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Vitality Reviews

Rated 3.3 based on 1409 Reviews

Insurance Services in London

5th Floor, 80 Strand, London WC2R 0DT

Published on
July 28, 2025
Last updated
July 28, 2025

Satisfaction Score

Based on the set of reviews used to generate this report, it appears that 10% of Vitality's customers had a positive experience.

Positive
10%
Neutral
10%
Negative
80%

Ratings

As of Based on revies as of

Score

As of Based on revies as of

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What Customers Are Saying About Vitality?

customer service is ALWAYS first class

Trustguide extracts key phrases from reviews about Vitality and sort them by sentiment. This gives you a quick view of what customers consistently praise or raise concerns about—without needing to read every review.

Customer Reviews

As of Jul 28, 2025, 1409 customers have reviewed this business and rated it 3.3 Star out of 5. Trustguide conducted an in-depth analysis of Vitality's publicly available reviews View source

F J rated Vitality 1 stars
a month ago
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Been a member through work but over the past years its not gotten better. Every claim is an endless series of paperwork. Its meant to be a servoce where we can find a quick service on urgent medical care esp since the NHS is overwhelmed but vitality has made it so difficult. It feels like their mission is to do everything in their power to decline the claim instead of helping their patients. All my claims have taken months and no care has been factored in that I am in pain while all this admin is going on. I paid to see a vitality doctor who gave me two referals and then after a month they asked for a nhs gp referal letter which I dont get and defeats the purpose of having a GP doctor or have the GP not issue referals. Its just an ongoing circle of admin with them. Also they have changed the reward program now, if you rmember to login, you need to play a game to find a dog to earn a reward. This is ridiculous. And the cinema tickets are now 50% and you have to use it by Sunday. A lot of families are mad about this change. We have lost interest and to be honest might cancel soon on hearing back of my claims. Vitality must be making a fortune off the members data we should be given something back in return. Bring back free cinema tickets and mor free rewards!
Farhan Khan rated Vitality 1 stars
3 months ago
Trustpilot reviews Thanks for your review! Vitality logo Vitality Add photo Your review is pending.Read less It may take up to 2 hours to appear on Trustpilot. Learn more F 5 reviews GB Rated 1 out of 5 stars Extremely dissatisfied long term customer I've been a Vitality UK customer for almost a decade and I’ve never been more dissatisfied than I am right now. Over the past few years, my premiums have increased significantly, yet the quality of service and support has sharply declined. Most recently, I was denied coverage for the second stage of arthritis treatment, despite my consultant clearly stating that it should be covered under my policy. This is completely unacceptable for a company that presents itself as a premium health insurance provider. On top of that, the recent changes to the rewards program are incredibly misleading. They make it sound like customers are getting more, but in reality, the changes are restrictive and frustrating, making it harder than ever to actually access any rewards. It genuinely feels like the system is now designed to prevent people from qualifying. The app is also a major issue. It has been unreliable and buggy for years, regularly failing to sync with devices or log activity properly, which directly affects the ability to earn rewards. For a company that puts so much emphasis on tracking activity, it’s shocking how poorly the technology actually functions. Vitality’s marketing promotes a health-focused and rewarding experience, but for long-term customers like myself, it now feels misleading and hollow. I’m incredibly disappointed and seriously questioning whether to continue with a company that no longer lives up to its promises.
Sam Williamson rated Vitality 1 stars
3 months ago
The experience with vitality has deteriorated with their childish dog games that reward luck over keeping active. The premiums went up but the benefits got worse with no rationale. The points often don’t track and you’re responsible for lengthy claims to prove you were due them. Why they’ve put effort and money into evolving into a worse offering is beyond us. Look elsewhere.

Reviews Summary

Overall sentiment toward Vitality Health Insurance, as seen in recent customer reviews, is predominantly negative, driven by issues with claims processing and customer support. Reviewers repeatedly cite significant delays, excessive administrative requirements, and what they perceive as efforts to avoid claim payouts. Technical difficulties with the app, complications in earning rewards, and discontent around restricted or changed benefits also appear frequently. While a minority mention positive clinical experiences, most feedback expresses frustration, with only rare remarks about excellent customer service.

The most common themes involve dissatisfaction with the claims process—many users describe it as lengthy and filled with bureaucracy. App performance and accessibility concerns are regularly highlighted, with complaints about unresponsive digital support systems. Changes to the reward program, making it harder to earn meaningful benefits, are another significant pain point. Only one review provided strong praise for customer service, while another acknowledged the professionalism of healthcare staff despite wider administrative failings.

Based on these reviews, Vitality Health Insurance’s current reputation in the UK appears to be facing challenges, particularly regarding customer trust and perceived value. Although some positive service interactions are reported, the overwhelming pattern is one of customer dissatisfaction with process inefficiencies and evolving reward limitations. Overall, the company is regarded as struggling to meet customer expectations for health insurance services in the region.
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Frequently Asked Questions About Vitality

How long does it take for Vitality to process and approve insurance claims?

Customers report that claim processing can take several months and often involves extensive administrative paperwork. Some claims, including critical illness and physiotherapy, have been delayed or declined due to technicalities, creating frustration for those seeking timely resolution.

Is technical support responsive for app or online issues with Vitality?

Many reviewers state that support for technical difficulties—such as app malfunctions or missing points—is limited. Communication is frequently described as slow, with delayed or unclear responses through both the app and recommended channels such as WhatsApp.

Are there recent changes to the Vitality rewards program that affect members?

Yes, several customers mention that recent changes make rewards harder to access. Examples include reduced cinema ticket benefits and a new game-based mechanism for rewards, which have frustrated members accustomed to previous incentives.

About Vitality

Insurance Services
Vitality Health Insurance is a provider offering private health, life, and critical illness insurance plans primarily to individuals and through employer schemes. Its services include medical coverage, preventive health benefits, and access to healthcare professionals. The business operates mainly through digital platforms, incorporating reward-based incentives for healthy behavior and activity tracking.

Vitality’s operational model relies on an integrated digital ecosystem, including a member app and website that facilitate claims submissions, benefits tracking, and communication with customer service. The company structures its workflow around claims verification, coverage approvals, and a points system that links healthy habits to rewards, relying heavily on self-service technology and limited direct contact.
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How is this report generated

Trustguide generates concise, neutral summaries of business reviews. By analyzing publicly available feedback from reputable platforms, it highlights common experiences, praises, and concerns. This allows users to quickly understand a business’s reputation without reading every individual review.4o
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