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 .