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Vitality: Life Insurance reviews

Name: Life Insurance
Rating: 4.00 (34 reviews)

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4.00

Based on 34 reviews, last reviewed 20th Aug 2026

400% increase in 5 star reviews

in the past 90 days

No new 1 star reviews

in the past 90 days

65%

15%

2 star

15%

Latest highest rating:

5

Life insurance that is affordable Vitality was able to provide me with life insurance at an affordable rate Reviewed on: 20th August 2026

Latest lowest rating:

1

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,... Read more Reviewed on: 4th September 2025

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About this product

Vitality Life Insurance prices start from just £5 per month and you can get a discount in the first year.

Vitality offer two types of life insurance cover. Term life insurance covers you for between five and 70 years. If you prefer on-going life insurance, you can opt for the whole of life Vitality insurance policy.

Vitality Life Insurance reviews help you find out what it’s really like to be a customer. If you’ve used Vitality before, you can also leave a review and share your experience.

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Vitality Life Insurance reviews (34)

Life insurance that is affordable

Vitality was able to provide me with life insurance at an affordable rate Reviewed on: 20th August 2026

Vitality rewards me for staying healthy

Vitality cares about me staying healthy and reward me for doing so. That is excellent Reviewed on: 20th August 2026

I really love vitality products.

I really love vitality products. They are really good value for money . The fact that they give so much choices is amazing. I was looking for an insurance company that covers children an vitality was the only company that covers my children that gives me peace of mind. Reviewed on: 20th August 2026

Happy with cover.

Happy with cover. Frustrated with the ability to earn points based on heart rate but heart rate monitor often not accurately reading heart rate if weather is cold (from selected heart rate monitor partnering with Vitality) Reviewed on: 20th August 2026

The customer service is excellent.

The customer service is excellent. They are always willing to help. Reviewed on: 20th August 2026

Awkward initial sign in as the account didn’t exist...

Awkward initial sign in as the account didn’t exist for a month or so after we logged in. Annoying you cannot manually add activity - I don’t have a Fitbit but I run 5ks often - I cannot manually log these - feels a little pressured to purchase certain tech I don’t want to. Reviewed on: 16th April 2026

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 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. Reviewed on: 5th September 2025

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

Really fair, cost goes down with morgage easy to understand Reviewed on: 5th September 2025

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, 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! Reviewed on: 4th September 2025

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 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. Reviewed on: 27th June 2025

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