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Life Claims and Benefits Report 2023


Protection must evolve to meet changing customer needs

We continually strive to achieve best possible client outcomes and actively help people lead healthier, happier, longer lives. But the country is facing significant health and wellbeing challenges against a difficult economic backdrop. And so are our customers. As our customers’ needs change, so must the protection we offer them. So, our market-leading cover needs to move with the times.

Our core purpose is to make people healthier and to enhance and protect their lives – delivered through our Shared Value Insurance model. It offers benefits that are good for members, good for us and good for society too.

We believe this model is the next generation of life insurance. This is defined by three characteristics:

2022 at a glance

Life claims 23 Life roundel
Life claims 23 SIC roundel
Life claims 23 IP roundel

Better Cover

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Designed to meet the needs of the modern customer

What makes our cover truly market-leading? It’s the fact we tailor our unique cover to meet the needs of today’s customer. Our claims statistics show that we go above and beyond to deliver this to clients, across all protection products:

  • 1 in 8 claims we paid in 2022 would not be covered by a typical enhanced critical illness plan
  • 1 in 12 Serious Illness Cover claimants in 2022 had claimed previously
  • 70k+ members protected with later life cover since we launched Dementia and FrailCare Cover in 2018
  • 96% of members with Indexation increased their cover even when inflation was over 10%.1

Better Health

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Delivering significant health benefits to your clients

Making meaningful lifestyle changes can be an uphill battle. That’s why we give all our members access to the Vitality Programme.

We’ve designed it specifically to drive engagement and encourage positive lifestyle choices, with the main aim of improving our members’ health. Our claims report shows that highly engaged members have a 41% lower mortality rate than non-engaged members.

As part of Consumer Duty, providers and advisers need to prevent foreseeable harm. We’re going a step further by improving the health of our members and lowering their risk of preventable deaths and illnesses.

Better Value


Delivering immediate value to your clients

Along with the benefits of better health and better cover, we return significant value through discounts, rewards and lower premiums. Here’s how we shared value via the Vitality Programme, in 2022:

  • our members saved £42m through Optimiser discounts
  • we paid back £60m to our members through rewards.

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Benefits of Shared Value insurance for advisers

Mental health

Better engagement

Our members are highly engaged, logging over 2.2m app sessions per month. They’re getting greater value from the cover you recommend to them. This strengthens the adviser/client relationship and long-term loyalty.

Healthy people

Reduced lapse rates

Highly engaged members with Optimiser are up to 39% less likely to lapse than those without. This means more profitable and reliable business.


Healthier clients

Through better engagement and a programme of rewards and savings, we can deliver real tangible value to clients, from day one. In 2022 alone, we provided our members with £60m in rewards.

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All claim statistics are representative of VitalityLife’s analysis of Life, Serious Illness Cover and Income Protection claims during 2022. All benefit statistics are representative of Vitality’s analysis of benefit usage across Life and Health plans during 2022.
1 Vitality Indexation analysis based on effective Retail Price Index increases from January to June 2023.