Vitality has announced plans to phase out the PruProtect brand following Discovery’s acquisition of Prudential Health Holdings last year.
As of 29 May, all marketing and communications will use the VitalityLife or Vitality Health brands, with references to PruProtect removed.
In November 2014 Discovery acquired the remaining share capital of Prudential Health Holdings, rebranding it to Vitality.
The acquisition was part of Discovery’s ambition to establish a second home market in the UK.
The company aims to incentivise wellness and price this in to insurance premiums.