Our life insurance is transforming the market
We've always believed 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 whilst providing benefits that respond to the needs of modern consumers.
Our headline numbers 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.
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
Better Cover
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
Better Health
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 and undertook 1.4m mindfulness sessions.
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 4.8 years.
Better Value
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.
Benefits of Shared Value insurance for advisers
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.
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.
Your resources toolkit
Quick access to everything you need to support your client conversations.
VitalityLife Claims and Shared Value Report 2025
VitalityLife Claims and Shared Value Report 2025: At a glance
Client guide to making a claim
Forward Thinking webinar
Where to next?
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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