Our life insurance helps your clients live longer
Up to 5 years longer1 - and we can prove it.
Cover your clients with our 5 Star Defaqto rated life insurance.
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A unique approach to life insurance
We make sure your clients get more from their cover. We protect them when things go wrong and reward them for being healthy.
We encourage them to get healthy with discounts, and reward them for their efforts. The more your client does to get healthy, the more we can offer them. Your client can also reduce their premium by getting healthier too – paying a fairer price for their life insurance.
Find out how we have further enhanced and streamlined our protection proposition as part of our ongoing journey as a next generation insurer.
Let's take life insurance to the next level
We're working to close the protection gap - keeping it relevant and comprehensive to meet modern-day needs. That's why we're excited to introduce:
- New product enhancements to our life insurance - including cover for Accidents and Fractures
- The next generation of the Vitality Programme
- And we're making it even simpler for you to do business with us
Find out more about our big year ahead with the key highlights. Or explore our full interactive brochure.
Explore our plans
Cover that doesn’t just protect your clients when things go wrong, it rewards them for being healthy too.
Personal Protection
Personalise our cover to suit your client’s needs.
Business Protection
Protect your client’s business needs when they need it most.
Relevant Life Plan
Giving employees peace of mind with tax-efficient cover.
Give your clients the right cover
Supporting the everyday needs of your clients with our forward-thinking life cover.
Award-winning cover
Recommend cover that rewards healthy living, delivering real value to your clients from day one.
Our best available premium
Your clients can enjoy our best available premium of up to 40% lower than standard when they add Optimiser to their plan
Reduce lapse rates
Your clients are more likely to stay with us - lapse rates are up to 46% lower for clients who engage with the Programme.2
Your Vitality support network
Over 100 UK-wide Business Consultants offering one-to-one support.
Latest campaigns and updates
Vitality can help your clients live 5 years longer
It's official. Our plans can help your clients live up to 5 years longer. So discover how:
- Vitality is changing the conversation about life insurance
- We help your clients live healthier, for longer - the results are in
- All this can help you grow your business
Suitability Letter Builder Tool
We’ve made it easy for you to create compliant Suitability Letters for your clients who are considering our protection.
Simply select the information that aligns with your client conversation and our new tool will generate your wording. You can further personalise your Suitability Letter with more specific information relating to your client and their needs.
Introducing the VitalityHealth referral partnership for Directly Authorised firms
The need for private medical insurance (PMI)
PMI gives your clients quick access to private facilities and treatments. This could be anything from early diagnosis of critical conditions, physiotherapy sessions, to major heart surgery or cancer treatment.
Our PMI referral service
We are delighted to offer a referral service for your clients interested in health insurance. Our service is perfect for any of your clients who are interested in PMI.
One of our fully qualified advisers can take your client through our award-winning private healthcare, and how it can support them and provide peace of mind knowing they can get fast access to high-quality treatment when they need it.
If you are interested, please speak to your dedicated Business Consultant. Alternatively, you can contact the lead referral team on 0808 149 6365 or [email protected].
Supporting you to grow your business
New to Vitality? New to selling life insurance? Looking to grow your business?
Find out how working with us can benefit your clients and you as an adviser.
Or if you're looking for support to help you sell our life insurance and initiate positive client conversations, explore our dedicated support section.
So much more than just fracture cover
With our Accident and Fracture Cover your client can benefit from market-leading payouts and access physio to support their recovery from fractures3, accidents, and emergency surgery*. Simply add on to any Vitality Personal Protection Plan.Stay informed on the latest industry developments
Boost your CPD hours while exploring the latest research with articles, courses and events.
We're here to help
Your Business Consultant is always ready to support you.
1 Based on members who move from 0 to 21+ activity points a week throughout their lifetime, applied to standard UK mortality rates.
2 VitalityLife Shared Value Modelling, 2023.
3 Based on Vitality Competitor Analysis, 2025.
*Payable after an accident or emergency surgery requiring hospital admission of over 48 hours. Hospital admission must be through an Accident and Emergency department or Urgent Care.