PruProtect was launched in 2007 as a joint venture between Prudential and Discovery, the global insurer that invented Vitality. In 2010, Discovery increased its shareholding to 75% and has now taken full ownership of PruProtect. As a result, PruProtect has changed its name to VitalityLife.
Discovery is a global financial services business. It works in life insurance, private medical insurance and general insurance, as well as in investments and credit. It generates £4.5bn of annual revenue and, if it were listed in the UK, would rank in the FTSE100. In 1997, Discovery introduced Vitality, the world’s first incentive-based wellness programme linked to insurance. Today, Discovery has over 4.4 million customers across four continents, with already more than 800,000 members in the UK.