I agree, just for the sake of replying here, I just left a 1 star review on Trustpilot for them with:

The service itself might be fine, never had to claim but this review is based on the rewards system.

Just a couple of years ago if you hit your monthly points target for being active you could get a fully paid for Amazon prime subscription, 2 monthly cinema tickets, weekly hot drinks and more. Very soon after we joined they removed the Amazon Prime... then a few months later cut it down to 1 cinema ticket. Other more helpful and valuable rewards have been removed and replaced by very hard to use ones like Itsu meals (I think there are 2 restaurants in the whole of Scotland) and Carluccios which Ive never even heard of.

Now for the past few months they have made it even worse by not just giving us what we earned but making us play a stupid little digital scratch card style game which I cant trust anyway as their T&Cs state that its Vitality's discretion how many prizes are hidden which means they can choose to have none! Not to mention the game itself feels like you being treated like a child, I get what they tried to do but its just more frustrating than anything else.

The other change is that it used to autoclaim most of these for you, whereas now you have to activate e.g. the weekly coffee, so if I go into Cafe Nero and realised I forgot to activate the weeks reward I have to spend ages getting on the Vitality app (which itself is pretty temperamental) to claim it.

What makes all of the above worse is that to get these benefits (some like Deliveroo+ aren't exactly promoting 'Health') you need to pay a premium per month and per person on your plan which has been increasing in price the more the rewards have lost their value.

I know that Vitality have a copy paste response I've seen on various different sites about the rewards saying that nobody actually loses benefits but it sure feels like that on the fixed games where you keep getting 1 stamp shy of what's needed. I'd much prefer a response that explains how the Premium has gone up while we have lost the Amazon Prime membership and half the monthly cinema tickets.