Working with Vitality

Vitality takes a distinctive approach, combining protection cover with an engagement-based rewards programme that incentivises healthy living. Its business protection plans can offer enhanced benefits and premium discounts tied to policyholder health data. This makes it a popular choice for directors who are already active or health-conscious.

Technical guides

3★

Expert Defaqto Rating

[Placeholder] Defaqto rating for Vitality not yet sourced.

4.5/5

Trustpilot Score

[Placeholder] Trustpilot score for Vitality not yet sourced.

Vitality overview

Claims performance

Vitality's Defaqto rating depends on configuration: 3 stars for life-only Personal Protection, rising to 5 stars when Serious Illness Cover is added. It holds a 79% Fairer Finance score and a 4.5/5 Trustpilot rating from over 65,000 reviews.

[Placeholder] Life score — figure and commentary for Vitality not yet confirmed.

[Placeholder] Overall score — figure and commentary for Vitality not yet confirmed.

[Placeholder] CI score — figure and commentary for Vitality not yet confirmed.

Defaqto Rating – 3★

A shared-value model that ties pricing to health engagement — the Vitality Optimiser can reduce premiums by up to 30–40%, though maintaining Platinum status is needed to avoid annual increases of 0.5–2.5%, worth explaining clearly to clients. Its Serious Illness Cover is structured in three tiers spanning 114 to 174 conditions. Cover is restricted to UK residents only (excluding Channel Islands and Isle of Man), and Vitality doesn't currently include a remote GP or general wellbeing service as standard.

Vitality overview

Awards & recognition

Value added benefits

[PLACEHOLDER — value-added benefits copy not yet written. Needs real per-insurer benefit details.]

Resources & Insights

Vitality technical guides

Read our collection of insights and blogs to find out what other business owners and the industry is doing.

View all insights

Business insurance FAQs

Frequently asked questions

If you own your own business, the right cover can protect the people and profits that depend on you. Browse the common questions below — and if you still need a hand, talk to our team.