Abstract An important belief in African Traditional Religion holds that everything, both animate and inanimate objects, are imbued with an imperceptible energy known as life force. Since life force is the greatest value, it is the grounds of morality. However, it is undertheorized in contemporary African ethics, with work on personhood and harmonious relationships taking centerstage. I seek to fill this gap in the literature by further developing an entirely secular and naturalistic moral theory of life force that avoids metaphysical controversies and is known as liveliness, which was first gestured at by Thaddeus Metz (2012, 2022). I demonstrate that while a series of objections that Metz levels against liveliness affect teleological versions, they do not apply with equal force to deontological versions. Liveliness, particularly deontological versions, ought to be considered as a contender for the best African moral theory alongside those that focus on personhood or harmonious relationships.