Navigating the UK's private medical insurance market to find the best policy can be complex. WeCovr, an FCA-authorised broker that has helped arrange over 900,000 policies of various kinds, is here to simplify your choice. This guide provides an expert-led comparison of the UK's top six providers for 2025, giving you the clarity to select the right cover for you and your family.
Private Medical Insurance (PMI) is designed to work alongside the NHS, offering you faster access to eligible private diagnosis and treatment for acute medical conditions that arise after your policy begins. It gives you more choice over when, where, and by whom you are treated.
WeCovr's expert-led review of the top six PMI providers for individuals and families
Choosing a private health insurance provider is a significant decision. The "best" provider depends entirely on your individual circumstances, budget, and health priorities. In this comprehensive review, we analyse the UK's six leading insurers: AXA Health, Aviva, Bupa, Vitality, The Exeter, and WPA.
We'll break down their core offerings, unique features, and who they are best suited for, empowering you to make an informed decision.
Here is a high-level overview of the providers we will be comparing:
| Provider | Key Differentiator | Best For |
|---|
| AXA Health | Comprehensive cover & strong digital tools (Doctor@Hand). | Families wanting extensive benefits and digital GP access. |
| Aviva | Trusted brand with flexible options and strong cancer cover. | Those seeking a reliable, customisable policy from a household name. |
| Bupa | Unrivalled brand recognition & direct access pathways. | Individuals valuing brand trust and access to a wide network. |
| Vitality | Unique wellness programme that rewards healthy living. | Active individuals who want to lower their premiums by staying fit. |
| The Exeter | Specialist focus on older applicants & flexible underwriting. | Older individuals or those with complex medical histories. |
| WPA | Not-for-profit ethos and shared responsibility options. | Cost-conscious consumers who value ethical practices. |
Understanding the Core Components of Private Health Insurance
Before comparing providers, it's crucial to understand the building blocks of any PMI policy. Getting these right is more important than choosing a brand name.
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In-patient vs. Out-patient Cover:
- In-patient cover is standard on all PMI policies. It covers treatment that requires a hospital bed, such as surgery.
- Out-patient cover is for diagnosis and treatment that does not require a hospital bed, like consultations, diagnostic scans (MRI, CT), and therapies. This is usually an optional add-on, with different levels of financial cover available. Limiting your out-patient cover is a common way to reduce your premium.
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The Crucial Role of Underwriting: Underwriting is how an insurer assesses your medical history to decide what they will and will not cover.
- Moratorium (Mori): This is the most common type. The insurer will not ask for your full medical history upfront. Instead, they will exclude any condition you've had symptoms, treatment, or advice for in the 5 years before your policy started. However, if you go 2 continuous years on the policy without any issues relating to that condition, it may become eligible for cover.
- Full Medical Underwriting (FMU): You complete a detailed medical questionnaire at the start. The insurer then reviews your history and explicitly lists any conditions that will be permanently excluded from your policy. It provides certainty from day one but requires more admin.
Expert Tip: FMU is often better if you have historical medical issues from over five years ago, as they may be covered from the start. Moratorium is simpler but can lead to uncertainty when you claim. A broker like WeCovr can help you decide which is best for your situation.
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Excess: This is the amount you agree to pay towards a claim each year. A higher excess (£500 or £1,000) will significantly lower your monthly premium. A typical excess is £250.
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Hospital Lists: Insurers have tiered lists of private hospitals. A policy with a limited "local" hospital list will be cheaper than one giving you access to premium central London hospitals. Always check that your preferred local private hospital is on your chosen list.
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No-Claims Discount (NCD): Similar to car insurance, most PMI providers offer a discount on your renewal premium for every year you don't make a claim, up to a maximum level (often 60-75%). Making a claim will typically reduce your NCD level.
AXA Health: The Comprehensive Choice
As one of the world's largest insurance groups, AXA Health offers robust and feature-rich policies under their 'Personal Health' plan. They are known for their comprehensive cover and excellent digital health services.
- Core Policy (Personal Health): Includes extensive in-patient and day-patient cover, comprehensive cancer cover, and strong mental health support as standard.
- Key Differentiators:
- Doctor@Hand: Unlimited access to a virtual GP service provided by Teladoc Health, available 24/7.
- Strong Mental Health Pathway: Cover for mental health is included as standard, not just as an add-on, which is a significant advantage.
- Guided Option: Members can choose a 'Guided' option where AXA helps select a specialist from a pre-approved list, which can reduce premiums.
| Pros | Cons |
|---|
| ✅ Comprehensive standard cover | ❌ Can be one of the more expensive options |
| ✅ Excellent digital GP service | ❌ No-claims discount can be impacted by small claims |
| ✅ Strong standard mental health support | ❌ Guided option limits choice of specialist |
Best Suited For: Individuals and families who want a 'bells and whistles' policy with excellent digital integration and are willing to pay a premium for comprehensive benefits.
Aviva: Trusted and Flexible Cover
Aviva is a household name in UK insurance, bringing a reputation for reliability and financial strength to the PMI market. Their 'Healthier Solutions' policy is known for its flexibility and market-leading cancer cover.
- Core Policy (Healthier Solutions): A modular policy built around a core of in-patient cover. You then add out-patient cover, therapies, and other options to suit your budget.
- Key Differentiators:
- Comprehensive Cancer Cover: Aviva's cancer cover is widely regarded as one of the best, with no time limits on treatment and coverage for experimental therapies (subject to criteria).
- Aviva Digital GP: Provides 24/7 access to a GP by phone or video, powered by Square Health.
- 'Expert Select' Option: A cost-saving option where Aviva guides you to a recommended hospital and specialist, potentially reducing your premium.
| Pros | Cons |
|---|
| ✅ Market-leading cancer pledge | ❌ Core policy is basic; key benefits are add-ons |
| ✅ Highly flexible and customisable | ❌ The 'Expert Select' option reduces choice |
| ✅ Strong, trusted UK brand | ❌ Can be complex to build the right policy without advice |
Best Suited For: Those who prioritise exceptional cancer cover and want the flexibility to build a policy that matches their precise needs and budget, backed by a trusted brand.
Bupa: The UK's Best-Known Health Insurer
Bupa is arguably the most recognised brand in UK private healthcare. As an organisation with no shareholders, they reinvest profits back into healthcare services. Their 'Bupa By You' product is designed to be modular and adaptable.
- Core Policy (Bupa By You): Starts with core hospital treatment (in-patient) and comprehensive cancer cover. Members then add consultations, therapies, and dental/optical cover as desired.
- Key Differentiators:
- Direct Access: For certain conditions like cancer, mental health, and musculoskeletal issues, Bupa members can often bypass their NHS GP and speak directly to a specialist, speeding up the diagnosis process.
- Bupa-Owned Facilities: Bupa operates its own network of hospitals, clinics, and care homes, offering a potentially more integrated experience.
- Cancer Promise: Extensive cancer support, including cover for every stage of treatment and access to breakthrough drugs and therapies.
| Pros | Cons |
|---|
| ✅ Powerful brand recognition and trust | ❌ Premiums can be higher, reflecting the brand |
| ✅ 'Direct Access' can speed up diagnosis | ❌ NCD structure can be less forgiving than others |
| ✅ Access to Bupa's own network | ❌ Full cover for all conditions may require expensive add-ons |
Best Suited For: Consumers who value brand reassurance, a vast network, and the unique benefit of 'Direct Access' for faster diagnosis of specific conditions.
Vitality: The Wellness-Driven Innovator
Vitality has fundamentally disrupted the UK health insurance market by directly linking premiums and rewards to healthy behaviour. Their model is built on encouraging and rewarding members for being active.
- Core Policy (Personal Healthcare): Includes in-patient treatment, advanced cancer cover, and talking therapies.
- Key Differentiators:
- The Vitality Programme: This is the centrepiece of their offering. Members earn points for activities like walking, gym workouts, and health check-ups. Points unlock rewards like weekly coffees, cinema tickets, and significant discounts on Apple Watches and gym memberships.
- Active Rewards: Higher engagement with the programme can lead to lower renewal premiums, directly rewarding a healthy lifestyle.
- Full Cover Promise: For eligible conditions, Vitality promises to cover all associated costs in full, with no shortfalls on specialist fees.
| Pros | Cons |
|---|
| ✅ Unique rewards for being healthy | ❌ Requires active engagement to get the full value |
| ✅ Potential for lower renewal premiums | ❌ The rewards programme can seem complex initially |
| ✅ Excellent wellness benefits and partners | ❌ May not be cost-effective for less active individuals |
Best Suited For: Active individuals and families who are motivated to engage with the wellness programme to earn rewards and reduce their long-term insurance costs. If you go to the gym or track your steps, Vitality is a compelling option.
The Exeter: The Specialist's Choice
The Exeter is a mutual society, meaning it is owned by its members (policyholders) rather than shareholders. This informs their member-centric approach. They have carved out a reputation for their flexible underwriting and fair approach, particularly for older applicants.
- Core Policy (Health+): A straightforward policy offering in-patient and day-patient treatment, with options to add out-patient cover and therapies.
- Key Differentiators:
- Community-Rated Pricing: For members who join after age 65 and stay with them, renewal pricing is "community-rated," meaning it's based on the claims experience of that age group, not just the individual's age. This can offer more predictable premiums in later life.
- No No-Claims Discount: The Exeter does not use an NCD. This means your premium won't suddenly increase just because you made a claim. Pricing is based on age and medical inflation.
- Flexible Underwriting: They are known for taking a more individual approach to underwriting, sometimes offering cover for conditions that other insurers might automatically exclude.
| Pros | Cons |
|---|
| ✅ Excellent for older applicants | ❌ Less brand recognition than the 'big three' |
| ✅ No NCD means no penalty for claiming | ❌ Premiums may not be the cheapest for young, healthy people |
| ✅ Member-owned, customer-focused ethos | ❌ Fewer 'bells and whistles' or wellness apps |
Best Suited For: Older individuals (over 50), those who dislike the complexity of a No-Claims Discount, or people who have struggled to find cover due to their medical history.
WPA: The Not-for-Profit Alternative
Western Provident Association (WPA) is another leading not-for-profit insurer with a history dating back over a century. They are highly regarded for their customer service and ethical approach.
- Core Policy (Flexible Health): A modular plan with several options, including their unique 'Shared Responsibility' model.
- Key Differentiators:
- Not-for-Profit: Like The Exeter, WPA's focus is on members, not shareholders, which customers often find appealing. They consistently win awards for customer service.
- Shared Responsibility: A co-payment option where the member agrees to pay 25% of the cost of every claim, in return for a significantly lower premium. This is different from a standard excess.
- Freedom of Choice: WPA policies generally offer a wide choice of hospitals and specialists.
| Pros | Cons |
|---|
| ✅ Award-winning customer service | ❌ Shared Responsibility model isn't for everyone |
| ✅ Not-for-profit, member-first ethos | ❌ Less well-known than Bupa or Aviva |
| ✅ Innovative co-payment option to reduce cost | ❌ Core policy can be quite basic |
Best Suited For: Individuals and families who prioritise outstanding customer service and an ethical company structure, and who are comfortable with a co-payment model to manage their monthly premiums.
At-a-Glance Comparison: Top 6 UK PMI Providers
| Feature | AXA Health | Aviva | Bupa | Vitality | The Exeter | WPA |
|---|
| Core Cover | Comprehensive | Modular | Modular | Comprehensive | Standard | Modular |
| Cancer Cover | Comprehensive | Market-leading | Comprehensive | Advanced | Comprehensive | Comprehensive |
| Mental Health | Strong (standard) | Optional add-on | Direct Access/Add-on | Talking therapies std. | Optional add-on | Optional add-on |
| Underwriting | Mori & FMU | Mori & FMU | Mori & FMU | Mori & FMU | Mori & FMU | Mori & FMU |
| Key Wellness | Doctor@Hand | Aviva Digital GP | Bupa Digital GP | Vitality Programme | Healthwise App | Health & Wellbeing Hub |
| Excess Options | £0 - £5,000 | £100 - £5,000 | £0 - £1,000 | £0 - £1,000 | £0 - £2,500 | £0 - £1,500 |
| NCD Model | Yes | Yes | Yes | Yes (via rewards) | No | Yes |
Understanding the limitations of PMI is as important as understanding its benefits. Misconceptions here are the number one reason for complaint and disappointment.
The Golden Rule: PMI Covers Acute, Not Chronic Conditions
This is the most important principle of private medical insurance in the UK.
- Acute Condition: A disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery. Examples include a hernia repair, cataract surgery, or a hip replacement.
- Chronic Condition: A disease, illness, or injury that has one or more of the following characteristics: it needs long-term monitoring, has no known cure, requires ongoing management, or is likely to recur. Examples include diabetes, asthma, high blood pressure, and arthritis.
UK PMI does not cover the routine management of chronic conditions. Your policy is there to get you diagnosed and treated for new, curable conditions that arise after you join.
Pre-existing Conditions are Excluded
Standard private health insurance is not designed to cover medical conditions you already have. Both Moratorium and Full Medical Underwriting are designed to identify and exclude health issues you have had in the recent past. If you claim for a condition that an insurer deems to be pre-existing, that claim will be declined.
Standard Exclusions on All Policies
Every policy, regardless of the provider, will have a list of standard exclusions. These almost always include:
- Emergency and A&E treatment
- Routine pregnancy and childbirth
- Cosmetic surgery (unless for reconstructive purposes after an eligible procedure)
- Treatment for drug and alcohol addiction
- Organ transplants
- Self-inflicted injuries
How to Choose the Right Private Health Insurance Policy for You
- Assess Your Needs: Are you buying for yourself or your family? What are your main health concerns? Is mental health support a priority? Is having access to central London hospitals essential?
- Set Your Budget: Decide on a comfortable monthly premium. You can adjust this by changing your excess, out-patient cover level, and hospital list. A higher excess is the quickest way to reduce the cost.
- Compare Underwriting: For most, Moratorium is simplest. But if you have an old medical issue you want covered, FMU might be better. An expert can advise you here.
- Review the Hospital List: Don't just assume your local private hospital is covered. Check the list for your chosen policy level.
- Speak to an Expert Broker: A specialist broker doesn't just sell you a policy; they provide advice. They can compare the entire market in minutes and highlight the subtle but crucial differences between policies that you might miss.
Why Use a Broker like WeCovr?
Choosing health insurance can feel overwhelming, but you don't have to do it alone. Using an independent broker like WeCovr offers significant advantages at no extra cost to you.
- Whole-of-Market Advice: We are not tied to any single insurer. We compare policies from all the providers mentioned here and more, ensuring you get the policy that is genuinely best for you.
- No Extra Cost: Our service is completely free for you to use. We receive a commission from the insurer you choose, which is already built into the price of the policy. You pay the same price or less than going direct.
- Expert Guidance: Our FCA-authorised advisers are experts in the details. We can explain the pros and cons of different underwriting types, hospital lists, and benefit options, helping you avoid costly mistakes.
- Annual Reviews & Claims Support: We don't disappear after you buy. We are here to help with claims queries and will contact you at renewal to re-broke the market, ensuring your policy remains competitive year after year.
- Exclusive WeCovr Benefits: When you arrange your PMI policy through us, you also get complimentary access to our AI-powered calorie tracking app, CalorieHero, to support your health goals. Furthermore, customers often receive discounts on other products like life insurance.
Your Next Step to a Healthier Future
Choosing the best private health insurance in the UK is about finding the perfect balance between comprehensive cover, affordable premiums, and a provider you can trust. Whether you're drawn to the rewards of Vitality, the reliability of Aviva, the comprehensiveness of AXA, the trust in Bupa, the specialist nature of The Exeter, or the ethical stance of WPA, there is a solution for you.
The smartest way to find it is to get tailored advice. Let WeCovr do the hard work for you.
Is private health insurance worth it in the UK?
Whether private health insurance is worth it depends on your personal circumstances and priorities. Many people value it for providing faster access to specialist consultations, diagnostic tests, and eligible treatment, bypassing potential NHS waiting lists. It also offers more choice over the hospital and specialist who treats you, and the comfort of a private room. If these benefits are important to you and fit within your budget, it can provide valuable peace of mind.
Can I get private health insurance with a pre-existing condition?
Generally, standard UK private health insurance does not cover pre-existing conditions. Any medical issue for which you have had symptoms, medication, or advice in the 5 years before your policy starts will be excluded. With 'Moratorium' underwriting, this exclusion may be lifted after a 2-year claim-free, symptom-free period. With 'Full Medical Underwriting', the condition will be explicitly and permanently excluded from the start. It is designed for new, acute conditions arising after you take out the policy.
How much does private health insurance cost in the UK?
The cost of private health insurance in the UK varies widely based on several factors: your age, location, smoking status, level of cover, chosen excess, and the hospital list. A basic policy for a young, healthy individual might start from £40 per month, while a comprehensive policy for a family or an older person could be £150 per month or more. The best way to get an accurate figure is to get a personalised quote based on your specific needs.
Does private health insurance cover dental and optical care?
Standard private medical insurance policies do not typically cover routine dental or optical care. These are usually available as optional add-ons for an extra premium. Alternatively, many people choose a separate, low-cost 'health cash plan' which provides money back towards routine healthcare costs like dental check-ups, eye tests, and physiotherapy.
Get your free, no-obligation quote today. Compare the UK's leading insurers and find the right health cover for you and your family with WeCovr's expert help.