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Privacy Notice

Vitality Privacy Notice

Vitality is committed to protecting your personal information. This Privacy Notice sets out what information is collected about you by Vitality, how we use it and the choices and controls you have.

Vitality values its customers and staffs trust and recognises that the safety and lawful use of everyone’s personal data is key to retaining that trust and confidence. Vitality needs to collect, store, share and use personal data about past, current and prospective customers, and staff to enable it to meet its requirements in the provision of innovative products and services and for employment purposes.

This Privacy Notice has been prepared to be as comprehensive as possible but is not and exhaustive list of every aspect of our collection and use of personal information. We would be happy to provide any further information or explanation about our practices. 

If you have any general queries about this policy, please contact our Data Protection Officer at [email protected] or you can write to the Group Head of Data Protection, Vitality, 5th Floor East, Eighty Strand London WC2R 0DT.

Our contact details

If you have a question about our Privacy Notice or the information we hold about you then please contact:

Name: The Group Head of Data Protection

Address: Vitality, 5th Floor East, Eighty Strand, London WC2R 0DT

Email: [email protected]

Changes to this Privacy Notice

This Privacy Notice covers all the businesses within the Vitality Group and from time-to-time Vitality will change this Privacy Notice therefore you may therefore wish to check this page each time you submit personal information to Vitality. The latest privacy notice will always appear on this page.

This Privacy Notice was last updated on 15 September 2025.

Who we are

Vitality is part of the Discovery Group of companies and is owned by Discovery Limited, a financial services firm based in South Africa. Vitality is based in the United Kingdom and to find out more about who the Vitality Group is, and to see the most up to date information go to www.vitality.co.uk/legal.

Please make anyone whose personal information you have provided to us aware of this Privacy Notice. You must make sure any information you supply about anyone else is accurate and that they’ve agreed to their information being supplied.

Under this notice, ‘we’, and ‘Vitality’ refers to all businesses within the Vitality Group and the term ‘plan’ refers to all insurance and non-insurance products such as investment and the healthy workplace programme.

Data protection

Vitality will only use your personal information in accordance with this Notice, its Data Protection Policy setting out the principles, rules, and guidelines its staff need to follow when processing your personal data, and relevant data protection laws including the UK General Data Protection Regulation, Data Protection Act 2018, and any reiteration of relevant legislations (“DP Laws”). 

Our Data Protection registration number are:

  • Vitality Corporate Services Z105153X
  • Vitality Health Limited Z8752490
  • Vitality Life Limited ZA110112
  • Vitality Healthy Workplace Limited ZA455278

Your rights

We want to ensure you remain in control of your personal data and that you understand your legal rights. You have the right to:

• Know whether we hold your personal data and if we do how that information is handled.
• Have a copy (not documents) of the personal data that we hold about you (known as a ‘Data Subject Access Request’/DSAR).
• Have inaccurate or incomplete personal data updated or amended.
• Have your personal data erased (conditional right)
• Restrict processing e.g., we can hold but not use whilst we investigate the accuracy (conditional right).
• Portability: Obtain and re-use your personal data across different services (conditional right)
• Object to your personal data being used for marketing (absolute right) but conditional for other matters or
• To challenge automated decision-making including profiling where it has legal or similar effect.

Your rights over your personal data depend on the legal reason Vitality is using it, and not all rights apply in every situation. While we’ll do our best to follow your requests, there may be times we can’t fully meet them. For more details, including access to children’s or deceased persons’ data, see ‘Making an Information Request’.
To exercise your rights, you can make the request verbally or in writing, but written requests (email or letter) are recommended for clarity and record-keeping.
The best way is to make your requests is to use our electronic form. We will respond as soon as possible. Please complete this form.

To exercise your rights, you can submit a request about your personal information that's processed by Vitality. We will respond as soon as possible. Please complete this form.

You’ll receive notifications from Discovery.co.za, as we work with Discovery Group and our service provider OneTrust. 

If we need you to provide to provide ID so we can confirm your identity or additional information to clarify the scope of your request, we will pause the request. 

If you fail to respond or decline to provide the information we may decline to act on the request. 

 If you have any queries these can be addressed to the Privacy Office. See contact details.  

Questions and complaints

Should you have a question about how we use your data or this Privacy Notice you should contact the Privacy Office, see contact details.  

Under the Data (Use and Access) Act 2025 (DUAA), complainants must first raise their data protection concerns directly with Vitality (the data controller) before escalating the issue to the Information Commissioners Office (which will become the Information Commission). Vitality is required to:

•  Acknowledge complaints within 30 days
•  Investigate and respond without undue delay
•  Keep the complainant informed of progress and outcomes

This new process aims to encourage resolution at the local level and reduce the burden on the regulator.

Complaints team who can be contacted here.

If you are dissatisfied with our response to your complaint relating to your data protection rights under the UK GDPR or the Data Use and Access Act 2025 (DUAA), you may escalate the matter to our Data Protection Officer (DPO).

You may do so if your complaint concerns:

•  How your personal data has been collected, used, stored, or shared
•  A response to a Subject Access Request (SAR)
•  The handling of your request to rectify, erase, or restrict processing
•  Concerns about automated decision-making or profiling
•  Any other alleged infringement of your privacy rights under UK GDPR or Part 3 of the Data Protection Act 2018

Please note: Complaints relating to service delays, claims decisions, or technical issues do not fall within the scope of data protection law and cannot be escalated to the DPO.

To escalate a qualifying complaint, please contact our Privacy Office be email to [email protected] or writing to the Data Protection Officer at Vitality, 5th Floor East, Eighty Strand, London WC2R 0DT.  

If you remain dissatisfied with the final outcome of your complaint after it has been reviewed by our Data Protection Officer (DPO), you have the right to escalate the matter to the Information Commission, the UK’s independent authority for data protection.

You may do so if your complaint relates to:

•  A breach of your data protection rights under the UK GDPR or Part 3 of the Data Protection Act 2018
•  How your personal data has been collected, used, stored, or shared
•  Our handling of your Subject Access Request (SAR) or other rights request
•  Concerns about automated decision-making or profiling

The Information Commission will consider whether we have complied with our legal obligations.

You can submit your complaint to the Information Commission via their website:

Information Commission – How to Make a Complaint 

Disclosure of information

To manage and provide our products and services, prevent fraud, and comply with legal and regulatory requirements we may need to share your information with a third party.

We will disclose your personal information to third parties if we are under a duty to disclose or share your personal data to comply with any legal obligation; or to enforce or apply our Terms and Conditions of Use and other agreements; or to protect the rights, property or safety of Vitality, our Members, or others.

We will never sell or rent your information to any third-party.

Regulatory Disclosure

Our auditors (for management information purposes). Appointed in accordance with our statutory obligations under Financial Conduct Authority obligations.

Our Regulators. To comply with our statutory obligations, we may share your personal data with our Regulators, where necessary. Our primary Regulators are:

  • Information Commissioner’s Office (ICO)
  • Financial Conduct Authority (FCA)
  • Prudential Regulation Authority (PRA)
  • Financial Ombudsman Service (FOS)

Government Departments: such as HM Revenue and Customs for tax and fraud purposes.

Law Enforcement: conduct further investigations with law enforcement to facilitate the prevention and detection of fraud or crime. It allows insurance companies to remain solvent after major claims events and is sometimes used for tax mitigation and other reasons.

Fraud prevention and detection: If we suspect fraud, we may check with fraud prevention agencies, public sources like the internet and social media, and use surveillance through trusted investigators. This could lead to refusing insurance, cancelling your policy, or rejecting a claim. We keep records of investigations to help prevent future fraud or money laundering.

Fraud prevention agencies and databases: To help prevent fraud and money laundering, we check your details against various fraud prevention databases, including those used by other insurers. If false or misleading information is found, we may share it with fraud agencies, other insurers, and law enforcement. These checks help us spot and investigate suspicious activity.

We use the following fraud prevention agencies and databases:

  • CIFAS National Fraud Database CUE (Claims and Underwriting Exchange)
  • IFB (Insurance Fraud Bureau)
  • IFIG (Insurance Fraud Investigators Group)
  • IFED (Insurance Fraud Enforcement Agency)
  • IFR (Insurance Fraud Register)
  • NFIB (National Fraud Intelligence Bureau)
  • NCA (National Crime Agency)
  • OFSI (Office of Financial Sanctions Implementation)
  • LexisNexis

Other Disclosures

Re-Insurers: We may need to share your personal health or medical data provided by you with our re-insurers for them to do the following:

  • To analyse key demographic information.
  • To analyse patterns of claims by customers and their claims experiences.
  • To analyse the risk, they are reinsuring and to set a price for the re-insurance with Vitality.
  • To determine the validity of a claim; and
  • To set approval limits for claims and underwriting

Your authorised representative (Broker/Advisor): If you’ve chosen an insurance or financial adviser, we may share plan updates and renewal documents with them. We might also share claim details, but never medical information without your permission. If you appoint a new adviser, let us know so we can update our records—just note that changes may take a little time.

Credit Reference Agencies: During your application, we’ll run a “soft” credit check with credit reference agencies for security. This won’t affect your credit score or be seen by lenders. These checks are automated but allowed because they’re needed to set up or manage your contract with us.

External suppliers

We work with trusted partner companies to help manage your plan, services, and any claims. These companies meet our high standards for security and service and follow data protection laws.

We also share your personal, health, and medical data with benefit providers—but only with your consent or when you choose to use their services. This helps you earn points and access rewards linked to your fitness.

You can view the full list of our admin partners and benefit providers by clicking the links provided.

Please click here to see the list of other companies who assist us in the provision of administration services, benefits, and rewards.

The full list of benefit and reward providers can be found here.

International Transfers

Some of our third-party suppliers are based outside the UK and the European Economic Area. When we share your data with them, we follow legal rules to keep it secure and protect your rights, just as if it were handled in the UK.

Technical and organisational Security Controls

Vitality takes the protection of your personal data seriously and uses strong security measures to keep it safe. While we can’t guarantee that data breaches will never happen, we follow strict procedures and use physical, electronic, and organisational safeguards to prevent loss, misuse, or unauthorised access.

This includes:

  • Limiting access to your data to only those who need it
  • Secure methods for sending and storing data
  • Preventing unauthorised access
  • Safe disposal of data when no longer needed

We apply these protections equally to all customers and regularly update our security measures to stay current, without reducing their effectiveness.

Storage of your information

Vitality prefers to store your data in the UK or EU. If it’s stored elsewhere, we make sure it’s properly protected. While sending data online isn’t always fully secure, we use strong safeguards to protect your information once we receive it.

Back-Ups 

We keep secure backups of data to protect against loss or damage, and access to these backups is strictly controlled, only authorised teams can view or restore them, not the wider business so backups are not reasonably accessible.

How long we keep your information for

We keep your personal data only as long as needed for its original purpose. Sometimes we may need to keep it longer due to legal reasons or to handle claims. Retention periods can change, so some data may have already been deleted under earlier rules.

Below are our key retention periods

Activity  Retention
Activity tracker  7 years from life of plan 
 Administering and managing your plan  7 years from life of last plan 
 Backup Data   5 years 
 Complaints   3 years from closure 
 Debt collection   7 years from recovery or end of plan 
 Fraud / Misrepresentation (suspected)   5 years 
 Fraud / Money Laundering court cases   3 years after length of sentence 
 Job Application   + 7 years, or 13 months if unsuccessful 
Marketing consent    upon change by Member
 Management Information (personal data)  7 years 
 Quotes not taken up   13 months 
 Quotes taken up   7 years from life of plan 
 Renewal data   13 months 
 Telephone calls   7 years 
 Telephone calls training purposes   3 years 
 Verifying Identity   7 years 
 Vitality Academy Training   6 years 

Fraud or Misrepresentation

In any instances where we suspect, detect, or investigate fraud or money laundering we will retain the data for at least 5 years and this will supersede any lesser retention period.

What types of information do we collect?

Depending upon your relationship with Vitality we will collect:

  • Contact details
  • Date of Birth
  • Occupation
  • Gender Medical/health data
  • Claims data
  • Payment details
  • Payment transactions
  • Information about what you are insuring provided by you, directly or via the company who sold you the plan.
  • Your experience selling life and Health Insurance (Brokers/Advisors)
  • Course enrolment details (Brokers/Advisors)

How we use your information

This depends on the type of relationship you have with us - and the ways that you may interact with Vitality.