VitalityHealth is a United Kingdom-based company specialising in private

medical insurance Health insurance or medical insurance (also known as medical aid in South Africa) is a type of insurance that covers the whole or a part of the risk of a person incurring medical expenses. As with other types of insurance, risk is shared among m ...

sold to the UK market. The company is a subsidiary of Discovery Limited and alongside VitalityLife and Vitality Corporate Services it forms Discovery Limited's UK insurance offering. As of 2018, the company had approximately 1 million customers in the UK. VitalityHealth falls under one of the Vitality Group International companies. International partners include Generali (Europe),

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& Sumitomo Life (Japan),

Ping An Insurance Ping An Insurance known also as Ping An of China (), full name Ping An Insurance (Group) Company of China, Ltd. is a Chinese holding conglomerate whose subsidiaries provide insurance, banking, asset management, financial, healthcare services. Th ...

(China), AIA Group (Asia and Australia),

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(Canada),

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(USA) and others. Vitality has recently offered genetic testing to customers in South Africa and the United States and has built a business model based on psychological incentives and behavioural economics.

History

The company was created in 2004 when Discovery and Prudential launched the PruHealth brand in the UK, combining Prudential's UK distribution capability with Discovery's Vitality product that had already been launched to the market in

South Africa South Africa, officially the Republic of South Africa (RSA), is the southernmost country in Africa. It is bounded to the south by of coastline that stretch along the South Atlantic and Indian Oceans; to the north by the neighbouring coun ...

. In April 2010, as part of

Standard Life Standard Life is a life assurance, pensions and long-terms savings company in the UK which is owned by Phoenix Group. History 1825–2010 The Standard Life Assurance Company was established in 1825 and was reincorporated as a mutual assurance ...

's decision to focus on its core pension and investment business, Discovery acquired Standard Life Healthcare (which had been formed in 1994 upon the acquisition of Prime Health Limited) and merged it with its PruHealth division. In November 2014, Discovery purchased the remaining 25% stake in PruHealth from Prudential, thus making Discovery a sole owner of the company. Immediately after purchase, Discovery re-branded PruHealth to a new trade mark called VitalityHealth, and its sister company PruProtect rebranded to VitalityLife, both under the Vitality umbrella brand. An intensive advertisement campaign launched in print, digital and outdoor media was commissioned. Discovery Limited and the work of Vitality Group International have been featured as a Harvard Business School case study.

References

External links

* Financial services companies established in 1994 Health insurance companies of the United Kingdom Multinational joint-venture companies {{insurance-company-stub