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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.

Personal Protection toolkit

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

Top reasons to recommend

1. Best in-class protection1: 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.

Introducing our 2024 Claims and Benefits Report

Our results 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.

Join us in our upcoming CPD-accredited webinar, where we'll explore the latest report in more detail, alongside our panel of industry experts.

Online tools

NEW: Suitability Letter Builder Tool

We’ve made it easy for you to create compliant Suitability Letters for your clients who are considering our protection.

Simply select the information that aligns with your client conversation and our new tool will generate your wording. You can further personalise your Suitability Letter with more specific information relating to your client and their needs.


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.

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.

Defaqto, 2023.