Our core purpose is to make people healthier and enhance and protect their lives.

We take a unique approach to insurance. As well as offering the highest levels of protection, we also make it easier for your clients to take an active role in maintaining their wellbeing, helping them to understand their health and rewarding them for good lifestyle choices.

We've created different types of cover to protect the things that matter the most to your client – from their children’s education to their family businesses.

Plus, we make sure you can sell the right cover and grow your business.


Vitality Videos

Understanding Vitality Shared Value Insurance

Claims Testimonial - Protecting Your Loved Ones with VitalityLife

Next Generation Insurance

Events of the past two years have shown that the need for the next generation of insurance is greater than ever – one that delivers comprehensive cover as well as immediate value.

Take a look at the latest enhancements to our life proposition and how we are further supporting your advice process.

Find out more


Life Cover – Life Cover pays out a lump sum cash payment if your client dies or is diagnosed with a terminal illness.

Serious Illness Cover - Our comprehensive Serious Illness Cover Plus provides cover for 182 conditions. We base the size of the payout on the severity of the condition.

Income Protection Cover Income Protection will replace a percentage of your client’s salary if they become unable to work due to illness, injury or disability.

Mortgage Serious Illness Cover – Change the mortgage protection conversation with our simple, easy-to-access and comprehensive Mortgage Plan.

Later Life Options - Our Later Life Options could help your clients better prepare for age related conditions. Find out more about this unique feature available on Serious Illness Cover.

Why VitalityLife?

Life insurance has never been more relevant, with more and more people looking for ways to protect their health, and their loved ones' futures.

At Vitality, we make sure your clients get more from their cover. Our cover doesn’t just protect them when things go wrong, it rewards them for being healthy too. So your clients could end up having more energy – and more money – to spend on the things that matter to them.

On top of our award-winning cover, we cover more conditions than any other insurer and in 2021, we paid out 99.8% of all life claims*.

It’s the way insurance should be.

*Vitality Life Claims and Benefits Report, Sep 2022


With our Optimiser your clients will receive our best available premium on our award-winning cover, and by taking steps to look after their health they can keep their premiums low. This helps make the cost of cover more affordable for everyone.

When your client adds Optimiser to either their Personal Protection Plan, Business Protection Plan or Relevant Life Plan they’ll receive our best available premium:

  • Up to 30% lower than our standard premium on fixed-term cover – dependent on your clients’ age and the length of their term.
  • Up to 40% lower than our standard premium on Whole of Life Cover – dependent on a variety of factors including clients’ age.

This discount only applies to their premium. Depending on your clients’ monthly premium, an additional fee of £4.75 per month may apply to unlock Vitality Plus – our extended range of discounts and rewards.

The Vitality Programme

Your clients will automatically get access to the Vitality Programme, where they can access a range of discounts and rewards which help them take a more active role in managing their own wellness, which can encourage them to develop healthy long-term habits.

Business Protection

We also offer a range of Business Protection options for your clients. Business Protection is one of the best ways to safeguard the future of your clients’ business. Your clients are able to provide their company with an extra degree of long-term stability and reassurance, by protecting key employees and shareholders, should something ever happen to them.

Find out more about our Business Protection solutions

Resources and literature

We’ve got a range of resources and literature to support you when talking to your clients about Vitality.

Contact us

General enquiries

Commission enquiries

  • Telephone: 0345 601 0072 - Lines are open Mon to Fri, 8.30am to 5.00pm
  • Fax: 0870 240 0937
  • Email: [email protected]


  • Telephone: 0345 601 0072 ‐ Lines are open 8.30am to 6pm Mon – Thurs, and 8.30am to 4.30pm Fri
  • Fax: 0800 028 5222
  • Email: [email protected]


  • Support Telephone: 0800 012 1796 - Lines are open 8.30am to 6pm Mon to Thurs, and 8.30am to 5pm Fri 
  • Email - [email protected] 

Prestige Service 

  • Telephone: 0345 6027 457 - Lines are open Mon to Thurs, 8.30am to 6.00pm and Fri, 8:30am to 5pm 
  • Email: [email protected] 

For all other enquiries, please contact your dedicated National Account Manager or visit the Vitality Adviser webpage.​ 

 *Calls to 07 numbers cost up to 20p per minute from landlines, and up to 55p per minute from mobiles plus your phone company’s standard access charge.

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