Shared Value, not just added value
How Optimiser is unlocking more client value and driving engagement.
Optimiser stands out in a market where consumer 'value' is under scrutiny, particularly in light of Consumer Duty and the upcoming FCA market study. Through Optimiser, clients enjoy lower premiums, great rewards and live healthier lifestyles. When it comes to life insurance, this is Shared Value in action. Our members receive superior value and are less likely to claim, while society benefits too.
"Optimiser is Shared Value in action"
We live a world of changing expectations and where clients are much more discerning about where they spend their money. In this video, Andy Philo, Vitality's Director of Strategic Partnerships, explains why - in a market where value is under much greater scrutiny - Optimiser can be a real gamechanger for your conversations with clients.
Three reasons why Optimiser is not just better for our members, but financial advisers too.
Lower premiums
Optimiser helps advisers offer clients more comprehensive protection — without cutting back on cover to fit into their budget.
By providing our best-available premium upfront, Optimiser enables clients to afford higher levels of cover from day one. In exchange, they engage in healthy habits through behaviour-linked premiums during the lifetime of their plan.
This allows advisers to tailor cover more effectively, helping clients get the most comprehensive protection they can possibly get.
Cross-sell
Optimised plans sold in 2024 were 58% more likely to include Serious Illness Cover or Income Protection.
Up-sell
Optimised plans sold in 2024 had levels of cover 10% higher than standard plans on average
More likely to engage
Clients who take out Optimiser are significantly more likely to engage with the Vitality Programme — and that engagement matters.
Compared to standard plans with the same level of rewards (Vitality Select), Optimiser clients are twice as likely to interact with their plan. When paired with Vitality Plus, which unlocks our full range of partners and rewards, that engagement triples compared to a standard plan.
This deeper engagement generates client loyalty. Engaged members are less likely to lapse, more likely to stay protected, and more likely to refer others.
For advisers, that means stronger client relationships, higher persistency, and a more sustainable business model — all powered by healthy habits.
VitalityLife relative lapse rates by status
VitalityLife financial results 2024
Generate more value
Optimiser is the only way for members to unlock our full range of rewards. This provides significant value to members who engage.
In 2024, members with Optimiser saved up to 40% of their annual premium through incentives and rewards.
Percentage of annual premium saved through incentives and rewards on Optimiser plans
