Vitality UK is an award-winning health and life insurance company that’s owned by Discovery, a lesser known but larger insurance company based in South Africa.
Launching in the UK in 2007, Vitality was a joint venture between Discovery and Prudential (a financial services provider), originally branded as ‘PruProtect’ and ‘PruHealth’.
In 2014, Discovery bought out Prudential and rebranded to Vitality.
Vitality is the first company to reward customers for living healthier lives, with the purpose to create ‘Shared Value Insurance’ which positively impacts the customer, the insurer, and the wider society in the long term.
Vitality now has more than 1.7 million customers in the UK[3] and more than 30 million customers worldwide across 40 markets[4].