Aviva vs WPA Large Insurer vs Member-Owned Provider
Choosing the right private medical insurance (PMI) is a significant decision for your long-term health and financial peace of mind. As an FCA-authorised broker that has helped arrange over 900,000 policies, WeCovr understands that the UK market can feel complex. This article directly compares two leading providers, Aviva and WPA, to help you decide.
Which delivers better long-term value and service quality?
The choice between Aviva and WPA is more than just a brand comparison; it's a choice between two fundamentally different business philosophies. Aviva is a global insurance giant, a publicly listed company (PLC) driven by shareholder value. WPA (Western Provident Association) is a not-for-profit provident association, owned by and run for its members.
Understanding this core difference is the key to unlocking which provider is better suited to your specific needs, budget, and expectations for service. This guide will break down every critical aspect, from policy features and claims handling to long-term price stability, giving you the expert insight needed to make an informed decision.
Understanding the Contenders: Aviva vs WPA at a Glance
Before diving into the intricate details of their policies, let's establish a clear picture of who these two organisations are.
Aviva: The Insurance Titan
Aviva is one of the UK's largest and most recognisable insurance brands. As a FTSE 100 company, its operations span the globe, offering everything from car and home insurance to pensions and private health cover.
What this means for a PMI customer:
- Financial Strength: The sheer scale of Aviva provides immense financial stability and security.
- Brand Recognition: You are buying from a household name with a vast infrastructure.
- Integrated Services: Aviva has invested heavily in digital tools, including its own virtual GP service, creating a streamlined, tech-forward experience.
- Market Power: Their size allows them to negotiate extensively with hospital groups, creating structured and often cost-effective hospital networks.
WPA: The Member-Focused Specialist
WPA has been providing health insurance in the UK for over 120 years. As a provident association, it has no shareholders. Any financial surplus is reinvested back into the organisation to enhance benefits, improve service, and maintain competitive premiums for its members.
What this means for a PMI customer:
- Service Focus: The primary goal is member satisfaction, not shareholder profit. This philosophy is embedded in their culture and often translates to a more personal and responsive service.
- Specialisation: WPA's focus is almost exclusively on health insurance, including PMI, dental plans, and cash plans. This allows for deep expertise in one area.
- Flexibility: Being smaller and not-for-profit can allow for more flexibility in underwriting and policy design, catering to specific needs.
- Ethos: Customers are 'members' who have a stake in the organisation's success, creating a different kind of relationship.
Quick Comparison: PLC vs Not-for-Profit
| Feature | Aviva | WPA (Western Provident Association) |
|---|---|---|
| Business Model | Publicly Listed Company (PLC) | Not-for-Profit Provident Association |
| Primary Goal | Generate profit for shareholders | Serve the interests of its members |
| Scale | Global insurance & financial services giant | UK-focused health insurance specialist |
| Product Range | Wide (PMI, life, car, home, pensions) | Specialised (PMI, dental, cash plans) |
| Typical Customer | Values brand scale and digital integration | Prioritises service quality and flexibility |
Core Policy Features: A Head-to-Head Comparison
While the business models differ, the building blocks of their private medical insurance policies share common ground. How they structure these components, however, reveals their priorities.
1. Hospital Lists and Access
A hospital list dictates which facilities you can use for your treatment. This is one of the biggest factors affecting your premium.
- Aviva's Approach: Aviva uses a tiered hospital list system. Their flagship "Healthier Solutions" policy typically offers lists like Key, Signature, and Extended.
- Key: A reduced list of hospitals, often excluding central London facilities, to provide a more affordable premium.
- Signature: Aviva's standard, comprehensive list covering hundreds of private hospitals across the UK.
- Extended: Includes the Signature list plus a number of premium hospitals, mainly in Central London.
- WPA's Approach: WPA often promotes greater freedom of choice. While they have hospital networks, their policies are frequently designed to allow members to choose any recognised hospital or specialist, provided the costs are within reasonable and customary limits. This flexibility is a cornerstone of their proposition.
Broker Insight: Choosing a reduced hospital list like Aviva's 'Key' is a popular way to lower costs. However, you must check that your local private hospital is included. If you live in an area with limited options, a more flexible provider like WPA might offer better long-term security, even if the initial premium is slightly higher.
2. Outpatient Cover
Outpatient cover pays for consultations, diagnostic tests (like MRI scans), and therapies that don't require a hospital bed.
- Aviva: Typically offers clear, tiered monetary limits. For example, you might choose an outpatient cover level of £500, £1,000, or a 'Full' cover option. This makes it easy to understand your annual limit.
- WPA: Can structure this differently. They are well-regarded for their diagnostic cover, sometimes offering unlimited scans and tests even if consultation limits apply. Some of their corporate schemes pioneered the concept of full cancer diagnostics without annual limits.
3. Excess and Claims Discount Models
An excess is the amount you pay towards a claim before the insurer pays the rest. A higher excess leads to a lower premium.
- Aviva: Uses a traditional No Claims Discount (NCD) scale. You start at the bottom, and for every year you don't claim, you move up the scale (e.g., up to a 65-75% discount). If you claim, your NCD is reduced.
- WPA: Offers a choice. They provide a traditional NCD, but they are also known for their innovative Shared Responsibility model. With this, you agree to pay a percentage (e.g., 25%) of each claim, up to a chosen annual cap.
Insider Tip: WPA's Shared Responsibility can be excellent for managing long-term costs. If you have a year with several small claims, you won't lose a large NCD. Your contribution is capped, protecting you from huge out-of-pocket expenses for major treatment, and your premium isn't penalised as heavily in the following year. An expert PMI broker at WeCovr can model which option is better for you.
Policy Feature Summary
| Feature | Aviva | WPA |
|---|---|---|
| Hospital Access | Tiered lists (e.g., Key, Signature) to manage cost. | High degree of flexibility and freedom of choice. |
| Outpatient Limits | Simple tiered monetary limits (e.g., £500, £1,000, Full). | Often generous diagnostic cover, flexible structures. |
| Excess Options | Standard range from £100 to £5,000+. | Flexible excesses plus a unique 'Shared Responsibility' option. |
| Claims Discount | Traditional No Claims Discount (NCD) scale. | Choice of a standard NCD or the Shared Responsibility model. |
The Crucial Difference: Underwriting and Pre-existing Conditions
This is the single most important and misunderstood area of private medical insurance. Getting it wrong can lead to disappointment and rejected claims.
The Golden Rule of UK PMI: Standard private medical insurance is designed to cover acute conditions (illnesses that are curable) that arise after you take out the policy. It does not cover chronic conditions or pre-existing conditions.
A chronic condition is an illness that cannot be cured, only managed (e.g., diabetes, asthma, high blood pressure). A pre-existing condition is any illness or injury you had symptoms of, or received advice or treatment for, before your policy started.
Underwriting is the process insurers use to assess your medical history and decide what they will and won't cover.
1. Moratorium Underwriting (The "Wait and See" Approach)
This is the most common type for individuals. You don't declare your full medical history upfront. Instead, the insurer excludes cover for any condition you've had in the past 5 years. However, if you go for a set period (usually 2 years) after your policy starts without any symptoms, treatment, or advice for that condition, it may become eligible for cover.
- Both Aviva and WPA offer moratorium underwriting. The process is fast and non-intrusive. However, the lack of clarity upfront can lead to uncertainty at the point of claim, as the insurer will investigate your history then.
2. Full Medical Underwriting (FMU) (The "Declare Everything" Approach)
With FMU, you complete a detailed medical questionnaire. The insurer assesses your history and tells you from day one exactly what is and isn't covered via specific exclusions on your policy documents.
- Both Aviva and WPA offer FMU. It provides certainty from the start. WPA has a reputation for being more flexible and taking a pragmatic view during the FMU process, particularly for SME schemes, sometimes offering to cover conditions that other insurers might automatically exclude.
Common Client Mistake: Assuming a condition is covered just because it wasn't specifically excluded on a moratorium policy. Always be honest about your history when you claim. The insurer will check with your GP, and non-disclosure can invalidate your policy.
Service Quality and The Claims Experience
When you need to use your insurance, the quality of service is what truly matters. This is where the philosophical differences between Aviva and WPA become most apparent.
Making a Claim: Process and Support
- Aviva's Process: As a corporate giant, Aviva has heavily invested in a digital-first claims journey. You can often start a claim through their app or online portal. Telephone support is handled by large, efficient UK-based call centres. The process is designed for scale and speed.
- WPA's Process: WPA is consistently praised for its personal claims service. You are more likely to speak to a small, dedicated team of claims handlers who provide continuity. They are known for empowering their staff to make decisions, which can lead to faster approvals without escalating issues up a corporate ladder. For many members, this human touch during a stressful time is invaluable.
Customer Service and Reputation
While official statistics vary year by year, the general market consensus is clear:
- WPA consistently scores at the very top of the industry for customer service and satisfaction. Their not-for-profit status and member-centric culture are directly reflected in their service delivery.
- Aviva provides a solid and reliable service, but as with any massive organisation, experiences can be more variable. Their digital tools, like the Aviva Digital GP, are highly rated and provide excellent day-to-day value.
Digital Tools and Member Benefits
- Aviva: Offers a comprehensive suite of digital tools, including a 24/7 virtual GP, mental health support, and a well-developed member app. These add-ons provide tangible value even if you don't make a major claim.
- WPA: Also provides a member app and access to remote GP services. Their focus is often on providing clear information and easy access to their highly-rated support teams.
The WeCovr Advantage: Regardless of whether you choose the digital powerhouse of Aviva or the service champion WPA, WeCovr adds extra value. All our PMI clients receive complimentary access to our AI-powered calorie and nutrition tracking app, CalorieHero, and benefit from exclusive discounts on other policies like life or home insurance.
Long-Term Value and Price Stability
An affordable premium today is great, but how will it change over the next 5, 10, or 20 years? This is a critical consideration.
Why Do PMI Premiums Increase?
All private medical insurance premiums increase over time. This is non-negotiable and is driven by three main factors:
- Age: As you get older, the statistical risk of you needing treatment increases.
- Medical Inflation: The cost of new drugs, advanced scanning technology, and hospital fees consistently rises faster than standard inflation (often 8-10% per year).
- Claims History: If you make a claim, your NCD will likely be reduced, increasing your premium the following year.
Aviva vs WPA on Pricing
- Aviva's Pricing: As a PLC, Aviva's pricing is highly competitive and designed to attract new customers. They use sophisticated data analytics to price risk. While they aim for stable pricing, they are also subject to market pressures and the need to deliver shareholder returns, which can influence renewal pricing strategies.
- WPA's Pricing: The not-for-profit model means WPA's goal is sustainability, not profit maximisation. Any surplus is reinvested. This can lead to more stable and predictable premium increases over the long term, as they don't have the external pressure to increase profit margins for shareholders. Their Shared Responsibility model is also explicitly designed to help members manage long-term premium inflation.
Broker Insight: Don't just choose the cheapest quote. A policy that is 10% cheaper in year one could be 20% more expensive by year five if its pricing structure is more volatile. A specialist broker can provide insight into an insurer's historical price stability, helping you make a more sustainable long-term choice.
Who is Aviva Best For?
Aviva is an excellent choice for individuals, families, and businesses who:
- ✅ Value the security and resources of a major FTSE 100 brand.
- ✅ Want a slick, integrated digital experience, including a top-tier virtual GP service.
- ✅ Are comfortable using a structured hospital list to manage their premium effectively.
- ✅ May want to bundle their health insurance with other products from a single, trusted provider.
Who is WPA Best For?
WPA is often the ideal partner for individuals, self-employed professionals, and SMEs who:
- ✅ Prioritise outstanding, personal, UK-based customer service above all else.
- ✅ Want maximum flexibility in their choice of hospital and medical specialist.
- ✅ Are attracted to the ethical, member-focused approach of a not-for-profit organisation.
- ✅ Seek a more stable and predictable approach to long-term premium management.
The WeCovr Verdict: Making the Right Choice for You
There is no single "winner" in the Aviva vs WPA debate. The best provider is the one that aligns with your personal priorities.
- Choose Aviva for its immense financial strength, competitive pricing, and excellent digital tools. It represents a modern, scalable, and reliable choice from a UK superbrand.
- Choose WPA for its unrivalled customer service, flexibility, and member-first ethos. It represents a commitment to a long-term, supportive partnership in your health journey.
The most crucial step is to compare them on a like-for-like basis, tailored to your own circumstances. This is where an independent broker is indispensable. At WeCovr, we don't just give you prices; we give you clarity. We analyse your needs and compare Aviva, WPA, and other leading providers like Bupa and Vitality, to ensure you get the absolute best cover for your budget and long-term goals.
Frequently Asked Questions (FAQ)
Can I switch from Aviva to WPA (or vice versa) if I have a pre-existing condition?
Does WPA's not-for-profit status make it cheaper than Aviva?
Do both Aviva and WPA cover mental health?
What is the main thing UK private medical insurance does not cover?
Ready to find out whether the scale of Aviva, the service of WPA, or another leading insurer is the right fit for your long-term health and financial wellbeing?
The expert team at WeCovr is here to help. We provide a free, no-obligation comparison of the entire UK market, ensuring you get transparent advice and the best possible value.
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Related guides
Why private medical insurance and how does it work?
What is Private Medical Insurance?
Private medical insurance (PMI) is a type of health insurance that provides access to private healthcare services in the UK. It covers the cost of private medical treatment, allowing you to bypass NHS waiting lists and receive faster, more convenient care.How does it work?
Private medical insurance works by paying for your private healthcare costs. When you need treatment, you can choose to go private and your insurance will cover the costs, subject to your policy terms and conditions. This can include:• Private consultations with specialists
• Private hospital treatment and surgery
• Diagnostic tests and scans
• Physiotherapy and rehabilitation
• Mental health treatment
Your premium depends on factors like your age, health, occupation, and the level of cover you choose. Most policies offer different levels of cover, from basic to comprehensive, allowing you to tailor the policy to your needs and budget.
Questions to ask yourself regarding private medical insurance
Just ask yourself:👉 Are you concerned about NHS waiting times for treatment?
👉 Would you prefer to choose your own consultant and hospital?
👉 Do you want faster access to diagnostic tests and scans?
👉 Would you like private hospital accommodation and better food?
👉 Do you want to avoid the stress of NHS waiting lists?
Many people don't realise that private medical insurance is more affordable than they think, especially when you consider the value of faster treatment and better facilities. A great insurance policy can provide peace of mind and ensure you receive the care you need when you need it.
Benefits offered by private medical insurance
Private medical insurance provides numerous benefits that can significantly improve your healthcare experience and outcomes:Faster Access to Treatment
One of the biggest advantages is avoiding NHS waiting lists. While the NHS provides excellent care, waiting times can be lengthy. With private medical insurance, you can often receive treatment within days or weeks rather than months.
Choice of Consultant and Hospital
You can choose your preferred consultant and hospital, giving you more control over your healthcare journey. This is particularly important for complex treatments where you want a specific specialist.
Better Facilities and Accommodation
Private hospitals typically offer superior facilities, including private rooms, better food, and more comfortable surroundings. This can make your recovery more pleasant and potentially faster.
Advanced Treatments
Private medical insurance often covers treatments and medications not available on the NHS, giving you access to the latest medical advances and technologies.
Mental Health Support
Many policies include comprehensive mental health coverage, providing faster access to therapy and psychiatric care when needed.
Tax Benefits for Business Owners
If you're self-employed or a business owner, private medical insurance premiums can be tax-deductible, making it a cost-effective way to protect your health and your business.
Peace of Mind
Knowing you have access to private healthcare when you need it provides invaluable peace of mind, especially for those with ongoing health conditions or concerns about NHS capacity.
Private medical insurance is particularly valuable for those who want to take control of their healthcare journey and ensure they receive the best possible treatment when they need it most.
Important Fact!
We can look at a more suitable option mid-term!
Why is it important to get private medical insurance early?
👉 Many people are very thankful that they had their private medical insurance cover in place before running into some serious health issues. Private medical insurance is as important as life insurance for protecting your family's finances.👉 We insure our cars, houses, and even our phones! Yet our health is the most precious thing we have.
Easily one of the most important insurance purchases an individual or family can make in their lifetime, the decision to buy private medical insurance can be made much simpler with the help of FCA-authorised advisers. They are the specialists who do the searching and analysis helping people choose between various types of private medical insurance policies available in the market, including different levels of cover and policy types most suitable to the client's individual circumstances.
It certainly won't do any harm if you speak with one of our experienced insurance experts who are passionate about advising people on financial matters related to private medical insurance and are keen to provide you with a free consultation.
You can discuss with them in detail what affordable private medical insurance plan for the necessary peace of mind they would recommend! WeCovr works with some of the best advisers in the market.
By tapping the button below, you can book a free call with them in less than 30 seconds right now:
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Who Are WeCovr?
WeCovr is an insurance specialist for people valuing their peace of mind and a great service.👍 WeCovr will help you get your private medical insurance, life insurance, critical illness insurance and others in no time thanks to our wonderful super-friendly experts ready to assist you every step of the way.
Just a quick and simple form and an easy conversation with one of our experts and your valuable insurance policy is in place for that needed peace of mind!