It is no longer enough for insurance to simply provide cover for when things go wrong. As you may have seen with our recent ad campaign, our aim is to change the conversation around insurance away from just serious illness and death.

Why? Because we believe that to move the market forward, health and life insurance needs to meet the needs of clients now - not just when they claim.

Our Shared Value insurance model is clearly resonating, at a time when consumers no longer expect insurance to just provide cover when things go wrong.

In the 10 years since launching Vitality in the UK, we’ve increased the number of lives we insure from 500,000 to nearly two million. We continue to see strong growth despite volatile economic times, thanks in no small part to your ongoing support. Going forward, we remain laser-focused on delivering you the best service and placing your client at the heart of everything we do.

Coming to you from the iconic Sky Sports studios, we unveiled all the exciting new enhancements explored in this guide, including the next evolution of the Vitality Programme. If you missed it, or want to watch again, you can watch it on demand, plus get access to additional information and sales aids, over at the Vitality Adviser website.