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Life insurance

Personal Protection

Award-winning cover that protects your clients
when they need it the most.


A unique approach to life insurance

As well as offering the highest levels of protection, we also make it easier for your client's to take an active role in maintaining their wellbeing. We help them to understand their health and reward them for healthy lifestyle choices, by keeping their premiums low and giving them access to a range of discounts and rewards.

Depending on the plan they choose, your client's can tailor it with our additional options as well as adding Optimiser to their plan.

Top reasons to recommend

1. Best in-class protection2: Our Personal Protection plan will include Immediate Cover, Mortgage Free Cover and Guaranteed Insurability Options.
2. Cover to suit their needsYour client's can choose from our Core Cover options and additional benefits to make their plan exactly what they want.
3. Access to our best available premium: They can enjoy our best available premium up to 40% lower than standard when they add Optimiser to their plan.
4. The Vitality Programme: Rewarding your clients when they get healthy with discounts means they can always get something back for their premiums without having to claim.
5. It's easy to apply: Our Vitality Nurses can carry out all the necessary checks from the comfort of your client's home, which allows us to capture results immediately.

"I wouldn't have been covered by any other insurer" - Hayley's Story

At just 36, Hayley was diagnosed with a pulmonary embolism, a condition unique to Serious Illness Cover.

In 2022, 1 in 8 Serious Illness Cover claims were for conditions not covered elsewhere3. Behind that statistic are powerful, real-life stories like Hayley’s that highlight the value of more comprehensive cover.

Personal Protection toolkit

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


Enhance their plan

Your clients can customise their plan to suit their needs with our range of additional options and benefits, including Child Serious Illness Cover, Indexation and more.


Explore our Claims and Benefits Report 2023

Find out how we supported clients in 2022 through market-leading protection cover and health and wellbeing benefits.

With the ongoing economic challenges highlighting the need for better financial resilience, it’s never been more important for advisers to be discussing protection insurance with their clients.

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


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VitalityLife experience analysis, rolling lapse rates between Oct 2020 - September 2021. VitalityLife Claims and Benefits Report, 2022.
2 Defaqto, 2023.
3. VitalityLife Claims and Benefits Report, 2023.