Welcome to our interactive brochure for Launch 2025, your guide to how we are taking health and life insurance to the next level for you and your clients.

Our core purpose, which underpins everything we do at Vitality, is to make people healthier and enhance and protect their lives.

Now operating in over 41 markets and impacting 42 million lives worldwide, our ambition is to transform insurance globally through our unique Shared Value model; based on the simple insight that incentivising positive behaviour is good for clients, for us, you and society.

Through the Vitality Programme, we incentivise and reward healthy lifestyle choices to change people’s behaviour for the better. Our findings have long evidenced our unique model in action, but our latest research revealed that when members get active, they can live up to five years longer.1

It’s therefore hugely exciting to unveil the latest stage of our evolution to the market. Driven by Vitality AI, we know exactly what drives healthy behaviour over time, so we are expanding what’s on offer to your clients to make engagement with the Vitality Programme even more rewarding. By bringing our new Pick and Play experience to the Vitality app, we are combining hyper-personalised data insights with our extensive understanding of behavioural economics to unlock unprecedented health benefits and additional value for your clients through a range of new partners.

It’s not just the Vitality Programme that we are enhancing. The introduction of Employee Challenges will go further to support employers in building healthier businesses. As well as adding a neurological rehabilitation pathway for Income Protection Cover, our new Accident and Fracture Cover is joining our market-leading suite of protection products alongside a new Advanced Funeral Pledge. On top of this, we are adding a weight management pathway through Next Best Action and expanding what’s available to your health clients through broadened mental health support. You can find all this and more, including how we are better supporting advisers and employers, explored in more detail in this interactive guide. I hope you find it useful.