Write a review

Vitality: Life Insurance reviews

Name: Life Insurance
Rating: 4.16 (25 reviews)

View other Vitality products

3.85

Based on 25 reviews, last reviewed 27th Jun 2025

No new 5 star reviews

in the past 90 days

100% increase in 1 star reviews

in the past 90 days

68%

12%

2 star

16%

Latest highest rating:

5

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

Latest lowest rating:

1

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 comp... Read more Reviewed on: 27th June 2025

Read all reviews Write a review

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.

Review Vitality: Life Insurance now

Help others make smarter decisions by sharing your own experience.

Write a review

Vitality Life Insurance reviews (25)

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

They are great, all the benefits included are brilli...

They are great, all the benefits included are brilliant and they also try to get you moving to earn extra points towards even more rewards. Reviewed on: 23rd August 2024

Smart planning.

From the moment I contacted them they gathered information and found the right product for my needs. ii had a specific budget and payout in mind. Both of which the met. Assuring me about my decision and what I could expect. Reviewed on: 23rd August 2024

Hopeless

Hopeless. No access to benefits provided despite calling hundreds of times asking for help. Call handlers either have no idea, or they pass you to someone who can help but the following month the benefits can't be accessed again?! Their IT is hopeless. Reviewed on: 30th July 2024

Do you have a different Vitality product?

Share your experiences with products to help others make smarter financial decisions and learn more about different products available. Write a review

Are you a business? Get insights, reply to reviews, invite customers and understand their needs

Alternative products

Life insurance
from AIG Life 4.66 from 12 reviews
Life Insurance
from Scottish Widows 3.78 from 6 reviews
Life Insurance
from Howden 0.00 from 0 reviews

Want to see more from Vitality?

Car Insurance
from Vitality 2.00 from 3 reviews
Health Insurance
from Vitality 1.41 from 210 reviews

View all products

Join Smart Money People

Keep up to date on ratings of your favourite businesses. Find out about our awards and write new reviews with ease

Create an account

News, guides and insight from our team

View resource hub