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    In exclusive association with Vitality Health & Life

    Ranked Top 1% of Insurance Writers in the UK

    Touchstone data. March 2015

    “An outstanding achievement and is testament once again to our
    companies’ collaboration helping to grow the protection market.”

    Herschel Mayers – CEO, VitalityLife

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    Award-Winning Serious Illness Cover from VitalityLife:

    8 times and counting

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    Up to 25% off Life Insurance premiums and other great rewards.

    Discover more ways to save when you take out Vitality Optimiserfor a small monthly fee.

    The longer the term, the bigger your discount.


About Us

Genesis Advisory Services is one of the leading financial protection firms in the UK and the flagship European venture of the Genesis Capital Group; comprising some of South Africa’s most trusted wealth management, investment banking, group benefits and insurance specialists.

Our experienced and highly qualified team provides an unparalleled personal approach to insurance, with a great emphasis placed on lasting relationships and a commitment to ongoing service for individuals and businesses alike. As exclusive associates of Vitality (formerly PruProtect), we believe that excellent advice is the product of an in-depth understanding of our clients’ needs; coupled with our knowledge of Vitality’s award-winning solutions.

“We have had a long and successful partnership for over a decade with Genesis; it’s a partnership in every sense of the word and continues to grow from strength to strength on the basis of shared values, mutual success and exceptional performance.”

Adrian Gore – Chief Executive Officer, Discovery Group.

For over 30 years, Lewis Bloch has played a lead role in the development of London’s financial services market and helped pioneer many of today’s best practices. He began his career as a Chartered Accountant at Coopers & Lybrand (now PwC), before becoming a key architect behind several of the first joint ventures between prominent accountancy firms and City IFAs. The success that followed led to the formation of his first Independent Advisory business in 1988. A lifetime member of the MDRT ‘Top of the Table,’ Lewis has also contributed his time and expertise to numerous charities, including fundraising alongside the late Nelson Mandela.

Vitality Partnership

As exclusive associates of Vitality Health and Life, Genesis Advisory Services are leading providers of their award-winning cover. Launched in 2007 as a joint venture between Prudential and Discovery, Vitality has since become the third largest protection insurer in the UK, revolutionising the market through constant innovation.

VitalityLife are providers of award-winning Life, Serious Illness and Income Protection Cover. Members are encouraged to manage their wellness and are rewarded with premium discounts and other incentives.

VitalityHealth are providers of award-winning Private Medical Insurance. They are the only insurer to feature limitless ‘Full Cover’ and the revolutionary ‘Vitality GP’ – removing the need for an NHS referral for treatment.

Rewards Partners

Depending on the level of engagement with Vitality, members can benefit from exclusive rewards from our partners.

Virgin Active

Up to 50% off monthly gym membership fees. A joining fee applies.

British Airways

Up to 40% off return economy flights to the UK or Europe


Up to 50% off tickets to Paris, Disneyland Paris, Brussels or Lille

Champneys Health Spas

75% off bookings

Mr. & Mrs. Smith

Up to 25% cashback on hotels


A handcrafted drink every week

Cineword/Vue Cinemas

A weekly cinema ticket



  • Whole of Life Cover

    A guaranteed lump sum paid upon death, to settle an Inheritance Tax liability or provide legacy funds to surviving family.
  • Term Life Cover

    A lump sum paid upon death, to cover any liability with a fixed term.
  • Serious Illness Cover

    A severity-based lump sum, to provide immediate funds upon diagnosis of any of 174 Conditions Covered.
  • Income Protection

    A monthly salary-replacement benefit designed as a safeguard against long-term incapacity.
  • Health Cover

    Private Medical Insurance for individuals and families.


  • Relevant Life Cover

    A highly tax-efficient way for directors and employees to arrange Life Cover through the business – a substantial saving when compared with Personal Life Cover.
  • Shareholder Protection

    Ensures that in the event of a shareholder’s death, surviving shareholder(s) receive the deceased’s shares, whilst the family of the deceased is fairly compensated for their value.
  • Key Person Cover

    Protects the business against the loss of a key director/employee in the event of Serious Illness or death.
  • Business Health Cover

    Private Medical Insurance schemes for directors, employees and their families.


Genesis Advisory Services is one of the fastest growing advisory firms in the UK and we are always looking for talented individuals to join our team. If you are self-motivated, enthusiastic and have a proven track record in a competitive working environment, we would love to hear from you.

Please send your CV and cover letter to: careers@genadvisory.co.uk


Contact Us

To learn more about Vitality’s award-winning cover and to start earning your rewards, we invite you to get in touch.


+44 (0) 208 387 1331




Genesis Advisory Services (UK) Ltd,
Kinetic Business Centre,
Theobald St, Elstree,
Hertfordshire, WD6 4PJ