Vitality has revealed it paid £142m in protection claims in 2024, its highest annual total to date.
This represents 91.9% of all claims received across life insurance, income protection and serious illness cover.
Vitality’s 2024 protection claims report, published today (17 July), showed £95.7m was paid in life cover claims, with 98.9% of claims accepted.
Cancer remained the leading cause of death, followed by heart and artery conditions, and neurological illnesses such as strokes. These causes are often linked to lifestyle, reinforcing Vitality’s emphasis on prevention through its health and wellness programme.
For serious illness cover, £44.4m was paid, with 88.6% of claims accepted. Among women, cancer accounted for 70% of claims, while heart and artery conditions were the top cause among men at 28%.
Pregnancy complications were the fourth most common cause for women, a benefit not typically included in traditional critical illness policies, but standard across Vitality’s Serious Illness Cover plans.
One in seven claims were for conditions not typically covered by enhanced critical illness policies. A further one in ten were paid to members who had already claimed previously, illustrating the broader protection offered by Vitality’s product design.
Income Protection claims totalled £1.8m in 2024, up from £1m the previous year. The top reasons for claim were cancer, musculoskeletal issues, mental health conditions and neurological illnesses, which made up 82% of all claims. Vitality said its dedicated support services for each of these conditions aim to help members recover and return to work faster, with a new neuro-rehabilitation pathway launched this year.
Alongside its claims data, Vitality also reported that its health and rewards scheme delivered £99m in value to members last year. This included 1.1 million cinema tickets, three million coffees from Caffè Nero, 1.5 million cashback food shops at Waitrose, and 100,000 pairs of running shoes.
On average, engaged members saved £244 through the programme and showed higher levels of activity, lower lapse rates and longer life expectancy.
Justin Taurog, CEO of VitalityLife, said: “In 2024 we paid £142m in protection claims – our largest amount to date – reflecting the scale of support we provide and the strength of our commitment to our members and their families when they need it most.
“We believe protection should be about more than just being there when things go wrong. It should deliver value every day. That’s why our Shared Value Model is so powerful. In 2024, we delivered nearly £100m in everyday value through the Vitality Programme and helped members save £40m on their premiums through Optimiser.
“At a time when the industry is being challenged to demonstrate meaningful value and avoid foreseeable harm, our model does both. It supports members when they need it most, but also helps them live healthier, longer lives – with our data showing that engaged members can live up to five years longer.”
