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Life Claims and Benefits Report 2024


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.

2023 at a glance

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Better Cover


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.

Better Health

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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 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

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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.

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.

Your claims toolkit

Quick access to everything you need to support your client conversations.

We're here to help

Your Business Consultant is always ready to support you.


Adviser Hub

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Get in touch

Call us on 0345 601 0072. Lines open Monday - Friday 8.30am - 6pm


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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.