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UK Financial Advisers only

Health insurance

More clients can benefit

Together, we can help your clients understand and improve their health, save money and get rewarded without even needing to claim.

Find out more

Explore health insurance

Useful links

Life insurance

Explore our 2024 Claims and Benefits Report

As we continue to enhance and protect lives, discover how we supported our members throughout 2023.

Find out more

Explore life insurance

Useful links

Rewards

Sharing the benefits of healthy living, with a discount on Apple Watch

When your clients get active, they can get Apple Watch Series 9 from £39 upfront or Apple Watch SE from £1 upfront.

Explore Apple Watch

Partners and rewards

It's always nice to be recognised

Find out more about us Log into Adviser Hub

Take a look at our most recent awards

We take great pride in everything we do.

2023

Private Medical Insurance

Moneyfacts Awards

2022

Outstanding Individual Health Insurance

COVER Excellence Awards

2022

Outstanding Mental Health and Wellbeing Support

COVER Excellence Awards

2022

Best Use of Technology

UK Customer Experience Awards

2022

Best Customer Experience Strategy

UK Customer Experience Awards

2022

Best Rehabilitation Support Service

Protection Gury Awards

2022

Best Preventative Support Service

Protection Guru Awards

2022

Best Insurer for Protecting Business Owners

Protection Guru Awards

5-star rated by Defaqto

Health insurance

Defaqto 5-star 2012 - 2023 – Group PMI
Defaqto 5-star 2012 - 2022 – Individual PMI

Life insurance

Defaqto 5-star 2006 - 2023 – Critical Illness (Dec)
Defaqto 5-star 2006 - 2023 – Critical Illness (Level)
Defaqto 5-star 2006 - 2023 – Critical Illness (Standalone)
Defaqto 5-star 2009 - 2023 – Income Protection
Defaqto 5-star 2015 - 2023 – Life Assurance (Dec)
Defaqto 5-star 2015 - 2023 – Life Assurance (Level)

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Providing excellent customer service and a great experience is so important to us.

We want to make sure that all of the advisers that work with us are fully supported and feel they can reach us with any questions they may have as quickly and simply as possible. That's why we're particularly proud of our successes in the areas of Customer Service and Experience.

Protection Guru Awards

Best Insurer for Protecting Business Owners - 2022
Best Preventative Support Service - 2022
Best Rehabilitation Support Service - 2022

Insurance Times Tech and Innovation Awards

Investor/Corporate Innovator Of The Year - 2021

European Contact Centre & Customer Service Awards

Responding in a Crisis – Supporting Customers (Insurance and Financial Services), Gold Winners - 2020

The British Insurance Awards

Customer Care Award Winners - Vitality Nurses - 2020

Top Companies for Customer Service

Top 50 Companies 2019 - 1st place overall

1st place in calls channel
1st place for Best Large Contact Centre
1st in the Financial Services sector.

Top 50 companies 2018 – 2nd place overall

1st place in Best Financial Services
1st place in Best Large Contact Centre
1st place for Social Media
1st place for Most Improved Calls.

Top 50 companies 2015 - 2017 - Finalists

UK Customer Experience Awards

UK Customer Experience 2022

Gold award for Use of Technology
Bronze award for Customer Experience Strategy

UK Customer Experience 2021

Customer Experience (CX) team of the year

UK Customer Experience 2020 – Overall winners

Gold award for B2B Customer Experience
Gold award for Employees at the Heart of Everything
Silver award for Product or Service Development
Silver award for Customers at the Heart of Everything.

UK Customer Experience 2017 - 2019 - Finalists

Financial Adviser Service Awards

Financial Adviser Service Awards 2012, 2013, 2014 – 5 Stars
Financial Adviser Online Service Awards 2015 – 5 Stars
Financial Adviser Online Service Awards 2015 – Most Improved.

Cover Awards

Cover Excellence Awards

2022 - Outstanding Mental Health and Wellbeing Support
2021 and 2022 - Outstanding Individual Health Insurance
2021 - Outstanding Promotion of Protection
2015, 2016, 2018 and 2019 Individual PMI
2018 – Best Value Added Service, Individual protection & Individual PMI
2017 – Group PMI provider

Cover Customer Care Awards

Cover Customer Care Awards 2019 – Health & Wellness Group and Individual.

Cover Healthcare Innovation Awards

Outstanding Collaboration of the Year 2021 - VitalityHealth and Peppy Menopause Support

AKG Financial Strength Awards

Financial Strength Awards 2021 - VitalityHealth: Rated B+, Very Strong

Moneyfacts Awards

Moneyfacts Investment Life and Pensions 2013 - 2021 – Best PMI

Defaqto Ratings

Defaqto 5 star 2012 - 2022 – Individual PMI

Defaqto 5 star 2012 - 2023 – Group PMI

Corporate Adviser Awards

Corporate Adviser Awards 2021 - 5-Star Provider Service Rating

Health Insurance Awards

Health Insurance Awards 2016 and 2020 – Best Individual Protection Provider
Health Insurance Awards 2015, 2016 and 2020 – Best Marketing & Sales support for advisers
Health Insurance Awards 2018 – Most Innovative New Product - VGP.

Money Marketing Awards

Money Marketing 2019 – Best Individual Protection

Protection Review

Protection Review 2011, 2012 – Innovation Award
Protection Review 2015 – Organisation of the Year.

Professional Adviser Awards

Professional Adviser Awards 2011 – Best Individual Protection Provider.

Moneyfacts Awards

Moneyfacts Annual Star Ratings for Critical Illness 2021 - Five Star Ratings:

Critical Illness Decreasing Term - Serious Illness Cover
Critical Illness Decreasing Term - Serious Illness Cover Plus
Critical Illness Level Term - Serious Illness Cover
Critical Illness Level Term - Serious Illness Cover Plus

Moneyfacts Annual Star Ratings for Critical Illness 2021 - Four Star Ratings:

Critical Illness Decreasing Term - Mortgage Serious Illness Cover
Critical Illness Level Term - Mortgage Serious Illness Cover

Moneyfacts Investment Life and Pensions 2018, 2020 & 2021 – Best CIC Provider.

FT Adviser Service Awards

Winner - Protection & Pension Providers – 2021
Most Improved - Protection & Pension Providers - 2021

Defaqto Ratings

Defaqto 5 star 2006 - 2023 – Critical Illness (Dec)
Defaqto 5 star 2006 - 2023 – Critical Illness (Level)
Defaqto 5 star 2006 - 2023 – Critical Illness (Standalone)
Defaqto 5 star 2009 - 2023 – Income Protection
Defaqto 5 star 2015 - 2023 – Life Assurance (Dec)
Defaqto 5 star 2015 - 2023 – Life Assurance (Level)

AKG Financial Strength Awards

Financial Strength Awards 2021 - VitalityLife: Rated B+, Very Strong

Cover Awards

Cover Excellence Awards 2011 – Later Life Products
Cover Excellence Awards 2015 – Individual Life Insurance.

Health Insurance Awards

Health Insurance Awards 2019 – Most Innovative New Product – Mortgage
Health Insurance Awards 2009 - 2016 – Best Individual Critical / Serious Illness Cover Provider.

LifeSearch Protection Awards

LifeSearch Protection Awards 2009, 2011, 2012, 2014 - Best New Initiative
LifeSearch Protection Awards 2011 – Most Improved Provider
LifeSearch Protection Awards 2012, 2013 - Best Critical Illness Provider
LifeSearch Protection Awards 2013 - Best Provider for Existing Customers.

Mortgage Strategy Awards

Mortgage Strategy Awards 2012, 2020, 2021 – Best Mortgage Protection Provider
Mortgage Strategy Awards 2009, 2010, 2011, 2012 – Income Protection Stand Alone.

Scottish Mortgage Awards

Protection Provider of the year - 2021

The British Insurance Awards

Customer Care Awards Winners - 2020 - Vitality Nurses

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New to Vitality? You can register to work with us through our Health and Life Adviser Hubs.

It's always nice to be recognised

Take a look at our most recent awards

We take great pride in everything we do.

Private Medical Insurance

Outstanding Individual Health Insurance

Outstanding Mental Health and Wellbeing Support

Best Use of Technology

Best Customer Experience Strategy

Best Rehabilitation Support Service

Best Preventative Support Service

Best Insurer for Protecting Business Owners

5-star rated by Defaqto

Health insurance

Life insurance

Customer Service Awards

Health Insurance Awards

Life Insurance Awards

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