Vitality is a financial services company operating in the United Kingdom, part of the global Discovery Limited group. The company's core mission is to make people healthier and enhance and protect their lives. It operates on a "shared value" model, offering a range of products across three main brands: VitalityHealth (private medical insurance), VitalityLife (life and serious illness cover), and VitalityInvest (investment products like ISAs and retirement plans). A unique aspect of its business is the Vitality Programme, which incentivizes and rewards members for making healthy choices through discounts and benefits from various partners.

Founded in

Canada