Vitality Launch 2026: ‘Personalisation, prevention and value matter more than ever’
Guest Blog Writer: Greg Levine, CEO Vitality UK and Europe
22 October 2026
Greg Levine, CEO Vitality UK and Europe reflects on how our industry can meet the evolving needs and expectations of clients in a rapidly changing world, where AI, personalisation and preventative health are shaping many aspects of our lives.
The world your clients inhabit today looks very different to the one they experienced even five years ago.
Technology is transforming how people access information and make decisions, while financial pressures remain a reality for many households and businesses alike. Healthcare is also evolving rapidly, so too are demands placed on health systems around the globe; people are living longer than ever before, but too often in poor health.
Taken together, these shifts are redefining what clients expect from our industry and how we remain relevant over the years ahead.
Today’s clients want more than just protection alone
For generations, insurance has played an essential role in protecting people against life's uncertainties. That role remains as important as ever. Yet today's clients increasingly want more than protection alone. They expect greater value, more personalised experiences, and support that helps them improve their lives today rather than simply providing a safety net for tomorrow.
At the same time, the way clients discover, research and even purchase products is changing. Increasingly, they arrive at conversations with advisers feeling better informed than ever before, often having used tools like generative AI to compare options and evaluate providers.
These changes create challenges, but they also create opportunities. They challenge all of us to think differently about how we engage clients, communicate value and demonstrate expertise. They also reinforce the importance of trusted advice. In a world where information is abundant, expertise, context and human judgement become even more valuable. Advisers sit at the point where these forces collide, helping customers navigate complexity and make confident decisions about their finances, health and future goals.
At the same time, the way clients discover, research and even purchase products is changing. Increasingly, they arrive at conversations with advisers feeling better informed than ever before, often having used tools like generative AI to compare options and evaluate providers.
These changes create challenges, but they also create opportunities. They challenge all of us to think differently about how we engage clients, communicate value and demonstrate expertise. They also reinforce the importance of trusted advice. In a world where information is abundant, expertise, context and human judgement become even more valuable. Advisers sit at the point where these forces collide, helping customers navigate complexity and make confident decisions about their finances, health and future goals.
The ‘health revolution’
Alongside these changes in consumer behaviour, we are also witnessing profound shifts in health. Demand for healthcare services continues to grow, driven by a combination of aging populations and a rise in preventable disease and chronic ill-health. At the same time, advances in medical science are creating exciting new possibilities, but also pushing up costs and medical inflation.
We are also living through what some commentators are calling the ‘health revolution’ . Health is becoming part of daily life, supported by wearable technology, real-time data and increasingly personalised insights. People are taking a far more active role in managing their wellbeing and expect the organisations they engage with to support them on that journey.
This is why I believe we are seeing a fundamental evolution in the role of insurance.
For years, we have believed that insurance should actively help people lead healthier lives rather than simply respond when they become ill. Today, that vision feels more relevant than ever. We continue to see evidence that our Shared Value Insurance model encourages healthier behaviours, while providing meaningful ongoing value even when members do not make a claim.
We are also living through what some commentators are calling the ‘health revolution’ . Health is becoming part of daily life, supported by wearable technology, real-time data and increasingly personalised insights. People are taking a far more active role in managing their wellbeing and expect the organisations they engage with to support them on that journey.
This is why I believe we are seeing a fundamental evolution in the role of insurance.
For years, we have believed that insurance should actively help people lead healthier lives rather than simply respond when they become ill. Today, that vision feels more relevant than ever. We continue to see evidence that our Shared Value Insurance model encourages healthier behaviours, while providing meaningful ongoing value even when members do not make a claim.
Innovation, empathy and purpose
As we launch the next chapter of our proposition, our ambition remains clear: to help more people protect what matters most while supporting their health and wellbeing every day.
We do this because we believe the future belongs to organisations that understand changing customer needs and respond with innovation, empathy and purpose. We do it because we recognise the vital role advisers play in helping customers navigate an increasingly complex world. And we do it because the industry has a responsibility to strengthen people’s financial resilience and improve the nation's health.
The landscape around us will continue to evolve. Customer expectations will continue to rise. Technology will continue to reshape how we live and work.
But one thing will not change. People will always want confidence in their future. They will always want trusted advice. And they will always value organisations that help them live better lives today while preparing for tomorrow.
That is the opportunity in front of all of us. And it is one that makes me incredibly excited about what comes next.
To read about the latest innovations across our Health and Life Insurance, head to adviser.vitality.co.uk.
1 People are living longer but spending more years in poor health | Institute for Health Metrics and Evaluation
² ‘The future of healthy living: A $16.4 trillion opportunity’, McKinsey Health Institute, September 2022
We do this because we believe the future belongs to organisations that understand changing customer needs and respond with innovation, empathy and purpose. We do it because we recognise the vital role advisers play in helping customers navigate an increasingly complex world. And we do it because the industry has a responsibility to strengthen people’s financial resilience and improve the nation's health.
The landscape around us will continue to evolve. Customer expectations will continue to rise. Technology will continue to reshape how we live and work.
But one thing will not change. People will always want confidence in their future. They will always want trusted advice. And they will always value organisations that help them live better lives today while preparing for tomorrow.
That is the opportunity in front of all of us. And it is one that makes me incredibly excited about what comes next.
To read about the latest innovations across our Health and Life Insurance, head to adviser.vitality.co.uk.
1 People are living longer but spending more years in poor health | Institute for Health Metrics and Evaluation
² ‘The future of healthy living: A $16.4 trillion opportunity’, McKinsey Health Institute, September 2022
