their home if illness stops their income.
Employees Want Support—But Stigma Keeps Mental Health in the Shadows
Nearly a third (29%) of PR, Marketing and Communication employees in small businesses who have needed mental health support at work feel unable to ask for it, despite over two-thirds (68%) saying their mental health impacts their productivity.
Vitality Appoints Dr Katie Tryon as Deputy CEO of VitalityHealth
Previously Chief Commercial Director for health at Vitality, the new role sees Katie take on additional responsibilities in strategic leadership, stakeholder engagement and operational management for the Vitality Health business.
Better Sleep Behaviours Could Extend Life Expectancy, Study Finds
Major study by Vitality and LSE reveals adopting consistent sleep behaviours can add up to four years to life expectancy.
2025
November
Vitality expands partnership with England Cricket as first back of shirt sponsor
The ECB has today announced an expansion of its partnership with Vitality, who will become the first brand to appear on the back of the England kit.
Vitality and Google Partner to Bring AI-Powered Health Solutions to Millions
Vitality and Google have announced a global partnership to launch Vitality AI. This new platform will integrate Google Cloud’s advanced AI and data analytics with Vitality’s vast health datasets and behaviour-change expertise, to transform how millions worldwide understand and manage their health. The launch of Vitality AI has the potential to transform the health and life insurance sectors globally.
October
Vitality's Full Serious Illness Cover range available on UnderwriteMe
Vitality has today announced that its most comprehensive Serious Illness Cover product – SIC 3X – is now available on UnderwriteMe’s Protection Platform, meaning advisers can access the full range of Vitality Serious Illness Cover products – SIC 1X, SIC 2X and SIC 3X – alongside its life cover and income protection products which are already offered through the platform.
Vitality releases its 2025 Health Claims and Insights Report
Vitality has released its 2025 Health Claims and Insights Report revealing how technology and everyday care services are reshaping how consumers use and perceive health insurance products.
Vitality finds Mental Health claims rates are still on the rise
Vitality has revealed its mental health claims rates have more than doubled - increasing by an incredible 119% between 2019-2024*.
Vitality’s medicated weight management pathway reveals early signs of success
Data from Vitality’s new medicated weight management pathway has revealed strong early signs of success, with enrolled members having lost on average 9.3% of their body weight within the first three-month period.
Vitality releases its 2024 health claims insights for cancer
The latest analysis from VitalityHealth reveals its 2024 cancer claims insights, finding the most common types of cancers were for breast (25.5%), skin (24.8%), and prostate (13.6%).
September
Vitality welcomes Dr Punam as new Vitality Ambassador
Vitality has announced GP, author and broadcaster Dr Punam Krishan as a new Ambassador - the first doctor taking on this role for the brand, reflecting Vitality’s focus on health and helping more people live healthier, longer lives.
Vitality welcomes golfers Luke Donald and Iona Stephen as new Ambassadors
Vitality has welcomed professional golfer Luke Donald and leading golf broadcaster and former professional golfer Iona Stephen as its newest Ambassadors, reinforcing its commitment to inspiring more people to be active and promoting healthier lifestyles through sport.
August
Policyholders fail to review cover after major life events
Vitality is encouraging advisers to use Friday 29th August - traditionally the UK’s busiest day for moving house as a timely opportunity to reconnect with clients and ensure their protection cover reflects the lives they lead today, not the ones they lived years ago.
Insurers Warned: Misconceptions Around Skin Cancer Could Cost Lives
Vitality is advocating for early intervention following recent consumer research which revealed the worrying attitudes of British men to sun protection, despite skin cancer being one of the easiest cancers to prevent.
July
New research finds young want cover but are looking for more than a payout
New research from Vitality reveals Gen Z and Millennials are not only aware of protection insurance, they’re actively interested in it.
Vitality’s Employee Challenges programme goes live
Vitality has announced businesses with Vitality cover can now start using its highly anticipated Employee Challenges feature to support better health and wellbeing across their teams.
BBQ Blunders: The BBQ Foods Fooling Brits
New research from Vitality Health finds Brits across the UK are set to tuck into a staggering 409 million sausages and 390 million burgers this summer.
June
Vitality launches CPD-accredited sustainability webinar series for advisers
Vitality has launched a new three-part, CPD-accredited webinar series designed to equip advisers with the knowledge and tools to navigate sustainability.
Vitality welcomes new partners to the Programme
Vitality announces two new partners to the Vitality Programme - Gymshark and Deliveroo - offering members more options and incentives to lead healthier lives.
May
Sneezing Season Slams First-Time Sufferers
According to new research from Vitality Health, a surprising one in ten (10%) are experiencing hay fever for the first time, having never experienced it before.
Vitality calls for greater focus on burnout
Vitality is drawing attention to the deterioration of employee mental health, as results from its Britain’s Healthiest Workplace has shown that rates of depression, anxiety, and concerningly burnout have been on the rise consistently for the past 10 years.
Vitality research reveals gaps in employee awareness of sick leave policies
New research from Vitality highlights significant gaps in employee awareness on workplace sick leave policies, potentially leaving them financially unprotected if they are unable to work due to illness.
April
Vitality and parkrun celebrate record-breaking ‘Let’s Walk’ Day
Saturday 26th April saw a record number of people turn up and walk at their local parkrun as the nation came together for ‘Let’s Walk’ day – totalling 14,000 walkers at UK parkrun events, including 4,000 walking for the very first time.
The Padel Directory Announces Vitality Sponsorship
In a new partnership, The Padel Directory — the home of all things Padel in the UK- have announced a new partnership with Vitality.
Bloated, Breathless & Brain-Fogged – How Stress is Wrecking Brits’ Health
New research from VitalityHealth reveals that more than 1 in 5 (22%) Brits admit to feeling stressed every day and a further 21% say they are seriously stressed at least once a week.
VitalityHealth Unveils Key Stressors Impacting Productivity in the Tech Sector
Vitality reveals four in five SME employees in the sector experience health-related stressors that hinder their productivity, with one in three impacted by an inability to manage their work life balance.
Vitality welcomes Simon Jacobs as Life Underwriting Service Director
Vitality has appointed Simon Jacobs as the Life Underwriting Service Director, announcing he will be responsible for steering the Life operational underwriting strategy across the UK and South Africa.
New research highlights the value of Vitality’s Advanced Funeral Pledge for bereaved families
New research, conducted by Vitality, has highlighted the significance of Vitality’s new Advanced Funeral Pledge for newly bereaved families.
March
A talk in the park: Experts urge Brits to walk and talk for wellbeing
New research from Vitality has revealed that a quarter of Brits surveyed (25%) are unable to recall the last time they had a meaningful, unplanned conversation with someone new, and over a third (36%) actively avoid talking to people they don’t know altogether.
New multi-million-pound research and innovation hub will transform the landscape of women’s sport
Vitality will directly fund a series of PhD projects at the hub and work closely with Loughborough University to use research and innovation to better understand and break down the barriers women face to living an active and healthy life.
Vitality’s Employee Challenges programme promises to make healthier employees
Vitality has announced that this year, it will introduce a new digital tool to provide greater support to corporate clients. Built using scientific behavioural insight, it will support businesses in driving collective activity and increasing productivity.
February
Vitality to Transform Client Engagement with Evolution of Vitality Programme with launch of Pick and Play
Vitality has today announced the launch of Pick and Play, the next generation of its Vitality Programme, that is designed to bring about even greater engagement and further transform the health of its members.
Vitality To Offer Weight Loss Medication Through Health Insurance
Vitality has announced its members will have access to weight-loss medications through their Vitality health insurance cover.
Vitality Announces Number of Enhancements Targeting Better Health in Launch Event
Vitality has today announced several significant enhancements to its health insurance proposition, covering weight management and mental health.
Vitality unveils series of new products and enhancements to Protection offering
Vitality has unveiled a series of enhancements to its Protection offering, which will provide members with access to broad financial protection, alongside unparalleled levels of support to help them recover and get back to health.
Vitality announces Olympic 800m gold medallist Keely Hodgkinson as new ambassador
Vitality announces Keely Hodgkinson as new ambassador
Brits urged to stay faithful to health promises
Vitality Health Insurance reveals the hidden health secrets couples are keeping from each other this Valentine’s Day
January
Unhealthy Living Found to be a Growing UK Challenge
Vitality has found in a new report, titled ‘10 years of Britain’s Healthiest Workplace: The changing face of the UK at work’, that one of the biggest challenges to the health of the UK workforce is the growth of unhealthy living.
Younger workers embrace the office for career benefits and better health
Younger generations are emerging as unexpected champions of office-based work, with new research from Vitality’s Britain’s Healthiest Workplace
Vitality extends members life expectancy by up to five years
Following the release of it's first ever Life TV advert, Vitality has published new data demonstrating how it life insurance can help you live for five years longer.
New CEO Joins Vitality Health Insurance
Dr Arun Thiyagarajan this week joins Vitality in the role of CEO for its health insurance business, succeeding Dr Keith Klintworth, who had been with the insurer for over 14 years.
2024
December
Working Women Struggling to Stay Active
Dame Jessica Ennis-Hill and Vitality advocate for working women to reclaim parts of their working week for exercise, through Walk Out to Work Out
Read more on Walk Out to Work Out
November
Women’s health in crisis: New research finds less than a quarter of women hit recommended weekly exercise targets
Vitality publishes a report into women’s physical activity and health, finding that less than 1 in 4 (23%) women are completing the recommended 150 mins of moderate exercise per week.
Read more on the findings and recommendations
UK families unprepared and unable to cover outgoings if unable to work
New research from Vitality has highlighted that families across the UK with children under the age of 18 are ill-equipped to cover outgoings should a parent be unable to work due to ill health.
Vitality Launches Black Friday Deals
As part of its annual Pink Friday campaign, running from 18 November - 1 December this year, Vitality has released a series of Black Friday offers for its members.
October
Vitality’s new value statement highlights value received by members
Vitality has launched a new bi-annual value statement for health and life members that shows them the value they receive from their Vitality plan.
Read more on the new statement
Brits struggle to walk further than their front door
New research from reveals that over a quarter (26%) of Brits* are walking less than ever before.
Vitality to widen access to Income Protection cover
Vitality has announced it will be making a number of changes to its Income Protection product to ensure its can protect more people and align with modern working trends.
September
Vitality updates how members self-report their health
Vitality has introduced a new Health Profile to help members better understand their overall health and the steps they can take to improve it.
Brits miss the beat with their heart health
New research from Vitality Health Insurance highlights a worrying knowledge gap amongst Brits when it comes to their heart health.
itsu joins Vitality Programme
Leading Asian-inspired food brand itsu has joined the Vitality Programme as an official partner, focused on inspiring and empowering people to make healthier choices and live longer healthier lives.
Brit's knowledge of sun damage only skin deep
Vitality reveals the potential route of the rise in skin cancer cases
Read more on the potential reasons
New Vitality member data shows steps are the most popular way to earn Vitality points
The data underscores members don't need to engage in high-intensity workouts to benefit from the Vitality Programme, with a staggering 95% earning points through steps at least once a week – and over half (54%) at least three days per week.
July
Vitality reports a 45% increase member claims over the last five years
Vitality has published its 2024 Health Claims Report, announcing a 45% increase in the proportion of members claiming between 2019 and 2023.
Vitality’s Premier Consultants Drive Significantly Improved Patient Outcomes
Vitality reveals members using its Premier Consultant service last year saw a reduction in hospital readmission rates, hospital length of stay and the overall cost of their treatment.
Vitality releases its 2023 health claims for cancer
The latest data from Vitality has seen the provider reveal its 2023 health claims for cancer, highlighting the most common cancers its male and female members claimed for last year.
June
Vitality’s prioritisation of talking therapies sees a 69% decrease for in-patient mental health claims
New data from Vitality is the first from the insurance industry to demonstrate that earlier access to talking therapies can reduce onward in-patient appointments.
Vitality announces new managing director for health
Vitality has announced the appointment of Dr Arun Thiyagarajan to the role of Managing Director (MD) of its health insurance business from January 2025.
Vitality announces that while everyday care claims rates quadrupled since 2019, more serious claims are on the decline
Vitality has announced everyday care claims* made up two-thirds (64%) of all Vitality Health claims.
Vitality pays £117m in protection claims in 2023
Vitality has published its protection claims figures for 2023, where the provider paid out £117m in protection claims.
May
Hybrid workers are healthier and more productive than those working from home
Britain’s Healthiest Workplace study has found Hybrid workers lose fewer days to health-related productivity loss compared to their full-time office and home working counterparts
Vitality Scoops Best Place to Work Award from The Sunday Times
Vitality has been named in the top ten Best Places to Work: Very Big Organisation in The Sunday Times Awards 2024.
Developing dementia identified as a major concern among UK consumers
Research from Vitality has found half of the UK are worried about developing dementia and the potential impact it could have on their health, family and finances.
April
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.
Vitality provides discounts on multi-benefit plans through UnderwriteMe protection platform
Vitality has announced that VitalityLife multi-benefit discounts are now available on the UnderwriteMe Protection Platform, following the providers addition of its Income Protection cover to the platform.
Dissatisfied Employees Lose 77 days per year to Sickness
Vitality's Britain's Healthiest Workplace found dissatisfied employees lost over three working months - the equivalent of 77 days - due to absence and presenteeism* last year.
March
Vitality Data Reveals Critical Illness Gap Runs Even Deeper
41% of UK adults say the top reason they would purchase life insurance is to provide financial security and protection for their loved ones, yet it also revealed potential gaps in policy understanding that could leave consumers unprotected in the future.
Vitality Launches New Employee Engagement Tool – Vitality Champions Hub
Vitality has unveiled a brand-new online hub as part of its Vitality Champions Programme* which will provide even greater support to corporate clients looking to embed health and wellbeing into their culture.
Read more on the hub and Vitality Champions Programme
Walking 5,000 steps three times per week could save the NHS £15 billion
The Critical Illness Gap Leaving Unaware Policy Holders at Risk
February
Only 5% of people would speak to a financial adviser despite serious fears about the cost of later-life care
One in Four Suffer Physical Health Effects of Heartbreak
New research from Vitality reveals the physical effects Brits experience when going through a breakup, highlighting the importance of looking after your mental and physical wellbeing
Britain's Healthiest Places to Work Revealed
Arqiva, Novo Nordisk and Strativ Group Ltd have been named by Vitality’s Britain’s Healthiest Workplace (BHW) 2023 survey as the healthiest places to work in Britain.
Poor Health at Work is Responsible for £138bn Loss to UK Economy Each Year
Research conducted by Vitality, following it's Britain's Healthiest Workplace survey, found poor health costs the UK economy an estimated £138 billion per year due to absence and impact on productivity at work.
2023
December
Brits address the pressures at Christmas to prioritise their health & wellbeing
While the festive period is the jolliest time of the year to many, Vitality found that more than half (53%) of Brits feel a sense of pressure during this time which impacts their health and wellbeing
Vitality finds younger people are most likely to cancel protection policies
Research from Vitality has found that while young people between 18-34 are the most likely group to cancel a life insurance policy, they are also the most likely to purchase one following a big life event.
More on the findings
November
Vitality finds unemployment is the biggest driver for people cancelling their life insurance policy
While Vitality found that around half of UK adults (56%) would never consider cancelling their life insurance policy, those who would consider it cited losing their job as the biggest reason
Vitality Launches Black Friday Deals
Vitality announces details of its annual Pink Friday campaign, running from 20-26 November
October
Vitality Unveils Cutting-Edge Digital Health Enhancements Alongside its 2023
Health Claims Report Vitality has today announced a number of enhancements to further streamline its digital journeys for both members and advisers and increase the efficiency and speed that diagnostics and treatment are delivered. All enhancements will be available by the end of the year.
58% of VitalityHealth claims are for everyday care services
Vitality announces a significant increase in usage of its ‘Everyday care services’, including Vitality GP, Talking Therapies, Physiotherapy, and the newly introduced Optical, Dental and Hearing Cover benefits across its members.
SNAP LDN and Vitality Launch New Integrated Brand Campaign
The new campaign will hero Vitality’s much loved brand mascot, Stanley the dachshund, as he takes centre stage rather than his owners.
September
Growing use of talking therapies has potential to reduce other hospitalisations
New data from Vitality has revealed the key role access to talking therapies has in improving the long-term mental and physical health of patients.
Vapers’ Plans to Quit are Going up in Smoke
Vitality paid £96m in life claims to its members in 2022
Vitality publishes its 2022 protection claims figures
Almost two-thirds worried about the cost of dementia care
More on the social care protection gap
August
Vitality reveals incentives can have the greatest impact on physical activity for older customers
June
AFC Bournemouth announce three-year extension of its partnership with Vitality
AFC Bournemouth announces an extension of its partnership with Vitality, as the official wellness partner. This includes stadium naming rights, as well as sponsorship of the club’s men’s and women’s teams.
Soccer Aid for UNICEF announces partnership with Vitality for June’s 2023 match
Soccer Aid for UNICEF announces that Vitality will be an official partner for the 2023 game.
Vitality Launches New Employee Engagement Tool – Vitality Champions Hub
Vitality launces a new dedicated Vitality Champions Hub, providing a central location for the latest news and health & wellbeing expertise for businesses looking to encourage a healthy workforce.
More on the Vitality Champions Hub
May
Two Thirds of Workers are not Prioritising their Mental Health
New research from Vitality health insurance has revealed that seven in ten (70%) openly admit to prioritising their physical health over their mental health. Despite 71% saying the conversation about mental health is more prominent than ever, three quarters (75%) admit physical health problems are still taken more seriously than mental health struggles.
February
Vitality strengthens its Serious Illness cover offering
Vitality has today announced a number of innovative changes today to its Serious Illness Cover that are designed to streamline its offering further, while continuing to provide comprehensive and market-leading cover.
More on Vitality's Serious Illness Offering
Vitality Strengthens Commitment to Women’s Sport with Trio of New Ambassadors
Vitality, has today announced a partnership with cricket professionals Nat Sciver-Brunt, Sophia Dunkley and former England cricketer, Isa Guha, as part of its on-going commitment to championing women in sport.
Vitality transforms its Income Protection cover offering
Vitality has today announced a range of changes to its protection offering including unveiling a raft of enhancements to its Income Protection product offering.
