Foreword

At Vitality, everything we do is driven by a simple purpose: to make people healthier and enhance and protect their lives. Today, Vitality positively impacts 65 million people across 36 markets, but wherever we operate, we see the same major challenge: rising levels of chronic disease, unhealthy lifestyles and ageing populations are placing increasing pressure on healthcare systems and insurers too.

These challenges require a new way of thinking. We believe the future lies in prevention, personalisation and partnership with those who share the same passion for innovation as we do. That is why we continue to invest in the development of Vitality AI to help us better understand individual health needs and deliver more relevant, personalised support to turn good intentions into long-lasting and meaningful behaviour change.

Launch 2026 showcases how that vision is becoming reality. Across the Vitality Programme, VitalityHealth and VitalityLife, we are introducing new ways to help people understand their health, access care more easily and receive support that is increasingly tailored to their individual needs. We are also taking an important step forward by strengthening the connection between improving health and creating tangible value for our members.

For more than three decades, we have worked to redefine what insurance can be: not simply protection when something goes wrong, but a force for better health every day. Our latest innovations represent the next chapter in that journey, and I hope they inspire conversations with clients about how, together, we can improve the UK’s health and create lasting value long before a claim is made.