Vitality to Transform Client Engagement with Evolution of Vitality Programme with launch of Pick and Play
12 February 2025
Vitality launches Pick and Play
Vitality has today announced the launch of Pick and Play, the next generation of its Vitality Programme, that is designed to bring about even greater engagement and further transform the health of its members.
The change will go live for members* within the Vitality UK app from Spring 2025.
The new rewards mechanism is built in a way that will support further personalisation for members and increase engagement. It features new rewards and options and embeds the insurer’s insight into the power of healthy habits, how to foster them, and the critical impact building them has on reducing hospitalisation and improving health outcomes**.
Today’s announcement features two key parts, a further supercharge of partners and rewards, with a choice of weekly Active Rewards*** within the Vitality Programme, and the opportunity to play for more rewards.
The launch builds on the success of the Vitality Programme to date, in particular the impact and power of incentives. 100 million physical activity events were recorded through the Vitality Programme last year, with members rewarded each week they get 12 activity points - equivalent to a workout one day plus two other days of 7,000 steps, or four days of 7,000 steps.
Introducing Play
Vitality is to introduce a new gamified experience within its app, with members playing regularly to access extra rewards. Each week a member earns 12 activity points, they will be given the chance to ‘play’ to find chief brand ambassador, Stanley the dachshund, hidden on a gameboard. Members will be able to choose up to three rewards every month, depending how many “Stanleys” they find.
Introducing Pick
Vitality announced today that it will offer members greater flexibility to pick a weekly Active Reward that appeals most to them. This is offered in addition to members* playing for more rewards.
Each week, members can now choose a handcrafted drink at Caffe Nero**** on Vitality, and 25% off a freshly-made meal with our partner itsu OR a cinema reward, now also offered as a weekly reward (50% off a ticket ) when they earn 12 activity points. The introduction of the weekly cinema reward option is now offered alongside the popular monthly cinema reward available through the Vitality Programme. These updates reflect the insurers understanding of the positive impact that choosing or picking something can have on a person's motivation, and the links that has to engagement and changing behaviour.
Pick and Play brings further gamification to the programme, to further motivate and encourage people to improve and support their health. It creates a situation where members are driven and motivated to come back to the app weekly, through a fun and engaging experience, to access regular rewards. This combination is expected to drive engagement, bringing members back into the app more frequently, where they will also be served information and details on their health, personalised to them.
All the changes also create a new blueprint for the programme, with a new architecture that makes it easier than ever before for the insurer to add more rewards and further personalise health information and actions for members regularly.
Nick Read, Managing Director of the Vitality Programme said: “Our Vitality Programme is well known for providing members with incentives and rewards that help people to build and maintain the type of healthy habits that positively change lives. We hear every week from our members how being with Vitality has transformed or changed their approach to keeping active and the impact it has had on their health.
“In recent years, the potential of technology has vastly changed, while at the same time our expertise and understanding of behaviour change, the power of habits and adoption of AI has advanced. it is the culmination of this, coming together with our dedication to deliver further personalisation and tools to help people live longer and healthier lives, that we are excited to be launching today.”
The value of the Vitality Programme will now total £2,000 a year***** when a member is active and accesses all the rewards available to them.
Notes to editors
*Eligibility criteria:
You’ll qualify for Play if you have:
A VitalityHealth Plan with Vitality Plus; or
A VitalityLife Plan with Vitality Plus benefits, and the premiums payable on your VitalityLife Plan are at least £45 per month, excluding any fee paid for Vitality Plus.
You’ll qualify for Pick if you have at least one of the following Vitality plans:
Personal Health Insurance - any private health insurance plan administered by Vitality.
Business Health Insurance
a. any small business health insurance plan administered by Vitality.
b. any corporate health insurance plans or trust schemes administered by Vitality with Vitality Plus or Vitality Select;
Life insurance - any life insurance plan administered by Vitality with Vitality Plus or Vitality Select;
Vitality at Work – Vitality at Work Business plans and selected Vitality at Work Enterprise plans administered by Vitality.
Vitality Select: The changes announced today broaden the rewards structure for Vitality Select members to deliver more rewards, more choice and more value, giving them access to the same weekly reward partners as Vitality Plus members. This means that they can now Pick from either itsu and 50% off Caffè Nero, or enjoy getting 50% off a weekly cinema ticket.
**Vitality Habit’s Index, 2024
*** Active Rewards are the rewards unlocked when a member is active and earns 12 activity points
**** Caffè Nero benefit offered each week: Handcrafted drinks or innocent smoothies, 25% off the Caffè Nero food menu, 25% off the Coffee at Home Range, including whole beans, ground coffee and Nespresso compatible capsules and 50% off the Vitality Healthy Food menu
***** Annual saving based on a Vitality Plus member on Platinum status, and regular use of the weekly and monthly Active Rewards, and a range of other partner benefits