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Life Claims and Benefits Report 2024


Moving life insurance forward

We believe that by challenging traditional models of protection insurance, we can grow the protection market while driving better outcomes for both advisers and their clients.

This thinking underpins our unique, innovative suite of products and our philosophy as a business.

By helping people live longer and offering behaviour-based premiums, we deliver superior value and provide benefits that respond to the needs of modern consumers.

Our results demonstrate how our products cater to modern risks, provide immediate value and engage members, creating a new category of insurance. As we continue to enhance and protect lives, discover how we supported our members throughout 2023.

2023 at a glance

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J8654 Life C-B Roundels-Optimiser-RGB
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We're helping members live longer and healthier lives

The Vitality Programme helps our members to get healthier:

  • In 2023, our members completed over 600,000 Health Reviews, equivalent to the population of Leeds.

When our members get healthier, we reward them:

  • In return for reducing their risk, our members earned £82m through rewards from the Vitality Programme.

The Vitality Programme has a direct impact on the lives of our members:

  • Engaged members improve their mortality risk by up to 49%, increasing their life expectancy by up to 5 years1.
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We're delivering better value through behaviour-based premiums

Good for your clients:

And good for you too:

  • With Optimiser, your clients are 3 times more likely to engage with Vitality
  • And those who engage are up to 46% less likely to cancel their plan2.

We're responding to the needs of modern consumers

In total, we paid out £117 million in claims in 2023:

  • 1 in 6 claims would not have been covered by a typical core critical illness plan
  • 1 in 13 Serious Illness Cover claims paid were for members who had already claimed on their plan
  • 100k members protected with later life cover since we launched Dementia and FrailCare Cover in 2018.

Vitality isn't just for the healthy

More value can be unlocked for those who are older and those who require health interventions:

  • Members in their 60s are twice as likely to reduce hospitalisation when they engage with Vitality3
  • Being active just one day a week can reduce your risk of going to hospital by 15%3
  • Healthy exercise habits have 15% more impact on life expectancy at age 65+, than at age 45-654.
forward thinking with vitality webinar charcoal
Webinar series

Exploring the trends impacting the protection market

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

Thursday, 20 June, 2024 - 10 am.

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All claim statistics are representative of VitalityLife's analysis of Life, Serious Illness Cover and Income Protection claims during 2023.
All benefit statistics are representative of Vitality's analysis of benefits usage across Life and Health plans during 2023.
1. Life expectancy increase by up to 4.8 years, based on members earning 21+ activity points per week throughout their lifetime
2. VitalityLife Shared Value Modelling, 2023
3. Vitality Analysis, 2024
4. The Vitality Habit Index, 2024.