At VitalityLife, we believe protection should play a more active role in people’s lives. One that supports better health, rewards positive choices, and delivers meaningful value long before a claim is ever made. That’s the principle behind our Shared Value model – and it’s what sits at the heart of this report.

In 2025 alone, more than £105 million was paid out in Life Cover claims, £42 million through Serious Illness Cover, and £1.8 million in Income Protection benefits. Behind those figures are real people – families helped financially, their recoveries supported and futures stabilised. But that’s only part of the story.

Through everyday engagement with the Vitality Programme, our members added 688,570 years to their life expectancy, received £108 million in value through rewards and partners and saved £44 million in lower premiums through Optimiser last year. Members who stay active don’t just earn points – they are proven to live longer, claim less, and are less likely to cancel their cover. That’s better outcomes for clients and a more sustainable protection model for the industry.

This report also reveals why protection needs to be built with the changing needs of clients in mind. Once again, a significant proportion of Serious Illness Cover claims we paid last year would not have been covered by traditional critical illness plans – particularly among younger members and those experiencing new or repeat illnesses. Further evidence that protection must evolve to remain fit for purpose over the decades ahead.

“Members who stay active don’t just earn Vitality points – they are proven to live longer, claim less, and are less likely to cancel their cover”

For advisers, why does this matter? Clients don’t just need cover that’s affordable on day one – they need cover that stays relevant over time. Cover that responds to how illness happens in the real world, while actively supporting healthier lives.

I hope this report gives you confidence to recommend a different way forward – one where protection does more, lasts longer, and is genuinely valued in the eyes of your clients.