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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.
That's Family Finance can talk you through Vitality alongside other providers.
How Vitality works
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 a Caffè Nero drink and a weekly discount at ODEON or Vue when you keep active, with a free cinema ticket every 4 weeks on qualifying plans.
Gym & fitness discounts
Discounts at partner gyms and fitness providers, including Virgin Active and Nuffield Health.
Premium discounts
Higher Vitality status can reduce your life insurance premium; Vitality quotes up to 40% off monthly premiums when you keep healthy (Vitality, as at October 2026).
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Aviva Global Treatment Explained
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Zurich Accelerate Explained
Faster access to expert medical support for cancer, heart and neurological conditions. An optional add-on to Zurich protection policies.
Get Protection Advice
Not sure which policy or benefit is right for you? Send us an enquiry for an honest view.
Plain English protection guides
Protecting the mortgage is the part we advise on ourselves. Read how mortgage protection insurance works, including which type of cover suits which situation.
Talk it through with us
Tell us what you have in mind and we will come back to you, usually the same day. We are open Monday to Saturday, 9am to 8pm.