Vitality Life Insurance

VitalityLife Plan



Company Type

Private Limited Company

Company Overview

Vitality is owned by South African insurer Discovery Holdings. In 2007, Discovery entered the UK market with a joint venture with PruHealth and PruProtect, part of the Prudential Group.

Vitality offers a number of rewards and incentives to protection clients who choose the Vitality Optimiser programme.

Available rewards include lifestyle ‘gifts’ such as cinema tickets and smart fitness trackers to premium discounts if you engage with the programme and lead a healthy lifestyle.


Vitality Life Insurance – Key Facts

Vitality Life Insurance - Policy Terms

 Life Insurance Overview

Vitality entered the UK market in 2007 from the merger of South African insurer Discovery Holdings and the life arm of Prudential, a British multinational life insurance and financial services company headquartered in London.

  • Include Serious Illness Cover to protect yourself against the risk of up to 174 illnesses including heart attack, cancer and stroke.
  • A wellbeing-focused approach which provides discounts and rewards for healthy 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.
  • Choose Family Income Benefit as an option, which breaks up your Life Insurance payout into regular chunks to provide long-term support to your family.

Enjoy 2 Months FREE Cover

By reaching this page you are eligible for two months FREE cover when you set-up your new Health Insurance policy.

Simply fill in the form below to apply your two months free discount or call us on 02084327333 and state the code VC2MF.

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Vitality Policy Conditions

Overview of Key Policy Details


Life Insurance


Level Term / Decreasing Term / Family Income Benefit / Whole of Life Cover

Policy Coverage

Single life / joint life first death / joint life second death


Full Medical Underwriting

Premium Type

Guaranteed premiums / Reviewable Premiums / Index-linked premiums

Terminal Illness Cover


Optional Serious Illness Cover

114 illnesses covered

174 illnesses covered

Children’s Critical Illness Cover

Core Children’s Serious Illness Cover
If your child suffers from a serious illness Vitality covers, you’ll receive up to 50% of your chosen Serious Illness Cover amount, up to a maximum of £25,000.

Enhanced Serious Illness Cover for Children
You can insure each child for up to £100,000 if they suffer from any one of the serious illnesses covered by Vitality for an extra premium



Waiver of Premium


Minimum Entry Age


Maximum Entry Age


Guaranteed Insurability Option

Yes, available on the Vitality Life Plan only before your 55th birthday if you:

  • Get married
  • Get a new mortgage/increase your mortgage
  • Get a salary increase.

Plus on every third policy anniversary.

Policy Exclusions

Suicide within the first 12 months of the policy

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.

Drewberry’s Vitality Life Insurance Review

If you add Vitality’s Serious Illness Cover to its Life Insurance policy, you’ll receive cover for far more illnesses than are covered by rivals’ Critical Illness plans.

Key Comparison Points

  • If you opt to index-link your premiums, Vitality will annually increase your benefit by the Retail Price Index whilst premiums also increase. However, Vitality apply an additional increment on top of the RPI increase, which is as follows:
    • If RPI increase is 0-2%, premiums are increased by RPI + 1.5%
    • If RPI increase is 2-8%, premiums are increased by RPI + 2.5%
    • If RPI increase is >8%, premiums are increased by RPI + 3.5%.
  • Vitality’s Optimiser programme can reduce your premiums as a reward for leading a healthy lifestyle, such as taking a set number of steps each day.
  • Vitality’s Serious Illness Cover proposition covers far more illnesses/conditions than are typically covered by rivals’ Critical Illness Cover offerings.
  • If you receive a payout on the Serious Illness element of a Life and Serious Illness policy, your total life benefit is reduced by the amount you’ve received as a Serious Illness benefit. If you opt to include Protected Life Cover, Vitality will top up your benefit back up to the maximum agreed when you first took out the plan.

Vitality Life Insurance: FAQs

sam barr-worsfold independent protection expert at drewberry

We try to find out everything there is to know about the policies we advise on to ensure that we are in the best position to match you with the most appropriate policy.

Below, we have answered a few frequently asked questions given to us by our customers about your Vitality Life Insurance policy. If you need any further help, please do not hesitate to call us on 02084327333.

Sam Barr-Worsfold
Independent Protection Expert at Drewberry

Q. What’s the maximum age you can get covered with Vitality Term Insurance?

A. You can apply for VitalityLife Term Insurance between the ages of 16 and 75, with the maximum end age of the policy you can choose being your 90th birthday.

Q. How do the different Vitality Statuses I can earn affect my premiums?

A. When you choose to add Vitality Optimiser to your policy, Vitality recalculates your premium at every policy anniversary based on your Vitality Status. The four statues are Bronze, Silver, Gold and Platinum. You increase your status in a number of ways, from logging workouts to the steps you take each day.

Vitality Status

Premium Change









Need Expert Life Insurance Advice?

As you can see, there are a lot of points to consider when comparing insurers. With so many factors in play, it can be time-consuming to pull up key information across every single insurer in the market, so why not ask an adviser for help?

Why Speak to Us…

We started Drewberry because we were tired of being treated like a number and not getting the service we all deserve when it comes to things as important as protecting our health and our finances. Below are just a few reasons why it makes sense to talk to us.

  • There is no fee for our service
  • We are independent and impartial
    Drewberry isn’t tied to any insurance company, so we can provide completely impartial advice to make sure you get the most appropriate policy based solely on your needs.
  • We’ve got bargaining power on our side
    This allows us to negotiate better premiums for you than you going direct yourself.
  • You’ll speak to a dedicated expert from start to finish
    You will speak to a named expert with a direct telephone and email. No more automated machines and no more being sent from pillar to post – you’ll have someone to speak to who knows you.
  • Benefit from our 5-star service
    We pride ourselves on providing a 5-star service, as can be seen from our 2943 and growing independent client reviews rating us at 4.92 / 5.
  • Gain the protection of regulated advice
    You are protected. Where we provide a regulated advice service we are responsible for the policy we set-up for you. Doing it yourself or going direct to an insurer won’t provide this protection, so you won’t benefit from these securities.
  • Claims support when you need it the most
    You have support should you need to make a claim. The most important thing when it comes to insurance is that claims are paid and quickly. We are here to support you during the claims process and make sure it’s as smooth and stress free as possible.
samatha haffenden-angear, independent protection expert at drewberry

If it is all getting a little confusing and you want to talk you through your options to make sure you find the most suitable cover please don’t hesitate to get in touch.Pop us a call on 02084327333 or email

Samantha Haffenden-Angear
Independent Protection Expert at Drewberry

I had a great experience with Drewberry, they have a lot of knowledge and expertise with life insurance and income protection and were able to advise me and arrange suitable products. Highly recommend.

Lachlan Mellings
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