"We understand there may be a misconception that Vitality is only for the young, fit, and healthy but this isn’t true. Vitality is for everyone."
- Greg Levine, Chief Operations & Growth Officer at Vitality
Vitality has revealed that 95% of its policyholders achieve 7k steps at least once a week, proving that members don’t need to engage in high-intensity workouts to benefit from the provider’s Rewards Programme. Notably, 95% earned points through steps at least once a week – over half (57%) at least three days a week.
13% of Vitality’s policyholders earned points & rewards through steps alone, with 32% earning 90% of their points from walking. Furthermore, the data revealed that 52% of its customers earn weekly coffees and monthly cinema tickets by walking. For context, policyholders must walk 7k steps to earn 3 points, and they must reach the 12-activity point benchmark to get a Caffè Nero drinks voucher each week or 48-activity point benchmark to unlock a cinema voucher each month.
In July 2024, Vitality’s ‘Health Claims’ Report highlighted a shift in the way customers use, or expect to use, their protection policy. 42% of customers now want Health Insurance that supports them to be healthier & live longer, while 60% wanted a policy that makes it quick & easy to access healthcare.
The provider found that highly active customers live 4.8 years longer, which could be due to rising numbers utilising physiotherapy and talking therapies support. Vitality has experienced a 179% increase in attendance to talking therapies since 2019, while physiotherapy claims increased by a third (35%) during the same period.
“The healthcare landscape has transformed over the past five years. Gone are the days when it was enough for Health Insurance to merely cover the cost of hospital treatment. Today, customers look for a far broader range of services, from support for leading a healthy lifestyle to seamless pathways into care when they need it,” explained Keith Klintworth, Managing Director of VitalityHealth.
READ MORE: Vitality reports highly active customers live 4.8 years longer
Upon becoming a Vitality policyholder, 22% experienced an increase in physical activity after just twelve months; 87% of customers reached their weekly exercise goals vs 61% of the general population.
Greg Levine, Chief Operations & Growth Officer at Vitality, said “We’re on a mission to get everyone living healthy and active lives. We understand there may be a misconception that Vitality is only for the young, fit, and healthy but this isn’t true. Vitality is for everyone.”
“Our offering is designed to support all our members to get healthier, in whatever way they choose, whether that’s through visits to the gym, cycling to work, or regular walks with friends. It is clear through the data – those who sign up see the benefits from the outset – not just the rewards we give but the opportunity to live a longer, healthier life,” he concluded.
