Serious Illness Cover
21st Century cover that responds to changing needs.
People are living longer but increasingly exposed to multiple illnesses over their lifetime. This includes later life conditions such as dementia. That’s why Vitality’s Serious Illness Cover is not like other critical illness plans. Rather than paying out once and only for a limited list of conditions, Serious Illness Cover is unique in the market. It offers broader, more flexible protection. Because payments are based on severity, it covers a wider range of conditions - including unique and progressive conditions. And allows for multiple claims to be paid in full across the duration of a plan.
During 2024
Total amount paid
Percentage of claims paid
Largest claim paid (Aorta Graft Surgery)
Average amount paid
Cancer made up a larger proportion of claims for women, whilst Heart and Artery claims were significantly more common amongst men. Complications of pregnancy, which provide cash payments to the policyholder or their spouse, were the fourth biggest category of claim for women. This highlights the value of having such a benefit included on all Serious Illness Cover plans. Whilst the vast majority of claims were in the major body systems, a third of claims were for conditions other than cancers, heart attacks and strokes.
Breakdown of Serious Illness Cover claims in 2024
Comprehensive cover for a broader spectrum of illnesses
As modern medicine improves, illnesses are thankfully being diagnosed earlier – which is leading to improved rates of survival. However, at the same time, we are becoming more exposed to less serious illnesses which can still have a financial impact. This is why Serious Illness Cover protects against a broad spectrum of illnesses - those that are critical and those that are less severe, with up to 60 conditions uniquely protected under our plans. As a result, one in five Serious Illness Cover claims are not covered by core critical illness plans and one in seven are not covered by a typical enhanced critical illness plan1.
Serious Illness Cover claims not covered by core critical illness plans
Serious Illness Claims not covered by a typical enhanced critical illness plan
Three most common conditions not covered by any other insurer in the market in 20241
1. Pulmonary embolism
Pulmonary embolism affects approximately 70,000 individuals in the UK each year. Posing significant health complications, its risk surges fivefold during pregnancy and up to six times post-partum2. Vitality is still the only insurer to provide coverage for pulmonary embolism, underscoring our dedication to comprehensive cover beyond just conditions deemed critical.
2. Bowel disease
Unlike traditional critical illness plans, which often require surgical intervention to trigger payment, our Serious Illness Cover also covers non-surgical cases of inflammatory bowel disease. This allows for earlier support for conditions like Crohn’s disease and Ulcerative Colitis, with severity-based payments better reflecting the lifestyle impact on members.
3. Surgery or Cardioversion for Cardiac Arrythmia
Cardiac arrhythmia, a condition often requiring cardioversion or surgical intervention, is overlooked by critical illness plans without severe complications. However, these procedures are covered under Serious Illness Cover, ensuring clients receive financial support.
Modern cover that continues after a claim
Surviving a serious condition can lead to future health issues, either recurrences or new illnesses, which can still have a financial impact. Where other critical illness plans stop after a full payment, our Serious Illness Cover can pay up to three times the cover amount, offering unmatched protection for conditions like cancer, heart attacks and strokes.
Serious Illness Cover is not just comprehensive. It stays in place for longer. According to our data, one in 10 claims in 2024 were from members who had claimed before, and 1 in 12 repeat claims were a third or subsequent claim. On average, members claimed again only 1.8 years after their first payment, highlighting the importance of cover that continues to support clients as they increasingly face multiple health challenges.
Serious Illness Cover claims paid on plans that had claims previously
Child Serious Illness Cover
In 2024, we paid claims across a wide range of serious illnesses affecting children - from cancer and neurological conditions to metabolic and gastrointestinal diseases. Cancer was the the most common reason for a claim, followed by conditions affecting the nervous system, such as epilepsy and stroke. Together, these two categories accounted for over half of all claims. This highlights the need for comprehensive cover that recognises the wide range of health challenges that children may encounter when faced with a serious illness. Our Child Serious Illness Cover is designed to provide financial support during these difficult times, helping families focus on their child's recovery. Breakdown of child's Serious Illness Cover claims in 2024
Why Serious Illness Cover claims might be declined
We strive to pay as many claims as possible, but there is good reason why some Serious Illness Cover claims need to be declined. Due to the nature of severity-based payments, we are able to pay claims that would not be paid by our competitors. This broader coverage means we assess claims for a wider range of conditions. Naturally, this results in claims not always meeting the definition. Advisers play a crucial role in ensuring clients understand what's covered by their plan, as well as encouraging full disclosure at underwriting stage.
Declined Serious Illness Cover claims in 2024
1. VitalityLife analysis of Serious Illness Cover claims in 2024 based on Defaqto-verified Vitality illness comparison tool, 2025 2. NHS, Suspected Pulmonary Embolism in Pregnant Women, Accessed 2025
