Vitality

Vitality is a wellness and insurance brand founded in 1997 as part of the Discovery Group. Headquartered in London, United Kingdom, Vitality operates in the health and life insurance sectors, providing a unique approach that rewards healthy behavior with discounts and benefits. As of 2023, Vitality is part of Discovery Limited, a financial services group listed on the Johannesburg Stock Exchange.

Vitality is known for its innovative health and wellness programs, which integrate health insurance with technology-driven fitness tracking and wellness initiatives. It encourages customers to live healthier lifestyles by offering incentives such as discounts on gym memberships, rewards for hitting health goals, and benefits linked to activity tracking through partnerships with brands like Apple and Fitbit.

In the financial year 2022, Discovery Group reported $5.6 billion in revenue, with Vitality contributing significantly to its insurance operations. The company is also actively involved in sports sponsorship, notably as the title sponsor for Vitality Netball Superleague and partners with Premier League clubs like Arsenal and AFC Bournemouth.