
Choosing the right private medical insurance in the UK can feel like navigating a maze. With so many options, how do you find the policy that truly fits your needs? At WeCovr, an FCA-authorised broker that has helped arrange over 900,000 policies, we specialise in demystifying this market. This guide provides an expert comparison of four leading UK insurers: AXA, Bupa, The Exeter, and WPA, focusing on the crucial area of specialist cover.
The UK private health insurance market features two distinct types of provider. On one side, you have the corporate giants, AXA and Bupa. They are vast, publicly-listed or large private companies with extensive resources and global reach. On the other, you have The Exeter and WPA, which are structured as a Friendly Society and a Provident Association, respectively. This means they are not-for-profit organisations, owned by their members and policyholders.
This fundamental difference in structure often translates to a difference in ethos:
Understanding this distinction is the first step in deciding which provider's philosophy aligns best with your personal preferences.
Before we dive into the details of their cover, let's briefly introduce the four providers at the heart of this comparison.
| Provider | Type | Key Strengths | Best For... |
|---|---|---|---|
| AXA Health | Global Insurer (PLC) | Digital health tools, guided pathways, global brand recognition. | Tech-savvy users who want a modern, streamlined health journey. |
| Bupa | Private Company Limited by Guarantee | UK's largest network, comprehensive cancer care, strong brand trust. | Those who prioritise the widest possible choice of hospitals and consultants. |
| The Exeter | Friendly Society (Not-for-Profit) | Flexible underwriting, excellent for older applicants, clear policy terms. | Individuals with some medical history, the self-employed, and older members. |
| WPA | Provident Association (Not-for-Profit) | Outstanding customer service, fast claims, shared responsibility model. | Families and individuals who value a personal touch and transparent service. |
Every private medical insurance policy is built on a foundation of "core cover". This is the non-negotiable part of your plan that covers the most significant medical costs.
Core cover always includes inpatient and day-patient treatment.
All four providers—AXA, Bupa, The Exeter, and WPA—offer comprehensive core cover for these essential treatments as standard. Where they begin to differ significantly is in the optional extras, particularly outpatient cover.
This is arguably the most important area of comparison and where your policy can be tailored to your budget and needs. Outpatient cover pays for medical care that doesn't require a hospital bed.
This includes:
How these four providers handle outpatient cover reveals their different philosophies.
| Provider | Outpatient Cover Approach | Key Features & Options | Adviser Tip |
|---|---|---|---|
| AXA Health | Tiered & Guided Options | Offers a choice between full outpatient cover, a monetary limit (e.g., £1,000), or their "Guided" option, where AXA selects a specialist for you from a smaller list in return for a lower premium. | The "Guided" option can offer significant savings, but you sacrifice choice. It's a trade-off between cost and control. |
| Bupa | Monetary Limits | Bupa's "By You" policy is highly customisable. You can choose from various outpatient limits, typically ranging from £500 to £1,000, £1,500, or unlimited cover. | The £1,000 limit is a popular middle-ground, covering the essentials for most diagnoses without the high cost of unlimited cover. |
| The Exeter | Simple & Clear | The Exeter Health+ policy typically includes a generous £1,000 of outpatient cover as standard. You can opt to remove this to lower your premium or increase it if you want more comprehensive protection. | The Exeter's straightforward approach is excellent for those who dislike complex tiers and options. What you see is what you get. |
| WPA | Shared Responsibility & Capped Limits | WPA has a unique "Shared Responsibility" option on some plans, where you pay 25% of outpatient costs, and they pay 75%. They also offer traditional monetary limits. | The shared responsibility model can make comprehensive cover more affordable, encouraging you to be mindful of costs without leaving you exposed. |
In an era where mental wellbeing is rightly prioritised, robust mental health cover is a key differentiator. Historically, PMI policies offered limited support in this area, but leading insurers have made significant strides.
A crucial point: Cover is for acute mental health conditions that arise after you join. Chronic or pre-existing mental health issues are generally not covered.
| Provider | Mental Health Cover Highlights | Digital Support |
|---|---|---|
| AXA Health | Offers a "Stronger Minds" service providing fast access to therapists or psychiatrists, often without needing a GP referral. Cover levels can be added as an option for more extensive psychiatric treatment. | Excellent digital pathways and direct access to online CBT and counselling sessions. |
| Bupa | Provides extensive mental health cover, including support for addiction and access to a network of Bupa-approved therapists. They offer cover for both outpatient talking therapies and inpatient psychiatric care. | Bupa's "Mental Health Hub" offers a wealth of resources, and they have direct access pathways for assessment and treatment. |
| The Exeter | Includes mental health support within their outpatient benefit. If you have £1,000 outpatient cover, this can be used for sessions with a psychologist or therapist upon GP referral. | Their focus is on providing access through the standard policy benefits rather than a separate, complex digital platform. |
| WPA | Offers an optional cash benefit for mental health treatment, allowing you to choose your own therapist. Their focus is on flexibility and member choice. | Provides access to a 24/7 helpline and online resources for general wellbeing. |
Real-life Scenario: Imagine you're experiencing symptoms of anxiety.
For many people, cancer cover is the primary reason for taking out private medical insurance. It offers peace of mind and access to treatments, drugs, and specialists that may not be available quickly on the NHS. All four providers offer excellent, comprehensive cancer cover as standard on their flagship policies.
Important: This cover is for the diagnosis and treatment of primary cancer that begins after your policy has started.
Here’s how they compare on the finer details:
| Feature | AXA Health | Bupa | The Exeter | WPA |
|---|---|---|---|---|
| Core Cover | Full cover for surgery, chemotherapy, radiotherapy. | Full cover for surgery, chemotherapy, radiotherapy. | Full cover for surgery, chemotherapy, radiotherapy. | Full cover for surgery, chemotherapy, radiotherapy. |
| Drug Access | Excellent access to licensed cancer drugs, even if not NHS-approved. | Extensive list of approved drugs and treatments. Leaders in this area. | Comprehensive cover for licensed drugs and proven treatments. | Generally good access, though some policies may have financial caps on very expensive or experimental drugs. |
| End-of-Life Care | Palliative care is typically included. | Palliative care and a network of hospice support is included. | Palliative care included as standard. | Palliative care included. |
| Unique Feature | Dedicated cancer case managers and support teams. | Access to breakthrough treatments and clinical trials through their extensive network. | Straightforward and clear cover with no complex tiers. | Some policies offer an NHS cash benefit if you choose to have cancer treatment on the NHS instead. |
Your choice of hospital list has a direct and significant impact on your premium. A policy that gives you access to every private hospital in the UK, including the expensive ones in Central London, will cost far more than a policy with a more restricted local network.
Common Client Mistake: Opting for the cheapest hospital list without checking if your preferred local private hospital is actually on it. This can lead to disappointment at the point of claim. Always check the list before you buy.
Private health cover today is about more than just paying for treatment. It’s also about proactive health management. All four providers offer a suite of value-added benefits.
By choosing WeCovr for your private medical insurance, you also get complimentary lifetime access to our AI-powered nutrition app, CalorieHero, helping you stay on top of your health goals. Furthermore, customers who take out PMI or life insurance with us are often eligible for discounts on other types of cover.
How an insurer assesses your medical history (underwriting) and handles your claims is crucial.
Understanding Underwriting:
There is no single "best" provider; the right choice depends entirely on your priorities.
| If your priority is... | The best provider for you could be... |
|---|---|
| The latest digital tools and a guided journey | AXA Health |
| The widest choice of hospitals and brand security | Bupa |
| Flexible underwriting and cover in later life | The Exeter |
| Exceptional customer service and fast claims | WPA |
Trying to compare these providers alone is complex and time-consuming. Each policy has dozens of variables, from excess levels to outpatient limits and hospital lists. This is where an independent, expert broker is invaluable.
At WeCovr, we:
Let us do the hard work for you.
The choice between AXA, Bupa, The Exeter, and WPA comes down to what you value most: digital innovation, network size, underwriting flexibility, or customer service.
Contact a WeCovr adviser today for a free, no-obligation quote. We'll provide a personalised comparison and help you secure the right private health cover for you and your family.






