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Vitality Programme Launch 2026

This year, we're making the Vitality Programme even bigger and better - with smarter technology, new partners and even more ways for your clients to build healthy habits.

Discover more

We can help your clients live up to five years longer - and we can prove it*

  • Defaqto logo with 5 stars for PMI (Individual) 2025
Stanley and hot air balloons

Better for your clients. Better for your business.

All your clients will get access to the Vitality Programme when they take out a plan with us.

The Vitality Programme is the world’s biggest health promotion programme linked to insurance. We use a combination of reward and incentives to change your clients’ behaviour for the better – and in the long run.

We also have the results to prove it works:

  • Longer, healthier lives for your clients – up to five years longer actually*
  • Engaged clients can see significant health improvements – 13% of engaged members increased their physical activity, and 20% improved their diet between 2022-20231
  • They’ll get value back, immediately – recommend more than just protection, that can give your clients over £500 back in rewards every year2
RN678065-streaks-1000x1000_activity

Streak Rewards have arrived

When your clients get moving each week and track their activity with the Vitality Programme, they can earn Active Rewards.

With Streak Rewards, your clients with a Vitality Plus plan can unlock rewards for consistently getting active. When they earn at least 12 activity points a week for 4 weeks in a row, they can choose two rewards from a selection of top brands.

More on Streak Rewards

Here's some of our popular rewards and discounts

So, how does it work?

It's easy. Your clients can get started in a few simple steps.

Message medical

Understand their health

Your clients should download our app and see how healthy they currently are. Complete their Health Profile and get personalised tips on how to improve

Dial life

Get healthier

Explore a range of tools that help your clients look after their health. Plus, they’ll get great savings on things like fitness devices and a gym membership to inspire them to move more

Weekly rewards

Get rewarded

Walk, run, swim, dance. It’s up to your clients’ how they move. They just need to track their everyday steps and workouts to earn rewards from top brands. Then they can choose what rewards work best for them

We're also driving value for you

Our programme is beneficial to you and your business, as well as your clients

Reduced lapse rates

Members who engage with the Vitality Programme are 46% less likely to cancel their plans, building you a stronger client base 3

Stronger client relationships

Enjoy more regular touchpoints, more cross-sell opportunities and a stronger referral network

Higher client engagement

Our Vitality Programme’s engagement is 10x higher than other wellbeing programmes on the market3

All your clients get access to the programme

But their savings and rewards will vary depending on the type of plan they have

Vitality Select

Vitality Select gives your clients access to a selection of our savings and rewards, including Expedia and our Weekly Pick rewards like Caffè Nero, itsu or ODEON or Vue.

It’s included as standard on the below plans:

But your clients can upgrade these plans to include Vitality Plus benefits.

Vitality Plus

Vitality Plus gives your clients access to even more savings and rewards, including Apple Watch and Waitrose & Partners.

It’s included on all:

Your clients will have the option to add it to their Corporate health insurance plans or trust schemes.

And to include Vitality Plus with life insurance plans, the plan will need:

  • Optimiser
  • A minimum monthly premium of £45 for single life plans, or £60 for joint life plans
  • To pay a monthly fee of £5.50 per adult

Vitality Programme toolkit

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

Browse savings and rewards

Woman using telescope in New York

Expedia

Your clients can get up to 20% off on up to four hotel bookings each plan year

Sea Turtle swimming with three clown fish

Merlin Attractions

Your clients can keep moving to save on up to four Online Advance tickets, every month. T&Cs apply

SportsShoes Nike running shoe

SportsShoes.com

Your clients can get up to 50% off a pair of in-season running shoes every plan year

Garmin watch

Garmin

Your clients can get up to 40% off a range of Garmin devices. P&P applies

Headspace

Headspace

Your clients can get a 12-month Headspace subscription, on us

See all rewards
* Based on members who move from earning 0 to 21+ activity points a week throughout their lifetime, applied to standard UK mortality rates
1 VitalityHealth Claims Insights Report, 2024
2 Annual saving based on a Vitality Plus member picking Caffè Nero and itsu weekly, and selecting the ODEON cinema ticket each month
3 Britain’s Healthiest Workplace, Average engagement of Wellbeing apps of 4.9%, 2022.