
Choosing the right private medical insurance in the UK can feel overwhelming. As an FCA-authorised broker that has helped arrange over 900,000 policies, WeCovr understands that for busy professionals, the decision hinges on more than just price. You need clarity, flexibility, and confidence in your cover.
This definitive guide compares four of the UK’s leading insurers—AXA, Aviva, Vitality, and WPA—to help you make an informed choice.
For professionals, time is a valuable commodity. Waiting lists for diagnostics and treatments on the NHS, while an invaluable service, can lead to uncertainty and prolonged absence from work. Private Medical Insurance (PMI) offers a solution: prompt access to private healthcare, greater control over your treatment, and peace of mind.
But not all policies are created equal. We'll dissect the offerings from AXA, Aviva, Vitality, and WPA, focusing on the practical details that matter most:
Navigating this market alone is complex. Our expert advisers at WeCovr provide no-obligation, whole-of-market comparisons to find the policy that truly aligns with your professional and personal life.
Before comparing providers, it’s crucial to grasp a few core principles of UK PMI. Getting these wrong is the most common mistake we see clients make.
This is the most important concept to understand. UK private health insurance is designed to cover acute conditions, which are diseases, illnesses, or injuries that are likely to respond quickly to treatment and lead to a full recovery.
Examples of acute conditions covered by PMI:
Conversely, PMI does not cover chronic conditions. These are long-term conditions that cannot be cured, only managed. The NHS remains your primary provider for chronic care.
Examples of chronic conditions not covered:
Insurers will not cover medical conditions you had before taking out your policy. How they determine this is called underwriting. You typically have two choices:
Moratorium Underwriting (The "Wait and See" Approach): This is the most common type. You don't declare your full medical history upfront. Instead, the insurer applies a waiting period (usually two years). If you remain symptom-free, treatment-free, and advice-free for that condition for two continuous years after your policy starts, it may become eligible for cover. It's simpler to set up but can create uncertainty at the point of claim.
Full Medical Underwriting (FMU) (The "Know Where You Stand" Approach): You complete a detailed medical questionnaire. The insurer assesses your history and explicitly lists any conditions that will be excluded from cover from day one. This takes longer to set up but provides absolute clarity on what is and isn't covered.
Adviser Tip: For professionals who value certainty, FMU is often preferable. You know exactly where you stand, which is critical when your health and ability to work are on the line.
| Provider | Core Identity & Market Position | Best For... |
|---|---|---|
| AXA Health | A global insurance giant with a reputation for traditional, comprehensive cover. Strong focus on mental health support. | Professionals seeking a trusted brand with flexible, guided treatment options to manage costs. |
| Aviva | One of the UK's largest and most recognised insurers. Offers a robust, straightforward policy with extensive options. | Professionals wanting solid, all-round cover from a household name with a strong digital offering. |
| Vitality | The market innovator, known for its unique wellness programme that rewards healthy living with premium discounts and lifestyle benefits. | Health-conscious professionals who are motivated to engage with a wellness programme to lower their long-term costs. |
| WPA | A specialist, not-for-profit provider with a strong heritage and a focus on customer service and freedom of choice. | Professionals who prioritise choice of specialist and hospital, and value a more personal, member-focused approach. |
All four providers offer solid core products covering the most significant medical costs. However, there are subtle but important differences, particularly regarding cancer cover.
| Feature | AXA Health (Personal Health) | Aviva (Healthier Solutions) | Vitality (Personal Healthcare) | WPA (Flexible Health) |
|---|---|---|---|---|
| In-patient & Day-patient | Standard (hospital fees, specialist fees). | Standard (hospital fees, specialist fees). | Standard (hospital fees, specialist fees). | Standard (hospital fees, specialist fees). |
| Cancer Cover (Core) | Comprehensive Cancer Cover included as standard. Covers diagnosis and treatment. | Comprehensive Cancer Cover included as standard. Covers diagnosis and treatment. | Advanced Cancer Cover included as standard. Covers diagnosis and treatment. | Cancer Care is an optional add-on for some plans but extensive when included. Always check the policy level. |
| Digital GP Access | Yes, via the Doctor@Hand app (24/7). | Yes, via the Aviva Digital GP app (24/7). | Yes, via the Vitality GP app (24/7). | Yes, via the WPA Health app (24/7). |
| Mental Health Support | Strong support via a dedicated phone line. In-patient cover is often standard. | Access to mental health support line. Further cover is often optional. | Access to talking therapies and support. Further cover is often optional. | Access to support helplines. Further cover is typically an optional extra. |
Key Takeaway: AXA and Aviva lead with comprehensive cancer cover as a standard feature on their flagship policies. With Vitality, it's also a core part of their main offering. With WPA, you must ensure it's included, as it can be an optional benefit on their more modular plans. This is a critical detail an adviser at WeCovr would highlight immediately.
This is where you can significantly impact your premium and ensure your policy fits your life.
Out-patient cover pays for specialist consultations and diagnostic tests that don't require a hospital bed. This is one of the biggest levers for controlling your premium.
An insurer's hospital list dictates where you can be treated. A more extensive list (e.g., including prime central London hospitals) costs more.
These are almost always optional add-ons.
Scenario: A 35-year-old freelance graphic designer in Manchester wants a policy primarily for "big-ticket" items like surgery but is happy to pay for initial consultations.
This is a key battleground in the modern PMI market.
Vitality is the clear leader here. Their entire model is built around the "shared value" concept:
Is it for you? For a motivated professional who already exercises or wants an incentive to do so, Vitality can offer exceptional value. The premium savings and lifestyle benefits can be substantial. However, if you are unlikely to engage, you may end up paying a standard premium without reaping the rewards.
The Competition's Response:
Adviser Tip: Don't be swayed by rewards alone. If Vitality's underlying cover and hospital list don't suit you, the free coffee is irrelevant. We help clients weigh the real-world value of wellness programmes against the fundamental quality of the insurance policy.
Your initial premium is only part of the story. The long-term cost is heavily influenced by your No Claims Discount (NCD) and age-related increases.
| Provider | NCD Structure & Key Features |
|---|---|
| AXA | A strong NCD, typically up to 75%. Some policies offer a protected NCD option for an additional cost. A claim usually drops your NCD by 2 or 3 levels. |
| Aviva | A generous NCD scale, often up to 75% or more. A claim typically reduces the discount by 3 levels. They also offer NCD protection. |
| Vitality | Does not use a traditional NCD. Instead, your renewal premium is influenced by your age, medical inflation, and your engagement with the Vitality wellness programme. High engagement can offset age-related increases. |
| WPA | Operates a "Community Rating" on some corporate plans, where claims from one individual don't directly impact their premium. On individual plans, they have a "Shared Responsibility" model which functions similarly to an NCD, rewarding claim-free years. |
The Vitality Difference: Vitality's approach is a game-changer for long-term value if you stay active. With traditional NCDs, a single large claim can wipe out years of discounts, leading to a sharp premium hike. With Vitality, your premium is more closely tied to your proactive health management.
Long-Term Value Scenario: A 45-year-old manager has a policy for 10 years.
A policy is only as good as its claims service. All four providers have well-established, regulated claims processes.
Reputation & Technology:
This comparison highlights the strengths of each provider, but the "best" private health insurance is the one that's best for you. Your profession, lifestyle, budget, and health priorities will determine the right choice.
This is where WeCovr adds invaluable expertise. As an independent, FCA-authorised broker, we are not tied to any single insurer. Our role is to understand your needs and search the entire market to find the optimal combination of cover, service, and price.
When you get a quote with us, you also benefit from:
Let us do the hard work for you. Get a clear, personalised quote today and gain the peace of mind that comes with knowing you have the right protection in place.






