Vitality Health Insurance review
Best Health Insurance
Private health insurance that rewards healthy living. Discounts and rewards for exercise, healthy eating, and wellbeing activities. Comprehensive cover.
Overview
Vitality offers a fundamentally different approach to health insurance: the healthier you live, the less you pay — and the more rewards you earn. Their private medical insurance (PMI) combines comprehensive cover with a rewards programme that incentivises exercise, healthy eating, and wellbeing.
Who Is Vitality Best For?
- Health-conscious individuals — those who already exercise regularly
- People motivated by rewards — Apple Watch discounts, cinema tickets, coffee
- Those wanting comprehensive PMI — full private healthcare coverage
- Higher earners — PMI is expensive, but tax-efficient via salary sacrifice
How the Rewards System Works
Vitality tracks your healthy activities and awards status levels:
| Status |
How to Achieve |
Premium Discount |
| Bronze |
Basic engagement |
0% |
| Silver |
Regular activity tracking |
10% |
| Gold |
Consistent exercise |
20% |
| Platinum |
High activity levels |
Up to 30% |
Activities that earn points:
- Steps and exercise (tracked via Apple Watch, Garmin, Fitbit)
- Gym visits (partner gym network)
- Health checks (NHS Health Check, screenings)
- Mindfulness (Headspace/Calm integration)
- Nutrition (healthy food tracking)
Vitality offers an Apple Watch at heavily reduced cost (sometimes free). You pay it off through monthly activity — hit your exercise targets and the cost reduces to zero. It is one of the most popular perks.
What PMI Covers
| Cover |
Details |
| Hospital treatment |
Full in-patient and day-patient cover |
| Consultants and specialists |
Direct access, no GP referral needed |
| Diagnostic tests |
MRI, CT scans, blood tests |
| Cancer treatment |
Full cover including advanced therapies |
| Mental health |
Therapy sessions and psychiatric support |
| Physiotherapy |
Covered under most plans |
Cost Reality
PMI is expensive. Typical Vitality premiums:
| Age |
Individual |
Couple |
Family |
| 25-35 |
£60-100/month |
£120-180/month |
£180-280/month |
| 35-45 |
£80-140/month |
£160-250/month |
£250-400/month |
| 45-55 |
£120-220/month |
£240-400/month |
£380-600/month |
If your employer offers PMI as a benefit or via salary sacrifice, the effective cost is significantly lower because you avoid income tax and National Insurance on the premium amount. A £100/month policy effectively costs a 40% taxpayer only £52 via salary sacrifice.
What Vitality Lacks
- Expensive — PMI is a luxury product for most people
- Pre-existing conditions excluded — or subject to a moratorium
- Rewards require ongoing effort — you need to actively engage
- Annual premium increases — typically 5-15% per year
- Excess applies — £100-500 per claim depending on plan
The Bottom Line
Vitality is the most innovative health insurer in the UK. If you are going to pay for PMI anyway, the rewards programme genuinely reduces costs and incentivises healthy living. The Apple Watch, cinema tickets, and premium discounts are tangible benefits. But PMI remains expensive — consider whether the NHS plus a good emergency fund might serve you just as well.
Pros
- Rewards for healthy living
- Apple Watch at reduced cost
- Cinema tickets and coffee discounts
- Comprehensive PMI cover
- Mental health support included
Cons
- Expensive premiums
- Rewards require ongoing engagement
- Excesses can be high
- Pre-existing conditions excluded
- Annual price increases common