Vitality's life insurance claims experience in 2024 was published in their annual protection report. This page summarises the headline numbers, typical payout timelines, supporting services, and what to expect if you or a loved one needs to claim on a Vitality policy.
Vitality 2024 claims by product
- Life insurance: 99.6% of claims paid in 2024. Typical payout timeline: 2–6 weeks from claim notification to payment, with no contested claims. Straightforward cases often pay in under 10 days.
- Critical illness cover: 98.0% of claims paid in 2024. Typical payout timeline: 4–12 weeks from diagnosis to payment, depending on the condition and medical evidence required.
- Income protection: 93.6% of claims paid in 2024. Typical payout timeline: deferred period expires, then monthly benefit commences within 2–4 weeks.
Why claims are declined at Vitality
The overwhelming reasons for claim declinature at Vitality (and across the UK market) are:
- Non-disclosure at application. Conditions that should have been declared at application but weren't — roughly 70–80% of declined claims.
- Policy lapse. Premium not paid, policy cancelled before the claim event.
- Definition mismatch. The claim doesn't meet the policy's specific wording — particularly common on older critical illness policies.
- Exclusions triggered. Activities or territories specifically excluded in the policy.
Vitality's supporting services at claim
Optimiser (dynamic premiums linked to activity), Serious Illness Cover with 177 conditions and severity-based payouts, partial and full severity claims.
For a claim, Vitality's support services typically include:
- Bereavement helpline staffed 9 a.m. to 5 p.m. weekdays.
- Dedicated claims handler assigned at notification.
- Direct medical-evidence request from GP/hospital (paid by Vitality).
- Counselling / emotional support signposting via Optimiser (dynamic premiums linked to activity).
How to claim on a Vitality policy
- Notify Vitality as soon as practically possible. Claim forms are available on Vitality's website, by phone or via your original adviser.
- Submit supporting documents: death certificate (life), medical reports (CIC), GP consultation notes and occupational evidence (IP).
- Complete the claim form in full — incomplete claim forms are the most common cause of delays.
- Await Vitality's review. Straightforward claims typically pay in 2–6 weeks; contested claims can extend to 6–12 months.
- Challenge any declinature via Vitality's internal complaints process, then (if needed) the Financial Ombudsman Service within 6 months.
If the claim is declined
You have the right to challenge any declinature. The process is:
- Request a full written explanation of the decline reason.
- Submit a formal complaint to Vitality via their internal complaints process.
- Escalate to the Financial Ombudsman Service (FOS) within 6 months of Vitality's final response — free service, binding on the insurer up to £430,000.
- Seek specialist legal advice if the sum assured exceeds FOS limits or the case is complex.
Speed factors — what makes a Vitality claim pay faster
- Policy written in trust — bypasses probate delay of 6–12 months.
- Up-to-date medical records accessible at time of claim.
- Straightforward definition match (no ambiguity over whether the claim triggers).
- Prompt submission of death certificate or medical evidence.
- No pre-existing complaint or underwriting question on the policy file.
Vitality's 2024 claims vs the UK market
UK industry averages for 2024 were approximately:
- Life insurance claims paid: ~98% industry average — Vitality: 99.6%
- Critical illness claims paid: ~91% industry average — Vitality: 98.0%
- Income protection claims paid: ~90% industry average — Vitality: 93.6%
Vitality's 2024 figures comfortably exceed the UK industry average.
Frequently Asked Questions
On 2024 data, Vitality paid 99.6% of life insurance claims, 98.0% of critical illness claims, and 93.6% of income protection claims.
Straightforward Vitality life insurance claims typically pay in 2–6 weeks from notification. Contested or complex claims can take 3–6 months. Policies written in trust pay faster (they bypass probate, which can add 6–12 months to non-trust claims).
The main reasons are non-disclosure at application (the biggest by far), policy lapse due to missed premiums, definition mismatch with the policy wording, or an exclusion being triggered. Non-disclosure accounts for roughly 70–80% of all declinatures across the UK market.
Yes. Use Vitality's internal complaints process first, then the Financial Ombudsman Service (FOS) within 6 months of Vitality's final response. FOS is free and binding on the insurer up to £430,000.
Yes — significantly. A trust-written policy pays directly to the named trustees or beneficiaries, bypassing probate (which typically adds 6–12 months to claim payment). It also keeps the payout outside your estate for inheritance tax purposes. All major UK insurers, including {insurer}, offer free trust-writing.
Via Vitality's dedicated claims phone line, online claim form or via your original adviser. You'll need the policy number, details of the claim event, and supporting documentation (death certificate, medical reports, occupational evidence depending on claim type).