Delivering a truly preventative approach that helps people live longer in better health
Preventable, non-communicable diseases such as heart disease and stroke are a major challenge for individuals, healthcare systems and society. In the UK, they account for 89% of deaths1.
Governments and policymakers increasingly recognise that healthcare needs to be more proactive in supporting healthier lifestyle choices and addressing the causes of ill-health, rather than just reactively treating illness when it arises.
Individuals too are now waking up to this reality, with Vitality research showing that 87% of consumers want their health insurer to help them improve their health, outside of making a claim.2
How Vitality is incentivising and rewarding healthy behaviours
At Vitality, a preventative approach to healthcare has been in our DNA from the very beginning. Our Shared Value Insurance model is built around incentivising healthy behaviours through physical activity, health checks and screenings – delivering better long-term health outcomes as a result.
And the evidence is clear that with the right support, we can genuinely help people to lead healthier, longer lives.
“Last year not only did Vitality help many people live a healthier life, but we shared rewards and discounts totalling over £99million with our members. This is Shared Value Insurance in action.”
Nick Read, Managing Director, Vitality Programme
Higher levels of physical activity are correlated to lower healthcare costs
Based on in-hospital claims between 2021-2024, Vitality members who were more physically active had significantly lower healthcare costs, on average.
On average, cost per claim was as much as 27% lower for members doing high levels of weekly physical activity compared to those doing no physical activity5.
Even those getting active just once or twice each week (low levels of physical activity) had 9% lower in-hospital cost per claim on average, compared to those doing no physical activity.5
Relative cost per claim in-hospital claims (2021-2024) – relative to none5
Level of physical activity
The benefits of healthy exercise habits
New evidence continues to emerge of how even relatively small amounts of exercise can make a big difference. Research from Vitality and The London School of Economics showed that healthy exercise habits are linked to significant reductions in risk of type-2 diabetes and cancer.3
Encouraging people to get more active is also linked to longer life expectancy. In fact, it’s been proven that the Vitality Programme can help members to live up to 5 years longer.4
Research from Vitality and The London School of Economics showed that members who sustained a habit of 10,000 steps 3 times a week for 3 years, saw a:
reduction in type-2 diabetes risk3
reduction in stage-4 cancer risk3
Driving better outcomes and lower costs through early intervention
Addressing health issues at the first sign of symptoms doesn’t just help to improve outcomes for individuals – it also helps prevent more serious conditions that require intensive, costly treatment, from occurring.
Vitality’s focus on managing conditions within an everyday care setting is reflected in long-term claims data – showing how early, accessible intervention through everyday care can help to reduce reliance on more intensive treatment – helping to control costs and improve healthcare outcomes for members.
Mental health claims:
Between 2019-2024, Talking Therapies claims rates increased by 167%, while claims rates for treatment as an out-patient, in-patient or day-patient reduced.
Mental health claims rates in 2024 (benchmarked to 2019)
All claims types benchmarked to 2019 levels.
Musculoskeletal claims:
Between 2019-2024, physiotherapy claims rates increased by 30%, while in-patient and day-patient musculoskeletal claims reduced.
Musculoskeletal claims rates in 2024 (benchmarked to 2019)
All claims types benchmarked to 2019 levels.
1. World Health Organization - Noncommunicable Diseases (NCD) Country Profiles, 2018.
2. Vitality and Opinium survey of 1,000 UK private health insurance customers, September 2025.
3. The Habit Index, Vitality and LSE, 2024.
4. 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.
5. Based on in-hospital cost-per-claim for Vitality members recording 4 or more active days per week on average, compared to those with an average of 0. VitalityHealth claims data 2021-2024.
All figures VitalityHealth claims data 2024 unless otherwise stated.
