Vitality overview

The Vitality Group is a global provider of life and health insurance solutions for individuals, businesses and corporates.

Vitality provides personal, business, and corporate health insurance solutions. Vitality Health Limited was formerly known as Prudential Health Limited and changed its name in November 2014. The company was founded in 2004 and is based in London, United Kingdom. Vitality operates as a subsidiary of Discovery Limited.

Vitality was the result of the 2004 acquisition (and subsequent rebranding) of Prudential's PruHealth and PruProtect by Discovery Limited. As of 2018 Vitality's collective branches serve over 1 million UK customers. In 2018 Vitality added VitalityInvest to the existing selection of Vitality services: VitalityHealth and VitalityLife.

Vitality Life Limited is the insurer which issues the VitalityLife plan, is the provider and manager of the VitalityInvest ISA and VitalityInvest JISA and the provider and scheme administrator of the VitalityInvest Retirement Plan.

Vitality Health Limited is the insurer which underwrites the VitalityHealth plan. Vitality Corporate Services Limited is an authorised intermediary of Vitality Health Ltd and Vitality Life Ltd and arranges and administers the VitalityHealth, VitalityLife and VitalityInvest plans.

In August 2018, the Group announced its foray into Insurtech after partnering with health tech company, Shapa, who have developed a chronic disease management and prevention solution. Now Vitality members will have access to Shapa's health management solution that includes a smart scale without members and member interventions.

In October of 2018, Vitality announced a partnership with Amazon as a way to evolve how their members are incentivised to be healthier through the company's Active Rewards Programme. The new partnership will provide members with a month's access to Amazon Prime for every 160 Vitality activity points they earn. Vitality activity points can be earned by exercising at member gyms or tracking activity using a linked tracking device.

Other partners involved in Vitality's Active Rewards Programme include Apple Watch, Starbucks, Cineworld and Vue Cinemas. The new benefit forms part of Vitality's unique approach to insurance, based on principles of behavioural economics. It aims to incentivise members to take a more active role in managing their health and wellbeing.

In 2019 Vitality announced that it has added new GP partner DocTap to its Greater London Face-to-Face GP service, extending the network's coverage and adding access to a mole checking service too. Other notable partnerships include health food company, Ocado, and investment businesses Vanguard and Investec.

In early 2020 Vitality announced a partnership with UK-based supermarket Waitrose, enabling its members to receive up to 40% cashback on the retailer's Good Health food range.

Vitality launched Vitality at Work, a employee benefits package for small to medium businesses in March 2020. The aim of the product is to extend preventative healthcare options to everyone within a workforce, not just those covered by private medical insurance. Vitality at Work offers access to a private virtual GP, physiotherapy services, and mental health support.

In January 2021 Vitality announced it was to expand into the UK car insurance market in Spring 2021, in partnership with Covéa Insurance. The new D2C proposition will offer policyholders rewards for good habits, such as driving safely and considering the environment.

In June 2021 Vitality launched its new EnVIRO fund range, an ESG-focused investment solution.

That same month, Vitality's online platform Care Hub, where users can manage their healthcare needs, was enhanced with additional features. Members will be able to research appropriate consultants and book appointments directly through portal and also receive immediate authorisation for treatment online.

Map showing the location of Vitality

London, United Kingdom

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Key people

John Ali Senior Sponsorship Manager
Neville Koopowitz Chief Executive Officer
Neville Koopowitz CEO
Talieh Mann Senior Marketing Manager, Advertising and Acquisition
Greg Levine Director: Sales and Distribution
Dave Priestley Chief Digital Officer
Justin Skinner Chief Risk Officer
Pierre Du Toit Chief Analytics Officer
Dave Priestley Director, Digital and Portfolio Change
Kanika Chaganty Chief Data Officer