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Vitality reviews

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Rated Poor 1.70/5

Vitality reviews

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Unverified business
Last reviewed within 7 days

Review summary

People rate this company as Poor based on 244 product reviews

Average score of 1.70/5
5 star
16%
4 star
2%
3 star
1%
2 star
2%
1 star
79%
Reviews for Vitality have trended positively over the past 90 days

Latest positive rating

4/5

Getting worse value from the plan as each year passes

Was great when first signed up but the 'perks' have got worse and worse over time. Initially 50% off David Lloyd, this has changed to... Was great when first signed up but the 'perks' have got worse and worse over time. Initially 50% off David Lloyd, this has changed to other gyms, had 'free' Starbucks this is now Cafe Nero, used to get 'free' cinema tickets and 'free' Itsu meal. It's not changed to a game of luck for rewards instead of rewarding you for being active which was the whole point of it in the first place. Read more Read less

{"display":"LeeN12","full_name":"LeeN12","avatar":{"url":"\/assets\/images\/default_new.png"}}'s avatar
Life Insurance
LeeN12 5th September 2025

Latest negative rating

1/5

They give customers the runaround purposely

I find that Vitality customer service's main objective is to put the customer off even starting a claim. Whenever I have called them, I have... I find that Vitality customer service's main objective is to put the customer off even starting a claim. Whenever I have called them, I have had to set aside a good 30 mins so they can go through all the rigamarole sales-person speak. I have then had to obtain this and that document from my GP, then weeks later I have been asked to get the GP to provide further details, etc. I have had received responses from a third party SPP acting for Vitality - and this is so confusing, not needed when their system is already a minefield. Read more Read less

{"display":"Cynthia","full_name":"Cynthia","avatar":{"url":"\/assets\/images\/default_new.png"}}'s avatar
Health insurance
Cynthia 18th October 2025

About Vitality

Vitality means you don't have to claim to benefit from your insurance. We're making it cheaper and easier to live healthier by rewarding members for getting active. Smart Money People is the place for Vitality reviews. Read and write reviews to help increase trust and transparency in Financial Services.

Vitality at a glance

Reviews for Vitality

Showing 11 of 244 company reviews Last reviewed within 7 days

They give customers the runaround purposely

Health insurance 18th October 2025

I find that Vitality customer service's main objective is to put the customer off even starting a claim. Whenever I have called them, I have... I find that Vitality customer service's main objective is to put the customer off even starting a claim. Whenever I have called them, I have had to set aside a good 30 mins so they can go through all the rigamarole sales-person speak. I have then had to obtain this and that document from my GP, then weeks later I have been asked to get the GP to provide further details, etc. I have had received responses from a third party SPP acting for Vitality - and this is so confusing, not needed when their system is already a minefield. Read more Read less

Rated Terrible 1/5
Read more product reviews

Vitality has now informed me that my stroke (as di...

Health insurance 16th October 2025

Vitality has now informed me that my stroke (as diagnosed by a UK hospital) does not meet the definition of a stroke in the eyes... Vitality has now informed me that my stroke (as diagnosed by a UK hospital) does not meet the definition of a stroke in the eyes of the particular assessor. Reference was made to justify his decision to an MRI scan that was not taken at the time of the stroke but months later. Obviously this is not an accurate assessment and I’m challenging it strenuously. I will inform the stroke team at this particular NHS hospital that their decision on my diagnosis has been overruled by an insurance assessor and even more alarmingly agreed by his superiors. Readers - please consider very carefully putting your trust in this company. I would have taken my business elsewhere if I had known about the length of time they take to assess a claim ( almost 7 months) and then an unsound decision which is most distressing. I offered to send further evidence before the decision was made but it was ignored. Based on my experience, I would highlight that if Vitality treat a stroke victim like this, how are they likely to assess other medical conditions. Here’s my letter to all concerned …. To - Stroke Association UK Vitality UK Aintree Hospital Stroke Team As a recent Stroke survivor, I am reaching out to share my experience of the challenges I am having receiving the support that I believe I am entitled to from a serious illness health insurance company that I appointed to insure me for such an eventuality. After an astonishingky slow seven months claims process which has involved a considerable amount of energy (at the moment I don’t have in great abundance) I received the disappointing news today that the Stroke that I suffered ( in the opinion of the insurance assessor) did not in their judgment cause any brain damage thereby disqualifying me from any benefit provided by the policy which I took out. I have attempted to explain to the assessor at VitalityUK that Strokes by their very nature are caused by damage in the brain and typically affect sufferers in many and various ways. The said assessor was unwilling to accept that I have provided sufficient evidence of brain injury despite that fact that this is exactly what stroke does and that 7 months on, I am still living with the disabling effects. I am shocked and dismayed that I’m being put in the position of having to challenge a large health insurance company like Vitality UK for something as obvious and life threatening as a stroke. If as a business they are refusing to accept the established knowledge of the damage a stroke causes then I doubt they will be willing to do so for other insurable medical conditions. That is the a very serious matter and will need to be referred to the financial ombudsman. I would welcome any support that may be available in my attempt to challenge Vitality UK as this will help me with my recovery and wellbeing and and provide some welcome funding for adjustments to my home and lifestyle. Aintree Hospital Stroke Team -If the stroke team at Aintree could provide some clarity of what brain damage is brought about by a stroke, I’d be interested to know. Stroke Association- if you could kindly comment on this and share any experience the association may have of other stroke survivors in my predicament. Thank you in advance, Best wishes, DC Read more Read less

Rated Terrible 1/5
Read more product reviews
  • 4/5

    Getting worse value from the plan as each year passes

    Was great when first signed up but the 'perks' have got worse and worse over time. Initially 50% off David Lloyd, this has changed to... Was great when first signed up but the 'perks' have got worse and worse over time. Initially 50% off David Lloyd, this has changed to other gyms, had 'free' Starbucks this is now Cafe Nero, used to get 'free' cinema tickets and 'free' Itsu meal. It's not changed to a game of luck for rewards instead of rewarding you for being active which was the whole point of it in the first place. Read more Read less

    {"display":"LeeN12","full_name":"LeeN12","avatar":{"url":"\/assets\/images\/default_new.png"}}'s avatar
    Life Insurance
    LeeN12 5th September 2025
  • 5/5

    Really fair, cost goes down with morgage easy to und...

    Really fair, cost goes down with morgage easy to understand

    {"display":"Judith e","full_name":"Judith e","avatar":{"url":"\/assets\/images\/default_new.png"}}'s avatar
    Life Insurance
    Judith e 5th September 2025
  • 5/5

    Lots of perks easy to understand great app

    Lots of perks easy to understand great app

    {"display":"Judith e","full_name":"Judith e","avatar":{"url":"\/assets\/images\/default_new.png"}}'s avatar
    Health insurance
    Judith e 5th September 2025
  • 1/5

    Absolute shambles, scamming company.

    Absolute shambles, scamming company. Paying for income protection policy on a one month deferral, and refused to pay out after an accident on a small,... Absolute shambles, scamming company. Paying for income protection policy on a one month deferral, and refused to pay out after an accident on a small, unrelated technicality. But took 8 MONTHS to officially arrive at that decision when they knew from the beginning they weren't going to pay. Deliberately leaving me without any income protection for all of that time whilst expecting me to keep paying my premiums. Customer service worse than useless, constantly fobbed off with excuses, promised with callbacks which never happened, and on two occasions they lost documents I sent over with personal information on. AVOID LIKE THE PLAGUE! Read more Read less

    {"display":"Anon","full_name":"Anon","avatar":{"url":"\/assets\/images\/default_new.png"}}'s avatar
    Life Insurance
    Anon 4th September 2025
  • 1/5

    Appalling Treatment When You Need Them Most

    I'm writing this review to warn others about Vitality Life's shocking treatment of genuine claims. What happened to us demonstrates how insurance companies can leave... I'm writing this review to warn others about Vitality Life's shocking treatment of genuine claims. What happened to us demonstrates how insurance companies can leave you in the lurch when you're already dealing with a serious health crisis. My partner and I took out joint life and critical illness cover with Vitality in March 2023. Shortly after, I was diagnosed with multiple sclerosis and submitted a claim. This should have been straightforward - MS is clearly covered under critical illness policies. Instead of supporting us during an incredibly difficult time, Vitality: -Took 9 months to assess the claim -Declined it, claiming "careless misrepresentation" -Argued I should have disclosed eye pain from December 2022 (3 months before the policy) -This is despite having NO formal diagnosis until after the policy started Vitality's argument was that "eye pain" equals "blurred or double vision" on their application form. Even though: -I answered honestly based on my understanding at the time -I had no formal diagnosis when I applied -My GP confirmed no optic neuritis diagnosis before the policy commenced After dragging us through months of stress whilst dealing with MS: -Offered a "revised" policy excluding MS (the very condition I need coverage for) -No refund of premiums despite their misleading application process -2 years worth of premiums kept by Vitality for coverage I apparently "wasn't entitled to" This isn't about fraud or deliberate deception. This is about: -Ambiguous application questions designed to create loopholes -Aggressive claim investigation looking for any excuse to decline -Leaving customers distressed when they're already dealing with serious illness -Taking premiums for coverage they never intended to honour The Financial Ombudsman agreed Vitality could decline the claim on a technicality, whilst acknowledging I genuinely thought I'd answered correctly. This shows how the system is stacked against consumers. Vitality took our money, declined our claim on a technicality, and offered us "revised" coverage that excludes the very condition we need protection from. When you're paying for insurance, you expect protection when the worst happens. Instead, Vitality treated us like mud and left us with nothing but bother during an already stressful time. Avoid. They are not on the consumer's side. Just look at their Google Reviews and you'll see as many negatives as positives. Read more Read less

    {"display":"Daniel L","full_name":"Daniel L","avatar":{"url":"\/assets\/images\/default_new.png"}}'s avatar
    Life Insurance
    Daniel L 27th June 2025
  • 1/5

    Scam - avoid at all times!

    Scam - avoid at all times! You cannot get any treatment as it is gatekept to the insane degree so you'd give up phoning and... Scam - avoid at all times! You cannot get any treatment as it is gatekept to the insane degree so you'd give up phoning and signing forms including with your NHS GP. Read more Read less

  • 1/5

    Appalling claims process and administration.

    Appalling claims process and administration. An absolute communication disaster, who on earth gets paid to run an organisation like that? Why have an app iof you never update it?

  • 1/5

    Absolute shambles of a company consistently never c...

    Absolute shambles of a company consistently never call back as promised they have no concept of customer care or service They even asked me to... Absolute shambles of a company consistently never call back as promised they have no concept of customer care or service They even asked me to forge documents yes seriously.Management told me it was a misunderstanding. You could not make it up Read more Read less

  • 1/5

    Terrible customer service. Shameful.

    Terrible customer service. No one has any idea what is going on. I've been in an endless back and forth loop for 6 weeks with... Terrible customer service. No one has any idea what is going on. I've been in an endless back and forth loop for 6 weeks with Vitality and my GP trying to get my daughter seen. Vitality fail to hold up their end of the bargain and it is clear to me they are doing everything they can to stop us being seen. Our GP has asked for my daughter to see a Pediatric specialist as she has blurred vision and recurrent bouts of vomiting with no explanation and today we've been told this is not covered because my daughter once had a stomach bug! Read more Read less

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