According to its 2025 Health Claims and Insights Report, everyday care services – including GP access, physiotherapy, talking therapies and optical, dental and hearing treatments – accounted for 70% of all VitalityHealth claims in 2024. The provider said 76% of members used their cover in the past 12 months, with uptake highest among younger adults; 93% of 18–34-year-olds used their cover, compared with 46% of those aged 55 and over.
The findings also point to rapidly growing demand for digital health. The proportion of claim authorisations initiated online increased from 6% in 2019 to 71% in early 2025. Around 39% of members used their cover to access private GP appointments over the last year, while 75% expressed concern about access to NHS primary care.
Mental health remains a major area of claims growth. Talking Therapies claim rates rose 167% between 2019 and 2024, although out-patient and in-patient mental health claims declined by 17% and 41% respectively. Vitality reported that 92% of members were seen by a therapist within five days of assessment and 81% recorded measurable improvement following treatment.
Musculoskeletal claims also grew, with physiotherapy activity up 30% over the same five-year period, while other MSK claims fell by 8%. Ninety-eight per cent of physiotherapy patients were seen within two days and 83% reported improvement following treatment.
The report links clinical outcomes to consultant selection. Vitality’s Premier Consultant Panel, which evaluates specialists using over 500 data points, recorded a 25% reduction in length of hospital stay, a 41% reduction in readmissions within 28 days and a 17% reduction in claims costs compared with non-panel consultants.
Claims for biological and hormone cancer therapies rose 30% between 2019 and 2024, with total cancer claim costs increasing by 23% on average. Skin cancer claim rates increased 25% over the same period. Vitality said 28,000 members have completed its online cancer risk assessment since launch, with an average turnaround time of 3.4 days from referral to results.
Obesity-related risks also continue to rise. The insurer highlighted research showing a 51% rise in obesity among UK employees between 2014 and 2023. Its analysis indicates obese members are 35% more likely to be hospitalised for any condition, 70% more likely to be hospitalised for MSK conditions, and 123% more likely for cardiac conditions. Around 23% of customers reported using weight-management medication; early 2025 data from Vitality’s medicated pathway shows average weight loss of 9.3% after three months.
Technological adoption is also accelerating: robotic procedures covered by Vitality increased by 73% between 2021 and 2024, with growth concentrated in prostate and joint replacement surgeries. Additionally, one in four members seeking mental health support started treatment via AI-driven self-guided pathways.
Commenting on the findings, VitalityHealth CEO Dr Arun Thiyagarajan said the sector is evolving beyond claims settlement to broader health support, including prevention and early intervention.
He said: "We live in an increasingly volatile and unpredictable world. Despite a booming interest in wellness and longevity, the impact of unhealthy lifestyles and chronic ill-health is being felt more than ever, and healthcare systems are under strain. Against this backdrop, the role of health insurance is being redefined."
"Across markets, health insurers are no longer just payers. We are increasingly covering a wider range of needs and actively helping people access the support they need – from prevention to early intervention, as well as treatment in hospital. This shift is not theoretical – it’s happening now. Products are moving from purely reactive insurance coverage to proactive assurance: delivering ongoing value, enabling healthier choices, and helping people to live in better health for longer."
