Life insurance that’s for living
With over 30 years of experience encouraging sustainable behaviour change, we use incentives to form healthier habits. It’s working too.
Sustained behaviour change doesn’t happen overnight. That’s why our members get access to the Vitality Programme - the world’s largest behaviour change initiative linked to insurance. More than just insurance, it is proven to help people live up to five years longer.
How we encouraged healthy habits in 2024
Health reviews and 50,000 health checks.
Enough people to fill Wembley Stadium
Steps
The number needed to reach Jupiter
Gym visits
That’s 900 visits to every gym in the UK.
Calories burnt through tracked workouts
Equivalent of three million portions of fish & chips.
parkruns
Or 42 runs round the Earth.
Peloton workouts
Pedalling from London to Edinburgh 10,000 times.
Helping clients live up to five years longer
Engaged members improve their life expectancy by up to five years1
Extra years life expectancy through healthy habits2
Reduced risk of death for most engaged3
The small choices we make every day all add up over time. For those who get more active, this could mean up to five years’ extra life. The Vitality Programme is all about building healthy habits like staying active, eating well and quitting smoking. By offering personalised incentives, we make healthy choices part of daily life. Our data proves it: members who engage with the Vitality Programme can reduce their risk of death by up to 57%, adding up to five years to their life3.
Relative mortality by age and physical activity
And that's not all...
Even small changes make a massive difference
Even members who get active one or two days a week still see an increase in life expectancy of over two years4
It’s never too late to make a change
These results were shown to be true for a wide range of ages, from people aged 30 to those up to 60
Sharing the value of healthy living
In 2024, we returned £99m worth of value to members through rewards and savings from the Vitality Programme.
cinema tickets
250 years’ worth of movies!
handcrafted drinks
From Caffè Nero. A coffee for every person in Rome.
Waitrose & Partners healthy food baskets
That’s 4,600 shops per Waitrose!
pairs of running shoes
Enough for every runner in the London Marathon… twice.
“If I can do it, anyone can”
Just ask Annette. Her financial adviser saw something in her that she says she didn’t see in herself. After joining Vitality, she lost three-and-a-half stone and feels healthier in her 60s than she did in her 50s.
Watch her story.
All figures related to the Vitality Programme are representative of both VitalityLife and VitalityHealth members 1. Based on analysis of members between 2013 - 2019, who moved from 0 to 21+ activity points a week. Physical activity improvements are assumed to be sustained over the individual’s lifetime and applies to standard UK mortality rates. 2. Vitality Habit Index (2024), based on VitalityLife and VitalityHealth members (July 2023 – June 2024), comparing mortality improvements from healthy habit formation against standard UK mortality rates from a baseline of zero activity. 3. The Vitality Habit Index, March 2024 4. Based on analysis of members between 2013 - 2019, who moved from 0 to 10-20 activity points a week. Physical activity improvements are assumed to be sustained over the individual’s lifetime and applies to standard UK mortality rates
