Originally launched as PruHealth in 2004, a joint venture between Prudential plc and Discovery Limited, the company was fully acquired by Discovery Limited and rebranded to Vitality in 2014. Vitality's core business model is built on "shared-value insurance," which incentivizes members through rewards and discounts to make healthier lifestyle choices. This approach aims to reduce insurance claims by improving members' health, creating value for the customer, the insurer, and society. The company is well-known for its partnerships with major brands to provide rewards for physical activity.

Founded in

United Kingdom