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Vitality Life Insurance Review

  • Vitality life insurance review 2026
  • Unique rewards programme for healthy living
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Vitality Life Insurance Review

Complete 2026 review of Vitality life insurance. Famous for their unique rewards programme and Stanley the dachshund TV ads, Vitality has 1.7 million UK customers and 30 million worldwide across 40 markets. Earn premium discounts up to 50% by living healthily (gym visits, exercise, health checks, healthy eating) plus rewards like free Apple Watch, free cinema tickets, Waitrose discounts, and Amazon Prime savings. Vitality offers flexible Personal Protection Plan bundles with level/decreasing/increasing term life insurance, critical illness cover, and income protection options. Base premiums are 10-20% higher than competitors, but discounts make Vitality very competitive for active, health-focused customers. Compare Vitality with 50+ other insurers through LifePro.

By: Phil Jeynes Protection Industry Expert Updated: 1st January 2026

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An ultimate review of Vitality life insurance in 2026

Many people are familiar with the Vitality brand, thanks to their TV advertising and marketing campaigns which often feature Stanley the adorable dachshund.

But is Vitality life insurance any good?

In this review, we explore the key features, benefits and expert ratings of Vitality life insurance to assist you understand more about this product and what it offers.

We also look at the Vitality rewards programme and the types of discounts and savings you could access as a policyholder, from Apple Watch discounts to free cinema tickets.

Continue reading this in-depth Vitality life insurance review for your complete guide.

At LifePro, we can offer Vitality life insurance quotes online , as well as quotes from other major UK insurers, with prices from just 20p-a-day † . contact us for your free quotes.

Who are Vitality?

Vitality UK is an award-winning health and life insurance company that’s owned byDiscovery, a lesser known but larger insurance company based in South Africa.

Launching in the UK in 2007, Vitality was a joint venture between Discovery and Prudential (a financial services provider), originally branded as ‘ PruProtect ’ and ‘ PruHealth ’.

In 2014, Discovery bought out Prudential and rebranded to Vitality.

Vitality is the first company to reward customers for living healthier lives, with the purpose to create ‘ Shared Value Insurance ’ which positively impacts the customer, the insurer, and the wider society in the long term.

Vitality now has more than 1.7 million customers in the UK[3]and more than 30 million customers worldwide across 40 markets[4].

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Vitality life insurance awards

Vitality has won numerous awards for their protection products and services.

Some of the most recent include:

What types of life insurance does Vitality offer?

Vitality offers a ‘ Personal Protection Plan’ which allows you to purchase up to three types of life insurances simultaneouslyto contribute towards different expenses.

The polices you can choose from include:

Frequently Asked Questions

Is Vitality life insurance worth it?

Vitality life insurance offers unique value through their rewards programme. If you live a healthy lifestyle (gym, exercise, healthy eating), you can earn premium discounts up to 50% over time, plus perks like: Free Apple Watch, Free cinema tickets, Discounts at Waitrose, Amazon Prime, Virgin Active gyms. Vitality has 1.7m UK customers and strong ratings. Worth it if you engage with the rewards programme - otherwise, compare alternatives as base premiums can be higher than competitors.

What is the Vitality rewards programme?

Vitality's unique rewards scheme tracks healthy activities: Gym visits (tracked via app), Running/cycling (Apple Watch/Garmin), Healthy food purchases (Waitrose), Health checks and screenings. Earn points → increase status (Bronze/Silver/Gold/Platinum) → unlock rewards and premium discounts. Discounts: Year 1: 5-10% off, Years 2-5: Up to 25% off, Year 6+: Up to 50% off. This makes Vitality competitive for health-conscious customers.

What types of life insurance does Vitality offer?

Vitality offers a 'Personal Protection Plan' with flexible options: Level term life insurance (fixed payout), Decreasing term (mortgage protection), Increasing term (inflation-protected), Critical illness cover (optional add-on), Income protection (optional add-on). Unique feature: Bundle up to 3 covers in one policy with single monthly premium. All available through LifePro brokers.

How much does Vitality life insurance cost?

Vitality base premiums are typically 10-20% higher than competitors, BUT discounts can make them cheapest long-term. Example: 35-year-old non-smoker, £250,000 cover over 25 years: Year 1: £14-19/month (5% discount), Year 6+: £8-11/month (50% discount if Platinum status). Cost depends on: Age, health, smoking, cover amount, engagement with rewards programme. Compare with other insurers to assess value.

Do I have to use the Vitality rewards programme?

No - the rewards programme is optional but highly encouraged. Without engaging: You miss out on premium discounts (up to 50%), No access to perks (Apple Watch, cinema tickets, etc), Base premiums may be higher than competitors. With engagement (3-4 gym visits/week, health checks): Significant savings over policy lifetime, Free/discounted tech and entertainment, Better health outcomes. Vitality works best for active, health-focused customers.

Should I buy Vitality directly or through LifePro?

Buying through LifePro offers advantages: Compare Vitality with 50+ other insurers, No extra cost (Vitality pays broker commission), Expert advice on whether rewards suit your lifestyle, Help with application and setup, Free claims support if needed. Buying direct means you only see Vitality's prices - brokers can compare to find better value if rewards don't offset higher base premiums.

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