Vitality has today (12th February 2025) announced a series of new protection products and enhancements to its offering.
The updates provide members with access to broad financial protection, alongside high levels of support to help them recover and get back to health when they make a claim.
The Accident and Fracture Cover product offers market-leading payouts of up to £10,000 for a partial or complete break to a bone.
The product considers the impact of an accident for a member, both in terms of likelihood of admission into hospital and financial impact.
The product also includes fracture cover, emergency hospitalisation benefit, and physiotherapy support.
Fracture cover pays up to £10,000 based on the location and severity of the fracture.
Emergency hospitalisation benefit pays up to £2,000 for emergency hospital stays of over 48 hours that result from an accident or require emergency surgery.
Vitality’s Recovery Benefit will cover three out of every four Income Protection claims.
The benefit will be available from (3rd March 2025) for new and existing members.
Additionally, where a member takes up the benefit within their deferred period, their premiums will be waived for up to three months.
Vitality has also announced a pledge to further support with the immediate costs of a funeral.
The company will now advance £2,000 of its £10,000 funeral pledge funds directly to the funeral director on evidence of death, with no need to wait for further medical evidence.
This will be available on new business from 3rd March 2025.
Justin Taurog (pictured), CEO of VitalityLife, said: “Today’s protection market has changed significantly in recent years, with clients, rightfully, expecting more than ever before from their insurer, and actively looking for support to get back to work as quickly as possible where they are injured or ill.
“The enhancements announced today, reflect this, with a further evolution to the health and wellbeing support offered to members to them back to full health as quickly as possible, while at the same time, ensuring we are offering market leading, relevant and comprehensive cover, providing members with financial security and support, at a time when they need it most.”
Adam Higgs, head of protection at SJP, said: “Being hospitalised can have a huge impact on a person and their families finances.
“Vitality’s new Accident and Fracture cover will help ease this financial burden and not only provide support if a client suffers a fracture, but also if they have an accident leading to an A&E admission or require one of a list of emergency surgeries following admission to A&E.
“The addition of physiotherapy support will also help clients get back on their feet and back to work quicker once they are discharged from hospital.”
Ian McKenna, founder of Protection Guru and the Financial Technology Research Centre, said: “Vitality’s product updates are always one of the highlights of the protection year.
“This year is even more significant with the business doubling down on its commitment to the use of AI as a shared benefit for the company and its customers differentiates them strategically from the rest of the industry.
“Arguably, no other insurer globally is as well placed to take advantage of AI because of the enormous volume of data collected via their representation in no fewer than 41 countries worldwide, either directly or partnership
McKenna added: “Building further benefits into their life range where 1 in 7 claims would not actually be covered under any insurers other plans is a significant feat.
“Looking at the changes announced, I particularly like the way Vitality have innovated in the Fracture cover market be including wider accident cover and a hospitalisation benefit for when a trip to Accident & Emergency turns into a longer admission.
He said: “This is something Vitality do frequently, moving the quality and breadth of cover, throwing down the gauntlet to the rest of the Protection market to do better.
“Similarly, while their Income Protection is a great product, it can be even better.
“Vitality adding Neurorehabilitation to their Recovery Benefit is another excellent enhancement.”
