Vitality is a health and life insurance company, owned by Discovery Holdings. The company was first created in 1994 when Standard Life acquired Prime Health Limited, and was later rebranded Standard Life Healthcare. In 2010, the company was sold to Prudential, before being taken over by Discovery. The new owner re-branded PruHealth to VitalityHealth, and sister company PruProtect rebranded to VitalityLife. With over 680,000 customers across the UK, and an estimated revenue of £92 million, the company is based on the premise of ‘shared value’, and provides rewards for being healthy.