About VitalityLife

VitalityLife is a UK-based company founded in 2007 (then known as PruProtect, but rebranded as VitalityLife in 2014) which specialises in selling life insurance to individuals and families in the UK. Its sister brand, VitalityHealth, specialises in doing the same for private medical insurance. They’re both owned by South African financial services company, Discovery Limited. VitalityLife's mission is 'to make people healthier and to enhance and protect their lives'.

VitalityLife life insurance policy features

If you buy life insurance through VitalityLife, some policies may come with the following features:

Guaranteed premiums The amount you pay every month in life insurance premiums is guaranteed to stay the same for as long as you hold the policy.
Reinstatement If you accidentally miss a monthly insurance payment and your life insurance policy gets cancelled, you can reinstate it without having to apply again – as long as you do so within a set period of time. This is a good thing because it means you won’t have to go through medical underwriting again (which could lead to your policy being more expensive).
Waiver of premium Most life insurance policies come with this handy add-on that means you won't be required to pay your monthly premiums if you're off work for medical reasons. You usually need to be off for a certain amount of time before you can claim this benefit.

You also have the option of adding Wellness Optimiser or Vitality Optimiser to your policy plan to get access to discounts, rewards and cashback. These would be paid-for, ‘non-contractual’ benefits, meaning they’re not related to contractual conditions of your own policy. Bear in mind that these could be subject to change in the future.

VitalityLife life insurance claim rate

In 2018, VitalityLife paid out 99.8% of all life insurance claims, amounting to £35.5m. The 0.2% of claims not paid were due to policy exclusions – i.e. death by suicide within the first 12 months of taking out the policy.

VitalityLife life insurance prices

The following prices are based on:

  • Healthy 25-year old male or female
  • £150,000 of level life insurance cover
Term Non-smoker Smoker
10 years £8 £8
20 years £8 £8
30 years £8 £9.80
  • Healthy 25-year old male or female
  • £250,000 of level life insurance cover
Term Non-smoker Smoker
10 years £8 £10.80
20 years £8 £11.50
30 years £8.90 £14.30
  • Healthy 35-year old male or female
  • £150,000 of level life insurance cover
Term Non-smoker Smoker
10 years £8 £12.10
20 years £8.50 £14.50
30 years £10.40 £19.70
  • Healthy 35-year old male or female
  • £250,000 of level life insurance cover
Term Non-smoker Smoker
10 years £10.80 £18.20
20 years £12.20 £22
30 years £15.40 £30.50

Quoted on 14/02/2020

Need help buying life insurance?


It’s important to make an informed decision when buying life insurance – which is where Anorak can help. We scan all the major insurers to match you to the products most suitable for you, based on your unique needs. We give you peace of mind about who to go with (especially if your most suitable policy is from an insurer you’ve not used before).

Good to know: Our recommendations are regulated, completely impartial – and free. And we also have a team of human advisers who can help over the phone, if you prefer.

This review is intended for informative purposes only and does not constitute advice.