
As an FCA-authorised broker that has helped arrange over 800,000 policies, WeCovr provides expert, impartial guidance on private medical insurance in the UK. This guide demystifies one of the market’s most talked-about benefits: the Vitality Apple Watch reward, helping you decide if it’s the right choice for you.
The promise of obtaining the latest Apple Watch at minimal cost—or even free—by maintaining an active lifestyle is compelling. Vitality’s flagship “Active Rewards” programme offers exactly that, using a tiered points system to subsidise or waive your watch payments. But how does it work in practice? Is the gadget truly free? And does this scheme deliver lasting health and financial value?
As specialists in the UK private medical insurance (PMI) market, we’ve analysed Vitality’s current terms and conditions to bring you a clear, up-to-date explanation of the Apple Watch benefit, its mechanics, and its impact on your insurance premiums.
Private medical insurance policies, including Vitality’s, cover acute conditions—short-term illnesses or injuries needing treatment. They don’t cover pre-existing conditions or the routine management of chronic diseases such as diabetes, asthma, or hypertension.
Rather than a simple giveaway, Vitality offers a structured credit agreement in partnership with Novuna Personal Finance. Essentially, you finance the watch up front and let your activity determine how much Vitality subsidises.
Your monthly payment varies according to the number of Vitality Points you earn in the previous month. Earn 160+ points and Vitality covers your instalment in full.
| Activity Level | Points Earned | SE Payment | Series 10 Payment |
|---|---|---|---|
| Low Activity | 0–39 | £6.00 | £10.00 |
| Some Activity | 40–79 | £4.50 | £7.50 |
| Active | 80–119 | £3.00 | £5.00 |
| Highly Active | 120–159 | £1.50 | £2.50 |
| Very Active | 160+ | £0 | £0 |
Figures apply to first-time purchases; subsequent purchases carry the same instalment values for both models.
Vitality Points fuel both your watch subsidy and your annual “Vitality Status.” Activity Points cap at 8 per day (maximum 40 per week), and you need 160 per month for a zero payment.
To achieve 160 points/month, you must average 40 points/week—e.g., 12,500 steps five days weekly.
Beyond activity, you earn points for health checks, non-smoker declarations, and wellness engagements that contribute to your Vitality Status:
| Status | Annual Points | Potential Premium Discount |
|---|---|---|
| Bronze | 0–799 | Baseline |
| Silver | 800–1,599 | Up to 15% off |
| Gold | 1,600–2,399 | Up to 20% off |
| Platinum | 2,400+ | Up to 25% off |
High status can yield substantial premium savings, often exceeding the watch’s value.
In April 2025, Vitality introduced “Pick and Play”:
Ready to explore whether a Vitality policy or another private medical insurance plan is right for you? The FCA-authorised experts at WeCovr are here to help. We compare the leading UK providers to find cover that truly fits your needs and budget. Get a free, no-obligation quote today and discover your best options.






