Vitality Life Insurance Review
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Vitality Life Insurance Review

When you request a life insurance quote from WeCovr, our insurance experts will check, amongst others, Vitality insurance policies for you. They will help you decide if Vitality would be suitable for your particular circumstances. Below is some background information on Vitality life insurance for your reference.

Vitality history

Vitality Life originally began trading as PruProtect in 2007 as a JV between Prudential PLC, a long-standing UK insurer, established in London in 1848 as an Investment and Loan Association, and Discovery Limited, a leading South African-based financial services group established by Adrian Gore in 1992 with the support of Rand Merchant Bank.
In November 2014, Discovery became the sole owner of PruProtect and rebranded it as Vitality Life.
Discovery is listed on the Johannesburg Stock Exchange and as of time of writing has a market capitalisation of over USD6bn (Discovery). Its largest shareholder is Rand Merchant Investment.

Vitality highlights

  • Vitality has around 1,400 employees in the UK and is estimated to have around one million customers across its life and health divisions in the UK.
  • Vitality's parent company, Discovery, is ranked to be the 169th largest insurance group by market capitalisation globally with the total assets in its latest annual report at ca. USD14bn and own capital of about EUR2.9bn. (Source).
  • Discovery companies employ approximately 10,000 people worldwide, who serve about 5.1 million clients globally.
  • Vitality UK doesn't appear to have its own financial strength rating, but its South African parent company, Discovery Limited, has a sub-investment grade international credit rating of Ba2 as of April 2020 from Moody's following a downgrade of South Africa's government rating from Baa3 to Ba1 (Moody's research).
  • Despite the challenging conditions in 2020, Vitality UK managed to receive a number of awards such as a Health Insurance Award for Best Individual Protection Provider 2020 and MoneyFacts Awards for Best Critical Illness Cover Provider and Best Private Medical Insurance, 2020 as well as UK Customer Experience Awards, Overall Winners and Customer Care Award by British insurance award for Vitality Nurses.
  • This followed a COVER Excellence Award for individual private medical insurance received in 2019 and a 5-star Defaqto rating for critical illness, individual PMI, income protection and group PMI. (Source)
  • Vitality enjoys a relatively strong Trustpilot rating of 4.3 with over 22,000 customer reviews in the UK (Source) with 78% of excellent and good reviews and 22% of average, poor and bad ones.

Vitality Life Insurance highlights

  • In 2019, Vitality Life paid out 96% of claims across all forms of protection including Life insurance, Critical illness and Income protection, which amounted to a total of £66m in payouts across 1,666 claims.
  • Vitality offers its policyholders access to its health and wellbeing service providing support, counselling and online tools, as well as a second medical opinion service.
  • Vitality life insurance is a complex product available from advisers such as ours. It may not necessarily be the cheapest option so to ensure that you get the right policy at the right price, it’s important to shop around and compare deals carefully.

Vitality policies

One significant difference with the Vitality life insurance plan is an optional add-on called Serious Illness Cover. It's different to a standard Critical Illness insurance that pays out if you are diagnosed with a relatively limited number of critical illnesses, e.g. heart attack or cancer.
Vitality's has introduced a product covering a much wider range of conditions and where the payout is dependent upon the severity of the condition. A typical Critical Illness policy may cover around 75 conditions, while Serious Illness Cover from Vitality will respond to up to 182 conditions (Source)
Another interesting feature of Vitality is its points reward scheme. Customers can use a phone or watch tracker to record their physical activity and in exchange for an active lifestyle to get points that can be converted into free cinema tickets, coffees or discounts on spas and travel, amongst other rewards.
When people choose personal protection insurance from Vitality, they have several options: level term, decreasing term, increasing term, whole of life, or family income benefit.
Level cover means that the value of your plan stays the same over time. It will only change if something happens such as you make a claim or change your cover.
Decreasing cover means that the value of your plan decreases over time. This may align with decreases to your mortgage amount as you continue to pay it off.
Additional covers and options Vitality offers include:
Family Income Cover – provides your family with a set monthly income if you fall seriously ill or die. You can choose a payment period of up to 10 years and increase your cover in line with living costs. Family Income Cover can be added onto Life Cover, Serious Illness Cover or Income Protection
Optional Serious Illness Cover for Children – pays you a cash lump sum if your child suffers a serious illness. You can get from £15,000 to £100,000 cover for each child named on your plan and can be added onto can be added onto Life Cover, Serious Illness Cover or Income Protection
LifestyleCare Cover – can be added onto Life Cover and gives you financial help at times when you can no longer look after yourself due to degenerative illnesses like dementia, Parkinson’s, Alzheimer’s and stroke.
Minimum age when buying the policy is 16 years, while maximum ages are 74 years old for Vitality life insurance with a maximum payout of up to £20,000,000.

Random batch of recent Vitality insurance reviews taken in a row

James (Glasgow) | 11 reviews | 5 stars: Excellent | Invited
Great professional service today from… Great professional service today from Claire, took me through the member zone in great detail and ensured that I understood exactly what was available. No such thing as a stupid question here, any questions were answered in a professional, knowledgeable and respectful manner. Would highly recommend this service to anyone, thanks again.
Ryan | 1 review | 5 stars: Excellent | Invited
Amazing service Ensured I got the cover I needed for a great price!
Jasmine | 2 reviews | 5 stars: Excellent | Unsolicited
Sara in the specialized care team was… Sara in the specialized care team was fantastic when helping me today. She knew what she was doing, provided great service, amazing telephone manner and warm/ inviting energy.
Sonal | 3 reviews | 5 stars: Excellent | Invited
We happy with vitality service We happy with vitality service. Make everything very clear.
luanne | 3 reviews | 4 stars: Great | Invited
My plan An advisor rang me to help me set up the app and help me work through it, she was a lovely and very well informed lady who I spoke to felt much better about my plan after i had spoke to her

Vitality review services ratings

In addition to a good Trustpilot score of 4.3, Vitality has 5 star score from Defaqto and a 76% score from Fairer Finance. The latter has reviewed Vitality as 9th out of 24 insurance providers reviewed mainly due to lower complaints and transparency score of its policy documents:
Transparency      54.88%

Net promoter score of Vitality has been reported as 60, which is relatively high.

Contact details

Vitality Life Insurance
Customer Services, Sheffield S95 1BW
Head Office: Vitality, 4th Floor, 70 Gracechurch Street, London EC3V 0XL
Telephone: 0808 256 6753
Before taking any practical steps, it is always recommended to consult your own financial adviser who will be able to look into your specific situation and assist in making those decisions.
Our FCA-authorised and award-winning insurance experts can guide you in a friendly and free phone consultation as to what life insurance plans can be most suitable to your particular circumstances and life planning.
To check how Vitality Life Insurance plans compare against other life insurance companies active in the UK, one can apply for a free, no-obligation consultation from award-winning FCA-authorised life insurance experts by filling in a quick 30-second form available here.

One of the most effective ways to protect family's finances

Many UK families still don’t realise that life, income protection and critical illness insurance is one of the most effective and efficient ways to protect their family's finances

Benefits offered by income protection, life and critical illness insurance

Life insurance, income protection and critical illness insurance are indispensable for every family because a child loses a parent every 22 minutes in the UK, while every single day tragically 60 people suffer major injuries on the UK roads. Some people become unable to work because of sickness or disability.

Life insurance cover pays out a lump sum to your family, loved ones or whomever you choose to get the money. This can be used to secure the financial future of your loved ones meaning they would not have to struggle financially in the event of your death.

If it's a critical illness cover, the payout happens sooner - upon diagnosis of a serious illness, disability or medical condition, easing the financial hardship such an event inevitably brings.

Income protection insurance can be very important for anyone who relies on a pay check to cover their living costs, but it's especially important if you’re self-employed or own a small business, where your employment and income is a bit less stable. It pays a regular income if you can't work because of sickness or disability and continues until you return to paid work or you retire.

In a world where 1 in 4 of us would struggle financially after just four weeks without work, the stark reality hits hard – a mere 7% of UK adults possess the vital shield of income protection. The urgency of safeguarding our financial well-being has never been more palpable.

Let's face it – relying on savings isn't a solution for everyone. Almost 25% of people have no savings at all, and a whopping 50% have £1,000 or less tucked away. Even more concerning, 51% of Brits – that's a huge 27 million people – wouldn't last more than one month living off their savings. That's a 10% increase from 2022.

And don't even think about state benefits being a safety net. The maximum you can expect from statutory sick pay is a mere £109.40 per week for up to 28 weeks. Not exactly a financial lifeline, right?

Now, let's tackle a common objection: "But I have critical illness insurance. I don't need income protection too." Here's the deal – the two policies apply to very different situations. In a nutshell:

  • Critical illness insurance pays a single lump sum if you're diagnosed with or undergo surgery for a specified potentially life-threatening illness. It's great for handling big one-off expenses or debts.
  • Income protection, on the other hand, pays a percentage of your salary as a regular payment if you can't work due to illness or injury. It's the superhero that tackles those relentless monthly bills.

Types of life insurance policies

Common reasons for getting a life insurance policy are to:
✅ Leave behind an amount of money to keep your family comfortable
✅ Protect the family home and pay off the mortgage in full or in part
✅ Pay for funeral costs

Starting from as little as a couple of pounds per week, you can do all that with a Life Policy.

Level Term Life Insurance
One of the simplest forms of life insurance, level term life insurance works by selecting a length of time for which you would want to be covered and then deciding how much you would like your loved ones to receive should the worst happen. Should your life insurance policy pay out to your family, it would be in a lump sum amount that can be used in whatever way the beneficiary may wish.

Decreasing Term Life Insurance
Decreasing term life insurance works in the same way as level term, except the lump sum payment amount upon death decreases with time. The common use for decreasing term life cover is to protect against mortgage repayment as the lump sum decreases along with the principal of the mortgage itself.

Increasing Term Life Insurance
Increasing term life insurance aims to pay out a cash sum growing each year if the worst happens while covered by the policy. With increasing term life cover amount insured increases annually by a fixed amount for the length of the policy. This can protect your policy's value against inflation, which could be advantageous if you’re looking to maintain your loved ones’ living standards, continue paying off your mortgage in line with its repayment schedule and cover your children’s education fees.

Whole of Life Insurance
Whereas term life insurance policies only pay out if you pass away during their term, whole of life insurance pays out to your beneficiaries whenever this should happen. The most common uses for whole life insurance are to cover the costs of a funeral or as a vehicle for your family's inheritance tax planning.

Family Income Benefit
Family income benefit is a somewhat lesser-known product in the family of life insurance products. Paying out a set amount every month of year to your beneficiaries, it is the most cost-effective way of maintaining your family's living standards to an age where you'd expect them to be able to support themselves financially. The most common use would be for a family with children who are not working yet so are unable to take care of themselves financially.

Relevant Life Insurance
Relevant Life Insurance is a tax-efficient policy for a director or single employee. A simple level term life insurance product, it is placed in a specific trust to ensure its tax efficiency. The premiums are tax deductible and any benefit payable should a claim arise is also paid out tax free, which makes it an attractive product for entrepreneurs and their businesses.

What do I need to get a life insurance quote?

To get a life insurance quote, you’ll just need to tell us:

  • your name
  • date of birth
  • whether you are a smoker or use nicotine substitutes
  • who do you want to protect
  • and your preferred contact details

The options our advisers provide will also address extras you might want to consider, such as critical illness or income protection cover

It's as easy as 1, 2, 3!

1. Fill out a quick form


2. Receive a call


3. Get Protected!



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