📣 We are excited to announce that Vitality’s most comprehensive Serious Illness Cover 3X product is now available on the Protection Platform
From the 29th of October 2025, advisers will have access to all three of Vitality’s Serious Illness Cover products – 1X, 2X and 3X - on the platform, alongside their Income Protection and Life Cover.
Vitality’s Serious Illness Cover 3X contains all the benefits of Serious Illness Cover 2X, plus an additional 31 lower-severity conditions, covering 174 conditions in total and 60 that are unique to Vitality. Significantly, the client could also claim up to three times for the full sum assured, if they’re diagnosed with multiple illnesses during the policy term – a benefit unique in the market.
What is Vitality’s Serious Illness Cover
Vitality’s Serious Illness Cover is more than just a different name for Critical Illness cover. By adopting a severity-based approach to how the product works – with payouts ranging from 5% to 100% - Serious Illness Cover is designed to protect your clients against a wider range illnesses and related procedures, which could have a financial impact even at the earlier stages of diagnosis.
This unique approach to cover also means Vitality will pay out multiple times if the client’s condition worsens or they’re diagnosed with something else.
With advances in medical science helping to diagnose more conditions earlier and more people surviving illnesses but going on to suffer further re-occurrences or further ill-health1, Vitality see this as a more sustainable approach to cover.
There are three Serious Illness Cover options to choose from Vitality , all available on our platform:
• Serious Illness Cover 1X
• Serious Illness Cover 2X
• Serious Illness Cover 3X
Serious Illness Cover 2X and Serious Illness Cover 3X both include 74 conditions where the client will always receive 100% of the sum-assured in the event of a successful claim, including all of the current ABI (Association of British Insurers) minimum standard definitions.
Serious Illness Cover 1X meanwhile includes 62 conditions where the client could receive 100% of the sum-assured at the maximum severity level.
Both Serious Illness Cover 2X and 3X will also pay out the full sum-assured more than once, if the client is diagnosed with a new condition. This helps ensure cover stays in place for longerand means clients are not left uninsured and potentially uninsurable following a claim. In 2024, 1 in 10 Vitality Serious Illness Cover claims were paid on plans that had previously already claimed2.
Plus, all of Vitality's Serious Illness Cover options include Dementia and FrailCare Cover as standard. This means when your client's Serious Illness Cover ends, any remaining cover will automatically convert to protect against conditions prevalent in later life, such as dementia.
🔎 What this means for you:
✔️ Access to all 3 of Vitality’s Serious Illness Cover products on the Protection Platform.
✔️Additional 31 lower-severity conditions, covering 174 in total.
✔️Up to 3 times the level of cover chosen paid out.
✔️Streamlined advice process.
✔️Cover for more conditions, severity-based payouts and the ability to claim multiple times on the same policy.
“It’s great to see Vitality’s Serious Illness Cover 3X product being added to The Protection Platform. This further enhances the suite of products already available on our Platform to support customers ever-growing protection needs.”
Nilesh Patel, Chief Revenue and Customer Officer, UnderwriteMe
Justin Garbutt, Director of IFA Distribution at Vitality, said: “Making SIC 3X available on UnderwriteMe completes the integration of our full Serious Illness Cover range on the platform. This partnership is another step in making protection more accessible and ensuring more people have the cover they need. By combining comprehensive products with a seamless digital journey, we’re helping advisers support their clients and ultimately enhancing and protecting more lives.”
👉 Ready to explore Vitality's Serious Illness Cover? Log in to the platform and get started!
11 in 2 survive cancer today vs 1 in 4 in the 1970s, Cancer Research UK, Our Progress, accessed 2025. 2VitalityLife Claims and Shared Value Report 2025.
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