The heart of the matter
The Vitality Programme is evolving to help more clients get healthier, wherever they are in life
Every client is different, and so are their health needs. That's why we're using personalisation to help our members better understand their health and build healthier habits, powered by Vitality AI - whether that's at work or in their everyday life. This sits at the heart of the Vitality Programme. Building on a year of strong enhancements, including new Get Healthier partners and Active Rewards, we're introducing a new Google Fitbit Air benefit and an advanced personalised health check for heart and metabolic health alongside extended support for businesses to help drive employee engagement. Scroll to find out more.
“Our latest enhancements will make the Vitality Programme more personalised, more engaging and more rewarding”
Nick Read, Chief Vitality Officer
Supporting your client with every step…
From understanding their health today to building healthier habits and enjoying meaningful rewards, the Vitality Programme helps members take positive action at every stage of their health journey.
Understand Your Health
AI-powered health assessments, advanced screening and personalised insights.
Get Healthier
Practical support, connected care, activity tracking and behaviour-change tools.
Get Rewarded
Meaningful rewards that incentivise healthy behaviour to help keep members engaged.
Enter stage right...
Our newest additions to the Vitality Programme
Google Fitbit Air
More than an activity tracker. A smarter way to build healthier habits
Getting started with activity tracking can be one of the biggest barriers to engaging with the Vitality Programme. Our new Google Fitbit Air benefit makes it even easier. Lightweight and comfortable to wear, it helps clients track daily activity, monitor heart rate and build a clearer picture of their health and wellbeing.
Members can now access Google Fitbit Air at an exceptional price (£42.50*).To go even further, certain at-risk members who could benefit from extra support will be offered one at no additional cost. Many of these members will also benefit from Personalised Step Targets, powered by Vitality AI. As steps are already an easy way to stay active, this will make it even more simple for clients to build healthy habits at a pace that works for them.
*Google Fitbit Air recommended retail price and member discount were correct at the time of publication. Prices may change. Delivery charge, eligibility criteria and terms and conditions apply.
deaths in the UK each year due to cardiovascular disease1
Personalised Health Checks powered by Vitality AI
A more tailored approach to heart and metabolic health
As part of our broad suite of health checks and screenings, we're introducing Personalised Health Checks in the new year, as a market-first.
Using existing health check results and deeper personalisation made possible through Vitality AI, we'll identify clients who may benefit from a more in-depth heart health screening
Supported by clinicians, this will be delivered through advanced blood testing or, in some cases, an AI-enabled retinal scan powered by Oculomics. Using a simple eye scan, this provides valuable health insights by analysing the blood vessels and structures at the back of the eye to assess cardiovascular health. Combined with Vitality AI and other health data, this helps create a more personalised picture of a member's health and potential future risks.
For clients identified as being at-risk, a specially-trained Vitality GP will provide an explanation of all the results and recommend actions that could help reduce their risk. Alongside clinical guidance, members also get access to the Vitality Programme to help them get healthier.
“Helping clients to understand their hidden risks is key to intervening earlier and improving health outcomes”
Healthier businesses through more practical support
Dedicated support expanded to schemes with 100 members or more
As expectations of workplace health continue to evolve, employers are looking for more than an insurance policy. They're looking for a consultative partner that can help improve employee wellbeing, engagement and productivity.
From 2027, all schemes with 100 members or more will benefit from access to a dedicated Vitality Client Manager. This expanded support helps employers get more from their health and wellbeing investment, with expert guidance on engagement, communications and programme performance. They'll also help employers coordinate workshops, Vitality Coach support and Employee Challenges to ensure organisations are getting the most out of the Vitality Programme.
This is just another way we're helping employers build healthier, happier and more engaged workforces.
By the numbers: Vitality Programme engagement
uplift in members tracking activity in organisations supported by a Vitality Client Manager2
Vitality UK members completed a Health Profile in 20253
increase in Active Rewards earned by previously less-engaged members since the launch of Streak Rewards4
Why this matters to Advisers
More ways to demonstrate value beyond cover and deliver better health outcomes, through personalised support, everyday healthcare and rewards for healthier habits.
What clients get
Life-changing personalised support to improve their health, powered by Vitality AI and tailored interventions.
1. British Heart Foundation, 2026 2. Internal Vitality Programme analysis, 2026, comparing activity-tracking engagement across business and corporate schemes with and without dedicated Vitality expert support. 3. VitalityLife Claims & Shared Value Report 2026 4. Internal Vitality Programme analysis, 2026, comparing engagement before and after the introduction of Personalised Steps and Streak Rewards.
