In 2018, VitalityLife paid out a record £56.3m ($70.4m) in claims. In addition, 99.8% of life, 97.8% of income protection, and 91.2% of serious illness cover claims were paid.

According to VitalityLife’s Claims and Benefits Report, 1,417 claims were paid across all products.

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Deepak Jobanputra, deputy CEO at VitalityLife, said: “Vitality’s core purpose is to make people healthier and enhance and protect their lives. We recognise the impact of illness, injury and other events on our members’ lives, and we aim to be there for them during times of real need.

VitalityLife combined annual claims information with statistics on the benefits that members gain by engaging. More than £81m was given back to members in terms of benefits and rewards, such as discounted health screens, coffees, and Amazon Prime membership.

“There are numerous examples where the comprehensive cover provided by our protection products has made a real difference in the lives of our members and their families. This cover is coupled with our unique Shared-Value Insurance Model that helps encourage our members to lead a healthier lifestyle which helps them live longer and delays the onset of illnesses. This approach creates additional economic value which we can share with our members in the form of benefits and rewards.

Emma Walker, LifeSearch chief marketing officer, said: “While the numbers are strong, the real development here lies in the report that comes with them. It is engaging, customer focused and sets the bar for claims reporting going forward. It’s great that insurers are continuing to publish their statistics and all protection insurers should continue to do so, including the closed books. But to move forward it needs to be about much more than percentages and run of the mill numbers, and reports like this from Vitality are a good step in the right direction.”

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Other findings from the report included:

  • 7% of serious illness cover claims paid in 2018 were for conditions that are unique to Vitality;
  • More than 41 million healthy activities were tracked by members;
  • Over 5.8 million Active Rewards were awarded to members, and
  • 85% of live cover claims were for members aged 50 and over, but 76% of serious illness cover claims and 90% of income protection claims were for members under the age of 50.