A UK health and life insurer that rewards members for healthier choices, with offices in London, Bournemouth and Stockport.
Vitality sells private health insurance and life insurance in the UK, and its approach is to reward people for looking after their health. Members can earn rewards and discounts with partners for being active, which the company calls Shared Value Insurance. Insurance usually pays out when something goes wrong, but Vitality says its model is also to help people stay well. The Vitality Programme is described by the company as the world's largest incentive-based health promotion programme linked to insurance, and it has been running for over 25 years.
Its core purpose is "to make people healthier and to enhance and protect their lives". The company says that members who make healthier choices lower long-term claims, which it says creates value for members, for Vitality and for society. It reports that members received £108m in rewards and savings in 2025. These are the company's own claims. The company claims that highly active members have 27% lower healthcare costs on average and that participating members can live up to five years longer. Vitality and its parent Discovery Group also say they aim to encourage one billion healthy activities a year by 2030 and to reach net zero by 2050 or earlier. These are the company's own targets and claims, so ask how progress is measured.
Vitality's UK business has roughly 2,577 employees across three sites in London, Bournemouth and Stockport (Wikipedia), and it reports 1.9 million members as at February 2025. In Stockport it opened a 46,000 square foot office at 3 Stockport Exchange, where more than 1,000 staff began moving in. Its parent is Discovery Limited, and Vitality operates in 38 markets worldwide.
Vitality describes its new Bournemouth, London and Stockport offices as designed to promote employee health, wellbeing and productivity, with features to get people moving and to support collaboration and learning. Its Group Chief People Officer Luke McClaran says the Stockport office reflects its focus on health and engagement. It also sponsors the Stockport 10K and partners with Stockport County Football Club.
Vitality UK is led by Group CEO Neville Koopowitz. It also runs the Vitality Research Institute, which studies behaviour change and healthier workforces. People work in areas such as underwriting, claims, customer service, data, technology and wellbeing, so there are routes for different interests. Its UK story has several chapters: the business began as PruHealth in 2004 as a venture between Discovery and Prudential, merged with Standard Life Healthcare in 2010, and was renamed VitalityHealth in 2014 when Discovery bought out Prudential. Its sister business PruProtect became VitalityLife. Wikipedia says Vitality is the UK's third-largest health insurer, behind Bupa and AXA, which means its people work in a large and competitive market with a distinctive product.
Website: www.vitality.co.uk
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