
Navigating the UK private medical insurance market can feel overwhelming, but at WeCovr, our FCA-authorised experts are here to simplify it for you. With experience in arranging over 900,000 policies of various kinds, we provide clear, authoritative guidance to help you find the perfect cover. This review focuses on three of the UK's most respected specialist providers.
While industry giants like Bupa and Aviva dominate headlines, a trio of specialist insurers—The Exeter, WPA, and Vitality—offer compelling and often more innovative alternatives. These providers have carved out strong reputations by focusing on specific customer needs, from wellness and rewards to flexible cover and unique underwriting.
This in-depth comparison will dissect their offerings, helping you understand which one might be the best fit for your personal health and financial circumstances. We'll explore their core products, unique selling points, and the type of customer each insurer is best suited for.
Choosing a specialist provider over a household name can offer significant advantages:
This table provides a high-level overview of the three providers, highlighting their core identity and standout features.
| Feature | The Exeter | WPA (Western Provident Association) | Vitality |
|---|---|---|---|
| Founded | 1927 (as Exeter Hospital Aid Society) | 1901 | 1992 (as PruHealth) |
| Type | Mutual Society (Owned by members) | Not-for-Profit Provident Association | Public Limited Company |
| Core Philosophy | Clear, reliable cover, especially for non-standard risks | Flexibility, customer choice, and shared responsibility | Promoting and rewarding healthy living |
| Standout Feature | Unique 10-year fixed moratorium underwriting | "Shared Responsibility" co-payment model | The comprehensive Vitality Programme rewards |
| Trustpilot Score (Jan 2026) | Excellent (4.6) | Excellent (4.6) | Excellent (4.7) |
The Exeter has a long and proud history as a mutual society, meaning it is owned by its members (policyholders) rather than shareholders. This structure informs its entire ethos, which is centred on providing fair, transparent, and reliable cover for its community.
Originating as the Exeter Hospital Aid Society, The Exeter has specialised in health and protection insurance for nearly a century. Their mutual status means profits are reinvested back into the business to improve products and services or to keep premiums competitive, rather than being paid out as dividends. This often results in a strong focus on member satisfaction and claims payment.
The Exeter's flagship product, Health+, is designed for simplicity and clarity.
While most PMI premiums increase sharply with age, The Exeter offers a unique community-rated scheme for customers who join before a certain age and remain on the policy. This means that after the age of 70, pricing is based on the average age of the community pool rather than the individual's age, helping to manage costs in later life. This is a powerful, though often overlooked, long-term benefit.
Insider Tip: The Exeter is often favoured by advisers for clients who are self-employed or have niche occupations. Their underwriting can be more accommodating, and they have a strong track record of supporting members through income protection as well as health insurance.
WPA is another provider with a rich history, operating as a not-for-profit provident association. This means, similar to The Exeter, that they have no shareholders. Any surplus is reinvested to benefit members. WPA is renowned for its flexible approach and a strong presence in the corporate PMI market.
Based in Somerset, WPA has been a fixture in UK health insurance for over 120 years. Their not-for-profit status shapes their focus on providing high-quality service and sustainable products. They are particularly well-regarded for their "Shared Responsibility" model, which promotes a partnership between the insurer and the member in managing healthcare costs.
WPA's policies, such as "Flexible Health," are designed to give customers maximum control.
WPA's real strength lies in its "pick and mix" approach. You can build a policy that precisely matches your needs and budget. For example, you can set different benefit limits for different categories (e.g., £1,000 for outpatient consultations, £750 for therapies) rather than accepting a one-size-fits-all package. This granularity is perfect for those who want to pay only for what they truly need.
Real-Life Scenario: A family of four might choose a high level of cover for the parents but a more basic plan for their young, healthy children, all under one flexible WPA policy. The Shared Responsibility model also helps keep the overall family premium manageable.
Vitality burst onto the UK scene with a revolutionary concept: a health insurance model that actively rewards you for being healthy. It moves insurance from a passive safety net to an active partner in your wellbeing.
Part of a global financial services group, Vitality pioneered the "shared-value" insurance model in the UK. The premise is simple: the healthier you are, the lower your risk, and the more you should be rewarded. They achieve this through the sophisticated and hugely popular Vitality Programme.
Vitality's cover is comprehensive but inextricably linked to its wellness programme.
This is the insurer's defining feature. Members earn "Vitality Points" for activities like tracking steps, going to the gym, completing health checks, and even buying healthy food at partner supermarkets.
Client Mistake to Avoid: Many clients are attracted by the rewards but fail to engage with the programme. To get the full value from a Vitality policy, you must be prepared to track your activity and live a healthier lifestyle. If you don't, your premiums can increase more significantly at renewal than with other providers.
While all three providers offer robust protection, their standard "core" offerings have important differences. Understanding these is the first step in choosing the right policy.
| Core Benefit | The Exeter (Health+) | WPA (Flexible Health) | Vitality (Personal Healthcare) |
|---|---|---|---|
| Inpatient/Day-patient | Full Cover (Hospital & Specialist fees) | Full Cover (Hospital & Specialist fees) | Full Cover (With "Full Cover Promise") |
| Cancer Cover | Full Cover for diagnosis, surgery, chemo/radiotherapy. | Full Cover including advanced therapies. | Full Cover including screening & prevention. |
| Outpatient Diagnostics | Unlimited as standard (MRI, CT, PET scans). | Add-on option, subject to financial limits. | Covered up to a limit, or in full on higher-tier plans. |
| Outpatient Consultations | Add-on option. | Add-on option, subject to financial limits. | Capped at 2-3 consultations, more available as an add-on. |
| Mental Health Support | Included for inpatient/day-patient. Outpatient is an add-on. | Add-on option. | Digital support & talking therapies included. Inpatient is an add-on. |
| Private GP Access | 24/7 Remote GP service. | 24/7 Remote GP service. | Included via Vitality GP app (video consults). |
Broker Insight: The Exeter's inclusion of unlimited outpatient diagnostics as standard is a huge selling point. Scans can be one of the most expensive parts of a diagnosis, and having this covered from the outset provides immense peace of mind.
Underwriting is the process an insurer uses to assess your medical history and decide what they will and won't cover. It's one of the most critical parts of any policy.
It is crucial to understand that standard UK private medical insurance is designed to cover acute conditions that arise after you take out the policy. It does not cover long-term, chronic conditions (like diabetes or asthma) or pre-existing conditions you have recently received treatment for.
Here are the main types of underwriting offered:
| Underwriting Type | How It Works | Best For | Offered By |
|---|---|---|---|
| Full Medical Underwriting (FMU) | You declare your full medical history on an application form. The insurer then states upfront what will be excluded from cover. | People who want absolute certainty from day one about what is and isn't covered. | All 3 Providers |
| Moratorium (Mori) | You don't declare your history upfront. Instead, the policy automatically excludes any condition you've had symptoms, treatment, or advice for in the 5 years before joining. Cover for that condition may be added later if you remain symptom-free for a continuous 2-year period after your policy starts. | People who are generally healthy and want a quick, non-intrusive application process. | All 3 Providers |
| Continued Medical Exclusions (CME / Switch) | When moving from another insurer, your new provider agrees to carry over the same exclusions you had on your old policy. You can continue to be covered for conditions that arose while you were with your previous insurer. | Anyone looking to switch providers without losing cover for conditions that developed on their old policy. | All 3 Providers |
The Exeter offers a Fixed Moratorium. Unlike the standard 2-year rolling moratorium, this option looks back at your medical history over a fixed period (e.g., 5 or 10 years). Any condition from that period is permanently excluded, but anything new that arises is covered. This can provide more clarity than a standard moratorium for those with older medical issues.
Navigating underwriting is complex. A mistake here can lead to a declined claim down the line. Using an expert broker like WeCovr ensures you choose the right option for your specific medical history, giving you confidence that you are correctly covered.
Choosing between these excellent but very different insurers can be difficult. This is where a specialist private medical insurance broker becomes invaluable.
There is no single "best" provider; the right choice depends entirely on your priorities, lifestyle, and budget.
Choose The Exeter if: You value simplicity, trust, and long-term stability. You want key benefits like outpatient scans included without fuss, and you appreciate the ethos of a member-owned organisation.
Choose WPA if: You are a savvy consumer who wants to control the fine details of your policy and budget. You're comfortable sharing some of the cost (co-payment) in return for a lower premium and greater flexibility.
Choose Vitality if: You are active, motivated by rewards, and want your insurance to be an interactive part of your life. You are prepared to engage with the programme to maximise discounts and benefits.
The best way to make a final decision is to see personalised quotes and have a specialist talk you through the specific policy documents.
Ready to find the perfect specialist health insurance for you? The expert advisers at WeCovr are ready to help. Get a free, no-obligation quote today and let us compare The Exeter, WPA, Vitality, and more to secure the best protection for your health and wellbeing.






