Life insurance that helps you live longer
More engaged members don't just get more from their plan. They get more from life.
Client expectations are changing. Nearly half (47%) of Gen Zs say they prioritise enjoying life now rather than financial planning for the future. Meanwhile, around three fifths (58%) and half of Millennials (49%) say they would consider taking out life insurance1. So why not offer both?
Through the Vitality Programme, members start by understanding their health better, before being incentivised and rewarded to make small lifestyle choices proven to make a positive impact to their health and longevity over time. This means you can secure your client's future, while potentially adding years to their life.
Nearly half (47%) of Gen Zs say they prioritise enjoying life now rather than financial planning for the future.
Around three fifths (58%)...
...and half of Millennials (49%) say they would consider taking out life insurance1.
We breakdown our rewards and engagement statistics for 2025 below.
“
At Vitality’s core is behavioural economics, a scientific understanding of why people don’t always act in their long-term interest and how well designed rewards and incentives can nudge them toward healthier choices.
For insurers, this approach isn’t simply about offering perks to improve sentiment. It’s about shifting behaviour in ways that reduce long-term risk, deepen engagement and drive persistency – ultimately creating Shared Value across the entire ecosystem.
Nick Read, Vitality Programme CEO, Vitality
Step 1: Helping members understand their health
In 2025, Vitality members:
Completed...
Health Profiles
...and took
in-person health checks
Step 2: Incentivising your clients
Once your client understands their health, we help remove barriers to getting more active.
In 2025, Vitality members accessed:
pairs of discounted sports shoes
discounted gym memberships
discounted smartwatches
This encouraged our members to complete:
steps
parkruns
Peloton sessions
workouts
gym visits
This helped members add
life years to their life expectancy
Step 3: Rewarding members
Even small rewards help generate strong, healthy habits, which is why in 2025 we rewarded our members with:
worth of Amazon vouchers
drinks from Caffè Nero
cinema tickets
movie rentals from Rakuten TV
years of Deliveroo Plus Gold subscriptions
discounted or free meals from Itsu
In 2025, Pick and Play was added to the Vitality Programme to give members more choice, certainty and control over their rewards through enhanced gamification. Streak Rewards build on this by incentivising consistency, rewarding members who meet activity thresholds over consecutive weeks.
These enhancements apply behavioural economics principles already at the heart of the Vitality model, to ensure healthy habits stick. We've seen a 10% increase in less-active members consistently hitting their Active Rewards as a result.
increase in less‑active members consistently hitting their Active Rewards goals since launching Streak Rewards
Hear from our members...
“
Vitality completely changed my life when I started a Vitality Life Plan in 2017
“
Vitality gets me motivated to keep healthy
“
I’m healthier in my 60s than I was in my 50s thanks to Vitality
Anonymised quotes from real members, images for illustrative purposes only 1. Vitality & Opinion research, July 2025 - with 2,000 participants between 20th February – 27th February 2025 All figures related to the Vitality Programme are representative of both VitalityLife and VitalityHealth members during 2025
