Sharing the value of better health
Clients get more with Optimiser
Price is not the only factor when recommending cover, but we know it can often be a barrier. Optimiser helps remove this, by providing clients access to our best available premiums on our market-leading cover from day one. By using engagement with the Vitality Programme as an incentive, members get more from their plan and keep it in place for longer. This creates even more shared value. Our 2025 results show how Optimiser unlocks benefits for you - and your clients.
2025 by the numbers: The benefits of Optimiser
Members save more
Total saved through lower premiums with Optimiser
New members saved an average of £155 from their plan in lower premiums with Optimiser
They take out more protection
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Members with Optimiser were 58% more likely to take out additional cover alongside Life Cover. They also took out 10% more cover than standard plans in 2025. That's more protection for your clients within their allocated budget.
They are more likely to engage
Members are four times more likely to get healthier by earning points to earn value through rewards.
That's Shared Value
They are more likely to keep it in place
Members with a high Vitality status are less likely to lapse than those who are less engaged.
Lapse rate relative to Bronze1
Members are less likely to claim
Members who are moderately or highly engaged are significantly less likely to claim compared to those with low or no engagement with the Vitality Programme.
Claim rates relative to Bronze1
Changing the narrative around protection
Vitality Adviser Editor, Rob Harvey, sat down with Nick Telfer, Head of Protection Development, to hear how Optimiser is turning the protection conversation on its head
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Optimiser allows advisers to have a more much more positive protection conversation Nick Telfer, Head of Protection Development, Vitality
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With Vitality, members don't just see their insurance as something to file in a drawer and forget about until the point of claim. Instead, we offer them regular and ongoing touchpoints that seamlessly integrate into their life from day one. This helps them to unlock more immediate, everyday value from their plan, alongside better health and behaviour change through the Vitality Programme. Key to the success of this is driving higher levels of engagement.
Lara Fascione, Adviser Operations Director, Vitality
How we engage your clients
1. VitalityLife experience analysis July 2022 to December 2025
