VitalityLife CEO Calls for Evolving Role of Life Insurance

VitalityLife CEO Calls for Evolving Role of Life Insurance

Justin Taurog, Chief Executive Officer at VitalityLife, has called on the protection industry to rethink the role of life insurance, emphasising the importance of products that do more than simply pay out when things go wrong.

Taurog notes that while advisers witness the positive impact of protection every day, traditional life insurance often only responds to adverse events, rather than supporting clients throughout their lives. He highlights the need for cover that reflects the changing nature of illness and enables healthier, longer lives.

According to Taurog, VitalityLife's approach is centred on a Shared Value model, aiming to support better health, reward positive choices, and deliver value before a claim is ever made. In 2025, the company paid out over £105 million in Life Cover claims, £42 million through Serious Illness Cover, and £1.8 million in Income Protection benefits. Taurog points out that these figures represent real people whose lives have been supported financially and through recovery.

Beyond claims, the Vitality Programme reportedly helped members add 688,570 years to their life expectancy, provided £108 million in value through rewards and partners, and saved £44 million in lower premiums via Optimiser last year. Taurog states that members who remain active are proven to live longer, claim less, and are less likely to cancel their cover, which benefits both clients and the sustainability of the protection model.

The report also highlights that a significant proportion of Serious Illness Cover claims paid last year would not have been covered by traditional critical illness plans, particularly for younger members and those with new or repeat illnesses. Taurog argues this demonstrates the need for protection products to evolve in line with clients' changing needs.

He concludes by encouraging advisers to consider recommending protection that does more, lasts longer, and remains relevant throughout clients' lives.