Pruprotect and Pruhealth came to the UK market in 2007 with Discovery, a South African insurer with a policy unlike anything else ever seen. Their aim was to change the critical illness market forever. The idea of combing a fresh thinking south african company (the birth place of critical illness) and Prudential with over 150 years worth of experience in the insurance field allowed them to launch new plans that changed the way advisers and customer treat insurance. In November 2014 Discovery purchased the remaining 25% stake in PruHealth from Prudential, thus made Discovery a sole owner of the company. Immediately after purchase Discovery re-branded PruHealth to a new trade mark called VitalityHealth, and it's sister company PruProtect rebranded to VitalityLife, both under the Vitality umbrella brand.