Vitality Logo

Introducing our 2024 Life Claims and Benefits Report

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

Cover your clients with our 5-star Defaqto rated life insurance.

  • CriticalIllnessStandaloneRating520062023
  • Income-Protection-Rating-5-2009-2023
  • LifeAssuranceLevelRating520152023

A unique approach to life insurance

We make sure your clients get more from their cover. We protect them when things go wrong and reward them for being healthy.

We encourage them to get healthy with discounts, and reward them for their efforts. The more your client does to get healthy, the more we can offer them. Your client can also reduce their premium by getting healthier too – paying a fairer price for their life insurance.

Find out how we have further enhanced and streamlined our protection proposition as part of our ongoing journey as a next generation insurer.

Explore our plans

Cover that doesn’t just protect your clients when things go wrong, it rewards them for being healthy too.

personal protection svg

Personal Protection

Personalise our cover to suit your client’s needs.

business protection svg

Business Protection

Protect your client’s business needs when they need it most.

Health insurance

Relevant Life Plan

Giving employees peace of mind with tax-efficient cover.

Give your clients the right cover

Supporting the everyday needs of your clients with our forward-thinking life cover.

Award-winning cover

Recommend cover that rewards healthy living, delivering real value to your clients from day one.

Our best available premium

Your clients can enjoy our best available premium of up to 40% lower than standard when they add Optimiser to their plan

Reduce lapse rates

Your clients are more likely to stay with us - lapse rates are up to 39% lower for clients who engage with the Programme.1

Your Vitality support network

Over 100 UK-wide Business Consultants offering one-to-one support.

Foward Thinking with Vitality gif
Webinar Series

Life Claims 2024: Exploring the trends impacting the protection market

Earn CPD and join us as we explore in more detail the latest VitalityLife Claims and Benefits Report, alongside our panel of advisers and industry experts.

Thursday, June 20, 2024 - 10:00 a.m.

Online tools

NEW: Suitability Letter Builder Tool

We’ve made it easy for you to create compliant Suitability Letters for your clients who are considering our protection.

Simply select the information that aligns with your client conversation and our new tool will generate your wording. You can further personalise your Suitability Letter with more specific information relating to your client and their needs.


Introducing the VitalityHealth referral partnership for Directly Authorised firms

The need for private medical insurance (PMI)

PMI gives your clients quick access to private facilities and treatments. This could be anything from early diagnosis of critical conditions, physiotherapy sessions, to major heart surgery or cancer treatment.

Our PMI referral service

We are delighted to offer a referral service for your clients interested in health insurance. Our service is perfect for any of your clients who are interested in PMI.

One of our fully qualified advisers can take your client through our award-winning private healthcare, and how it can support them and provide peace of mind knowing they can get fast access to high-quality treatment when they need it.

If you are interested, please speak to your dedicated Business Consultant. Alternatively, you can contact the lead referral team on 0808 149 6365 or

Work with us

Supporting you to grow your business

New to Vitality? New to selling life insurance? Looking to grow your business?

Find out how working with us can benefit your clients and you as an adviser.

Or if you're looking for support to help you sell our life insurance and initiate positive client conversations, explore our dedicated support section.

We're here to help

Your Business Consultant is always ready to support you.


Adviser Hub

Quote, apply and manage your clients online


Get in touch

Call us on 0345 601 0072. Lines open Monday - Friday 8.30am - 5:30pm


Pre-sales underwriting

Call us on 0800 012 1796. Lines open Monday - Friday 8.30am - 5pm

1 Vitality Experience analysis, 2022.