"We believe that protection should be about more than just being there when things go wrong; it should deliver value every day. "
- Justin Taurog, CEO of VitalityLife
The figure represents 91.9% of all claims received across its Life Insurance, Income Protection (IP), and Serious Illness Cover (SIC) products.
According to the insurer’s latest claims statistics, the majority of payouts were made under Life Insurance, which accounted for £95.7mn of the total. It paid 98.9% of Life Insurance claims last year, with cancer remaining the most common reason, followed by heart and artery conditions, and neurological illnesses such as stroke.
Vitality paid £44.4mn in SIC claims, covering 88.6% of cases. Cancer dominated claims amongst women, representing 70% of all female claims, while heart and artery issues were most prevalent amongst men (28%).
The insurer also highlighted that one in seven SIC claims were for conditions not usually covered by enhanced Critical Illness (CI) plans, and that one in ten claims were made by members who had previously received a payout.
IP payouts also saw significant growth, rising from £1mn in 2023 to £1.8mn in 2024. The leading causes were cancer, musculoskeletal issues, mental health conditions, and neurological illnesses, which collectively accounted for 82% of all claims.
To support recovery and facilitate a faster return to work, Vitality has introduced targeted support pathways, including a newly launched neuro-rehabilitation programme.
The insurer highlighted that its Vitality Programme, which takes a 'shared value' approach and rewards members for healthier lifestyles, had saved engaged members, on average, £244 annually. Policyholders utilising its Optimiser feature - which provides access to the lowest upfront premiums - reported three times higher engagement with the programme.
"In 2024, we paid £142mn 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," explained Justin Taurog, CEO of VitalityLife.
He said: "In 2024, we delivered nearly £100mn in everyday value through the Vitality Programme and helped members save £40mn on their premiums through Optimiser. This represents real, tangible benefits that members experience without needing to claim.
"At a time when the industry is being challenged by consumers to demonstrate meaningful value and avoid foreseeable harm, our model does both," Justin concluded.
