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Vitality: Life Insurance reviews

Name: Life Insurance
Rating: 4.07 (28 reviews)

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3.53

Based on 28 reviews, last reviewed 5th Sep 2025

100% increase in 5 star reviews

in the past 90 days

200% increase in 1 star reviews

in the past 90 days

64%

14%

2 star

18%

Latest highest rating:

4

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 ... Read more Reviewed on: 5th September 2025

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 (28)

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

Too much upselling whilst trying to buy life insurance

Wanted to sign up for a specific insurance for known value etc. but agent (presumably following script) wanted to upsell. Lots of 'what if' scenarios that basically highlighted why needed more insurance. Just wanted to buy their product (was already sold on gym discount) but came away with nothing Reviewed on: 4th September 2024

I really like that they reward you when exercise.

I really like that they reward you when exercise. It’s a great incentive Reviewed on: 24th August 2024

Good communication

Good communication, had some issues obtaining background information from my general practitioner, but issue was resolved with some perseverance from the insurers side. Overall due to the service beyond the standard, my policy was able to get up and running. Reviewed on: 23rd August 2024

Some good perks for active lifestyle, good communica...

Some good perks for active lifestyle, good communicators with live chat etc. Reviewed on: 23rd August 2024

Some great rewards & discounts to encourage you to s...

Some great rewards & discounts to encourage you to stay fit & healthy which more people need today. Reviewed on: 23rd August 2024

Great life insurance with smart app

I am covered by Vitality eith my partner for life insurance and the app reward us when we walk which is smart for a life insurance company making us move more. Reviewed on: 23rd August 2024

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