“I am really sorry to do this, because I have had previous experiences with Vitality that have been very positive and I did leave a 5 star review three years ago to reflect that. This one star is representative of my recent experience and is more reflective of their new MH provider partner IPRS. Apologies Vitality but you're going to catch some strays.
If you are looking for mental health support: avoid these guys like the plague.
February: after some very difficult times, I contact Vitality who put me through to IPRS to arrange some CBT. I stress that I want face to face appointments as virtual are no good for me in my circumstances. IPRS listen to me on the triage call rather impatiently and, while I’m midway through a tearful recollection of a bereavement, ask me for my credit card details. I comply, even though it made me feel pretty low at the time, and they agree to try and find me some face-to-face sessions.
They pair me with one therapist who can only offer me appointments during the working day, when I’m at work (I cannot work remotely). She then never responds to my message and simply hands me back to IPRS who ask me what I want to do. I say please keep looking and they claim there is only one therapist who does in-person appointments in the whole of Hampshire/Surrey. They asked if I would ‘like to be referred back to Vitality or keep looking’ and I said to keep looking. They then said there were no other therapists in the area who would support F2F and asked again, to which I said “I really don’t want to be pulled between pillar and post here, what are my options?” to which there was no reply and the next correspondence I received was for a bill for £79 for my triage call. No follow-up, no “Sorry about that, let’s try to help you.”
I complained officially and IPRS reviewed the phone call and, 8 weeks later (which was three weeks after I was told I would get an outcome) I got told that they had reviewed the call and they admitted ‘the service was not the standard we strive for’ but that they had offered me something and that I had declined. They then said they couldn’t comment on if I still owed them money because that was a Vitality issue. I went back to Vitality who talked to IPRS and said “You have to pay because they say they offered you treatment”. I waited for another complaint with Vitality (whom I had to chase and chase to get anyone to take me seriously) and they have ruled in IPRS’s favour because “You were offered treatment and you declined.” I appreciate that I'm just some guy, but it's a horrible feeling when a company that champion customer care essentially say "Our unaccountable friends at IPRS say you said this and we believe them over you."
Neither side can agree about if I can waive the fee, which is crazy. The lack of clarity about it has exacerbated my MH issue and IPRS are the only ones who can investigate IPRS. They are not beholden to an Ombudsman because they aren’t offering a financial service and they are, quite clearly in their complaints process, marking their own homework.
Anyone with a heart would listen to a phone call where someone is giving reasons for their seeking help and wouldn’t think “Now’s a good time to get their card details”. It’s also very clear why they don’t have more therapists prepared to work with them: they are unprofessional and uncaring and have switched mainly to virtual to make life simpler and cheaper for themselves. I have medical reasons why I cannot do my appointments virtually and these have been disregarded by a system that frankly couldn’t care less.
As for my MH: what do you think? I have seldom felt lower than I have after this dehumanising, humiliating and appalling service. As I type, I was promised a call by IPRS before 3pm and this has not happened.
Save yourself the stress, go private and do fewer sessions. Vitality: change back to Nuffield Health, who I found exceptional. You are better than this.
IPRS: I hope my £79 and suffering is a good return for all the resources you’ve put in to not helping me.”
“app doesn't work or video consultation doesn't. I've tried 2 video appointments today and they cannot hear me. I tested my mic with their app and it works fine (I also use it for teams, google meet and zoom without any problems). I cannot see any settings at all apart from the video and audio on/off buttons. Very frustrating.”
“Vitality is so poor they are bordering on being scammers. They still might be. Their GP app doesn't work and when it did work the GPs were so bad I had to question if they were actual doctors.
I had a shoulder issue which they wouldn't look into as they said it was a pre-existing condition which I completely refute but they've given no reason why they think it's pre-existing.
Honestly, if health is important go to Bupa or AXA which is what I'm doing. If they are a legitimate company then they are the Ryanair of Healthcare”
“I’ve been with Vitality for years and used to really value the rewards – hitting my activity targets meant I could reliably get cinema tickets and other perks. Recently they’ve completely changed the system, and it feels like a downgrade disguised as “innovation.”
Now, instead of simply earning rewards for staying active, you’re forced to play a pointless “dog game” in the app. If you forget to log in and play it on time, you lose out on rewards you’ve already earned through your activity. It’s confusing, frustrating, and clearly designed to reduce how many rewards people actually claim.
This isn’t “engagement” – it’s unnecessary hoops to jump through, and it leaves a bad taste after years of being a loyal customer. A system that used to feel rewarding now feels manipulative and stingy.
If Vitality wants to keep customers, they should bring back the straightforward rewards structure that worked, instead of hiding behind gimmicks.”
“I ordered an item mid may which should arrive the 5th of june. At the end of june I asked where my item was and got no answer. Yesterday I asked again where my item was and if it had been sent, still no answer!
People don't buy here!!!”
“I genuinely think this insurance company is selling policies to customers and already knowing they wont pay a dime .
If you care for your family and want a true life insurance coverage please don’t take out a policy with this company. They are slow , make you feel bad on the phone and call you a fraudster when you make a claim .
Be smart and compare and check reviews.
Vitality is bad bad bad !!”
“I recently suffered a stroke. Vitality are dragging their heals going backwards and forwards to my doctors asking for more reports I think they are trying to find a reason not to pay out.
They say ‘ we are here for you’ it’s empty rhetoric
I am going to make a complaint to the insurance ombudsman as I didn’t sign up for the insurance cover to be messed around. What’s the point of. A policy like this if it doesn’t provide cover in the event that you suffer a serious health condition.”
“I'm writing this review to warn others about Vitality Life's shocking treatment of genuine claims. What happened to us demonstrates how insurance companies can leave you in the lurch when you're already dealing with a serious health crisis.
My partner and I took out joint life and critical illness cover with Vitality in March 2023. Shortly after, I was diagnosed with multiple sclerosis and submitted a claim. This should have been straightforward - MS is clearly covered under critical illness policies.
Instead of supporting us during an incredibly difficult time, Vitality:
-Took 9 months to assess the claim
-Declined it, claiming "careless misrepresentation"
-Argued I should have disclosed eye pain from December 2022 (3 months before the policy)
-This is despite having NO formal diagnosis until after the policy started
Vitality's argument was that "eye pain" equals "blurred or double vision" on their application form. Even though:
-I answered honestly based on my understanding at the time
-I had no formal diagnosis when I applied
-My GP confirmed no optic neuritis diagnosis before the policy commenced
After dragging us through months of stress whilst dealing with MS:
-Offered a "revised" policy excluding MS (the very condition I need coverage for)
-No refund of premiums despite their misleading application process
-2 years worth of premiums kept by Vitality for coverage I apparently "wasn't entitled to"
This isn't about fraud or deliberate deception. This is about:
-Ambiguous application questions designed to create loopholes
-Aggressive claim investigation looking for any excuse to decline
-Leaving customers distressed when they're already dealing with serious illness
-Taking premiums for coverage they never intended to honour
The Financial Ombudsman agreed Vitality could decline the claim on a technicality, whilst acknowledging I genuinely thought I'd answered correctly. This shows how the system is stacked against consumers.
Vitality took our money, declined our claim on a technicality, and offered us "revised" coverage that excludes the very condition we need protection from.
When you're paying for insurance, you expect protection when the worst happens. Instead, Vitality treated us like mud and left us with nothing but both er during an already stressful time.
Avoid. They are not on the consumer's side.”
“Appalling customer service. Over 25 years of loyalty and a regular 30 - 40% hike in premiums every year. If you are sick, do not go anywhere near Vitality! They do not want to keep anyone who is ill !”
“I joint vitality health plan with my work at the beginning of this month, short summary: I have a twin brother who has same initials , same DOB, but different home address he has private Life Plan with Vitality , Vitality thought we are the same people and linked my health plan to his account, at the moment I don't have an account, Vitality support team advised it will take about 1 month to fix as the system thinks we are one person and not 2 different persons.
Till no resolution and we both have not even been offered any sort of Compensation,”
“My dad passed aged 86 in August of cancer, its taken Vitality until the 11th of June to send an email saying theyve approved the claim on his policy (Only a low 5 figure sum) and that payment will be made basically by the end of June. If your family were struggling, could they wait this long for a payment from your loved ones estate that they have paid faithfully to protect you with every month, every year? Just saying ....”
“Changes to rewards scheme are terrible!
Do you know what I liked about your rewards? I knew what I had to do to get something. That was the whole motivational point of it, it worked really really well. Really well. It was great to be honest and stood you apart from others.
But what have you done???? you’ve ruined it. You no longer have a USP with that at least for me. I am all for change when it’s better, but this is a terrible change. I now don’t know if I will win. There is no motivation to do more because you’re stupid childish game then decides whether I win or not. It’s like you’ve ripped the heart out of a really good idea, and turned it into a gamble / game of chance whatever you want to call it. How does that motivate people? Do you really think your target audience want this? It’s like we’re kids to you now.
You shouldn’t be encouraging your base to gamble or play chance games, you should be motivating them to do more to keep fit. You used to do this, now you don’t. I for one can’t stand what you’ve done, you’re change is actually making me look around for alternative companies as this really good unique motivational app which was the reason why I stayed with you, has gone. It’s a total disaster and stop doubling down on it. When are you going to realise, what you have done with it is the biggest downgrade I’ve seen from a company in a long time.
You’ve changed something great to something awful. You stopped me from knowing where I am or what I need to push myself to do to win. You’ve started treating me like I’m 8 or 9. You’ve taking away the whole motivation that your rewards scheme was. And for what? For something you think is trendy and will engage people? You had people engaged. What you have now is people not knowing what they need to do, uncertainty, frustration, feeling like we’re forced to do something we don’t want to do.
You might not realise just how much you are hurting your base with this change. You might think you know better.”
“Their new reward system is a scam. They are marketing it us supercharged and more rewards than ever but it is the opposite. It is funny how stupid they believe their customers are. And it doesn't matter anymore how much exercise you do to get the rewards, it is based on luck. Not being rewarded the more you move kind of negates the whole selling point of the insurance.”
“I have taken a life insurance policy out over the past few days and registered for the ap but unable to access it at all It just keeps saying 'technical difficulties'”
“Since the change of rewards system all the rewards are down to luck. No incentive to stay with Vitality. Will be switching next year to new provider.”
“Terrible. Rewards gotten worse and worse since I joined more than a decade ago. I will leave after this year, and get cheaper life insurance elsewhere.”
“Over 3 months since my wife tried ti make a claim for treatment. Constant back and forth asking for more information from the GP. Even the GP has had enough and has verbally told us there is no more info to give. It’s a very recognisable condition that is not pre-existing (the GP has also put this in writing to Vitality). Vitality seem to be deliberately delaying in the hope that we go away. Unfortunately my wife has had to go private at her own expense due to the amount of time that has passed and the pain she is in. Easily the worst service we have experienced.”
