Life Cover
Life insurance that's for living
Being there for the moments that matter is the cornerstone of protection. Beyond that, we believe Life Cover should do much more than just pay out when it is needed most.
Members who engage with the Vitality Programme can live up to 5 years longer1.
Life Cover: 2025 by the numbers
total amount paid
of all claims paid
Largest claim
Average claim paid
Oldest claimant
The leading causes of Life Cover claims in 2025 — cancer, heart disease and stroke — are also the conditions most influenced by the lifestyle choices members make every day. Together they account for well over half of all claims, yet the evidence is clear that healthier habits make a meaningful difference. Vitality members who engage with the Vitality Programme can reduce their risk of death by up to 57% - amounting up to an extra five years' life expectancy1. Life insurance that's for living.
Declined Claims
Why Life Cover claims might be declined
In 2025, we had to decline six claims because the terminal illness definition was not met: one for a suicide within 12 months of taking out a plan. These are standard plan exclusions that, whilst rare, highlight the important role advisers can play in ensuring clients fully understand the terms of their cover at the point of sale.
Breakdown of declined Life Cover claims
1. Based on members who move from 0 to 21+ activity points a week throughout their lifetime, applied to standard UK mortality rates. Vitality study 2024
