Shared Value insurance is based on the simple insight that by incentivising positive behaviour, we can deliver economic and health benefits that are good for our members, good for us as a business and good for society. The real power of this model is the integration of the Vitality Programme, with best-in-class protection that unlocks and shares value with our members1. Sharing the benefits of healthy living. The Vitality Shared Value Insurance model at work in 2020. Vitality Shared Value Insurance Source: 1. Defaqto 5-star rated 2020, more conditions covered than any other provider on Serious Illness Cover View our Shared Value video View our Shared Value video