Vitality Life Insurance


VitalityLife provide insurance services to the UK market alongside sister brand VitalityHealth. VitalityLife specialises in selling Life Insurance to individuals, families and businesses. They are also well known for their rewards scheme. 

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The History of Vitality

VitalityLife (and VitalityHealth) form Vitality Corporate Services which is a UK based company owned by South African insurer Discovery Limited. VitalityLife initially started trading as PruProtect in 2007 as a joint venture between Prudential PLC And Discovery Limited. Discovery's history dates back to 1992 as a South African financial services group and Prudential were established in London in 1848 as an investment and loan association. 

VitalityLife Insurance Policy Review

Vitality's Life Insurance is a comprehensive policy with a number of various options of cover. Vitality is well known for its rewards programme and offers discounts, cashback, bonus and awards opportunities with the Life Insurance policies. Their whole philosophy is based around improving the health and well-being of their members and along with Discovery Limited, they have pledged to get 100 million people 20% more active by 2025.


VitalityLife Insurance Overview

Includes life cover and terminal illness cover  Serious Illness Cover is also an optional extra an option as opposed to Critical Illness cover.

Policyholders age  You can take out a policy between 16 and 74 years of age. 

Types of cover available Vitality offer Level Cover, Decreasing Cover, Increasing Cover and Family Income Benefit policies as well as Whole of Life policies.

Maximum Benefit is £18 million for Life Insurance and £3 million with Serious Illness cover.

Maximum Age the policy must end before you turn 91


5-star rating

with independant rating firm Defaqto

Rated Excellent

on Trustpilot

99.5%  Claims Paid

According to 2019 claims report.

Discounts & Rewards

Leading programme for healthy living 

VitalityLife Insurance Cover

The available options with Vitality

Life Insurance  Vitality Options
Types of Cover offered
  • Term Life Insurance
  • Decreasing Term Life Insurance
  • Increasing Term Insurance 
  • Family Income Benefit
Minimum Age Entry 16 years old
Maximum Age Entry 74 years old
Maximum Benefit £18,000,000 
Terminal Illness Cover  Yes
Premium Type
  • Guaranteed
  • Renewable
  • Increasing - index-linked
Joint Policy Yes

Additional Benefits

Additional Benefit Details
Serious Illness Cover This optional extra is Vitality's alternative to the more common Critical Illness cover. Serious Illness cover differs in that it covers more illnesses and pays out on a sliding scale of severity ranking. 
Serious Illness Cover Booster In addition to serious illness cover, you can add a booster which increases the number of conditions covered and doubles the payout on a list of long term conditions.
Children's Cover  This optional extra covers your children from 30 days old to 18 and 
Waiver of Premium  For an additional premium you can add this option to your policy, which means if you become incapacitated you can keep your cover in place, without paying the premiums, until you recover. 
Split a Joint Policy Vitality allow you to split a joint policy into two single policies if you get divorced or dissolve a civil partnership. 


How to Make a Claim

Phone: 0345 601 0072, lines are open Monday to Thursday 8:30am to 6:00pm and Friday 8:30am to 5:00pm (excluding bank holidays).



Frequently Asked Questions

What happens if I out-live my Term Life Insurance policy?

A Term Life Insurance policy does not provide a cash sum if you are still alive at the end of the term. Premiums tend to be lower for such policies as the majority will out-live their policy. Term Life Insurance policies are generally taken out by people who do not want to leave any financial burden on their family such as mortgage payments.

What is the difference between Over 50’s and Whole of Life Cover?

Both policies will pay out a lump sum upon your death at any age. Generally speaking, Whole of Life cover tends to have cheaper premiums over an Over 50’s plan as you have to disclose your medical information. The most cost effective option for you depends on whether you would benefit from your medical history being disclosed or not. Although the premiums of a Whole of Life policy tend to be lower, you will pay the premium until you pass away, whereas Over 50s plans often have an upper age limit. While your cover will remain, you are no longer required to make payments - usually when you reach 90 years old or the 30th anniversary of your policy.

Can I add Critical Illness to my Life Insurance?

Yes, should you suffer a serious illness Critical Illness cover will pay out a tax-free sum. This can be an add on to your Life Insurance policy or bought separately. Speak to one of our expert advisors to find out which policy would best suit your needs.

Who gets the money if my children are young when I die?

Setting up a Life Insurance policy is designed to protect loved ones and writing the policy into trust goes a step further in achieving this goal. This enables you to select who would hold the money for your children until they reach a certain age should you die. This will often be a partner, sibling or close friend as they will have a legal responsibility to carry out the wishes of the person creating the trust.


Will my cover cost more as a smoker?

Life Insurance is a risk-based product and so with the significant health impacts that smoking can have on a person, the insurance companies will charge someone a higher premium should they smoke. A smoker is usually defined as someone who has used any nicotine product in the last 12 months although some insurance companies have changed this to longer periods. If you took a policy while smoking and you no longer smoke, you should contact us to review your policy.

Will my cover cost more if I vape?

Vaping is a recent trend which insurance companies and health bodies have had to educate themselves on. The vast majority of e-cigarettes still contain a level of nicotine which can be addictive and so anyone who uses such products will still be classed as a smoker.

Is my premium fixed?

Most people tend to like the idea of their premium never changing as it provides stability and peace of mind – these are known as guaranteed premiums. Reviewable premiums are sometimes opted for whereby the premium can start at a lower amount but increase over of the course of the policy.

Will my Life Insurance payout be taxable?

No, your insurance payout will not be liable for tax.


VitalityLife Insurance Policy Documents

For the Aviva Life Insurance+ Key Facts and Policy Terms & Conditions documents, see below.


Why Compare Health & Life Insurance with us?

Here at Usay Compare, we can help you to compare prices and cover from the market leading UK health and life insurance companies such as Aviva, AXA and Bupa. Our service is completely free of charge and we are totally independent and impartial.

Our unparalleled team of friendly, expert advisers are on the end of the phone, ready to guide you easily through the whole process. They will get to know your unique individual requirements, do all the hard work comparing prices and policies for you; then advise on the best and most cost-effective quote.

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Life Insurance Guides

Below are our in-depth guides to help you understand Life Insurance better and learn more about how it works. Don't forget our advisers are always at the end of the phone to offer free, expert advice should you prefer to speak to someone in person.