Privacy Notice
Vitality Privacy Notice
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.
Contents
Our contact details
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 was last updated on 15 September 2025.
Who we are
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
Our legal bases for processing your data
Under data protection law, we need a lawful basis to collect and use your personal data. The law allows for six ways to process personal data. Only the following five are relevant to the types of processing that we carry out. This includes information that is processed based on:
- A person’s consent (for example, if you consent to receive our direct marketing information)
- A contractual relationship (for example, to provide you with goods or services that you have purchased from us, such as Life or Health Insurance). This include obtaining quotes from us.
- Complying with a legal obligation (for example to process for Tax purposes, or carrying out anti-money laundering checks and fraud detection or employment obligations)
- Protecting an individual’s vital interests (for example, to ensure the safety of staff and visitors to our premises or medical emergencies)
- The legitimate interests of Vitality, you as an individual, or wider benefits to society (please see below for more information).
Insurance companies are allowed to process sensitive health data for insurance purposes under a legal exemption in the Data Protection Act 2018, Schedule 1, Part 2, section 20.
We always aim to use your personal information fairly and responsibly, making sure it’s not intrusive or unexpected. If you want to know more about how we use legitimate interests, or have any queries, please contact our Privacy Office.
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:
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.
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.