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Life insurance


In 2022, our clients saved £42m through Optimiser discounts.1

Offer the best premium

The idea of Optimiser is simple: the more your clients look after their health, the more likely they are to stay healthy.

Optimiser also gives your client access to our best available premiums - up to 40% off standard premiums. Plus, when they engage with the Vitality Programme you can maintain their premiums over time.

That's good for them, good for you and good for us.

How it works

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Webinar Series

Life Claims 2024: Exploring the trends impacting the protection market

Earn CPD and join us as we explore in more detail the latest VitalityLife Claims and Benefits Report, alongside our panel of advisers and industry experts.

Thursday, June 20, 2024 - 10:00 a.m.

Good for you and your business

Healthy people

Reduced lapse rates

Engaged members with Optimiser are up to 39% less likely to lapse their plan than those without Optimiser, resulting in more profitable and reliable business.1

Mental health

Increased client size

Optimiser provides access to our best available premium, which promotes more comprehensive levels of cover to be selected. Optimised cases have a benefit size 52% higher than non-Optimised cases on average.3


Healthier clients

Highly engaged members have a 41% lower mortality rate than non-engaged members1. Showing that the Vitality Programme is an engaging proposition that generates significant member health benefits.

Optimiser toolkit

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

Navigating the cost-of-living crisis to support your clients

Our Director or Strategic Partnerships, Andy Philo, recently joined COVER in their studios to explore why immediate value in protection matters more than ever during the cost-of-living crisis. As client’s budgets become increasingly squeezed, now is the time to offer products that delivers tangible value from day one.

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 VitalityLife Claims and Benefits Report 2023.
Additional fees for Optimiser apply.
3 VitalityLife Claims and Benefits Report, 2022.