The company is a subsidiary of Discovery Limited, a South Africa-based financial services group listed on the Johannesburg Stock Exchange (JSE).

As well as Vitality in the UK, Discovery Group has other subsidiaries in South Africa, the United States, China, Singapore, and Australia.

[2] Shared Value is a concept created by Professor Michael E. Porter and Mark Kramer of Harvard Business School.

[9] In April 2010, Discovery acquired Standard Life Healthcare, formed in 1994 following the acquisition of Prime Health Limited, and merged it with its PruHealth.

Discovery immediately re-branded PruHealth as VitalityHealth, and its sister company PruProtect as VitalityLife, both under the Vitality umbrella brand.