Vitality Key Person InsuranceUK Provider Review 2026

Vitality takes a unique approach to insurance by rewarding healthy living. Their key person insurance products include access to the Vitality Programme, which can reduce premiums over time based on the insured person's health engagement.

Part of the Discovery Group, Vitality has grown rapidly in the UK market since launch, attracting customers who value the wellness incentive model.

Note: We are a comparison and information site. We do not have a direct commercial relationship with Vitality. Information below is based on publicly available details and may change.

Vitality's distinctive feature for key person insurance is their rewards programme:

• Activity tracking - The insured person can earn points through exercise, health screenings, and wellness activities
• Premium reductions - Higher engagement levels can lead to premium discounts over time
• Partner rewards - Discounts on gym memberships, Apple Watch, and other health-related products
• Health focus - The programme encourages healthier lifestyles, which can reduce claims risk

The rewards programme requires active participation from the insured person. If they are not likely to engage with wellness tracking, the premium savings may not materialise, and the base premium should be compared with other providers.

Vitality offers the following for key person insurance:

• Life Cover - Lump sum on death, with Vitality Programme benefits
• Serious Illness Cover - Their version of critical illness, covering a range of conditions
• Combined Cover - Life and serious illness together

Vitality's Serious Illness Cover is noted for including a wider range of severity-based payouts, with partial payments for less severe conditions and full payment for the most serious.

Consider Vitality key person insurance if:

• The key person is health-conscious - They will engage with the Vitality Programme and earn rewards
• You value the wellness angle - Encouraging employee health can reduce overall risk
• Long-term savings matter - Premium reductions build over time with sustained engagement

Vitality may be less suitable if:

• The insured person is unlikely to engage with activity tracking
• You want a straightforward policy without ongoing participation requirements
• Initial premiums are your primary concern (base rates before rewards may not be cheapest)

As with all providers, compare Vitality alongside other options to find the best fit for your business.

See how Vitality compares: Vitality's wellness rewards are unique, but how do their cover limits and CI breadth compare? See our full key person insurance comparison.