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Vitality Health Limited
Industry Health insurance
Founded 1994 (acquisition of Prime Health by Standard Life)
Headquarters London, UK
Key people
Neville Koopowitz, CEO
Keith Klintworth, Deputy CEO
Products Health Insurance
Revenue £92 million
Owner Discovery Limited
Number of employees
1,400 (across 3 sites London, Bournemouth and Stockport in the United Kingdom
Parent Vitality Corporate Services

VitalityHealth is a United Kingdom-based company specialising in private medical insurance sold to the UK market. The company is a subsidiary of Discovery Limited and alongside VitalityLife and Vitality Corporate Services it forms Discovery Limited's UK insurance offering.[1] As of 2014, the company had approximately 680,000 customers in the UK.


In 1994, the company was created when Standard Life acquired Prime Health Limited. In 2000 it was renamed as Standard Life Healthcare. Standard Life Healthcare expanded in March 2006 with the acquisition of the Bournemouth-based private medical insurance (PMI) business of FirstAssist. As part of this process they relocated their head office from Guildford, Surrey to Bournemouth, Dorset. They also have large offices in Stockport, Greater Manchester and Gracechurch Street, London.

In April 2010, as part of Standard Life's decision to focus on its core pension and investment business the Healthcare division was sold to Prudential of the United Kingdom and the company was renamed under its PruHealth brand.[2]

In November 2014, Discovery purchased the remaining 25% stake in PruHealth from Prudential, thus making Discovery a sole owner of the company. Immediately after purchase Discovery re-branded PruHealth to a new trade mark called VitalityHealth, and its sister company PruProtect rebranded to VitalityLife, both under the Vitality umbrella brand. An intensive advertisement campaign launched in print, digital and outdoor media was commissioned.


  1. ^ "Discovery Limited 2014 Annual Financial Statements" (PDF). Discovery Limited. 2014-06-30. Retrieved 2015-05-29. 
  2. ^ "Standard Life Healthcare sold to Discovery". Health Insurance Daily. 1 April 2010. Retrieved 9 May 2015. 

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