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Vitality Life Insurance

VitalityLife Plan



Company Type

Private Limited Company

VitalityLife Life Insurance

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

Get 2 Months FREE Cover

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

Simply fill in the form on this page to apply your two months free discount and get your instant quotes or call us on 02084327333 and state the code VC2MF.

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Overview of Vitality's Life Insurance policy

 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.

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Pensions Advice

Income Protection
AIG Life Insurance conditions

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



Waiver of Premium


Maximum Benefit

£3 million

Minimum Entry Age


Maximum Entry Age


Guaranteed Insurability Option

Yes, 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.

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AIG Life Insurance review from Drewberry

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.

Financial Strength

Backed by the South African insurer Discovery, Vitality enjoys a strong financial background. In the year to 30 June 2017, it recorded total revenue of just shy of £244 million.

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I would like to say thank you to Ciaran King for his professionalism, respect and sensitivity with dealing with my income protection insurance.

Cecilia Walsh

Vitality Life Insurance: FAQs

sam carr can discuss your vitalitylife policy

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 01273646484.

Sam Carr
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









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Frequently Asked Life Insurance Questions

We have just taken out a new mortgage and are unsure of what protection we need, we have two additions...
I want to get Life Insurance but can’t find out any information about whether past medical conditions...
We have just had our first child and need to get some Life Insurance, i cycle to work and was wondering...
I’m a keen motorcyclist and want to get life insurance. Will i be covered and my partner receive...
4.92 / 5 Average
1336 Reviews
T Bradly
Overall Rating
Samantha was great despite complications with the policy. Would definitely use again and recommmend.
r goldman
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Excellent service and advise all the way through the process
Overall Rating
Drewberry helped me fully understand some relatively complex products. They answered my questions very well and I felt very happy with theie replies.
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Lots of detail, reassurance and time.
J Butcher-Cole
Overall Rating
My adviser Jake was really helpful explained everything in full and always made sure I understood was always keen to help with any issues and made the process as easy for me as it possibly could have been.