A new way of Life
Cover that rewards healthy living
As your client's health changes, we believe protection should do too. Powered by Vitality AI, we’ve developed a market-first dynamic underwriting approach to help eligible clients take positive steps towards better health and create more meaningful adviser conversations.
Starting with weight management, we want Vitality to be accessible to everyone. If people make positive changes to their health, we believe they should be rewarded for it. This, is only the beginning.
“A new way to share the value of healthier living” Justin Taurog, CEO, VitalityLife
Traditional life insurance has been built around a static view of risk, assessing an individual's health at one moment in time rather than recognising their ongoing health journey. At VitalityLife, we have turned this on its head.
Through Shared Value, we made life insurance something clients can engage with from day one. Optimiser took the first major step by connecting healthier behaviour with immediate insurance value.
In 2025, members with Optimiser were four times more likely to become active than those on standard plans1, demonstrating how incentives can help drive positive behaviour change.
Our core belief is that risk is not static – you can change and your health can improve. When it does, your life insurance premium should be able to respond.
What is the next evolution of Shared Value? Using Vitality AI to support more personalised health journeys and focus it where the member need is greatest.
Vitality is not only for the young, the fit or the already healthy. Vitality is for people across every demographic and every starting point. In fact, through Vitality AI, those at greater risk may have the most to gain.
Giving more clients access to weight-management support
We’re expanding weight-management support to eligible VitalityLife Select clients this autumn
In 2025, Vitality became the first health insurer to introduce weight-management services as a core feature of our health insurance product. This autumn, we're extending Boots Online Doctor weight-loss treatment service to eligible VitalityLife Select clients paying a monthly premium of at least £25. This means Plus and Select clients can access market-leading discounts on weight-management medication, alongside expert clinical care and personal coaching. Together with the Vitality Programme, we’ll help them build healthier habits that last.
adults in England overweight or living with obesity2
higher risk of mortality3
using Boots medicated weight-management services
Dynamic Underwriting Benefit: The next evolution of Shared Value
Expanding access to weight-management support is only the start. Our core belief is that risk is not static. With the right support, people can make meaningful and lasting improvements to their health and reduce their risk. Enter Dynamic Underwriting – the latest evolution of Shared Value Insurance.
By linking health improvement with meaningful insurance value, we're creating a new approach that helps clients improve their health, supports them every step of the way and recognises the progress they make towards better health.
How it works
We’re starting with members who pay more for their life insurance due to a BMI-related loading. Using information provided at underwriting, we’ll set eligible members a target BMI level to work towards.
Through the Vitality Programme, they’ll have access to personalised weight-management support and annual health checks to help them track their progress.
As they engage and improve their health, they’ll have the opportunity to earn cashback for the first three years.
For those who earn cashback in all three years, we automatically review and reduce their premiums. Everything is managed automatically by Vitality, with no new application, re-underwriting or additional paperwork required.
1 Personalised target & support Using information provided at underwriting, we'll set eligible members a target BMI level to work towards, with personalised weight-management support to help them get there*.
2 Cashback rewards Clients that reach the target BMI level and reach Silver, Gold or Platinum Vitality status earn one, two or three months of premiums back** respectively in each of the first three years.
3 Automatic premium review Clients who earn cashback in all three years will automatically be reviewed and reduced to reflect their improved BMI risk.
Fully automatic: No new application. No additional medical information. No adviser or client paperwork.
*participation is optional
Why this matters to Advisers
A positive way to discuss BMI loadings, with the Dynamic Underwriting Benefit offering support, cashback and the potential for lower premiums over time.
What clients get
More opportunities to improve their health and benefit from it as it improves; through rewards, cashback and the potential for lower premiums in future.
11. VitalityLife Claims & Shared Value Report 2026 2. Government obesity statistics, Health Survey for England, NHS England, 2024 3 People with obesity (BMI 30-35) face a 45% higher risk of death than those in a healthy weight range. Global BMI Mortality Collaboration, The Lancet, 2016
