Vitality, the private medical insurance, protection and wellbeing provider, is set to enter the car insurance market in the spring.
Offered in addition to its health insurance, life insurance and investment products, the cover will be provided in partnership with Covéa Insurance.
In common with Vitality’s other products, the new car insurance proposition is built on its “Shared-Value Insurance Model”, which uses incentives that rewards members and “promotes positive behaviour change”.
In addition to offering comprehensive car insurance, VitalityCar will focus on supporting members to drive safer and encourage them to consider the environmental impact of their driving.
VitalityCar will be available to consumers to purchase directly, with existing members able to access a number of benefits and rewards at launch.
James Reader, CEO of Covéa Insurance, said that the Vitality proposition delivers “genuine innovation” in the private car insurance market based on a “deep understanding of their members’ needs.
“At a time when the Financial Conduct Authority’s pricing reforms promise to drive fundamental change in the market, we are delighted to be partnering with Vitality to offer a compelling new proposition for the UK’s drivers.”