Vitality business protection review
Vitality combines life and health cover with a rewards programme that encourages healthy living. This is our independent review of its business protection range.
Who is Vitality?
Vitality offers business protection across relevant life, key person, income protection, business loan and shareholder protection, plus whole of life and private medical insurance. Its Serious Illness Cover is its version of critical illness cover, and the Vitality Programme rewards members for healthy activity. In 2024 it paid 98.9% of life claims. Tax treatment depends on individual circumstances and may change.
The 2025 numbers moved further ahead. Vitality paid £149 million across life, serious illness and income protection claims, including 99.4% of life claims, and it passed one million lives insured across its UK life business during the year.
What business protection products does Vitality offer?
Vitality covers company-paid protection for directors and key people alongside personal policies, and is one of the few insurers on our panel offering private medical insurance under the same roof. Filter the range or swipe through the cards.
Relevant Life
Potentially tax-efficient death-in-service cover paid by the company for an individual employee or director, written in trust.
Relevant Life guides →Key Person Insurance
Helps protect the business against the financial impact of losing a key employee. Life, or life with critical illness.
Key Person guides →Business Loan Protection
Helps the business repay an outstanding loan if a key person dies. Life, or life with critical illness.
Business Loan guides →Shareholder Protection
Helps remaining shareholders buy a deceased shareholder’s shares, alongside a suitable agreement.
Shareholder guides →Private Medical Insurance
Covers the cost of eligible private medical treatment, subject to the policy terms.
Ask an adviser →Life Insurance
Pays a lump sum (or monthly income) to loved ones if the insured dies or is diagnosed with a terminal illness during the policy term.
Caspian Insurance →Whole of Life
Life cover with no fixed end date, designed to pay out whenever the insured dies, subject to terms.
Caspian Insurance →Critical Illness
Pays a lump sum on diagnosis of a covered condition, subject to the policy terms.
Caspian Insurance →Income Protection
Pays a regular benefit if the insured cannot work due to illness or injury, subject to the policy terms.
Caspian Insurance →How reliable is Vitality at paying claims?
Vitality paid 99.4% of life claims in 2025, worth £105 million across 1,242 claims at an average of £84,517, with the largest single payout at £2.6 million and the oldest claimant aged 97. Serious Illness Cover, Vitality’s version of critical illness, paid 87.3% of claims, worth £42 million.
Across life, serious illness and income protection combined, Vitality paid £149 million in 2025, up almost 5% on the year before. Only seven life claims were declined all year, and Vitality reports that 1 in 7 Serious Illness Cover claims paid in 2025 covered conditions not included in a typical enhanced critical illness plan.
A strong claims record is reassuring context, not a guarantee. Every claim is assessed against the policy terms, and the most common reason claims are declined across the industry is inaccurate health or lifestyle information given at application.
How do independent ratings score Vitality?
No single score tells the whole story, so we pull together the main independent measures and state what each one actually covers.
66,000+ reviews, covering the whole group, including health insurance, rather than business protection alone.
Read Vitality’s Trustpilot reviews →5 Star rated across seven protection products: level and decreasing term life, level, decreasing and standalone critical illness, income protection, and whole of life assurance. Defaqto rates product features rather than service quality.
View Defaqto’s ratings →Life insurance customer experience score of 79.02%; private medical insurance scores 62.13%.
See Vitality on Fairer Finance →Life insurance reviews, so typically a much smaller sample than Trustpilot.
Read the Smart Money People reviews →Vitality key facts
Ages and terms by product
What wellbeing support comes with Vitality policies?
Wellbeing sits at the centre of how Vitality works rather than being an add-on: the Vitality Programme rewards members for healthy activity, and in 2025 members saved £108 million in value through it.
Wellbeing extras are non-contractual benefits Vitality can change or withdraw, and eligibility conditions may apply. They shouldn’t be the main reason for taking out a policy.
Who might Vitality suit?
There’s no single best insurer, only the best fit for your business. Here’s how Vitality tends to stack up.
Vitality may appeal if you
- Will engage with the Vitality Programme, earning rewards and potentially lower premiums for healthy activity
- Want a strong life claims record, with 99.4% paid in 2025 and only seven declines all year
- Like life cover and private medical insurance available under one roof
Worth comparing others if you
- Prefer a simple set-premium policy without an engagement programme, since Vitality’s pricing and rewards are built around ongoing healthy activity
- Need group life, group income protection or group critical illness for a team, which sits with other insurers on our panel
- Need cover beyond the maximum ages on a specific product, such as relevant life entry ending at age 70
An adviser can check your demands and needs across the whole panel before you decide anything.
Let our advisers compare Vitality for you
IGotCover is a trading name of Caspian Assured, an FCA-authorised broker. We arrange business protection from a selected panel of leading UK insurers, including Vitality. Tell us about your business and our advisers will compare quotes across the panel for you. No jargon, no pressure, just the right cover.
Vitality business protection FAQs
Vitality scores strongly on independent measures. It paid 99.4% of life claims in 2025, holds 5 Star Defaqto ratings across seven protection products, and has a 4.4/5 Trustpilot rating from more than 66,000 reviews across the group. Whether it’s right for your business depends on your circumstances, so it’s worth having an adviser compare quotes across several insurers before deciding.
Yes. Vitality offers relevant life cover paid for by the company and written in trust. Entry ages are 18 to 70 and cover can run to a maximum age of 75. Any tax efficiency depends on individual circumstances and may change.
In 2025 Vitality paid 99.4% of life claims, worth £105 million, and 87.3% of Serious Illness Cover claims, worth £42 million, reaching £149 million across all its protection claims. Only seven life claims were declined all year. A published claims record is useful context, but every claim is assessed against the policy terms.
Serious Illness Cover is Vitality’s version of critical illness cover. Vitality reports that 1 in 7 Serious Illness Cover claims paid in 2025 covered conditions not included in a typical enhanced critical illness plan, so it’s worth talking the differences through with an adviser rather than comparing on price alone.
The Vitality Programme rewards members for healthy activity with rewards and discounts spanning gyms, partners and devices, and the Premium Optimiser can mean up to 40% off monthly premiums when you keep healthy. These extras are non-contractual, so Vitality can change or withdraw them, and they shouldn’t be the main reason for choosing a policy.
Yes. Vitality is one of the insurers on our panel. IGotCover is a trading name of Caspian Assured, an FCA-authorised broker: we arrange the cover and the insurer provides it. We compare products from a selected panel of providers rather than the whole market, and our advisers can help you weigh Vitality against the alternatives.
Important information
- This page is information only and not personal advice. Whether a product or provider is right for you depends on your circumstances. Speak to one of our advisers to find out what suits your business.
- IGotCover is a trading name of Caspian Assured, which is authorised and regulated by the Financial Conduct Authority (FCA reference [FRN]). We arrange cover; the insurer provides it. We compare products from a selected panel of providers, not the whole market.
- Cover is subject to the provider’s terms, underwriting, medical history and acceptance, and to a successful claim. Policies carry exclusions and conditions. Relevant Life Insurance is written in trust and has no cash-in value.
- Tax treatment depends on individual circumstances and may change, and any tax efficiency is not guaranteed.
- Provider figures, claims rates and independent ratings are taken from provider and third-party sources and were correct at the time of writing. Ratings measure different things: a Trustpilot score may cover a provider’s whole group rather than one product, and Defaqto rates product features rather than service, so check the basis of each.
- Wellbeing extras are non-contractual benefits the provider can change or withdraw, may have eligibility or residency conditions, and some elements (such as a health check) may carry a charge. They should not be the main reason for taking out a policy.
