Vitality Health Insurance UK is a prominent private medical insurance provider known for its innovative approach to health and wellbeing.
Operating under the wider Vitality brand, the company integrates traditional health cover with a proactive rewards-based system that encourages members to lead healthier lifestyles.
Policyholders can access a range of healthcare services, including private GP consultations, specialist referrals, diagnostics, and hospital treatments.
What sets Vitality apart is its unique incentive programme, which offers discounts and rewards from partner brands such as Apple, Virgin Active, and Waitrose based on engagement in healthy activities.
This model not only supports physical and mental wellbeing but also aims to reduce long-term health risks among its members. Vitality is part of the Discovery Group,
a global insurer with a strong focus on creating shared value in healthcare.
Vitality Health Insurance was launched in the UK in 2004 as a joint venture between Discovery Limited, a South African financial services group, and Prudential, one of the UK’s leading insurers. The venture aimed to introduce Discovery’s pioneering “shared value” insurance model to the UK market, promoting healthier lifestyles through a combination of traditional private medical cover and wellness incentives. Originally branded as PruHealth, the company quickly gained attention for its novel approach, rewarding customers for healthy behaviour. In 2010, Discovery increased its stake, and by 2014, it acquired full ownership, rebranding the business to VitalityHealth. This rebrand marked a unification with its sister company, VitalityLife, under the broader Vitality brand, and positioned the firm as a distinctive player in the health insurance market focused not only on treatment but also on prevention and long-term wellbeing. Since then, Vitality has continued to expand its product offerings and partnerships, solidifying its reputation for innovation in health insurance.
Vitality Health Insurance offers a flexible, modular policy structure in the UK that combines traditional private medical cover with a proactive wellness programme. The core cover includes in-patient and day-patient treatment, access to 24/7 virtual GP services, consultant diagnostics, limited mental health therapy, and physiotherapy sessions. Members can enhance their policy with optional add-ons such as out-patient care, extended mental health support, dental and optical cover, and worldwide travel insurance. A key differentiator is the Vitality Programme, which rewards members with discounts and benefits—like reduced gym memberships, discounted healthy food, and tech offers—for engaging in healthy activities. This approach not only provides comprehensive healthcare access but also encourages and incentivises long-term wellbeing.
24/7 Vitality GP App: Book virtual GP appointments anytime, often with same-day availability, for convenience and early diagnosis.
Vitality Programme Rewards: Earn points for healthy behaviour (e.g. exercising, check-ups) and unlock rewards from partners like Apple, PureGym, and Waitrose.
Digital Health Tools: Easy online claims, digital consultations, and app-based health tracking make managing your health simple.
Mental Health Support: Includes talking therapies in core cover, with options for extended counselling and psychiatric care.
VitalityHealth won Best Health Insurance Provider at the Investment Life & Pensions Moneyfacts Awards.
Winner of Best Customer Service Delivery at UK Health & Protection Awards 2024.
2022 Health Brand of the Year at the COVER Healthcare Innovation Awards.
Consistently achieved 5-star ratings from independent rating service Defaqto.
| Benefit | Details |
|---|---|
| In-patient treatment | Full cover for surgery, diagnostic tests, and specialist care when admitted to a private hospital. Includes hospital accommodation, nursing, operating theatre fees, and drugs needed for treatment. Specialist Consultations covered during in-patient or day-patient stays. Includes fees for surgeons, anaesthetists, physicians and other consultant appointments.. Vitality Health Includes MRI, CT, and PET scans if required. |
| Out-patient treatment | Vitality has multiple levels to cover out-patient consultations, consultant appointments, diagnostic tests - such as pathology, ultrasounds, and X-rays. Full Out-Patient Cover: Unlimited outpatient consultations and diagnostics tests. Limited Out-Patient Cover: Choose a limit of £500, £750, £1,000, £1,250 or £1,500. If you select a cover limit, you can still add full cover for diagnostics tests. Get unlimited physiotherapy sessions within our Priority Physio Network. No matter your cover limit, you'll still be covered in full for MRI, CT and PET scans. |
| Cancer cover | Advanced cancer cover is included as standard and covers all eligible costs in full, from the point of diagnosis and end of life care if necessary.
Biological therapy, targeted therapy and immunotherapy is covered in full as well as cancer surgery and reconstructive surgery. Hormone therapies and bisphosphonate therapy is covered in full. Mastectomy bras, prothesis and wigs are covered up to specific limits. |
| Vitality GP App | Vitality GP service is included in your health insurance cover. Vitality GP lets you speak to a specialist in a way that suits you. You can choose from: Video consultations - speak to a GP virtually within 48 hours. Face-to-face consultations - for a £20 fee per consultation 1. Healthcare advice from a clinical advisor over the phone - available 24/7. A Vitality GP appointment doesn't count as a claim, so you don't need to pay an excess. |
| Additional Benefits | Vitality Health policies offers a range of additional benefits and options: Therapies cover. NHS cash benefit. NHS cancer cash benefit. Home treatment for certain eligible treatments. Private ambulance. Parent accommodation. Optical, Dental & Hearing. Worldwide Travel Cover. |
As with most health insurers Vitality Health have three options you can choose from for how your policy is underwritten:
Moratorium: No requirement for detailed medical history upfront, a moratorium period of two years is in place for any condition for which you have experienced symptoms or received treatment for in the last five years.
Full medical underwriting: Full medical underwriting means you disclose your full medical history when applying, allowing the insurer to assess and confirm which conditions are covered or excluded from the start.
Continued medical exclusions (Switch): You will need to answer a few questions regarding your medical history in the last five years and some questions on specific health conditions. The underwriting will transfer from your previous insurer rather than being re-underwritten. This option is only available to those with an existing health insurance policy with another insurer.
For more definitions of terms, please see our glossary.
An excess is the amount you will pay towards a claim, the higher the excess you choose the lower the premium will be. Vitality offer the following excess options:
£0, £100, £250, £500 or £1,000.
The excess is available per person per year if you claim and per claim for an additional reduction in your premium.
Choosing the right hospital list ensures you have access to facilities you require, Vitality has two hospital lists:
Countrywide and London Care.
Consultant Select:
With Consultant Select, Vitality chooses a consultant for you based on your condition, location, and required treatment. Instead of selecting a consultant yourself, Vitality uses its network and data to match you with a high-quality, pre-approved specialist.
Health insurance does not cover accident and emergency situations. Most leading health insurers do not cover treatment overseas, self-inflicted injury and professional sports related injuries are also not covered on a health insurance policy.
As with most health insurers Vitality's exclusions are very standard, they do not routinely cover:
Allergies, allergic disorders or food intolerances.
Birth control, conception, sexual problems and gender reassignment.
Chronic Conditions.
Contamination, wars, riots and some terrorist acts.
Cosmetic Surgery.
Fertility treatment and infertility.
Pre-existing conditions.
Pregnancy and childbirth.
Navigating health insurance especially understanding what’s covered can be complex, but our expert advisors are here to guide you in choosing the right policy and underwriting option for your needs.
Like all health insurance providers, Vitality considers a range of factors when calculating the cost of your private health
cover—some of which you can influence, and others that are fixed.
Vitality offers a customisable health insurance policy that you can tailor to suit your individual needs and budget. By adjusting options such as out-patient
cover levels, hospital lists, and the excess amount, you can manage the scope of your coverage and influence the cost of your premium.
In addition to your policy choice, here are several key factors Vitality takes into account when generating your quote:
Age: Age is one of the most significant factors—the older you are, the higher your premium tends to be. Taking out insurance early is a smart way to control future costs.
Who's covered: Including family members on your policy will result in higher premiums. Insurers do offer varying discounts for couples and familys.
Location: Where you live can impact pricing. Health insurance tends to be more expensive in London and the South East, where private treatment costs are typically higher.
Level of Cover: Comprehensive cover (e.g., private diagnosis and treatment) costs more than basic or treatment-only options. Extras like mental health cover, dental, and optical benefits increase the overall premium.
Excess Level: The higher the excess (the amount you agree to pay toward a claim), the lower your monthly premium will be. Choosing a high excess can reduce upfront costs.
Lifestyle and BMI: Most insurers now offer discounts based upon health and lifestyle. Your body mass index (BMI), fitness level, health conditions, and other lifestyle choices can affect your premium.
Smoking Status: Nearly all insurers charge higher premiums to smokers, reflecting the greater risk of illnesses such as cancer, heart disease, and respiratory conditions.
Hospital and Consultant Access: Choosing a wider hospital network or the ability to select any consultant usually costs more. Guided care or restricted networks lower costs by limiting provider options.
ABC Pricing: Vitality policies calculate renewal premiums based on 3 things, A for Age, B for Base inflation of medical costs and C for Claims.
Understanding the key factors that affect your premium can help you take control of your health insurance costs. At Insured Health, we’re committed to supporting you throughout the life of your policy—helping you preserve the valuable benefits of private healthcare. We offer some the most competitive prices on the market, guaranteed not to be beaten elsewhere. Ready to take the next step? Get your personalised quote today.
What are the benefits of health insurance?
The main benefit of health insurance is that it gives you access to private healthcare. You can often bypass long NHS waiting times and receive prompt diagnosis and treatment getting you back to health sooner.
How does private health insurance work?
You’ll usually pay monthly or yearly for your cover. Then, if you become unwell or are injured, you can make a claim. Your insurer will then pay some or all of the cost of any private healthcare that you need.
How do you make a claim on health insurance?
Most insurers require a GP referral before you access private treatment. Some offer online GP appointments or allow direct access to specialists through a triage process. In most cases, you’ll need authorisation before seeing a specialist. The insurer usually pays the provider directly, though you may cover any excess or costs beyond your policy limits.
Will my premium increase every year?
Premiums can rise annually due to age and inflation in medical costs. Making a claim on your policy can impact your premium. If you've noticed an increase, speak to one of our advisers today.
I have medical history can I get cover?
Yes, you can still get health insurance if you have a medical history, but it may affect what’s covered. Some conditions you’ve had treatment or symptoms for may not be included right away. Depending on the policy, these conditions could be covered later if you don’t need any treatment for them. Speak to one of our advisers who can help find the right policy for your needs.
How much does private health insurance cost?
Costs vary based on factors such as your age, health, location, level of cover, and excess amount. Policies can range from under £30 per month to several hundred, depending on these variables. For an accurate price speak to one of our advisers today.
At Insured Health, we help you compare prices and cover from top UK health insurance providers like Aviva, AXA, Bupa and Vitality. Our service is completely free, and we remain fully independent and impartial to ensure you get the best advice for your needs.
Our expert, approachable advisers are here to guide you through every step with ease. They’ll take the time to understand your personal needs, compare prices and policies on your behalf, and provide clear, honest advice to help you find the best and most affordable cover.
Whether you're exploring health insurance options or already have cover and want to ensure you're getting the best deal, Insured Health is a trusted health insurance broker
We offer the most competitive prices available from insurers, you will not get a cheaper price for health insurance elsewhere.
Our service is entirely free, and we pride ourselves on being independent and impartial.
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At Insured Health, our customers trust us to make finding the right health insurance simple and stress-free. They consistently praise our knowledgeable, patient advisors who take the time to understand individual needs and provide clear, pressure-free guidance. Reviewers value our competitive pricing, better coverage options, and annual policy reviews that ensure lasting value. By comparing top UK providers, we deliver transparent, personalised service that gives customers confidence, peace of mind, and exceptional care.
