Vitality Life Insurance
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Vitality Life Insurance
Vitality Life Insurance rewards you for healthy living with lower premiums and real everyday perks — from Apple Watch discounts to cinema tickets and coffee. The more active you are, the more you save.
Written by Ben Tomlin, Financial Adviser · FCA No. 1038034 · Last reviewed June 2026
▶ In plain English — what is Vitality Life Insurance?
Vitality is life insurance that gets cheaper the healthier you are. You earn points by exercising, getting health checks, and hitting activity targets — and those points reduce your premiums and unlock perks like free coffees, cinema tickets, and discounted Apple Watches. It's designed for people who want their insurance to work with their lifestyle, not just sit in the background.
It's not right for everyone — if you prefer a simple, fixed-premium policy, other providers may suit you better. That's why independent advice matters.
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See how Vitality works
Video produced by Vitality UK. That's Family Finance is not responsible for its content. This page represents our independent view only.
What is Vitality Life Insurance?
Vitality Life Insurance is a whole-of-life or term life insurance policy that includes a unique rewards programme. Unlike standard life insurance, Vitality actively encourages policyholders to live healthier lives by rewarding them with lower premiums and tangible everyday benefits.
Policyholders earn Vitality points through activity tracking, health screenings, and healthy lifestyle choices. These points determine their Vitality status — Bronze, Silver, Gold or Platinum — which in turn affects their premium and the rewards available to them.
As an independent, whole-of-market firm, That's Family Finance can advise on Vitality alongside all other providers — so you get an honest view of whether it's the right fit for your circumstances.
How Vitality works
Step 1
Take out a Vitality policy
Get life insurance cover through an independent adviser. Your initial premium is set based on your health and lifestyle at application.
Step 2
Earn Vitality points
Track activity via Apple Watch, Garmin or Fitbit. Complete health checks, screenings and healthy lifestyle activities to earn points.
Step 3
Unlock rewards & lower premiums
Your Vitality status (Bronze to Platinum) determines your premium discount and the rewards you can access each year.
Vitality rewards & perks
Vitality partners with a range of well-known brands to offer policyholders real, everyday rewards. These can include:
Apple Watch
Get an Apple Watch for a significantly reduced upfront cost, with monthly payments that can reduce to £0 if you hit your activity targets.
Free coffees & cinema tickets
Weekly rewards including free Caffè Nero coffees and Vue cinema tickets when you hit your weekly activity goals.
Gym & fitness discounts
Discounts at partner gyms and fitness providers, including Virgin Active and Nuffield Health.
Premium discounts
Achieve Gold or Platinum Vitality status and your life insurance premium can reduce significantly at renewal.
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Get Independent Protection Advice
Not sure which policy or benefit is right for you? Send us an enquiry for an honest, whole-of-market view.