Our story

Since 2010 we’ve been providing independent expert advice to the people of the UK, helping thousands to protect the things that matter most in life, such as their family, their business, their home and their income; achieved by arranging Income Protection, Critical Illness Cover and Life Insurance solutions.

Vita was started by two close friends, Barry Pappin & Paul Reed, who shared the same vision – to be trusted as the fairest and most credible insurance brokerage, giving unrivalled advice from experts that genuinely care about getting the right solution for you. Only the best policies from the best insurers, tailored to fit your circumstances. No hard sell, no pushiness.

Six years on and we’ve arranged over £1 billion of cover for our customers with the top insurers in the country, including Legal & General, Aviva, Zurich, AEGON, LV=, AIG Life plus many more.

Our offices are located in Cardiff Bay – which is a great place to work, live or visit. Whilst some of our clients meet with us face to face, the majority of our services are provided over the phone – which means we’re able to help protect people from all around the UK. We’re not a call centre though, each customer has a dedicated Adviser and has our undivided attention and expertise at all times.

To this day, Paul and Barry continue to personally handle claims for Vita customers. The process can be very emotional and upsetting, but also rewarding when the claims are paid and we can see how the policy proceeds have helped. It reminds us of why we do what we do, cements the importance and keeps us grounded. We hope you never have to claim under a policy, but if that time arrives, we’re here for you. It’s worth pointing out that we are also very good at what we do – the awards we’ve won over the years emphasise this. Most recently, we have been named WINNER of the ‘Best Protection Intermediary’ at the prestigious Health Insurance Awards 2016. We are equally proud to have also been highly commended in the ‘Protection Adviser of the Year’ category at the respected Moneyfacts Awards 2016.

More importantly though, the feedback that our customers provide demonstrates that we’re doing right by them and providing a first class service along the way. We are delighted to boast a 99% positive feedback rating on the independent review site, Feefo.

Here at Vita we don’t dabble in all things financial. We live and breathe Protection, specialising in this area and no other.

Our experts

Barry Pappin

Barry Pappin / Director & Protection Specialist

Hello and thanks for stopping by. My main responsibility is to ensure that Vita provides advice of the highest quality whilst delivering a first class service to each and every customer. As a passionate advocate of insurance, I also advise other business owners of the risks and consequences should a key person within their company be unable to work or pass away. My role as a Business Protection Specialist is one that I thoroughly enjoy and get great satisfaction from. On a weekend you’ll find me on the golf course in the summer or playing football in the winter (I’m definitely a ‘fair-weather’ golfer!).


If you’d like to know more about Vita and to have a chat, then please get in touch.

Paul Reed

Paul Reed / Director & Protection Specialist

Having worked in Financial Services since 2000, including high street banking, it’s clear that most organisations push a wide range of products and services to the mass market – resulting in an obvious lack of specialist knowledge and a non-existent personal touch. It became apparent to me that there was a need, and therefore an opportunity, to specialise in one area as opposed to being a ‘jack of all trades’. Exercising my passion for Protection I decided to do something about it, so along with Barry – a friend and long standing colleague – we formed Vita. Away from the office I’m a keen sports fan, particularly football, where I am a season ticket holder at Cardiff City.


Every member of the team here at Vita is essential to the service we provide. They are highly skilled and trained, they embrace our values, they represent our values, but more importantly they are extremely passionate about what they do.


When arranging policies such as Life Insurance, Critical Illness Cover and Income Protection, you need to know that the cover will perform as you expect, when you need it to – which is why it’s important to take advice from an expert. Each of our Protection Advisers are experts and have attained the ‘Financial Protection’ unit from the Chartered Insurance Institute.


As a transparent company, we present each customer with a document detailing key facts about our services and how we operate. Please ask an Adviser to send you the Vita ‘Initial Disclosure Document’ – either via email or post.


Philip Smith Head of Protection / Protection Adviser

The ultimate professional – Phil is an experienced Adviser and well respected amongst his team of fellow experts. When arranging policies for customers he maintains the highest of standards and provides a first class service. Leading by example, Phil is a member of the Chartered Insurance Institute and is constantly developing his knowledge of the insurance industry and the Code of Ethics. For any Welsh speakers, Phil is bilingual and is more than happy to siarad yn y naill iaith (which means speak in either language!).

Kate Robinson Customer Experience Manager

Qualified with a diploma in Business Administration, Katie is responsible for ensuring your policy documents are processed with ultimate accuracy and posted to you within 48 hours of your cover starting. Her passion for Customer Service is phenomenal, rare and an asset to Vita.  Away from the office, Katie is a keen baker and often treats her colleagues to tasty homemade delights.

Sasha Morgan Client Support

“I’m passionate about helping others and my role as Client Support allows me to do this every day. I provide administration support to customers and our Vita Advisers alike, in addition to ensuring that the process of arranging important insurance policies is simple, as quick as possible and without hassle – after all, this is what our clients want.” Sasha holds Business Administration Level 2 and is embarking on Level 3. When she’s not assisting clients or studying, she enjoys spending time with her family and also looking after young adults with learning difficulties.

Corey Greenway Protection Adviser

Corey is an experienced Protection Adviser with a clear objective: “…to deliver a professional service unlike anywhere else, where expectations can be set for the customer which are met every time. The best part of being a Protection Adviser is having the satisfaction of knowing that I’ve put a policy in place to help an individual and their family if the worst was to happen.” You may (or may not) recognise Corey’s dulcet tones – he was part of group that came third on Britain’s Got Talent, releasing two albums.

James Ball Protection Adviser

When applying for Life Insurance and other covers, certain health and lifestyle disclosures can cause insurers to amend their advertised price. James has extensive knowledge of how medical conditions, high risk occupations or hazardous pursuits may affect the final underwritten quote. He researches each insurer’s stance prior to applying, so that customers’ expectations are accurately set from outset. This is one of the many reasons why James achieves a consistently high customer satisfaction rate. As a father of two – James self-confessed: “my life isn’t very interesting, unless you enjoy talking about nappy changes!”

Jon Evans Protection Adviser

Jon is our very own Vita office know-it-all, full of random facts and knowledge. Since starting with us he’s been able to use this ability (annoyance) to his advantage, becoming knowledgeable in all areas of Protection (plus Star Wars). When he’s not in work or talking SCI-FI, Jon is trying to become a real life Jedi – studying Kung-Fu, gymnastics and parkour! He brings the same enthusiasm to your calls as he does his hobbies.

Kyle Coughlin Protection Adviser

One of Kyle’s greatest strengths is his ability to tailor policies exactly to customers’ protection needs. This is possible as he takes the time to fully assess and understand each person’s unique circumstances, regardless of how long it may take. Kyle will often go out of his way to help educate customers as to the key features, benefits and limitations of each type of cover to enable an informed decision. At lunch times Kyle can be found playing FIFA on the company Xbox – where he is the self-proclaimed office Champion!

Laurence Hoffman Protection Adviser

Often complimented by customers for how professional he is, Laurence also possesses a fantastic sense of humour that makes the process all the more enjoyable. He understands that typical office hours aren’t always convenient for customers so will go out of his way to be available to assist – whether it be the early hours of the morning or late into the evening. Laurence genuinely loves his job and wants to help.

Lee Arundell Protection Adviser

Lee’s technical knowledge of all the different insurance providers and their policies is second to none. This ensures that he provides customers with the most comprehensive cover at the lowest possible cost. As a typical Welshman, growing up in the Valleys, Lee has a passion for rugby and plays to a decent standard. Not so typical is his slight obsession with all things Disney! Don’t tell his team mates, although his two cats, Timon and Pumbaa already know!

Lee Newbold Protection Adviser

Lee has vast experience, having worked for a blue-chip insurance company. He says: “I always strive to ensure the customer is happy with absolutely everything I do for them. My customers like the fact that throughout the duration of their policies, I am only ever a call or email away, as I’m their dedicated point of contact.”

Fun facts – like the other Lee (must be a Lee ‘thing’) he also loves all things Disney and has been to Disneyland numerous times. He’s also played all over the world with a heavy metal band, toured across America and Europe and played music festivals in different countries. Plus, he’s no stranger to TV and Film, performing various roles.

Louise Morgan Protection Adviser

Louise is a very friendly, polite and caring person, who enjoys helping clients. She says: “my aim is to ensure that each customer has the right cover for their situation and that they are happy in the knowledge they and their loved ones are going to be financially secure in the event of illness, accident or premature death.” Louise has a BA in Archaeology and also loves History – but equally enjoys protecting your future!

Philip Roberts Protection Adviser

With over 20 years experiences in financial services, Phil’s passion and expertise is helping customers to protect the most important things in their lives – such as their family, their home and their income. Whilst life insurance is important, other policies such as Income Protection and Critical Illness Cover are often more relevant but perceived by customers as being more complex. Phil’s extensive knowledge and experience enables him to explain in plain English the reasons and benefits for having such covers, ensuring more people get protected with the policies that stand the highest chance of being claimed on. Phil is a fantastic ambassador for Vita and a very talented Adviser.

Our Services are award winning

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