Vitality Life Insurance Overview

Vitality life insurance can offer peace of mind your loved ones will be looked after financially should the worst happen. Choice of cover including level, decreasing, increasing, joint, whole of life and over 50s life insurance. Earn rewards by downloading the Vitality Member app and sharing how you stay fit.


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Written by Tim Leonard

Last updated on 04 August 2022.

Vitality life insurance FAQs

Who is Vitality?

Vitality offers a range of insurance and investment products to UK customers, including life insurance, health insurance, car insurance and ISAs.

The Vitality name and wellbeing programme, which rewards customers for healthy lifestyles, was launched in South Africa in 1997. But it wasn’t until 2007 – in partnership with Prudential, under the PruProtect name – that it began offering life insurance in the UK.

PruProtect, and its health cover counterpart, PruHealth, were taken over by Vitality's multinational parent company, Discovery Limited, in 2014, and rebranded as VitalityLife and VitalityHealth.

What type of life insurance policies does Vitality offer?

Vitality offers a wide range of life insurance policies including:

» MORE: What are the different types of life insurance?

What are the Vitality life insurance benefits?

The main benefit of Vitality life insurance is that it pays out a tax-free lump sum to your beneficiaries if you’re up to date with your life insurance premiums and die during the policy term. You can also claim the payout if you’re diagnosed with a terminal illness and it’s expected you have less than 12 months to live.

How do I make a Vitality life insurance claim?

If either you or your loved ones need to claim under your Vitality life insurance policy, there is the option to email or call Vitality. Phone lines are open weekdays – up-to-date opening hours and phone numbers can be found on its website.

A claim can usually be handled more quickly if you have to hand:

  • the claimant’s name
  • what type of claim you’re making (for instance, life cover or Serious Illness cover)
  • details relating to the claim (such as the diagnosed condition for a terminal illness claim)
  • contact details of the claimant’s GP or consultant
  • a copy of the Vitality document plan and plan provisions

What is the Vitality life insurance payout rate?

Vitality’s latest claims data reveals it paid out 99.6% of the life insurance claims it received in 2020 and 91.3% of the Serious Illness claims it received.

Being completely honest about your personal circumstances, health and lifestyle when you apply can help ensure your policy is valid and a claim will be successful.

» MORE: Reasons life insurance won’t pay out

How to cancel my Vitality life insurance

You’ll need to call if you want to cancel your Vitality life insurance.

If you cancel within 30 days of taking out the policy you should receive a refund of any premiums you have made. If you cancel after 30 days, Vitality doesn’t need to issue any refund, and there is no cash-in value to your plan either.

What do I need for my Vitality life insurance application?

When applying for Vitality life insurance, be prepared to answer questions about your:

  • weight
  • height
  • any pre-existing medical conditions
  • lifestyle, such as whether you smoke
  • occupation

You should also think about the type and amount of life cover you want, and how long it might last.

It’s essential to be honest during your application, otherwise your policy could be invalid and a claim rejected.

» COMPARE: Life insurance

Where can I find more information on the Vitality health and life Apple Watch?

If you buy life insurance from Vitality and pay a minimum set monthly premium, you could consider their Apple Watch incentive. The idea is that you connect the Apple Health app on your watch to Vitality, so that every time you exercise you earn points, which convert into discounts on the monthly cost of the watch.

You can find more information about how the Vitality life insurance Apple Watch incentive works here.

Where can I find Vitality life insurance reviews?

Vitality life insurance reviews, and customer feedback on other products that the company has to offer, can be found at Trustpilot. The average overall rating is currently 4.1 stars out of five, with some 67% of reviews delivering an ‘Excellent’ rating.

Figures are correct as at 28 June 2022.

Where can I find the Vitality life insurance login and contact number?

Find up-to-date contact information from the Vitality Life website.

If you want to log in to your Vitality Member Zone, or set up an account that will give you access to the Member Zone and the Vitality Member app, you can do so here.

Does Vitality have an app?

The Vitality Member app provides access to your plan and allows you to track the exercise you do. In turn, this activity and staying fit can qualify you for points and rewards, all of which are recorded on the app.

You can download the Vitality app on the App Store and Google Play.

About the author

Tim draws on 20 years’ experience at Moneyfacts, Virgin Money and Future to pen articles that always put consumers’ interests first. He has particular expertise in mortgages, pensions and savings. Read more
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