AXA vs Aviva vs Bupa vs Vitality vs WPA Which Health Insurer Offers the Best Value
Choosing the right private medical insurance in the UK can feel overwhelming. With major providers like AXA, Aviva, Bupa, Vitality, and WPA all vying for your attention, how do you find the best value? At WeCovr, an FCA-authorised broker that has helped arrange over 900,000 policies, we believe 'value' goes far beyond the initial monthly premium.
Comparing hospital lists, claims experience and renewal pricing
True value in private health insurance is a blend of comprehensive cover, seamless access to care, and predictable long-term costs. While a cheap initial quote might seem appealing, it can be a false economy if it comes with a restrictive hospital list, a difficult claims process, or sharp price hikes at renewal.
This expert guide will dissect what AXA, Aviva, Bupa, Vitality, and WPA truly offer. We will move beyond the marketing brochures to give you the insider knowledge needed to compare them on the three pillars of real value: hospital access, claims service, and renewal pricing.
Understanding 'Value' in Private Medical Insurance
Before we compare the providers, it's crucial to understand what you're buying. Private Medical Insurance (PMI) is designed to cover the costs of diagnosis and treatment for acute conditions that arise after your policy begins.
Key Fact: Standard UK private medical insurance does not cover chronic conditions (like diabetes or asthma) or pre-existing conditions you had before taking out the policy. The NHS remains your partner for emergencies, GP services, and managing long-term illnesses.
The best value policy for you is one that balances four key elements:
- Coverage: The right level of inpatient, outpatient, and therapies cover for your needs.
- Access: A choice of high-quality hospitals in locations convenient for you.
- Service: A smooth, responsive, and fair claims process.
- Long-Term Cost: A renewal pricing structure that is transparent and sustainable.
Finding this balance is where an expert broker can be invaluable.
The Contenders: A Snapshot of AXA, Aviva, Bupa, Vitality, and WPA
Each of the UK's leading insurers has a distinct identity and approach. Understanding their philosophy is the first step in finding the right fit.
| Provider | Heritage & Market Position | Unique Selling Proposition (USP) |
|---|---|---|
| AXA Health | A global insurance giant with a strong focus on digital health services and flexible policy options. | Highly customisable policies with strong digital tools like the Doctor at Hand virtual GP service. |
| Aviva | One of the UK's largest and most established insurers, known for its straightforward products and strong No Claims Discount. | The Aviva DigiCare+ wellbeing app and a clear, protected No Claims Discount structure. |
| Bupa | A healthcare-focused organisation without shareholders, reinvesting profits. Owns hospitals and clinics. | Integrated healthcare model, with direct access pathways for certain conditions (e.g., cancer, mental health). |
| Vitality | The innovator that linked health insurance with a wellness programme, rewarding healthy living. | The Vitality Programme, which offers significant rewards and can reduce renewal premiums for active members. |
| WPA | A not-for-profit insurer with a reputation for excellent customer service and a unique cost-sharing model. | Shared Responsibility co-payment model and a commitment to customer-centric service. |
Deep Dive 1: Hospital Lists Compared
Your policy's hospital list dictates where you can receive treatment. This is one of the most significant factors affecting your premium and the quality of your care. Insurers typically offer tiered lists:
- Local/Essential Lists: Offer access to a limited selection of private hospitals, often excluding central London facilities, to keep costs down.
- National Lists: Provide a comprehensive choice of hospitals across the UK, but may still exclude a handful of the most expensive centres.
- London/Premium Lists: Include the top-tier, high-cost private hospitals in Central London (e.g., The London Clinic, The Lister Hospital, The Wellington).
Here’s how the providers stack up:
| Provider | Standard List Example | Key Features & Common Exclusions | Adviser Insight |
|---|---|---|---|
| AXA Health | Directory of Hospitals | Offers a guided option (Guided FGP) for a lower premium, where AXA chooses from a list of specialists. Standard lists are comprehensive but the most expensive London hospitals require an upgrade. | The guided option can offer significant savings if you are flexible about which specialist you see. |
| Aviva | Key / Signature | The Key list is a popular cost-saving option excluding many BMI, Spire, and Nuffield hospitals. The Signature list is their main comprehensive option. HCA hospitals in London are a common exclusion unless you upgrade. | Always double-check if your local private hospital is on the Key list before choosing it; many clients are surprised by the exclusions. |
| Bupa | Essential Access / Extended Choice | Bupa has a three-tiered network. Essential Access is the budget option. Extended Choice is the standard, and Extended Choice with London includes top city hospitals. Bupa has strong relationships with their own Cromwell Hospital. | Bupa's network is heavily influenced by its own facilities and partner agreements. Ensure the list covers the hospitals you'd actually use. |
| Vitality | Local / Countrywide / London Care | Vitality’s lists are clearly structured. Consultant Select is a guided option that reduces premiums by letting Vitality help choose your specialist. The top-tier London Care list is required for prime London hospitals. | The Consultant Select option is a key way to manage Vitality premiums, but it reduces your choice of consultant. |
| WPA | Premium Hospitals / Elite Hospitals | WPA has one of the most generous standard hospital lists. Many hospitals that other insurers charge extra for are included as standard. Their top-tier list is primarily for HCA facilities in London. | WPA's list is a hidden gem for value. It offers exceptional choice without the significant premium jump seen elsewhere. |
Insider Tip: Don't just assume a "National" list covers every hospital. If you have a specific hospital or clinic in mind, check it is on your chosen list before you buy. A broker at WeCovr can do this for you in minutes.
Deep Dive 2: The Claims Experience Uncovered
When you need to use your insurance, a simple and empathetic claims process is paramount. A low premium counts for nothing if your claim is a battle.
The typical claims journey is:
- GP Referral: You visit your NHS GP who refers you to a specialist for a covered condition. (Some insurers offer digital GP services that can provide this).
- Pre-authorisation: You call your insurer with the referral details. They confirm your cover and provide an authorisation number for the consultation or tests.
- Treatment: You attend your appointment with the specialist.
- Invoicing: The hospital or specialist sends the bill directly to the insurer.
| Provider | Digital Claims & App | Reputation for Service | Common Client Mistake to Avoid |
|---|---|---|---|
| AXA Health | Strong online customer portal and Doctor at Hand app for GP appointments and claim initiation. | Generally positive. Known for being efficient, especially for straightforward claims. | Not using the Doctor at Hand app for a referral can slow things down. |
| Aviva | Good online portal for tracking claims. The Aviva DigiCare+ app is more focused on wellness benefits than active claims management. | Solid and dependable. Aviva's process is well-established and generally frustration-free. | Forgetting to get pre-authorisation for every stage of treatment, including follow-up scans or procedures. |
| Bupa | Comprehensive Bupa Touch app allows members to make claims, speak to nurses, and access digital GP services. | Excellent, particularly when using Bupa's own network. Their direct access for cancer can bypass the need for a GP referral, speeding up diagnosis. | Assuming all conditions have 'direct access'. Most still require a GP referral to start the claim. |
| Vitality | The Vitality GP app is the primary gateway. You book a video GP who can provide a referral and start your Care Hub claim journey in the app. | The app-based journey is fast and modern but can be a hurdle for less tech-savvy members. Telephone support is available. | Not understanding the Consultant Select process. If you have this, you must use a specialist from Vitality's approved panel. |
| WPA | WPA prides itself on person-to-person service. While they have a portal, they are known for their telephone-based claims team. | Widely regarded as market-leading for customer service. Their smaller scale allows for a more personal touch. | Not calling WPA first. Their team is there to guide you, and a quick call can prevent any procedural missteps. |
Deep Dive 3: Renewal Pricing – The Hidden Cost?
Your first-year premium is only half the story. The price you pay in year two, three, and beyond is what determines the long-term affordability of your private medical insurance UK plan.
Renewals are driven by three main factors:
- Age: Premiums are age-banded and increase each year.
- Medical Inflation: The cost of private treatment, drugs, and technology rises annually, typically by 7-10%. This is passed on to all policyholders.
- Your Claims: Making a claim will usually result in a higher renewal price.
Each insurer has a different mechanism for handling the claims element:
| Provider | Renewal Pricing Model | How it Works | Adviser Insight |
|---|---|---|---|
| AXA Health | No Claims Discount (NCD) | You start with a high NCD (e.g., 65-75%). Making a claim reduces your NCD level at renewal, increasing the price. Staying claim-free increases it back up. | AXA's NCD is quite sensitive. Even a small claim can lead to a significant drop and a noticeable price hike. |
| Aviva | Protected No Claims Discount (NCD) | Similar to AXA but Aviva's NCD scale is often seen as more stable. You can also pay extra to protect your NCD level, even if you claim. | Protecting your NCD can be a smart move, providing more cost certainty if you need to use the policy for a significant condition. |
| Bupa | Risk-Assessed Pricing | Bupa uses a more 'community-rated' feel for individual policies, though claims are still a major factor. They assess the overall risk and claims history. | Renewal increases can sometimes feel less directly tied to a single claim but can be substantial if overall claims are high. |
| Vitality | ABC Model (Age, Base, Claims) + Activity | Your renewal is based on Age, Base medical inflation, and Claims. Crucially, your engagement with the Vitality wellness programme can earn you points to offset or even reverse the claims-related increase. | This is Vitality's game-changer. An active member who claims can potentially see a smaller renewal increase than an inactive member who doesn't. |
| WPA | Shared Responsibility Model | This is not an NCD. You have a co-payment where you pay 25% of every claim, up to a chosen annual limit (e.g., £1,000). Because you share the cost, renewal increases tend to be more stable and less reactive to claims. | This model provides excellent cost control and transparency. It's ideal for those who want to use their policy without fearing a huge renewal hike. |
Core Policy Options & Customisation
All these insurers allow you to tailor your policy. The key levers you can pull to adjust your cover and premium are:
-
Underwriting:
- Moratorium (Most Common): You don't declare your medical history upfront. The policy automatically excludes any condition you've had symptoms, treatment, or advice for in the 5 years before joining. If you go 2 full years on the policy without any issues relating to that condition, it may become eligible for cover.
- Full Medical Underwriting (FMU): You complete a full health questionnaire. The insurer reviews your history and places specific, permanent exclusions on the policy. This provides certainty but is more intrusive.
-
Excess: This is a fixed amount you agree to pay towards your first claim each year (e.g., £250). A higher excess means a lower monthly premium.
-
Outpatient Cover: This is a major cost driver. Options range from no cover (for diagnostics after a hospital stay only) to a set limit (£500, £1,000) or full cover. Limiting this is a very effective way to manage your premium.
Added Value & Wellness Programmes
Modern health insurance is about more than just claims; it's about keeping you well.
- Vitality: The undisputed leader here. The programme incentivises activity with rewards like free coffee, cinema tickets, and major discounts on the Apple Watch and gym memberships.
- Aviva: The
Aviva DigiCare+app is a strong offering, providing a digital GP, mental health support, nutrition consultations, and an annual health check at no extra cost. - AXA Health: The
Doctor at Handservice, powered by Teladoc Health, is a standout virtual GP service available 24/7. They also provide comprehensive wellbeing support through their app. - Bupa: Focuses on clinical value, with nurse support lines, a 24/7 mental health helpline, and direct access pathways that can speed up care for serious conditions.
- WPA: Provides a dedicated Health and Wellbeing hub with useful resources and telephone support from qualified nurses.
- WeCovr Bonus: When you arrange your policy through WeCovr, you also get complimentary access to our AI-powered nutrition app, CalorieHero, to support your health goals. Plus, our clients often receive discounts on other policies like life or income protection insurance.
Which Insurer is Best for You? Real-Life Scenarios
- The Young, Active Professional: Vitality is often the top choice. If you're committed to staying active, the rewards programme and potential for lower renewal costs are hard to beat.
- The Family: Aviva or Bupa are strong contenders. Aviva's clear structure and DigiCare+ app offer great value, while Bupa's comprehensive mental health support and direct access pathways provide peace of mind.
- The Self-Employed & Budget-Conscious: WPA's Shared Responsibility model is an excellent fit. It provides access to top-tier care while giving you direct control over costs. Alternatively, a policy from AXA with a higher excess and a guided hospital list can be very cost-effective.
How to Get the Best Value with WeCovr
Navigating these options alone is complex and time-consuming. As independent, FCA-authorised PMI brokers, WeCovr's role is to do the hard work for you.
- Whole-of-Market Comparison: We compare policies and prices from all these leading insurers to find the perfect fit for your needs and budget.
- Expert, Unbiased Advice: We don't work for the insurers; we work for you. Our advice is tailored to your unique circumstances.
- No Extra Cost: You pay the same price (or sometimes less) than going direct, but you get our expert guidance and support for free.
- Help at Renewal: We don't disappear after year one. We are here to review your cover at renewal, check for price hikes, and re-broke the market if necessary to ensure you always have the best value.
Finding the right private health cover is a significant decision. Let our experts make it simple.
Frequently Asked Questions (FAQs)
Can I get private health insurance for a pre-existing condition?
Generally, no. Standard UK private medical insurance is designed for new, acute conditions that occur after your policy starts. Pre-existing conditions are typically excluded. With 'moratorium' underwriting, an old condition might become eligible for cover after you complete a two-year symptom-free and treatment-free period on the policy, but this is not guaranteed.
Is it cheaper to buy PMI direct or through a broker like WeCovr?
The price of the policy itself is the same. Insurers do not offer discounts for going direct. The benefit of using an expert broker like WeCovr is that you receive impartial, whole-of-market advice and ongoing support at no extra cost to you. We help you find the best value, not just the cheapest initial price.
What is the main difference between an excess and a co-payment?
An excess is a fixed amount (e.g., £250) that you pay once per policy year when you first make a claim. After you've paid the excess, the insurer covers all other eligible costs for that year. A co-payment, like WPA's 'Shared Responsibility' model, means you pay a percentage (e.g., 25%) of every claim, up to an agreed annual limit. An excess is a one-off annual payment, while a co-payment is applied to each claim.
Do I still need the NHS if I have private medical insurance?
Yes, absolutely. Private medical insurance is not a replacement for the NHS. The NHS provides essential services that PMI does not cover, including accident and emergency (A&E), management of chronic conditions, and routine GP appointments. PMI works alongside the NHS to give you faster access to specialist diagnosis and treatment for eligible acute conditions.
Ready to find the best value private medical insurance for you? Get a free, no-obligation quote from our team of experts today and let us compare the market for you.
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!
There is no need to wait until the renewal of your current policy.
We can look at a more suitable option mid-term!
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:
Our Group Is Proud To Have Issued 900,000+ Policies!
We've established collaboration agreements with leading insurance groups to create tailored coverage
Working with leading UK insurers
How It Works
1. Complete a brief form
2. Our experts analyse your information and find you best quotes
3. Enjoy your protection!
Any questions?
Learn more
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!