Vitality Life Insurance

Every policyholder gets access to Vitality's rewards programme, which tracks activity and healthy habits to unlock discounts on gym memberships, fitness trackers, and more — plus lower premiums for staying active. This guide covers what Vitality offers, how its policies work, what they cost, and how the rewards programme fits in.

What is Vitality Life Insurance?

Vitality Insurance owned by Discovery, a much larger insurance group based in South Africa. Vitality first launched in the UK back in 2007, as a joint venture between Discovery and Prudential. Back then, it went by different names PruProtect for life cover, and PruHealth for medical insurance.

Vitality Life Insurance provides your loved ones with a lump sum payment if you pass away or are diagnosed with a terminal illness. The payout from the term insurance makes sure that your family does not suffer financially after your unfortunate departure. Vitality Insurance paid off 99.4% of life insurance claims in the year 2025.

Vitality uses innovative strategies, such as rewards for its policyholders, to encourage them to stay fit. It provides them with relevant tools to track their progress and identify health risks. Moreover, Vitality also offers discounts up to 50% on top gym memberships and health trackers. The company also offers up to 40% off your monthly premiums when you stay healthy.

How does Vitality Life Insurance work?

Vitality life insurance plans provide a death benefit as a cash lump sum to the family member if the policyholder dies in an unfortunate circumstance or if the policyholder is diagnosed with a terminal illness with only 12 months of life expectancy. To understand the working of Vitality Life Insurance, check the below mentioned points:

• Get a quote
  First, get a quote by filling out a form and providing details such as who you want to cover, how much coverage you need, and for how long. It takes a few minutes online.

• Build your plan
  Build your plan by adding additional benefits like 40% off your monthly premium, or add inflation protection or serious illness so your cover doesn't lose value over time.

• Set it up
  Set up a Direct Debit, and pay your premiums starting from just £5 a month.

• Start earning rewards
  From day one, you get discounts and rewards from Top brands, plus tools to help you stay on top of your health.

• If you need to claim
  If you pass away during your plan term, your loved ones can make a claim. Once the claim is approved, your family will receive a lump sum payment. They can use this money for anything, such as paying off the mortgage or covering other expenses

What types of Life Insurance does Vitality offer?

Term insurance:

Vitality offers Term Life Insurance that provides risk cover for a specific policy term of 5 to 70 years. It provides a payout to the nominee if the policyholder is diagnosed with a terminal illness or dies.

• The term insurance policy pays off the mortgage or clears household bills and other debts

• It supports your children through education

• Your family may use the money to cover your funeral costs

Whole of life insurance:

Life insurance with Vitality offers this insurance for the entire life of the policyholder. So the guaranteed payout is made to your family when you pass away. The payout can help your family pay your outstanding bills, debts or even cover your funeral costs.

• Offers unique healthy living programme to improve your health

• You can leave a legacy for your family to enjoy after your death

• It protects your money against inheritance tax

Joint life insurance:

Joint plan by Vitality helps the policyholder to add their spouse to the same life insurance plan. It provides a single-time death benefit to the living partner in case one of you passes away, and the joint policy ends thereafter.

• It covers both you and your partner

• The policy ends when one partner passes away

• It is generally more affordable than two single life insurance policies.

Serious Illness Cover:

Vitality offers a serious illness payout if the policyholder is diagnosed with any of the 174 serious illnesses, including 60 unique conditions as per VitalityLife Claims and Shared Value Report 2026

• These illnesses range from serious illnesses like losing sight in one eye to other critical illnesses like cancer.

• It offers tax-free claims up to 3 times, so that the policyholder is not left unattended by the insurer after just one claim.

• Vitality makes sure that your coverage keeps on increasing its value to keep up with inflation at the time of claim.

Income protection insurance:

In case of any injury or illness that prevents you from working, the Vitality income protection cover ensures that your expenditure needs are met while you recover comfortably.

• It acts as a replacement for your monthly income when the policyholder cannot work.

• It is usually up to 60% of your gross salary.

• The insurance payout makes sure that childcare, outstanding bills, daily utility expenses do not hang behind and cause distress for the policy owner.

Mortgage protection insurance:

This life insurance benefit pays off your mortgage in case you die or are diagnosed with a terminal illness.

• The mortgage payment keeps decreasing over time and ultimately pays off the mortgage balance in your absence.

• Policyholders can choose to pay the payout to repay the entire mortgage or just the interest.

Who can apply for a Vitality Life Insurance policy?

Eligibility criteria for Vitality Life Insurance is extremely simple:

• UK citizenship: People with a valid UK passport or residency status are eligible to purchase insurance from Vitality.

• Medical history: Acceptance of your application depends on your medical history, lifestyle habits and occupation checking if it's risky or not.

What benefits does Vitality Life Insurance Offer?

• Rewards for staying healthy
  You earn points for healthy activities like exercise, which build your Vitality status from Bronze to Platinum. Higher status unlocks better discounts and rewards from day one — not just at claim time.

• Lower premiums the healthier you get
  Through the Optimiser, you can cut up to 40% off your monthly premium for Whole of Life Cover (up to 30% for fixed-term cover) by keeping up healthy habits like regular exercise.

• Strong claims track record
  Vitality paid 99.4% of all life cover claims in 2025, totalling £105m paid out — so there's solid evidence your family would actually receive the payout if it's needed.

• Discounts on things you already use
  Members get discounts on gym memberships, fitness trackers, healthy eating, cinema, travel and more, from brands like Nuffield Health, Virgin Active, Garmin and Apple Watch.

• Cover that adapts to your life
  Plans range from term life (for a set period, like a mortgage) to whole of life (guaranteed payout whenever you die) and joint policies, plus add-ons like Serious Illness Cover, Income Protection, or Accident and Fracture Cover, so you can build a plan that fits your actual situation rather than a fixed package.

What doesn't Vitality Life Insurance cover?

Exclusions under Vitality Life Insurance are :

• No income replacement if the policyholder loses a job

• No payout if the policy owner commits suicide within 12 months of inception or revival of the life insurance policy

• Policy stands nil and void during the claim if any relevant information remains undisclosed.

What are the Vitality Life Insurance Quotes?

The life insurance quotes vary based on several factors:

• The amount of coverage you need, such as for a mortgage or school fees.

• Your health and lifestyle, including any past medical conditions or smoking habits.

• The risk level of your job, such as working as a firefighter.

Our life insurance policies start from £5 a month, and you can get up to 40% off your premiums in the first year. Keep staying active to maintain that great discount each year.

Alternate Ways to Get Term Life Insurance for NRIs: Buy From India

While Vitality Insurance offers excellent protection within the UK, many NRIs consider buying term insurance for NRIs in the UK from India as a way to strengthen their overall financial safety net. Benefits of Buying Term Life Insurance for NRIs from India are:

• GST waiver up to 18% on the premiums paid and an additional 5% discount on the annual mode

• Premiums are much more affordable than international term plans

• The CSR or the claim settlement ratio helps compare the plans in India

• Tele/video medicals help remove the hassle of travelling back to India just to clear their medicals

• Global coverage with the option to cover you against terminal illness, critical illness, and more

How to Buy Term Life Insurance for NRIs from Indian Insurers?

Here is how you can buy term life insurance for NRIs from India:

Step 1: Visit the Term Insurance for NRIs page of Policybazaar

Step 2: Enter all the required details like your name, gender, and contact information

Step 3: Select the right occupation type, educational qualifications, smoking habits, and annual income

Step 4: Choose the most suitable term life insurance for NRIs and proceed to pay

How to claim Vitality Life Insurance?

After the policyholder’s unfortunate demise, the family can claim the life insurance payout:

• The family must be aware of the active Vitality plans opted by the policy owner. Once you feel ready, contact the Vitality services along with the relevant policy documents.

• The Vitality Life Insurance assesses the documents and the valid claims are paid out in the name of the nominee.

Is Vitality Life Insurance worth it?

Yes, Vitality Life Insurance in the UK is a good choice if you are considering buying a life insurance policy in the UK. Not only does it support your family financially after your demise, but it also takes care of your health and fitness needs during your lifetime. So it helps you reduce your risk of death and add more years to your life.

Backed by a peer-reviewed study
A seven-year study of 465,000 Vitality members, peer-reviewed by the London School of Economics, found that members who moved from an inactive lifestyle to an active one reduced their mortality risk by up to 57%, equivalent to gaining around five years of life expectancy.

Even small changes help
The biggest gains went to members active five days a week (for example, running or walking 10,000 steps). But even those who became active just one or two days a week still gained over two years of life expectancy on average, suggesting the reward system works even for modest lifestyle changes.

Never too late to start
The study found these benefits held for adults up to age 70, meaning it's not just a young person's game.

Increased motivation through rewards
Discounts and status-based rewards give policyholders a tangible incentive to stay active beyond the underlying life insurance payout.

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