More than insurance — a Vitality Personal Protection plan is designed to protect you and your loved ones while also encouraging healthier everyday choices. This reflects Vitality's shared value approach: members can receive rewards, tools and motivation for healthier behaviour, while improved health and engagement may also support better long-term outcomes for insurers and employers.
Provider document
The full Vitality Rewards Programme client guide, including partner details and qualifying information.
Open the Vitality Rewards guide (PDF)How it works in three steps
- Understand your health — Create your Health Profile in the Vitality UK app, set goals and receive personalised tips.
- Get healthier — Track eligible steps, workouts, check-ups and wellbeing activities to earn points.
- Get rewarded — Use your points and activity to unlock partner discounts, weekly rewards and status-based benefits.
The shared value idea
At the heart of Vitality is a simple shared value proposition: healthier behaviour can create benefits for everyone involved. Members receive practical rewards, tools and motivation for making healthier choices. At the same time, insurers and employers may benefit from lower risk, stronger engagement and potentially lower health-related costs. That is the shared element: the same positive behaviour change can create value on both sides.
For members
Make healthier choices and gain access to rewards, support, useful tools and encouragement to maintain positive habits.
For insurers and employers
A healthier and more engaged population may contribute to lower risk, reduced absence, improved retention and lower long-term health-related costs.
In one sentence: Vitality aligns personal wellness incentives with wider commercial value, so improving health can benefit everyone in the model.
How that value is created
- Behaviour tracking — Eligible exercise, health screening, preventative care and healthy habits can be recorded or evidenced.
- Incentives — Points, discounts, rewards and status levels make progress more tangible.
- Feedback loops — The app, progress information, milestones and regular prompts help members see what they have achieved and what to do next.
- Insurance alignment — Healthier behaviour is connected with both personal wellbeing and the longer-term commercial outcomes of the insurance model.
Why this matters: Vitality is not only offering insurance or a standalone wellbeing programme. The broader promise is to help people live healthier lives by recognising good habits, while creating potential value for the member, the insurer and, where relevant, the employer.
Getting started
- Download and register on the Vitality UK app.
- Complete your Health Profile. This helps you understand your current health and creates personalised goals and tips.
- Link an eligible smartphone or activity tracker so qualifying steps and workouts can be recorded.
- Explore the app to see the rewards and partner benefits available on your specific plan.
- Keep tracking activity and submit evidence for eligible health checks or prevention activities where required.
How Vitality points work
Vitality points recognise eligible healthy actions. As points build, your status can move through Bronze, Silver, Gold and Platinum. A higher status can unlock larger discounts on certain benefits.
| Activity | Points shown in the programme material |
|---|---|
| Complete a Health Profile | 100 points, plus a further 100 for a non-smoker declaration where applicable |
| Daily steps, adults aged 18–69 | 3 points at 7,000 steps; 5 at 10,000; 8 at 12,500 |
| Daily steps, adults aged 70+ | 3 points at 5,000 steps; 5 at 10,000; 8 at 12,500 |
| Eligible gym or connected workout | Usually 5 points, with exercise limits applying |
| parkrun | 8 points for running or walking 5km; 5 points for volunteering |
| Mindful activity with Headspace | 2 points per day, subject to weekly limits |
| Dental check-up | 100 points per year |
| Eye test | 50 points, subject to frequency rules |
Note: Points, eligibility and frequency limits can change. The app and current programme terms should be treated as the definitive source.
Vitality Select and Vitality Plus
| Feature | Vitality Select | Vitality Plus |
|---|---|---|
| Access | Included as standard with a Personal Protection plan | Available when Optimiser is added and the plan meets the qualifying premium rules |
| Rewards | A selection of partner savings and rewards | The fuller range of discounts, rewards and partner benefits |
| Examples | Health and wellbeing support, selected fitness, food, travel and weekly rewards | Enhanced gym and running-shoe discounts, Apple Watch benefit, monthly rewards and additional partner offers |
| Qualifying info | No additional programme charge shown for Select | December 2025 overview states minimum monthly premiums of £45 for a single-life plan or £60 for a joint-life plan, plus £5.50 per adult each month |
Examples of rewards and savings
Depending on your plan and eligibility, the programme material highlights benefits across the following areas:
Health and fitness
Vitality Healthchecks, Bluecrest health assessments, discounted gym membership, Fiit, parkrun, fitness devices, Peloton, Specialist bikes, SportsShoes.com and Gymshark.
Mental wellbeing and lifestyle change
Headspace, Champneys and Allen Carr's Easyway to Stop Smoking.
Food and everyday living
Mindful Chef, WeightWatchers, Waitrose & Partners and Caffè Nero.
Travel and leisure
Expedia, Mr & Mrs Smith, Vue, ODEON, Rakuten TV, Merlin Attractions and selected restaurant or delivery rewards.
Activity-linked benefits
Apple Watch monthly payments linked to activity, weekly reward choices, four-week Streak Rewards for Vitality Plus, and opportunities to play for extra monthly rewards.
A useful weekly target: The current Personal Protection overview says that earning at least 12 activity points in a week can unlock a choice of two Weekly Pick rewards from the following Monday. Vitality Plus can also provide Streak Rewards after achieving 12 activity points for four consecutive weeks. Eligible rewards and conditions vary by plan and location.
What clients should keep in mind
- Rewards are an additional feature of the insurance plan. Your core protection remains the main purpose of the policy.
- Some benefits require Vitality Plus, minimum premiums, an additional monthly fee, a qualifying status or a minimum level of activity.
- Joining fees, minimum spends, delivery charges, booking caps, credit checks or consumer credit agreements can apply to specific partners.
- Some benefits are unavailable or differ in Northern Ireland, the Channel Islands or other locations.
- Partner arrangements, product models, discounts and terms can change. Check the app or Member Zone before relying on a benefit.
- Where activity or health data is required, follow the app instructions for connecting devices or submitting evidence.
Support and next steps
- For points queries: VitalityResults@Vitality.co.uk
- For partner and rewards queries: VitalityQuery@Vitality.co.uk
- Vitality Programme telephone support: 0345 602 3523, Monday to Friday 8am to 7pm and Saturday 9am to 1pm, excluding bank holidays.
- WhatsApp support: 0161 974 2618, shown in the customer roadmap as available 24/7.
- For the latest details, use the Vitality UK app, Member Zone or speak to your financial adviser.
This guide is for informational purposes only and was accurate at the date of publication. Please seek personalised advice before making financial decisions.
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