Ken’s story: ‘Other plans might have paid out, but not twice, in full’
In 2025, 1 in 10 Vitality Serious Illness Cover claims were on plans that had already claimed before[1]. Behind those numbers are powerful, real-life stories like Ken, who suffered two major, life-changing illnesses in the space of just a year, both resulting in 100% payouts
Like many mortgage advisers, Ken Davies had spent years helping his clients understand why protecting their income, family and home matters.
As the main breadwinner in his household, he knew the financial consequences of a serious illness could be significant. That's why he took out his own Vitality Life and Serious Illness Cover in 2018.
At the time, he didn't think he'd ever need to use it.
Then, in 2023, everything changed.
“They said ‘you're seriously ill…' I was going into kidney failure”
When Ken began experiencing symptoms including coughing, sweating and tiredness after returning from a holiday in the summer of 2023, at first the doctors thought it was nothing and advised he take Gaviscon.
It was only when he was finally booked in for blood tests that his son Joel could see how unwell he was and suggested they immediately drive to A&E.
“The doctor came in and closed the doors and I remember thinking, this is a lot more serious than we were expecting,” says Joel.
Unbeknownst to Ken, he was going into kidney failure.
“The doctors said ‘look, you’re seriously ill. Your kidney function is 3 and it should be 90’. They had to rush me down to theatre and embolise the kidney,” says Ken.
Eventually he was diagnosed with Goodpasture syndrome, a very rare, life-threatening autoimmune disease.
There is still an emotional rawness as Ken recollects those events and the fact his symptoms weren’t immediately picked up.
“I knew at that point I was going to be on dialysis for the rest of my life…I think if they’d picked it up earlier, I could have been fine.”
“Suddenly, in 2024, I developed another cough and shortness of breath”
Just under a year later, in July 2024, Ken began experiencing new symptoms.
“I developed another cough and shortness of breath,” he recalls.
Fortunately, as he was already under the care of doctors because of his ongoing kidney dialysis, he was able to quickly undergo investigations and was diagnosed with cardiomyopathy – a disease effecting the heart muscle.
“Other plans wouldn’t have paid out twice”
Following his first illness Ken was able to claim on his Vitality Serious Illness Cover plan and receive a 100% payout.
At that point, other critical illness plans would have finished. However, because Ken had taken out protected cover with Vitality – the equivalent of today’s Serious Illness Cover 2X and Serious Illness Cover 3X – his plan continued and he was able make another 100% claim, on the unrelated cardiomyopathy diagnosis.
“Other policies probably would have paid out,” acknowledges Ken, given the seriousness of his conditions, “but they wouldn't have paid out twice,” he adds.
Importantly, he’d also chosen to index-link his plan, which meant the amount of cover had increased in line with inflation since first taking it out in 2018. The second payout was also slightly higher than the first because of this.
Both payouts provided Ken with a vital financial safety-net, helping him to keep up with his mortgage and other costs, with the illnesses forcing him to give up work for a time and eventually reduce his hours.
“The bills don't stop… if I didn't have that payout, I would have had to sell the house,” he says.
“Vitality has made a huge difference to my life”
Ken continues to be covered by his Vitality Life and Serious Illness Cover. Should anything else happen, he could claim in full again for a third time.
Aside from the financial payouts, he’s also taken advantage of benefits through the Vitality Programme.
“I’ve had cinema tickets, coffees, Apple Watch, trainers at a discounted price and I did the gym,” he says.
Reflecting on his experience, Ken says how those Serious Illness Cover payouts meant he could “keep my house and do a little bit of work part-time".
“Vitality, for me, has had a huge difference to my life,” he adds.
Watch Ken's Story:
[1] VitalityLife Claims and Shared Value Report 2026
Related: five facts
VitalityLife Claims and Shared Value Report 2026
VitalityLife delivers value beyond a payout - helping clients live longer[1], healthier lives while benefiting every day.
In our latest report we share the statistics, insights and real member stories you can use to power your client conversations.
[1]Based on members who move from 0 to 21+ activity points a week throughout their lifetime, applied to standard UK mortality rates. Vitality study 2024.
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