By recognising that insurance risk is increasingly determined by lifestyle choices, Optimiser gives members’ access to the Platinum Rate, our best available premium, in anticipation of a lifetime of positive health choices. It then dynamically adjusts a member’s premium each year, based on their engagement in the Vitality Programme. This challenges traditional life insurance policies, based on the idea that risk is static, with underwriting taking place once, at policy inception. This is contrary to the nature of non-communicable illnesses which are determined largely by behavioural choices we make over our lifetime. Optimiser. 30% lower on term life premiums and In 2020, Optimiser provided members with savings of up to premiums of up to This equated to a saving of £9m for our members through the Platinum Rate in 2020. 40% lower on whole of life premiums. Platinum rate Standard rate Maintain Platinum status Access Platinum rate Keep premiums low by maintaining Platinum status See the impact of Vitality on life insurance claims See the impact of Vitality on life insurance claims We are the only life insurance provider to actively help members improve their underlying mortality and morbidity risk. Importantly, our data shows that engaged members make fewer life claims across all age bands compared to the non-engaged. This shows the importance of Vitality across all age groups, and the potential benefit to life expectancy it can bring. Source: Analysis of monthly physical activity points on VitalityLife plans from 2014-2018. Our engaged members had a lower mortality risk across all age groups for term like policies. Relative mortality risk by level of engagement Low Moderate High Level of engagement None Mortality risk 73% 68% 41%