Life Cover
Being there for your client during life and at the end.
Our Life Cover is designed to provide more than just financial support when it’s needed most. It’s built to help your clients live longer, healthier lives - reducing the risk of claim while enhancing the value of cover throughout the lifetime of a plan. Not only are your clients covered for when the worst happens, but they benefit from a Healthy Living programme that delivers immediate value from day one.
2024 Life Cover claims in numbers
Total amount paid
Percentage of claims paid
Largest claim paid
Average amount paid
Breakdown of Life Cover claims in 2024
Cancer was the main cause of death among claimants in 2024, accounting for 37% of male claims and nearly 50% for females. This is followed by heart and artery-related conditions, which account for 23% of male death claims and 12% for females. Neurological illnesses, such as strokes and those connected to the nervous system, amounted to 5% of all male deaths last year and 10% of female claims. See graph above.
These top three reasons for Life Cover claims in 2024 can be influenced by modifiable behaviours such as diet, exercise, and smoking. Adopting healthier lifestyle choices can significantly reduce the risk of developing these conditions1.
Why Life Cover claims might be declined
In 2024, we had to decline 10 claims because the terminal illness definition was not met, one due to non-disclosure, and two for suicides within 12 months of taking out a plan. Unfortunately, these standard exclusions sometimes result in us being unable to provide the support we wish we could to our members' families during these difficult times.
To read more about our approach to paying claims turn to page 10.
Declined Life Cover claims in 2024
"Being there for your clients in the moments that matter is the cornerstone of what we do as an insurer. This starts with ensuring the claims process is as efficient and compassionate as possible at a time we are needed most. Our Advanced Funeral Pledge, which we introduced earlier this year, exemplifies this commitment to your clients. Because we want to avoid any additional stress at an already extremely difficult time, we will advance £2,000 of our existing £10,000 Funeral Pledge as soon as we receive evidence of death and during assessment of the claim to cover funeral costs and any other immediate expenses."
Lebogang Tsebe, Operations Manager, Member Care, VitalityLife
1. WHO, World health statistics, 2024
