Vitality has simplified its life insurance offering and will now offer one personal protection product, the option of one optimiser and access to its healthy living and rewards programme.

The changes are intended to “simpler, better and easier”. The simplification is a result of adviser feedback on Vitality products and services.

The introduction of one plan and one optimiser is designed to simpler the product structure for clients and advisers.

families payment holidays

LV= extends flexible protection plan

The new personal protection plan combines Vitality’s three current plans, life cover, income protection and serious illness cover.

While the new optimiser provides access to the ‘platinum rate’, giving members up to 30% lower premiums than the standard plan term rate.

Furthermore, Vitality Select has been embedded into all protection products as standard, and the firm has added a number of initiatives and improvements, including new digital capabilities and enhanced servicing within the Adviser Hub.

In addition, Vitality has made changes to its children’s cover, including the introduction of a child serious illness cover as an optional feature that will replace serious illness cover.

All of the amendments will be live from 3 October.

Deepak Jobanputra, managing director of VitalityLife, said: “In the past year, people’s lives have dramatically changed.

“The importance of health and wellbeing has been hugely magnified, whilst at the same time the value people place on having the right protection in place has increased.

“Today’s simplification announcement reflects our continued commitment to our core purpose – to make people healthier and to enhance and protect their lives.”