INSURERS WE ARRANGE
Vitality Life Insurance
The insurer that rewards you for looking after yourself. Alongside the cover sits a programme that turns healthy habits into real benefits — and can work in your favour on price.
The Model, Stated Plainly
Most life insurers price you once, at application, and then leave you alone. Vitality's proposition is different: the policy is tied to a programme that tracks healthy activity, and your engagement with it can affect what you pay and what you receive back in rewards.
The underlying insurance is conventional. You choose a sum assured and a term, you are underwritten on your health, and it pays out on death within the term. Nothing exotic is happening to the cover itself. What is different is the layer on top.
That layer is what makes it distinctive, and it is not a gimmick — the value is real and measurable for anyone who engages with it. It rewards something you may well be doing already, which is unusual in insurance: most policies price you once and then take no further interest in how you live.
Getting The Most From The Programme
The rewards are not a lottery — they respond to ordinary activity. Walking, cycling, going to the gym, getting a health check done. If any of that is already part of your week, the programme starts paying you for something you were doing anyway.
The practical advice is simply to set it up properly at the start. Link the device you actually wear, understand what counts, and know which benefits you can use from month one. People who do that in the first fortnight tend to keep it going; people who leave it for later often never get round to it, and then the best part of the policy sits idle.
That is where we can help beyond arranging the cover. We will walk you through the setup so the programme is working from day one, and if you would genuinely rather have a plain policy with nothing to engage with, we can arrange one of those instead — there is no wrong answer, only the one that fits how you live.
What It Covers, Beyond Life
Vitality writes across most of the protection range rather than life cover alone, which is part of why it comes up so often in conversation.
Alongside life cover it offers life with critical illness, standalone critical illness cover, relevant life for company directors, income protection and private medical insurance. When several needs can sit with one insurer, that is genuinely simpler to manage.
Breadth is a convenience rather than a recommendation, though. Each of those products is worth comparing on its own merits, and the insurer that suits your life cover is not automatically the one that suits your income protection.
If You Have A Medical History
A medical history is no barrier here. Vitality underwrites them as ordinary business, and most applicants with something to declare are offered terms.
What helps is presenting it well — dates, recent readings, treatment and what has been stable since — which is the part we handle. It is worth a conversation before you apply, whichever insurer you have in mind. Someone with diabetes, a cardiac history or a mental health history should be choosing the insurer around the condition, not the other way round.
Worth sequencing it properly: get the underwriting right first, because on a policy running for decades that is the bigger number, and then the programme is a genuine bonus on top of cover that already suits you.
CoverLife is a UK insurance broker and is not Vitality. We can arrange Vitality cover and are paid commission by the insurer; the policy terms that apply are the ones in Vitality's own documentation. See the other insurers we arrange.
Get The Most Out Of It From Day One
Cover that often goes with this
The gaps we most often find sitting next to this one.
- The other insurers we arrangeThe rest of the panel and what each is strongest at, so the choice is one you can see rather than take on trust.
- Relevant life coverAvailable through Vitality, and usually the tax-efficient route for a company director.
- Medical conditionsHow a medical history is underwritten, and what to have ready so your application is assessed properly first time.
Common questions
What is Vitality life insurance?+
Life cover from a UK insurer that links the policy to a health and rewards programme. The insurance itself works like any other life policy — you choose a sum assured and a term, and it pays out on death during that term. What is different is the programme sitting alongside it, which tracks healthy activity and can affect what you pay and what you get back.
How does the Vitality programme affect the premium?+
Engaging with the programme can reduce what you pay over time, which is the part that makes it distinctive — most insurers price you once and never revisit it. How much depends on the plan and on your activity, so it is worth being quoted on a realistic view of how you will use it, and we will walk you through the options rather than assuming the best case.
Is Vitality life insurance worth it?+
For anyone who will engage with the programme, it is one of the strongest propositions on the market: real rewards, and healthy behaviour that can work in your favour on price over time. The more you use it, the better the value gets. It is worth being honest with yourself about whether you will use it, because that is what unlocks the extra — and if you would rather have something simpler, we can arrange that too.
What cover does Vitality offer?+
Vitality writes across most of the protection range: life cover, life with critical illness, standalone critical illness, relevant life for company directors, income protection and private medical insurance. That breadth means several needs can sit with one insurer, which can simplify things — though each product is still worth comparing on its own merits.
Do you have to use the app to get Vitality life insurance?+
The cover works perfectly well on its own — the app is what unlocks the rewards and the pricing benefits on top. If you know you will use it, that is a strong reason to choose Vitality. If you would rather keep things simple, tell us at the outset and we will show you the plainer options across the panel so you are not paying for something you will not touch.
Is Vitality good for people with medical conditions?+
Yes, it underwrites medical histories as ordinary business and most applicants with something to declare are offered terms. What helps most is a well-presented application: dates, recent readings, treatment and what has been stable since. That is the part we handle, and it is worth a conversation before applying anywhere.
Can I get Vitality life insurance direct instead of through a broker?+
Yes, Vitality sells directly. What a broker adds is the comparison — whether Vitality is actually the best fit for your health, your circumstances and how you will use the policy, rather than starting from the assumption that it is. If it is the right answer we will arrange it; if it is not, we will say so.
Does Vitality cost more than other life insurers?+
A straight premium comparison misses part of the picture, because the rewards and the potential for your premium to improve over time are part of what you are buying. Judged on the whole package rather than the opening figure, it competes well — particularly for anyone who will use the programme. We will show you both views so you can decide on the full picture.
What happens to a Vitality policy if my health changes?+
As with any life policy, cover already in force was underwritten and priced on what you disclosed when you applied. A later diagnosis does not allow the insurer to cancel it or raise the premium for that reason, provided your original answers were accurate. This is why an existing policy should never be cancelled while you are exploring alternatives.
Can you arrange Vitality cover for a limited company?+
Yes. Relevant life cover is one of the products we place with Vitality, and it is a common arrangement for company directors because the premiums are generally an allowable business expense and the benefit is normally paid free of income tax to the family. Whether it beats personal cover depends on your company's position and your own tax situation.