VitalityLife tailors serious illness cover to later life

At the moment the cost of care is theoretically unlimited, meaning it is impossible for any company to put together a product which covers the price of help in later life.

The Dilnot report, published in 2011, originally recommended a cap of £35,000 but this was increased to £72,000 by the coalition government and was supposed to be introduced by April 2016.

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But in 2015 the previous government pushed this back to 2020 because it would add £6bn to public sector spending at a "time of consolidation".

Current government policy on a social care cap is expected to be revealed in a green paper, due to be published in the autumn, but Prime Minister Theresa May has promised to set an "absolute limit" on the amount people pay for their care.

The wider Vitality brand has today (16 October) also partnered with Amazon as part of its member rewards programme.

Vitality members will receive a month’s access to Amazon Prime for every 160 Vitality ‘activity points’ earned, which can be achieved by exercising at member gyms or tracking health activity.

The Amazon Prime benefit is expected to come into effect later this month (October 2018) and is part of Vitality’s approach in incentivising members to take a more active role in managing their health.

Unlike other Vitality incentives, the benefit will operate independently of any monthly or weekly period so activity points can be accrued over time.

Neville Koopowitz, chief executive at Vitality, said the Vitality programme was continually evolving in line with emerging research and new technology.

He said: "Not only does the Amazon Prime benefit clearly respond to trends in how consumers are accessing video and music content, but we are confident it will appeal strongly to specific segments of our membership who can benefit from greater engagement in physical activity."