Overview: Vitality vs Aviva
Aviva is the UK's largest insurer, offering straightforward, competitive life insurance with strong financial stability. Vitality takes a different approach — its premiums are linked to your lifestyle and activity levels, with rewards for staying healthy.
How each insurer works
Aviva
Aviva offers traditional life insurance where your premium is set at the outset (based on age, health, and smoking status) and remains level throughout the policy. It's simple, reliable, and offers competitive rates — particularly for older or less healthy applicants.
Vitality
Vitality's Optimiser policy links your premiums to health and activity data from wearables (like an Apple Watch or Garmin). Active policyholders can receive discounts of up to 40% on their premiums, plus rewards like cinema tickets, gym discounts, and travel perks.
Pricing comparison
For a 35-year-old non-smoker in good health seeking £200,000 of level term life insurance over 25 years:
- Aviva — approximately £12–£16/month
- Vitality — starting rate approximately £18–£24/month, reducible to £11–£14/month for highly active members
Prices are illustrative — always get a personalised quote.
Critical illness cover
Both insurers offer critical illness cover alongside life insurance. Vitality's CIC is particularly comprehensive, covering more conditions than most competitors. Aviva's CIC is competitive and includes children's cover as standard.
Claims performance
Both insurers have strong claims records. Aviva paid 98.2% of life insurance claims in 2024. Vitality paid 97.9%.
Who should choose Aviva?
- People who want simple, predictable premiums
- Those who are less active or don't want to track health data
- Older applicants or those with health conditions
- People who don't want to share health/activity data
Who should choose Vitality?
- Younger, active people who exercise regularly
- Those who already use wearables or are willing to track activity
- People who want lifestyle rewards alongside their insurance
- High earners who value the premium discounts
Frequently Asked Questions
For active, health-conscious people who engage fully with the Vitality programme, yes — the premium discounts and rewards can deliver real value. For less active people, Aviva or another traditional insurer may be better value.
You can take out a new Vitality policy and cancel your Aviva policy — but be aware that new policies are underwritten based on your current health. If your health has deteriorated, switching may cost more.
Vitality collects activity data from wearables and health assessments. They have a published privacy policy on how data is used. Always read this before signing up.