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Vitality Life Insurance

VitalityLife Plan




Policy Terms PDF
Key facts PDF

Company Type

Private Limited Company

Company Overview

Launched in September 2007, PruProtect is a partnership between Discovery, a South African insurer and Prudential.

In 2014 Discovery bought Prudentials share in the business and rebranded the firm Vitality. As was core to the original product VitalityLife has an extensive healthy living benefits scheme aimed at improving the health and wellbeing of its customers.

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Type of Policy
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Life Insurance Overview

A innovative protection account which can hold a range of personal protection products. VitalityLife is centered around the original Vitality program which focuses on promoting healthier living in turn rewarding you with lower premiums.

For example you can opt for critical illness cover which will payout a claim if you were to suffer a serious illness such as a heart attack, cancer or stroke.



Include Serious Illness Cover to protect yourself against the risk of up to 166 illnesses including heart attack, cancer and stroke.


A wellbeing focused approach which provides discounts and rewards for health living.


Lower premiums and more rewards when you include Vitality Optimiser


Protected Life Cover which maintains the level of life insurance even if you claim on your serious illness cover.


Vitality Policy Conditions

An overview of the key policy details of Vitality’s Life Insurance proposition.

   Overview of Key Policy Details

Policy Type

Term Life Insurance

Policy Options

Level and Decreasing Term Life Insurance

Policy Coverage

Single or joint cover options are available on a first death basis only


Full Medical Underwriting

Premium Type

Guaranteed and Reviewable

Terminal Illness Cover

Where death is expected within 12 months

Optional Critical Illness Cover


Critical Illnesses Covered

Primary Serious Illness covers you for 102 conditions and Comprehensive Serious Illness covers you for 166 conditions, this includes partial payments.

Children’s Critical Illness Cover

Up to 50% of your chosen level of cover up to a maximum of £25,000


Cover will increase annually in line with the Retail Price Index(RPI) rounded to the next 0.25%

Waiver of Premium


Maximum Cover

£3,000,000 maximum for Serious Illness Cover

Minimum Cover

Determined by minimum premium of £10 per month.

Min. Entry Age

16 years old

Max. Entry Age

75 years old

Guaranteed Insurability

Includes childbirth, marriage and new/increased mortgage

Policy Exclusions

Suicide is not covered in the first 12 months of the policy term

Application Process

We can arrange for a paper application, however we would recommend that you complete your application with one of our independent insurance experts over the telephone on 0208 432 7333.

This is to ensure that you have not missed anything and will not risk any failed claims due to non-disclosure in the future

Claims Telephone Number

You, or your legal representatives, can make a claim by telephoning 0345 601 0072

Other Vitality Policies

We have taken care to ensure that the information on this Drewberry owned website is accurate. However we can give no guarantee as to the accuracy of the content of the site. We accept no liability for any losses whether direct or indirect arising from errors on our part.

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4.93 / 5 Average
1,222 Reviews
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Really, really helpful! Stopped me from signing up with an unhelpful company, and did basically all of the legwork for me in signing up with the right one. I can't have been the most helpful client as I'm 19 and only just started looking into it last week, but he took all the questions in stride! Put up with me turning to ask my dad questions every 2 minutes as well. I was helped by 2 workers; Sam and Nick. Thank you very much to both!
L Finch
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Good communication and follow ups. Friendly. A thorough research for my insurance needs.
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Sam Barr-Worsfold was very helpful and provided excellent customer service. Sam discovered I was paying too much premium for my current cover. Sam recommended and helped moved to a new cover with lower premium that provided the level of cover (terms required stated in the provider's policy) I wanted. I recommend highly recommend Sam and Drewberry Insurance. Thank you Sam.
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Thorough, knowledgeable and great communication
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Went through each policy in detail and made sure I was getting the correct one for me