Moving insurance forward
We're committed to making your clients healthier - enhancing and protecting their lives.
In 2024, VitalityLife paid a total of £142 million in claims. Not only that, but the Vitality Programme delivered new levels of value to your clients.
From broader cover to stronger engagement and better health outcomes, we're moving insurance forward by helping you offer protection that's more relevant and valuable.
Key highlights from our report
98.9% of Life Cover claims paid
We paid £95.7 million in Life Cover claims in 2024
£99m saved with healthy habits
Our members saved money with the rewards and discounts offered through the Vitality Programme
£40m saved through Optimiser
With Optimiser your clients can get access to lower premiums and boosted rewards and discounts
Our trends from the report
Explore how we're moving insurance forward for you and your clients
Life insurance is for living
Healthy habits don't happen overnight. That's why we give your clients access to the Vitality Programme - proven to help people live up to five years longer 1. But that's not all:
- We encourage healthy habits - in 2024 we saw over 636,000 completed health reviews and 19 million workouts tracked 2
- And we help them live longer - in fact, we've helped our members add over 604,372 years of extra life through healthy habits 3
Shared value - not just added value
Consumer outcomes are more important than ever and Optimiser is giving your clients more. Like lower premiums, richer rewards and reasons to stay engaged. And we've got the data to back it up:
- Members with Optimiser and Vitality Select benefits are 2x more likely to be engaged than standard members
- And if they have Optimiser with Vitality Plus benefits they're 3x more likely to be engaged
And when members are engaged with the Vitality Programme, they're up to 47% less likely to lapse their plan, benefitting you, and your business 4.
All our Life plans have Vitality Select benefits as standard, but clients can pay a monthly fee to enjoy more benefits and rewards, we call this Vitality Plus.
Cover that moves with clients
The need for future-ready protection has never been greater - products need to be relevant and flexible, while also focusing on consumer needs. We've designed our products so that you can offer your clients meaningful advice, and value.
- We paid out £95.7 million in Life Cover claims in 2024
- 1 in 5 of our Serious Illness Cover claims were paid on conditions not covered by core critical illness plans
- And over 150,000 members are protected later in life with our Dementia and FrailCare cover
Where to next?
We're here to help
Your Business Consultant is always ready to support you.
2 All Vitality Programmes savings and engagement figures are reflective of VitalityLife and VitalityHealth members in 2024
3 Vitality Habit Index (2024), based on VitalityLife and VitalityHealth members (June 2023 - June 2024), comparing mortality improvements from healthy habit formation against standard UK mortality rates from a baseline of zero activity
4 VitalityLife Financial Results, 2024