Vitality is a large insurer best known for its health insurance product, which rewards customers for going to the gym and making healthy lifestyle choices. It also offers a range of life insurance and other protection products, as well as a line of investment products.
Vitality has been owned by the South African financial services group Discovery since 2014, before which it was jointly owned by Discovery and Prudential, and went under the name of Pru Protect.
It was founded in 1997 and its headquarters are in London.
In 2021 it began selling car insurance underwritten by Covea.