Author:Andrew Richardson

Read:14 mins

Review of Vitality Life Life Insurance

Vitality Life Insurance is owned by Discovery Holdings. They are a 5-star Defaqto award-winning company with over 4.4 million clients.

Vitality Insurance company offer two forms of life insurance. Term Life and Whole of Life. They also offer Serious Illness Cover, which differs from Critical Illness coverage. It pays out on more conditions than a critical illness cover, nearly 4 times more. has developed a full Vitality Life Insurance review for you to read. Below we cover all the points for you to make the best decision.

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  • Ability to place payout into a Trust
  • Free Cover During Application Assessment
  • Discounts with companies that partner with Vitality Life
  • Serious Illness Cover covers nearly 4 times as many conditions as other insurers Critical Illness Covers
  • Premiums begin at £8 a month with Essentials Plan
  • Up to 60% on upfront premium with Wellness Optimiser
  • Only sold through Financial Advisers
  • Medical may be necessary
  • No over 50 Life policy available

How User-Friendly is Vitality Life’s Insurance Buying Process?

The Vitality Life Insurance buying process is a breath of fresh air in an industry often marked by complexity and jargon. The company’s website is easy to navigate, with clear instructions and explanations at every stage. The entire process is designed to be intuitive and user-friendly, catering to individuals who may not have previous experience with buying life insurance.

In addition to its user-friendly online process, Vitality Life also offers excellent phone support for those who prefer to speak with a representative directly. Their specialist will walk you through the buying process, answering any questions and providing expert advice tailored to your circumstances. Such personal attention is rare in this industry, making Vitality stand out among its competitors.

Vitality Life Insurance Pricing: Value for Money?

Regarding Vitality Life Insurance pricing, the company offers a myriad of options to accommodate different budgets. Their policy premiums are competitive in the market, providing excellent coverage without breaking the bank. The price you’ll pay is contingent on your personal circumstances, including your age, health, and the amount of coverage you require.

Where Vitality Life truly shines is in its value for money. Every policy comes packed with a range of benefits aimed at promoting a healthier lifestyle. These benefits can include gym memberships, free health checks, and substantial discounts on healthy food. By prioritising your wellness, Vitality Life offers unique value for money that is unmatched in the industry.

Understanding Vitality Life’s Insurance Policy Terms

Vitality Life’s Insurance policy understanding is made effortless by their transparent and straightforward policy documentation. The company does an excellent job of explaining what’s covered, the policy duration, and any exclusions. When you sign up for a policy, they provide you with a detailed guide that offers clear explanations about all the terms and conditions.

Moreover, Vitality Life’s customer service team is always available to answer any queries about policy terms. They provide comprehensive explanations, ensuring you understand what you’re signing up for. This open approach is a testament to Vitality Life’s commitment to its customers, setting the stage for a trusting relationship from the outset.

A Look into Vitality Life’s Insurance Customer Service

Quality customer service can make or break an experience with a life insurance company. Fortunately, Vitality Life customer service is top-notch. Whether you’re buying a policy, managing an existing one or making a claim, the company’s customer service representatives are friendly, knowledgeable, and efficient at addressing any concerns.

Vitality Life provides multiple avenues for customer service, including telephone, email, and live chat. Wait times are generally short, and representatives are very attentive, answering questions adequately and providing actionable solutions. This commitment to customer satisfaction makes interacting with Vitality a pleasure, not a chore.

Vitality Life’s Claims Process: Fast and Fair?

Processing claims promptly and fairly is a cornerstone of good insurance practice. Vitality Life’s claims process stands up well to scrutiny on both these fronts. Once you file a claim, there is a clear process in place. Grief counselling and probate services stand as a testament to Vitality’s holistic approach towards its responsibility to its policyholders.

Notably, Vitality Life has a high claims paid rate, reinforcing their commitment towards a fair claim process. The firm offers clear communication throughout the claims process, keeping you informed of any updates. Their efficient and professional handling of the entire process ensures that beneficiaries receive the payouts as quickly and painlessly as possible.

Strengths and Weaknesses of Vitality Life Insurance

Analysing the strengths and weaknesses of Vitality Life Insurance is key to comprehending its overall value proposition. Vitality’s greatest strength lies in its innovative approach to life insurance. The company encourages healthy living and rewards policyholders for maintaining a healthy lifestyle, making it a pioneer in the industry.

On the flip side, the wellness rewards might not appeal to all customers. Those who aren’t interested in lifestyle rewards might find other providers offering cheaper premiums. Although Vitality is a great option for anyone valuing being incentivised to lead a healthier life.

The Coverage You Get with Vitality Life Insurance

Vitality Life coverage goes beyond the minimum expectation of covering death and terminal illness. Their comprehensive coverage extends to severe illness, disability, children’s coverage, and even optional covers for disability, income protection and more. This robust coverage ensures policyholders and their families are well-protected under various unfortunate circumstances.

Additionally, Vitality offers an upgrade option to include Wellness Optimiser or Vitality Optimiser at a small additional monthly premium. This option allows flexibility, appreciating that different policyholders have different needs.

Insurance Options: Our Honest Breakdown

Vitality Insurance offers Life Cover Term insurance, a Whole of Life policy, a Serious Illness Cover, and two protection plans.

The minimum monthly premium for Vitality Insurance is £8 a month. The minimum amount of cover is £10,000. The level of cover will depend on many factors such as age, height and weight, if you smoke or not, overall health and medical history.

The minimum terms for all policies is five years. The maximum varies up to the entire life with a Whole of Life policy. Premiums can be as low as £8 a month with Essentials Plan. You can keep your premiums low in the future by including the Wellness Optimiser option to your policy.

Vitality Life Insurance offers free cover during the application process. It is available on more comprehensive plans.

Life Cover

Vitality Life Insurance Life Cover pays a lump sum if you’re diagnosed with a terminal illness or die during the term of the policy.

To apply for Life Cover you must be between the ages of 17 and 75. You choose the term for your policy from 5 to 70 years, but the policy must end by your 90th birthday. Your level of cover can begin at £10,000 and up to £20,000,000 for Level cover.

The cover can be on a Level, indexed, and decreasing basis. With level, your premium and cover amount is fixed and will not change. Indexed means that both can increase with inflation and decrease the premium remains the same but the cover amount reduces. It will reduce in a similar way that a repayment mortgage decreases.

Vitality Insurance offers an upfront premium discount of up to 60 per cent when a Whole of Life policy is purchased and 40 per cent on a Fixed Term Cover when their Wellness Optimiser is added to the policy for a small monthly fee.

Mortgage Plus

Vitality Life Insurance Mortgage Plus is a variation of the Decreasing Term policy. It is designed more for the mortgage minded.

You can apply for this policy if you are between the ages of 17 and 65.The level of cover available is between £50,000 and £20,000,000. The terms are between 5 years and 50 years, but the policy must end when you are 70 years of age.

The Vitality Insurance Mortgage Plus offers two benefits:

  • Mortgage Incapacity Cover helps you pay the mortgage up to 24 months if you are diagnosed with a condition that prevents you from working. You can claim more than once until you reach the 24-month threshold lifetime payments.
  • Mortgage Life Cover will pay off your mortgage if you are diagnosed with a terminal illness or you die. You can increase the cover should your mortgage increase without added health questions, but premiums will also increase. Vitality Insurance also offers up to 3 months of free cover if you are in between signing contracts and the first monthly mortgage payment. The amount of cover is £300,000.

Whole of Life

Vitality Life Insurance Whole of Life policy pays a lump sum if you’re diagnosed with a terminal illness or if you die during the term period. Applicants must be between the ages of 17 and 75. Covers are available from £10,000 to £20,000,000. This policy is a whole of life, no terms apply.

Whole of Life insurance Vitality offers three premium options:

  • Traditional gives you a premium that can be fixed over the policy life.
  • Premium Optimiser offers an upfront discount and fixed price changes at 2.5% annually.
  • Rate Optimiser offers you an upfront discount and a variable price change between 1% and 2.75% based on LT interest rate.
  • LifestyleCare Cover is another option of life insurance Vitality offers. It enables you to use some or all of their cover early if they can’t care for themselves

Serious Illness Cover

Vitality Life Insurance Serious Illness Cover is different from Critical Illness cover. It covers nearly four times the conditions a normal critical illness policy covers. It functions the same as it will pay a lump sum if you are diagnosed with a serious illness.

Applicants must be between the ages of 17 and 65 and the policy must end when you turn 70 years of age. The cover amount can be from £10,000 up to £3,000,000.

It differs in how it pays, however. There are seven levels of severity and that will determine how much money will be paid out when a claim is filed. The Vitality Life Insurance policy offers two levels of coverage.

  • The primary level of cover offers cover for 114 conditions
  • The comprehensive level of cover has 175 conditions.

You have the option to cover your children under this policy with Vitality Life Insurance. It can cover an amount of between £20,000 and £100,000. It will pay a cash sum if your child is diagnosed with one of the illnesses that are covered.

You have the ability to include Serious Illness Cover with Life Cover or purchase it as a standalone policy

Click here to get your personalised quote today!

Income Protection

Vitality Life Insurance Income Protection is designed to pay a tax-free income if you are out of work due to an injury or illness. Cover and rewards from £1.10 per day. To apply you must be aged 17 to 60. Cover benefit monthly payments can range from £250 to £16,667 per month. The policy will end at 70 years of age.

It offers three forms of claim payment options: Short Term, Primary, and Comprehensive.

  • Short Term Income Protection Cover with Vitality Life Insurance gives you payouts for a maximum period of 24 months per condition. It will pay the lower of 50% of monthly earnings up to £10,000.
  • Primary Protection Cover will pay out as long as plan lasts if you are unable to work. It will pay the lower of 50% of monthly earnings up to £10,000.
  • Comprehensive Protection Coverplans can give you payouts as long as the plan lasts if you are unable to ever work again. Vitality Life Insurance will pay until you make a recovery. It will pay the lower of 60% of monthly earnings up to £2,500 per month and. 50% thereafter up to £16,667.

Vitality Life Insurance offers these additional covers.

Additional Covers

  • Family Income Cover will pay out a set monthly income if you become seriously ill or die. You chose a payment period up to 10 years. It has two versions:
    1. Primary Cover of Vitality Insurance pays a lump sum of £1000 toward funeral costs.
    2. The comprehensive cover gives a lump sum of £2000 toward funeral costs plus the payment of family bills in the first year after your death up to a maximum amount. It is available alongside Vitality Insurance Life Cover, Income Protection, or Serious Illness cover.
  • Education Cover by Vitality Insurance is designed to help with your children’s schooling if you should become seriously ill or die. It pays varying amounts for education and expenses associated with obtaining a higher education.
  • Serious Illness for Children cover pays you a cash lump sum in the event your child suffers a serious illness. It will pay up to £100,000 to cover each child named in the plan. You can add your child from birth up to 17 and will cover them up until their 19th birthday.

Additional covers with the Vitality Life Insurance, some restrictions apply.

Protected Cover will bring your cover back to its original amount after a claim is filed.

Waiver of Premium will pay your premiums for you if you are ill and not able to work.

Indexation will increase the cover amount based on inflation,

Guaranteed Insurability by Vitality insurance allows you to increase the cover when you have a qualified event and not have to answer additional health questions.

How Vitality Life Insurance Stands Against Major Competitors

Vitality Life vs competitors can be a complex comparison due to the sheer diversity of the UK life insurance market. However, Vitality’s unique selling proposition, its wellness reward scheme, clearly sets it apart from competitors. Their wellbeing-centric approach to insurance offers an additional layer of value that many competitors lack.

Moreover, the company’s competitive pricing, excellent customer service, and prompt claims handling add to its overall appeal. As a result, it stands strong and unique amid its major competitors.

Is Vitality Life Insurance Worth the Investment?

To round up this review, the question is – is Vitality Life Insurance worth the investment? The answer will vary depending on individual needs and preferences. However, the consensus among thousands of policyholders suggests a resounding ‘yes’. Regardless of your health situation, Vitality offers policies that bring value, not merely in monetary terms but also through their wellness rewards.

Moreover, the peace of mind offered by their comprehensive coverage, fair claim process, and excellent customer service cannot be overstated. A life insurance policy is about securing the future for yourself and your loved ones, and Vitality Life does just that with a unique touch of promoting a healthier lifestyle.

Frequently Asked Questions(FAQ)

What makes Vitality Life Insurance different?

Vitality Life Insurance stands out with its wellness rewards, offering policyholders benefits for leading a healthier lifestyle. These tangible rewards, coupled with competitively priced policies and excellent customer service, sets Vitality apart in the crowded life insurance market.

Is Vitality Life Insurance expensive?

Vitality Life Insurance offers competitive policy premiums, contingent on various factors like your age, health, and the amount of coverage you need. However, they shine in offering value for money with additional wellness benefits included in your policy.

How quickly does Vitality Life process claims?

Vitality Life generally processes claims promptly and fairly, with clear communication throughout the process. Grief counselling and probate services stand as a testament to Vitality’s holistic approach towards its responsibility to its policyholders.

What coverage does Vitality Life Insurance offer?

Vitality Life coverage extends beyond just death and terminal illness, offering comprehensive protection that includes severe illness, disability, income protection, and even an optional extra for children’s coverage. This robust coverage ensures well-rounded protection for different life scenarios.

Is Vitality Life Insurance worth investing in?

If you value a balanced life insurance policy that not only offers financial security but also encourages a healthier lifestyle, then Vitality Life Insurance is worth the investment. Its unique wellness rewards, combined with its solid insurance coverage and service quality, make it a standout choice for life insurance.

Vitality Life Conclusion

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The Vitality Life Insurance Review aimed to answer all of your questions and provide enough information for you to decide which insurance company if suitable for you. If you found this information useful then grab your free, instant quote now!

Andrew Richardson is a highly respected expert in UK life insurance, with over 25 years of industry experience. Holding an honours degree from the London School of Economics and being a Fellow of the Chartered Insurance Institute, Andrew has made significant contributions to the field, including developing ground-breaking life insurance products. Known for his ability to simplify complex life insurance concepts, he regularly shares his insights through articles and workshops, empowering people to make informed decisions about their life insurance needs. His commitment to client service, education, and staying at the forefront of industry advancements solidifies his reputation as a trusted and leading figure in UK life insurance.

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About Andrew Richardson

Andrew Richardson, an accomplished expert in UK life insurance, brings to the table a wealth of knowledge amassed over 25 years in the industry. Andrew holds an honours degree in Business and Finance from the London School of Economics and is a Fellow of the Chartered Insurance Institute. He has dedicated his career to ensuring his clients receive the best possible advice and solutions to safeguard their futures.

Embarking on his career in London’s bustling finance district, Andrew’s unique ability to unravel and simplify the complexities of life insurance policies became evident. This skill, coupled with his intuitive understanding of market dynamics, led him to hold high-ranking positions in some of the country’s most well-respected insurance firms.

Renowned for his industry-leading expertise, Andrew has shared his valuable insights through articles in prestigious publications such as The Economist, The Telegraph, and the Financial Times. He has significantly contributed to shaping public understanding of life insurance by presenting complex information in an accessible and digestible format.

Notably, as a former Director of Life Insurance Products at a top insurance company, Andrew played a key role in the development and launch of ground-breaking life insurance products. These innovative policies have since become industry standards, demonstrating the significant impact of Andrew’s work.

Andrew’s commitment to educating the public on life insurance doesn’t stop at his writing. He frequently conducts workshops and seminars throughout the UK, empowering individuals to make informed decisions about their life insurance plans. His ability to present complex information in a clear, easy-to-understand manner has made these sessions highly sought after.

Beyond his professional achievements, Andrew actively utilises his expertise to support charitable causes, offering his knowledge of life insurance to help non-profit organisations secure their financial futures.

Always at the cutting edge of industry advancements, Andrew continually upgrades his knowledge, ensuring he offers the most current, relevant, and reliable advice to his clients. His unwavering dedication to professional growth has cemented his status as an industry leader in life insurance.

Andrew Richardson is more than just an insurance expert; he is a trusted advisor, a visionary product developer, and an invaluable asset to anyone seeking guidance on their life insurance needs. His deep knowledge, innovative spirit, and tireless commitment to client service make him an irreplaceable figure in the UK’s life insurance landscape.

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Meet our authors

Amelia Thompson

Dr. Amelia Thompson is an esteemed expert in UK health insurance, with a career spanning over 25 years. A Cambridge graduate in Medicine and a Master's holder in Health Policy from the University of London, Amelia has made significant contributions to the field, notably in the development of consumer-focused health insurance products. Renowned for her ability to simplify complex concepts, she frequently shares her insights in leading publications and educational seminars. Her commitment to ethical practice, client service, and industry advancement makes her a trusted and influential figure in UK health insurance.

Andrew Richardson

Andrew Richardson is a highly respected expert in UK life insurance, with over 25 years of industry experience. Holding an honours degree from the London School of Economics and being a Fellow of the Chartered Insurance Institute, Andrew has made significant contributions to the field, including developing ground-breaking life insurance products. Known for his ability to simplify complex life insurance concepts, he regularly shares his insights through articles and workshops, empowering people to make informed decisions about their life insurance needs. His commitment to client service, education, and staying at the forefront of industry advancements solidifies his reputation as a trusted and leading figure in UK life insurance.

Benjamin Turner

Benjamin Turner is a highly regarded expert in UK funeral insurance, boasting a professional career that spans over 20 years. A University of Manchester graduate and a distinguished member of the Chartered Insurance Institute, Benjamin has significantly contributed to the field, notably in the creation of comprehensive funeral insurance products. Renowned for his ability to clarify complex concepts, he frequently shares his insights in leading publications and workshops. His commitment to client service, ethical practice, and industry advancement makes him a trusted figure in the UK funeral insurance landscape.

Jonathan Harvey

Jonathan Harvey is a distinguished expert with over twenty years' experience in the UK's life, health, and funeral insurance sectors. A Cambridge graduate and Fellow of the Chartered Insurance Institute, Jonathan has a proven track record in designing innovative insurance policies, and a strong reputation for making complex insurance matters comprehensible for the public. Known for his empathetic approach, he has helped thousands make informed decisions on their future security. Regularly contributing to leading publications and hosting educational workshops, Jonathan's commitment to client service and public education truly sets him apart in the insurance industry.


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