How Vitality Works

How Vitality works

Three steps to Vitality

The Vitality programme can work for you in three simple ways: we'll help you understand how you can improve your health, we make it cheaper to get healthy and we'll give you rewards that keep you motivated.


We were the first health insurer in the UK to put healthy living at the core of our products with our Vitality programme. With Vitality, we make it cheaper and easier to get healthy through discounts and motivating rewards.

Vitality is our healthy living programme. We give you points for doing healthy things. Your points count towards your Vitality status; the higher your Vitality status, the bigger your rewards.



We help you understand how you can improve your health, with a free Vitality Healthcheck and discounted health screens

We make it cheaper to get healthy, with 50% off flexible monthly gym membership fees with Virgin Active (a separate joining fee may apply) and up to 50% cash back on a bike with Evans Cycles

Our Vitality partners

We give you rewards to keep you motivated, with a free cinema ticket every week with Cineworld or Vue

  • 'I am a firm believer that everyone can take small steps today that will dramatically improve their wellbeing over a long-term, regardless of their current state of health. It was this philosophy that attracted me to Vitality'

    Sebastian Coe - Vitality Ambassador

  • 'Everything I stand for is echoed in the values of Vitality and I hope I can help people see that achieving your personal goals is really a matter of planning the journey and sticking with it'

    Jessica Ennis-Hill - Vitality Ambassador

  • 'I think being a Vitality Ambassador is a big responsibility and a very exciting prospect. It's hugely important that everyone should have the opportunity to live well, live healthy and be able to make the most of their lives. So to have the opportunity to influence that, in whatever way, is exciting and I look forward to doing it'

    Jonny Wilkinson - Vitality Ambassador

    Vitality Partners

    We make it easier and cheaper for you to get healthy with our Vitality partners.

    Vitality Partners

    PruHealth is a trading name of Prudential Health Limited