Supporting advisers to deliver greater value
At Vitality, we firmly believe advisers play a critical role in helping clients make better, long-term financial decisions. As the market evolves, our focus remains on equipping advisers with the tools, insights and support they need to grow their business, while continuously improving the experience of working with us.
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“The need to demonstrate value has never been greater — and advisers need partners who help them deliver it”
Justin Garbutt, Chief Growth Officer, Vitality
The pace of change across the industry is accelerating - driven by shifting client expectations and the rapid evolution of AI and digital engagement.
We are committed to helping advisers navigate this landscape. Through ongoing communication, expert-led content and investment into new tools, we are providing practical support to help advisers adapt. Explore our range of adviser resources here.
Continued investment in both people and technology is also needed to advance underwriting, claims and servicing - ensuring that, even as demand grows and the market evolves, we can deliver a high-quality adviser experience.
Face-to-face support, powered by expertise
Building strong personal and professional relationships remains at the heart of how we operate. We do this through our nationwide network of business consultants, one of the largest support teams in the UK.
At the same time, we are investing in specialist expertise behind the scenes to support advisers more effectively. Over the past two years, we have doubled the size of our underwriting team and continue to expand our network of Vitality Nurses - now offering in-home screening services that clients can book within hours of application.
This combination of on-the-ground consultancy and technical capability is designed to help you feel confident that you have the support you need to grow your business.
Personalisation is fast becoming a defining factor in customer experience across every industry.
At Vitality, we are enhancing how we understand risk and support members through innovation in both underwriting and ongoing engagement. This includes the rollout of AI-powered GP report summaries, which are already helping to deliver faster and more accurate underwriting decisions.
Alongside this, our broader investment in data, partnerships and digital capability - from Vitality AI to an expanding partner ecosystem - enables more tailored health insights and interventions, while allowing advisers to make recommendations that really resonate with clients.
Making it easier to do business
Ensuring it is easy for advisers to do business with us is one of our biggest priorities.
Our focus is also on delivering a smooth adviser journey - from application to claim - through a combination of process redesign and technological innovation. This includes:
- Fast-tracking key claims pathways, including areas such as Terminal Illness
- Introducing a new Life Claims Rules Engine to simplify and speed up assessments
- Modernising systems to create a more seamless end-to-end adviser experience
A more streamlined experience means you can spend less time on administration and more time building meaningful client relationships.
We are also developing a new Income Protection tool that will guide advisers and clients through eligibility and claims scenarios - helping ensure the right decisions are made at the right time.
Driving engagement and long-term value
Our shared value model is built on engagement - and we continue to see strong evidence of its impact.
As it continues to evolve, the Vitality Programme is reaching new levels of member engagement. Enhancements like Pick and Play, Streak Rewards and Vitality AI are driving this participation even further.
To support this, member onboarding initiatives such as Welcome Calls - over 70,000 delivered annually - help clients understand not just the benefits but the value on offer from day one.
After all, supporting clients to stay healthier and more engaged is better for everyone involved - the client, you as advisers and society as a whole.
Looking ahead
As the market continues to evolve, our focus is to continually improving how we support you.
By combining the human touch with technological innovation and simplifying our processes, we aim to be your provider of choice - not just today, but in the years ahead.
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