Dave Priestley

Chief Digital Officer

Vitality, United Kingdom


Dave’s has worked within healthcare insurance for the last 24 years, where he has held a number of executive management positions with CIGNA Healthcare, PruHealth and now Vitality. Dave was a member of the executive management team which launched PruHealth in 2004. Over the last 14 years, Dave has played a key role in shaping the strategy from a start-up business to becoming established under the Vitality brand as the 4th largest player in the market with 10% market share.

Dave began his career as a pricing underwriter before moving into sales and distribution and was the Sales Director at CIGNA healthcare where he helped to grow the client portfolio to in excess of £100M API and broaden the distribution strategy into new channels and markets such as sickness absence management and dental insurance. Dave joined PruHealth to help launch the business and establish the distribution strategy and operations. After driving rapid new business growth, he assumed overall responsibility for distribution at Vitality following the acquisition of Standard Life Healthcare.

More recently, Dave has assumed executive responsibility for digital acquisition and customer retention and is now Vitality’s Chief Digital Officer with responsibility for digital strategy and product management as well as the wider change portfolio.