Dave Priestley, Chief Digital Officer, explains why delivering value and a superlative customer experience remains Vitality’ s core focus

I n an insurance market beginning to take stock of the potential for digital transformation to improve the traditional business, Vitality is a shining example of a company approaching a centuries-old industry from a refreshing new angle. Founded in 2004, the company’ s enduring focus has been not only to provide first-class health and life cover but to actively improve the quality of its customers’ lives. Summarising this approach as“ good for them, good for us, good for society”, Vitality has even set the ambitious target of encouraging 100mn people to get 20 % more active by 2025. Helping to explain how the company is achieving this and so many other impressive developments, Dave Priestley, Chief Digital Officer, spoke with us on why driving value and a superior customer experience is so vital.