About Vitality

Vitality Life 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, Vitality Health, specialises in doing the same for private medical insurance. They’re both owned by South African financial services company, Discovery Limited. Vitality Life's mission is 'to make people healthier and to enhance and protect their lives'.


Vitality life insurance policy features

If you buy life insurance through Vitality, 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.

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Vitality life insurance claim payout rate

Year % of Vitality life insurance claims paid
2016 99%
2018 99.8%
2020 99.6%

Source: Vitality

Vitality pays out almost all life insurance claims. Any claims not paid are usually due to meeting policy exclusions – i.e. the cause of death being suicide within the first 12 months of taking out the policy.


Vitality 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

Can I cancel my Vitality life insurance?

Like any life insurance policy, you should be able to cancel your Vitality life cover if you need to by contacting the insurer directly. If you do it within the first 30 days of taking it out, you'll be refunded your first monthly premium as you're still in the cooling-off period. If you cancel it later than that, you're unlikely to be refunded any of the premiums you've paid so far.

Before making any decisions, read our guide to cancelling your life insurance policy here.


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).
What is life insurance?
An insurance policy that pays out a tax-free lump sum to your partner or family if you die. It’s designed to make sure your loved ones would be financially secure without you and your income.
Who needs life insurance?
Anyone who has financial dependents. In other words: other people who rely on your income. If you have a partner or children who’d be financially affected by you dying, you should consider having some life insurance in place.
How much does life insurance cost?
Life insurance is often very affordable, but the cost will be different per person. This is because it depends on the cover you buy and how much of a risk you are to insure (based on your age, health and lifestyle). Generally speaking, it's cheapest when you’re young, fit and healthy.
Does life insurance always pay out?
Life insurance will pay out if you die while you’re insured and you were honest about your health when you applied. It won’t pay out if you die after your policy runs out or you cancel it – and might not if you meet an exclusion (e.g. many insurers exclude death by suicide within the first year).
Is it easy to claim?
Claiming on a life insurance policy is straightforward – your partner or family simply claim directly with your insurance company. Making sure they know about your policy and have the details in case the worst happens can be helpful.

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