Vitality Life – Launching a new category of life insurance

Our consumer research team help providers of health and life related insurance products to understand consumer needs through consumer research; allowing them to develop new products and optimise their product ranges. Our work with VitalityLife meant they could launch a whole new category of protection, with confidence. They became the first modern insurer to get to market with long term care benefits built into a ‘whole of life’ plan.

The  challenge

People are living longer which means age-related conditions are increasing and so are the associated care costs. VitalityLife recognised a gap in the market when it comes to funding later life care. They wanted to test and develop their new life product proposition to address this gap.

The Breaking Blue solution

Our consumer research team initially tested the concept qualitatively to gather reactions, areas for improvement, test pricing options and explore comms options. This was followed by an extensive quantitative study with the target audience to quantify demand, test product names, and uncover consumers expectations of care provision in the future.


We pulled together this intelligence into clear advice underpinning their go-to-market strategy.

James Baker, head of Insight at VitalityLife commented “They demonstrated both a clear understanding of the sector in which we operate and our specific needs from the research; this was reflected in the insights they provided us which had a significant influence on both our future customer service strategy and the launch of a new product. Their consumer research team gave us a clear direction forward and I wouldn’t hesitate to use them again.”

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