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Vitality Launch 2023

Better protection for your clients. Better support for you. 

Enhancements that offer your clients more value

And ensure they are fully financially protected when they need it the most

Now as easy as 1, 2, 3

Serious Illness Cover

We’ve simplified and streamlined our cover to three options - Serious Illness Cover 1X, Serious Illness Cover 2X and Serious Illness Cover
 3X. It includes:

  • Comprehensive cover for the widest range of conditions in the market1
  • Ability to claim multiple times, up to 3x the level of cover
  • Dementia and FrailCare Cover included as standard.
Serious Illness Cover

Now available on CIExpert 

"Started in 2012, CIExpert is the most used site for advisers to compare CIC plans, current or historic. I anticipate Serious Illness Cover 3X being at - or towards - the top of the CIExpert table, with Serious Illness Cover 2X not far below that. This will reflect the quality of the plans.”

- Alan Lakey, Director, CIExpert
The broadest cover for children in the market1

Child Serious Illness Cover

  • Children are included automatically under a single premium
  • No additional fee for their access to the Vitality Programme2
  • Cover up to £100,000 available.
Shared value powered INCOME protection

Income Protection

Income Protection that rewards your clients for being healthy and supports them when they're not.

  • Pays out up to 20% more based on your client's Vitality status prior to claim
  • Enhanced Recovery Benefit with private healthcare support
  • Flexible cover that can be tailored to your client's needs.
Help all your clients be healthy

The Vitality Programme

Two more ways to reward your clients and increase their engagement:


  1. Children receive access to the Vitality Programme at no extra cost
  2. A free upfront health check in the first year of Vitality Plus cover.
Grow your business

Additional support

  • It's simpler to quote and apply for multi-benefit plans through all major portals and Adviser Hub
  • Improvements to underwriting and ready-made suitability letters.

Training opportunities for you

We have specific training to give you practical and flexible support on the changes that we're making:

Vitality Academy training

Online learning on-demand, meaning you can complete training at a time that’s convenient for you.

Speak to your Business Consultant 

Your dedicated Vitality Business Consultant is on hand to provide training and support for you and your firm.

Missed the launch event?

Watch the event and learn more about the latest enhancements we've introduced to our life insurance proposition. You'll also discover how we are further supporting your advice process.

We're here to help

Your Business Consultant is always ready to support you.


Adviser Hub

Quote, apply and manage your clients online.


Get in touch

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


New to Vitality?

Let’s help you to realise your business potential.

1 More conditions covered than any other provider, Defaqto, 2023
2 For members with Vitality Plus
Subject to £5 per month minimum premium, per cover