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Shared value

It's what makes us positively different

This site is for UK investment professionals only. If you're not an investment professional, please find out more about us at vitality.co.uk.

As the only provider to bring together wellness and savings, we help your clients live a longer, healthier, more financially secure life.

Experts in shared value

Our unique approach to investments is based on incentivising positive behavioural change. By changing behaviour we deliver economic and health benefits that are good for your clients, good for you, good for us and good for society. This is what makes our proposition unique. We call this shared value. It’s already helped us reshape the UK life and health insurance markets.

A win, win, win situation

For your clients, this could add up to greater financial longevity and better long-term health to enjoy it.

For us, the longer they invest, the more we earn and the more we can share these additional earnings back with your clients.

You increase client loyalty, value and persistency. Plus, your clients are more likely to recommend you to their friends.

More generally, society benefits from a healthier, more financially secure population.

Making people healthier in the UK

With evidence our shared value model works in life and health insurance, we are now applying the same principles to the world of investment.

Over £103 million

worth of Vitality benefits and rewards given to customers1

Over 50 million

healthy activities tracked1

Over 300,000

Vitality online Health Reviews complete1

A global thought leader

We’re part of Discovery Group, a worldwide insurer and investment manager with over 20 million members in 24 countries, including Europe, the United States, Australia, South Africa, Canada and China. In the UK we operate as VitalityInvest, VitalityHealth and VitalityLife2. 

Our shared value business model is supported by leading academic and research collaborations, including University of Cambridge, Harvard University, University of Pennsylvania, Duke University, RAND Corporation, and National Institute of Health Metrics Evaluation.

We’ve received extensive coverage in the World Economic Forum, the Clinton Global Initiative and prominent media forums such as the Wall Street Journal and The Economist. We were also placed number 17 in Fortune’s list of the top 50 world-changing companies in 2015.

Where to next?

  • Investments Homepage

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    The investment choice that rewards your clients when they make positive lifestyle choices.

    Learn More

  • Knowledge Library

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    Read a wide range of investment articles and guides to help you advise your clients.

    Learn More

  • Vitality Programme

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    When your clients invest with us, they get automatic access to our Vitality Programme at no extra cost.

    Learn More

  • Rewards Overview

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    Your clients can access our range of rewards when they invest with us.

    Learn More
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The value of investments - and the income from them - can go down as well as up, meaning your client may get back less than they invest. Terms and Conditions apply.

1 Source: Vitality internal data, 2019. 
2 Source: Discovery, July 2020.