Time for more
More personalised. More engaging. More rewarding.
One of our most significant Vitality Programme milestones so far
This year, we’re making the Vitality Programme even bigger and better. With personalised support powered by smarter technology, new partnerships and even more ways to get healthy – we’re delivering more of what makes Vitality, health’s best friend.
Our mission is to help more people live healthier, longer lives. That’s why we’re supporting people living with obesity, so they can make positive changes. And by making the Programme more personalised and engaging, we’re making sure it’s relevant for even more clients - no matter their starting point.
More personalised
We’ve created Personalised Step Targets - powered by Vitality AI, developed with Google. Each week, our less active members will be offered personalised daily step targets to make it easier for them to hit their goals and earn rewards - at a pace that suits them.
Plus, we're expanding our weight management offering with a powerful new partnership with Boots.
More engaging
To appeal to more clients, we’re adding more ways to earn points and build healthy habits.
With more partners than ever before, we are excited to be introducing a new golf category, as well as more cycling and running partners.
More rewarding
Our recent introduction of Streak Rewards helps motivate your clients to get active - and stay active – week after week.
Now, we’re offering your clients greater value by adding more partners and rewards that are accessible nationwide.
Five key moments for real client impact
In recent years, client expectations of insurance have changed, with greater demand for immediate value, personalisation and meaningful reasons for clients to stay engaged.
This shift sits at the heart of Vitality’s Shared Value approach and the latest enhancements unveiled as part of the Vitality Programme Launch for 2026.
In this article, Justin Garbutt, Director of IFA Distribution, shares the updates he believes will make the biggest difference to you and your clients.
How it benefits you
Attract new clients
Boost your conversations with new clients with new benefits and rewards that appeal to more.
Higher client engagement
Delight clients with new rewards and more ways to engage with the Vitality Programme - the world's largest health promotion programme linked to insurance.
Immediate value
Offer clients even more value when they don't need to claim. Your clients can get over £500 back in value from rewards every year1.
Small steps, healthy future
Introducing our first demonstration of Vitality AI, developed with Google - Personalised Step Targets.
Based on our research into how people build healthy habits2, we want to give everyone opportunity to achieve better health, no matter their starting point.
So, we're making it easier for your less active clients to earn rewards, at a pace that suits them by offering dynamic goals personalised to their activity level.
More partners than ever before
Our recent introduction of Streak Rewards helps motivate your clients to get active - and stay active – week after week. Now, we’re offering your clients greater value by adding more partners and rewards that are accessible nationwide.
Below you can find what's to come to the Vitality Programme this year.
The Carluccio's reward will be removed from the Vitality Programme from 30th March 2026. This means that after this date, your clients will no longer be able to choose it after they hit a 4-week Streak3.
PizzaExpress
Clients can choose 25% off for moving every week. Plus, clients with Vitality Plus can keep moving to enjoy a free meal every 4 weeks, when they buy another main4.
ASICS
30% off selected shoes and clothing.
Callaway
Up to 20% off golf equipment.
G/FORE
25% off luxury golf clothing.
Peter Millar
25% off luxury golf clothing.
VPAR
A 12-month subscription to the VPAR Premium app.
Brompton
£250 off a bike.
Trek
20% off a bike and cycling gear.
Oura
25% off an Oura Ring 4.
Enhanced weight management support
We are still leading the market when it comes to prevention, health improvement and primary care.
To enhance the services we offer to your clients, we're launching an exciting new partnership with Boots.
The first enhancement will be to offer discounted weight-management services through Boots - with more to follow this summer.
Frequently Asked Questions
Weight-management services, powered by Boots
Personalised step targets
Oura
ASICS
Vitality Golf partners
Vitality Cycling partners
PizzaExpress
Ready to dive in?
1 Annual saving based on a Vitality Plus member picking Caffè Nero and itsu weekly, and selecting the ODEON cinema ticket each month.
2 Vitality, London School of Economics, 2024.
3 If they choose the Carluccio's reward before this date, their voucher will still be valid for 28 days as per our usual validity periods and will still be available to view and use in their Vitality Wallet until its expiry date.
4 Applies to dine-in and walk-in collection orders only. Not valid at PizzaExpress Live music venues, airport, or pod locations. Cannot be used in conjunction with any other offer (except other PizzaExpress vouchers from Vitality) and excludes online Click & Collect orders. Not available on Bank Holidays, Valentines Day, Mother’s Day, or Father’s Day.