Who is VitalityLife?

Our Mission

“We’re continually innovating to make people healthier, and to protect and improve the quality of their lives”.

PruProtect is now called VitalityLife

PruProtect was launched in 2007 as a joint venture between Prudential and Discovery, the global insurer that invented Vitality. In 2010, Discovery increased its shareholding to 75% and has now taken full ownership of PruProtect. As a result, PruProtect has changed its name to VitalityLife.

VitalityLife’s parent company, Discovery, is a global insurance leader

Discovery is a global financial services business. It works in life insurance, private medical insurance and general insurance, as well as in investments and credit. It generates £4.5bn of annual revenue and, if it were listed in the UK, would rank in the FTSE100. In 1997, Discovery introduced Vitality, the world’s first incentive-based wellness programme linked to insurance. Today, Discovery has over 4.4 million customers across four continents, with already more than 800,000 members in the UK.

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