PruProtect was launched in 2007 as a joint venture between UK insurer Prudential and South African financial services company Discovery Limited. It aimed to innovate the UK life insurance market by integrating a wellness program that rewarded healthy living. In 2014, Discovery Limited acquired Prudential's remaining stake in the company and subsequently rebranded PruProtect to VitalityLife, aligning it with its global Vitality brand. Today, VitalityLife continues this mission, providing life insurance, serious illness cover, and income protection that incentivizes members to improve their health through the shared-value Vitality Programme.

Founded in

United Kingdom