Vitality life insurance

Learn more about Vitality life insurance

Last reviewed 25 January 2022

Why choose Vitality life insurance?

  • Get potential discounts on insurance and health-based products and services
  • The price you pay won’t be changed to reflect emerging claims experience
  • You won't have to pay for your insurance if you're unable to work for health reasons

Pursuing a healthy lifestyle through Vitality’s partner companies means you could make significant savings on your insurance. But there’s also potential for substantial price reductions on the healthy services and products themselves. Vitality says this approach can improve your health and help you save money at the same time.

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Who is Vitality life?

Vitality Life is the insurance protection business of Vitality Corporate Services, which is wholly owned by South African insurer Discovery. Vitality Life was first established as PruProtect in 2007, a joint venture between Discovery and UK insurer Prudential.

However, Discovery took full ownership of Vitality Life in 2014 – today the life insurance business sits alongside Discovery’s health insurance business, Vitality Health. Headquartered in London, Vitality Corporate Services employs well over 2,000 people. Vitality Life and Vitality Health are both regulated by the Financial Conduct Authority.

Vitality says it wants to encourage healthy living by rewarding people for healthy behaviour, helping policyholders to take control of their wellness to develop long-term, healthy habits. It has partnered with various companies so it can offer discounts and rewards for healthy living products and services.

Keeping people healthy is good news all round as it can reduce the level of claims as well as improving people’s quality of life. Vitality also aims to give policyholders more control over their insurance prices, with optional features like guaranteed premiums.

What types of life insurance do Vitality offer?

Vitality Life offers numerous life insurance products, including term life and whole of life insurance, together with protection products such as critical illness cover, income protection insurance and mortgage life insurance. Vitality also offers individual life insurance, joint life insurance and family life insurance.

Vitality offer a selection of life insurance policies and types, so the exact levels of cover and benefits may vary. Before buying life insurance, we recommend you check the cover and benefits included.

What benefits does Vitality life insurance include?

Vitality life insurance comes with a range of incentives and rewards to encourage you to live a healthier lifestyle. You could get significant discounts on your insurance by demonstrating healthy living and taking up the wellness products and services of Vitality’s partners.

The partners currently include gym and health screening providers. There’s also opportunities to get more control over the cost of your life insurance, with features such as Vitality’s guaranteed premiums.

Vitality’s life insurance policy, Personal Protection Plan, gives your family or dependents a lump sum payout when you die. You’ll receive the payout if you’re diagnosed with a terminal illness that leaves you with a life expectancy of less than 12 months.

When you take out Vitality life insurance, you have the option of selecting either whole of life cover or fixed term cover – the latter can cover you up to your 90th birthday but there’s no maximum term at all when it comes to whole of life insurance.

You can choose for your level of life cover to remain the same throughout the term of your policy, or you can opt to raise or lower it. If you choose to keep your level of life cover constant, then inflation can erode its real value and purchasing power over time.

To get over this problem, you can select a Vitality life insurance plan that is index-linked to UK consumer price inflation, so the level of cover should rise a little each year.

If you want to reduce your level of cover over the life of the plan, it can be set to decrease slightly each month – lower cover levels should also equate to reduced prices. This can appeal to those who are aiming to ensure a life policy will cover the amount still on a mortgage if they die as the sum owed on a capital and repayment mortgage also decreases over time.

Vitality Life offers so-called guaranteed insurability options, which allow you to increase your life cover level when certain events happen in your life. Guaranteed insurability options also mean you won’t be required to give Vitality more information about your health when raising your cover level in these circumstances.

With Vitality Life insurance, you won’t have to pay for your insurance if you’re unable to work for health reasons, provided you meet Vitality’s definitions for incapacity. The exact definitions vary depending on the type of work you do.

Vitality offers a selection of life insurance policies and types. Not all policies and types may be available through our website. Before buying life insurance we recommend you check the cover and benefits included.

Can I cancel my Vitality life insurance policy?

Yes, you can cancel your Vitality life insurance policy. You should always think carefully before deciding to cancel a life insurance policy as it means you and your family will lose the protection the cover offers.

You can cancel your Vitality life insurance policy by contacting Vitality directly, either in writing or over the phone. If you cancel within the first 30 days of taking out your policy, you should get a refund. However, some insurance providers may charge a administration fee. When you cancel after the first 30 days, you stop paying your monthly payments and your cover will end. You won’t be entitled to any refund on payments you’ve already paid.

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Contact Vitality

You can contact Vitality by phone, on 0345 602 3523 or by email using

You can also write to Vitality at the following address:

3 More London Riverside,
SE1 2AQ.
Confused Life is provided by Direct Life & Pension Services Ltd, who are authorised and regulated by the Financial Conduct Authority. Registered office; 2nd Floor Gateway 2, Holgate Park Drive, York, United Kingdom, YO26 4GB. Registered in England and Wales No 2467691. Our service is free and compares a wide range of trusted household names. is an intermediary and receives commission from Direct Life & Pension Services Ltd which is based on a percentage of the total annual premium if you decide to buy through our website. We pride ourselves on impartiality and independence – therefore we don’t promote any one insurance provider over another.