Aviva Health Insurance in 2025: In-Depth Review and Market Comparison
Aviva Private Health Insurance in 2025: A Comprehensive Review
Private health insurance is increasingly popular in the UK, and Aviva – one of Britain’s largest insurers – has emerged as a major player. This in-depth review examines Aviva’s private medical insurance offerings as of 2025, including its products, coverage, exclusions, pricing, and customer service. We also compare Aviva against key competitors Bupa, AXA Health, and Vitality, highlighting pros and cons. Up-to-date data on market share, customer satisfaction, claims, and industry ratings are included to give a full picture. Finally, we discuss broader market trends in 2025, such as rising demand due to NHS waiting lists, digital health innovations, regulatory changes, and premium trends.
Aviva’s Health Insurance Offerings and Coverage
Aviva Healthier Solutions:
Aviva’s main private health insurance product for individuals and families is called Healthier Solutions. It is a comprehensive policy covering a wide range of in-patient, day-patient and out-patient treatments. Aviva also provides policies for businesses (SMEs and corporates) under names like Solutions and Optimum, which offer similar medical coverage for employees. Notably, Aviva places no upper age limit on new applicants for Healthier Solutions, meaning even senior customers can apply for cover. This flexibility sets Aviva apart from some competitors that restrict entry ages.
Core Coverage Benefits:
Healthier Solutions is designed to cover the costs of private healthcare for acute conditions (short-term illnesses or injuries). Key benefits include:
- In-Patient and Day-Patient Treatment:
Full coverage for hospital admissions, including specialists’ fees, surgeries, anaesthetists, tests, and hospital accommodation. Aviva policyholders can access treatment at leading private hospitals and receive care in private rooms for comfort.
- Out-Patient Care:
Comprehensive cover for specialist consultations, diagnostic tests (MRI, CT scans, X-rays, blood tests), and out-patient procedures is available. With Aviva’s comprehensive plan, this includes a generous out-patient allowance, meaning consultations and tests recommended by a GP/specialist are paid in full with no annual limit (lower limits are available).
- Cancer Care:
Aviva provides extensive cancer coverage as standard, backed by their “Cancer Pledge.” All recommended cancer treatments – from diagnosis through surgery, chemotherapy, radiotherapy, and targeted drugs – are covered in full as long as they are evidence-based and recommended by the treating consultant. Aviva also covers associated costs like bone-strengthening drugs, stem cell transplants, and even preventative surgery (for example, a prophylactic mastectomy on a healthy breast if the other was affected by cancer). Importantly, Aviva’s cancer coverage includes ongoing aftercare: follow-up consultations, palliative care, specialist support (e.g. dietician advice), and contributions toward prostheses and wigs. This comprehensive cancer care commitment is a strong point of Aviva’s policy.
- Mental Health Benefits:
Recognising the importance of mental wellbeing, Aviva covers mental health treatment. Standard cover includes out-patient mental health support – e.g. consultations with psychiatrists or psychologists and therapist sessions up to certain limits. Aviva also provides a 24/7 stress counselling helpline for members aged 16+. In-patient or day-patient psychiatric treatment can be included as an optional add-on for those who want more comprehensive mental health cover (it is not automatically included in the core plan). This modular approach allows customers to tailor mental health coverage to their needs.
- Therapies and Rehabilitation:
If a specialist refers you for therapies like physiotherapy, osteopathy, chiropractic or acupuncture, these can be covered by Aviva (often via their approved network). Aviva’s standard plan includes some level of specialist-referred physiotherapy out-patient cover, and you can add a broader therapies package as an option to cover other treatments like chiropractic and acupuncture (beyond what is included by default). Post-operative rehabilitation, such as physiotherapy after surgery, is typically covered as part of follow-up care.
- Maternity Complications:
When full out patient is taken as an option, Aviva covers treatment for complications of pregnancy and childbirth within its policy terms. While routine maternity care isn’t covered by private insurance, serious complications that require medical treatment are included, giving expectant mothers extra peace of mind.
- Additional Included Benefits:
Aviva’s policy comes with some valuable extras. For example, there is an NHS cash benefit – if you opt to use the NHS instead of private facilities for an eligible procedure, Aviva will pay £100 per night for up to 30 nights as a cash benefit. They also cover private ambulance transport when medically necessary and home nursing after a hospital stay if needed for recovery. These benefits help cover ancillary costs associated with treatment.
Digital GP Services:
Aviva provides “a doctor in your pocket” through its Aviva Digital GP app, powered by Square Health. All Healthier Solutions members get unlimited video consultations per member per year with a GP through the app, included at no extra charge. This means you can often get quick medical advice or even prescriptions from a UK-qualified GP via your smartphone, 24/7. Digital GP services have boomed in recent years (the Association of British Insurers reported a 440% increase in virtual GP use from 2019 to 2021), and Aviva’s inclusion of this service meets the modern expectation for convenient telemedicine access. (By comparison, some competitors offer unlimited virtual GP appointments – AXA’s Doctor@Hand is 24/7 unlimited, and Vitality and Bupa also offer virtual GP services – we’ll compare these later.)
Everyday Wellbeing Support:
Aviva’s cover isn’t just for acute illness – it also encourages healthy living. Members receive discounts on health and fitness services. For example, Aviva partners with select gym networks and lifestyle brands to offer gym membership savings and wellness product discounts. These rewards, while not as extensive as Vitality’s well-known reward programme, still provide value by helping policyholders stay healthy and potentially prevent issues.
Summary of Coverage:
In summary, Aviva Healthier Solutions provides comprehensive coverage across medical needs – from private hospital care and specialist consultations to cancer therapies and mental health support. The standard policy is quite robust, and customers can further tailor it with add-ons. Aviva’s focus on broad cancer cover and inclusion of digital GP access are particular strengths. All eligible treatment costs are settled directly with providers whenever possible, minimising out-of-pocket payments at point of use. In fact, Aviva notes that the majority of claims can be approved over the phone and most bills are settled directly with the hospital, making the care experience smooth for customers.
Optional Add-Ons and Customisation
One size doesn’t fit all in health insurance, so Aviva allows various policy options to adjust cover and cost. Customers can enhance or reduce coverage in several ways:
- Out-Patient & Therapies Options:
While comprehensive out-patient cover is available, Aviva also lets customers choose a reduced out-patient limit if they want a cheaper premium (e.g. capping out-patient expenses at a certain amount per year). Conversely, you can ensure broader cover for therapies by adding the Therapies option to include services like physiotherapy, osteopathy, chiropractic, and acupuncture (beyond what is included by default). This flexibility means you only pay for what you value.
- Mental Health In-Patient Cover:
As mentioned, in-patient mental health treatment (psychiatric hospital stays) is optional. Those who feel this is important can add it to have psychiatric admissions covered up to generous limits. Others can save on cost by excluding it and relying on the NHS for any in-patient mental health needs.
- Dental and Optical Cover:
Aviva offers optional add-on modules for routine dental and optical expenses. These work like insurance for check-ups, dental treatment, glasses, etc. Adding these benefits will cover a portion of those costs (often up to an annual limit) and can be worthwhile for families expecting significant dental/optical bills.
- Hospital Networks and Lists:
Aviva provides hundreds of hospitals and clinics in its approved network for treatment. When buying the policy, you have a choice between Aviva’s Expert Select option or a specific Hospital List.
- With Expert Select, you don’t choose a fixed list upfront – instead, for each claim Aviva will guide you to an appropriate hospital or specialist from their quality-assured network (often one local to you). This approach leverages Aviva’s expertise to select the best option and can streamline the claims journey. It may also lower cost, since Aviva can control expenses by directing care within their network.
- With Hospital List options, you can choose a predefined tier of hospitals. Aviva’s lists include an Extended List (broadest, including many central London private hospitals), a Key List (the most commonly used private and NHS hospitals nationwide, likely excluding some expensive facilities) and other regional or tailored lists like Signature or Trust lists. Selecting a more restricted list (e.g. NHS-only private units on the Trust List) can reduce premiums significantly, whereas the Extended List costs more. This choice allows customers to align the coverage with their budget and location – for example, if you live outside London you might not need to pay extra for London’s high-end hospitals.
- Six-Week NHS Wait Option:
Another way to save money is Aviva’s 6-week option. If selected, Aviva will only cover in-patient or day-patient treatment if the NHS cannot provide that treatment within six weeks. In practice, this means for non-urgent surgeries you would use the NHS if they can treat you relatively quickly, but if NHS waits are longer than six weeks, your insurance kicks in. This option significantly lowers premium (in effect, it shares the burden with the NHS for shorter waits). It appeals to those who want to avoid very long waits but wouldn’t mind using the NHS for routine procedures if the wait isn’t too bad. Given current NHS waiting times, some still prefer full private cover without this restriction, but the six-week option is popular among cost-conscious buyers.
- Excess Amount:
Aviva lets you choose a policy excess ranging from £100 up to £5,000 per person per year. The excess is the amount you pay towards a claim, usually only once per policy year (on your first claim) with Aviva. A higher excess means a lower premium – for example, opting for a £1,000 or £3,000 excess can significantly cut costs if you are comfortable paying smaller claims yourself. On the other hand, you can choose a low £100 excess (or even £0 excess) so that Aviva pays virtually everything, at a higher premium. Aviva’s excess options are more extensive than many competitors (which often max out at £500 or £1,000 excess). This wide range empowers customers to control their premium by deciding how much risk to share. Importantly, with Aviva you pay the excess only once per year per member, not on every claim, which is customer-friendly.
- No Claims Discount (NCD):
Like car insurance, Aviva health policies feature a No Claims Discount system – your premium may increase less (or even decrease) if you don’t claim for a year. Aviva offers a Protected NCD add-on, which allows you to make a claim without losing your accumulated discount level. This can be useful for those with an established discount who want to avoid a big jump in premium after a claim. It’s a feature not all providers emphasise; including it as an option gives Aviva customers more control over managing premium costs year to year.
Overall, Aviva scores highly on flexibility. Whether you want to trim the fat for a budget plan (e.g. add a six-week wait, high excess, and choose a limited hospital list) or maximise your coverage (full outpatient, mental health, dental, etc.), you can configure the policy accordingly. This modular design means Aviva can cater to a range of needs and price points. It’s wise to “always look at modular options”, as one expert advises, to get a policy that suits you best without paying for unwanted extras.
Exclusions and Limitations
No health insurance covers everything, and Aviva’s policies have some standard exclusions similar to other UK insurers. Customers should understand these to avoid surprises:
- Pre-Existing Conditions:
Aviva will not automatically cover conditions you already had before taking out the policy (unless you’ve arranged a special transfer term). If you opt for Moratorium underwriting, any condition you’ve had in the last few years is initially excluded, then may be covered after a two-year treatment-free period. With full medical underwriting, named pre-existing conditions will be listed as exclusions on your policy. This is industry standard – private insurance is meant for new medical issues that arise after your cover starts.
- Chronic or Long-Term Conditions:
Ongoing, incurable illnesses (e.g. diabetes, rheumatoid arthritis) are generally not covered by private medical insurance, including Aviva’s. PMI focuses on acute conditions that can be treated and cured. Aviva, like others, excludes maintenance treatment for chronic diseases, though acute flare-ups or complications might be covered case-by-case. Routine monitoring and medication for chronic conditions remain with the NHS.
- Cosmetic Procedures:
Treatment that is purely cosmetic (i.e. not medically necessary) is excluded. For example, elective cosmetic surgery or cosmetic dentistry won’t be covered. However, if a reconstructive procedure is needed for medical reasons (say after an accident or cancer surgery), that would typically be covered.
- Fertility and Pregnancy:
Standard policies do not cover routine pregnancy and childbirth or fertility treatment. Aviva does cover complications of pregnancy as noted, but normal maternity costs and any IVF or infertility treatments are out of scope (as is the norm in this market).
- Alcohol/Drug Abuse and Self-Inflicted Injuries:
Health issues arising from substance abuse or intentional self-harm are not covered. So, for example, treatment for liver disease caused by chronic alcohol abuse or injuries from intentional self-injury would be excluded.
- HIV/AIDS:
Treatment for HIV/AIDS is a standard exclusion on Aviva’s policy (again similar to most competitors), given it is a long-term manageable condition typically handled by specialised NHS clinics.
- Experimental or Unproven Treatments:
Aviva will not pay for treatments that are not established as effective. Experimental drugs or procedures (those lacking clinical approval or not widely adopted in medical practice) are excluded. Aviva does, however, cover approved new treatments – one advantage of PMI is access to drugs not yet available on the NHS due to cost. Aviva explicitly states it covers drugs/treatments that may be too new or costly for NHS use, as long as they’re evidence-based.
- Unnecessary or Specialist-Not-Referred Treatment:
If you undergo treatment without proper referral (e.g. specialist treatment without your GP referral or without Aviva’s approval), it may not be covered. Always ensure the treatment path is pre-authorised by Aviva. They often require an “open referral” from a GP (no named specialist) so they can direct you to an appropriate provider. Aviva also won’t cover things like appointments you arrange outside of their process or provider network without agreement.
- Dental/Optical (unless added), Preventative Health, etc.:
Routine dental and vision care is only covered if you’ve purchased those add-ons. Preventative health screenings or vaccinations are not covered by standard PMI (though Aviva members might get discounts on health assessments privately). Emergency care is handled by the NHS, so Aviva’s policy is not used for A&E visits or urgent trauma (except possibly to transfer to private care after stabilisation).
These exclusions are clearly listed in Aviva’s policy documents (Aviva provides a detailed Product Information Document and terms & conditions which should be read carefully). Aviva’s exclusions don’t differ significantly from Bupa, AXA, or Vitality – they all avoid chronic and pre-existing conditions and stick to acute treatable issues. The key is understanding what’s covered and what isn’t, and using the policy accordingly.
One should also pay attention to any personal exclusions that might be applied if you disclosed health conditions during underwriting. Aviva might offer you cover but with certain conditions permanently excluded. Always check your policy schedule for any such specific exclusions.
Pricing and Underwriting: How Much Does Aviva Cost?
The price of Aviva’s health insurance depends on multiple factors: age, location, level of cover, excess, underwriting, and your medical history. In general, Aviva is often competitive on price among major insurers, and it actively grew its health business in 2023 by offering attractive rates and discounts.
- Underwriting Choices:
When applying, you’ll choose how your medical history is accounted for. Aviva offers full medical underwriting (you declare your health history and they may exclude specific existing conditions) or a moratorium (no detailed history required, but any recent conditions are temporarily excluded, with the possibility of future coverage if you remain symptom-free for two years) – both are common approaches in the UK market. For those switching from another insurer, Aviva can offer continued personal medical exclusions (CPME) or Medical History Disregarded (MHD) terms, especially in corporate schemes, to smooth the transition. Underwriting doesn’t affect the price for a given individual as much as it affects what’s covered, but it’s an important part of getting the policy set up right.
- Base Premium Variation:
Premiums increase with age – older customers pay more because they’re statistically more likely to claim and to need expensive treatments. Geography also matters: living in London or South East England usually means higher premiums due to higher private hospital costs in those areas. Lifestyle factors like smoking status affect price (smokers pay more). Aviva will also consider your occupation and any past serious conditions.
For a rough idea, Aviva provided sample quotes in 2024 for a healthy non-smoker in Reading, with full cover and a mid-level £200 excess:
- A 30-year-old individual: about £50 per month (~£600/year) for comprehensive cover.
- A 40-year-old: ~£62 per month.
- A 50-year-old: ~£77 per month.
- A 60-year-old: ~£108 per month.
These indicative prices show how cost rises with age. A family (couple with children) can expect discounts – Aviva offers 9% off for adding a partner to the same policy, and children are often covered for free beyond the eldest child. For example, a 40-year-old couple with two kids might pay around £128 per month in total, whereas two separate policies would cost more. Aviva also has a “free child cover” feature: if you have more than one child on the plan, you only pay for the oldest child – younger kids are covered at no extra premium. This makes Aviva quite attractive for families with multiple children.
To compare insurers, an independent Which? study in January 2025 gathered quotes for a comprehensive policy (full inpatient, full outpatient, cancer, therapies, no excess) for a couple aged 35 and another couple aged 55, living in South London. Aviva came out as one of the most affordable in that comparison:
- For a 35-year-old couple, Aviva’s quote was £1,129 per year (with a 15% first-year discount applied). In monthly terms, that’s about £94 per month for both individuals combined. This was significantly cheaper than AXA’s quote (~£2,698) and Bupa’s (~£1,841), and also a bit lower than Vitality’s (~£1,768) for the same scenario.
- For a 55-year-old couple, Aviva’s quote was £1,865 per year. Bupa’s equivalent was £3,272 and AXA’s was £4,569 for that older couple, while Vitality offered £2,997. Again, Aviva was substantially more affordable in this comparison.
These examples highlight Aviva’s competitive pricing, especially for older customers where the difference was thousands of pounds versus some competitors. Aviva’s use of a first-year discount (15% in this case) helps attract new customers, although one should expect the premium to rise in the second year as that discount lapses. Even so, Aviva appears to offer good value for comprehensive cover.
It’s important to remember that actual premiums will vary. Aviva, like all insurers, will adjust your quote based on your personal details and the exact coverage choices:
- Choosing a larger excess can cut premiums significantly (Aviva indicated that opting for a higher excess “will generally lower the cost of your cover” – for instance, moving from £100 to £1,000 excess can reduce premiums by 20–30% or more).
- Dropping outpatient cover or selecting the 6-week NHS wait option can reduce costs further, but you should carefully weigh those trade-offs (lower premium vs. potential limitations when you claim).
- Aviva often runs promotions such as that first-year discount, or occasionally 2 months free etc., so savvy customers can time their purchase or go via brokers who might have discount codes.
No Claims Discount Impact:
If you renew without claims, Aviva’s no-claims discount (NCD) might reduce your renewal price increase. Conversely, making a claim could reduce your NCD level unless it’s protected. In practice, even with NCD, health insurance premiums tend to rise year-on-year due to age and medical inflation. Aviva’s growth in 2023 came alongside industry medical cost inflation around 8–10%, so premiums across the market have been trending upward. Some insurers have implemented mid-year premium adjustments or higher renewal rates to keep up. The NHS’s use of private providers (NHS itself spending £3.5bn on outsourcing to private in 2023) also contributes to a bustling private sector, sometimes straining private hospital capacity.
Underwriting Acceptance:
Aviva generally accepts new individual customers up to any age (no upper age limit) as long as you can pay the premium. Underwriting might attach exclusions or in rare cases decline cover for very unwell applicants, but Aviva is known for a reasonable underwriting stance. Many older customers who may not be accepted by smaller insurers could find a home with Aviva’s health insurance (albeit at a high premium).
Corporate vs Individual Pricing:
Aviva actively writes a lot of company health insurance. Group schemes (especially large companies) often get lower rates per person than individual buyers, because risk is pooled and there’s typically medical history disregarded underwriting. The Guardian reported booming demand from SMEs adding health cover for staff in 2023. If you are an employee, it’s worth checking if your employer offers an Aviva (or any) health insurance scheme, as that can be much more cost-effective for you. Four out of five health insurance policyholders in the UK are covered through employer schemes, which underscores how much cheaper and prevalent workplace PMI is. Aviva’s 4.7 million of its customers are in employer schemes according to industry data, so Aviva has expertise in that segment.
In summary, Aviva’s pricing for personal health insurance is competitive in 2025, often undercutting other top providers for comparable cover. Its flexibility in plan design means you can always adjust something to suit your budget. Always compare quotes, but Aviva is certainly a provider to check for a good deal in private medical insurance.
Claims and Customer Service Experience
One of the most critical aspects of health insurance is how well the claims process works – after all, that’s when you actually use the insurance. Aviva’s claims handling is generally smooth and has kept pace with digital enhancements:
- Claims Process:
Aviva emphasises that most claims can be set up with a single phone call and approved on the spot in the majority of cases. The typical process is: you visit your GP for a referral; then you call Aviva’s customer service/claims line before treatment. Aviva will confirm coverage and direct you to an approved specialist or facility (if you opted for their guided “Expert Select” service, they’ll arrange an appointment for you). Many treatments don’t even need forms – Aviva can authorise and give you a claim reference over the phone. They often have clinical case managers and nurses on staff for complex cases, providing guidance alongside the claims approval.
- Provider Network and Cashless Treatment:
Aviva has direct billing arrangements with most hospitals and specialists in their network. “Most eligible bills can be settled directly with the hospital”, meaning you don’t have to pay upfront and reclaim later in most scenarios. Specialists often send their invoices straight to Aviva. For the customer, this cashless claim system is convenient: you typically just sign a form at the hospital and walk out without paying (except any excess). If you do get billed, you can submit it to Aviva for reimbursement. Aviva’s network approach (especially if using Expert Select or their suggested providers) ensures minimal hassle with payments.
- Speed and Statistics:
In 2023, private medical insurers saw a 21% increase in number of claims as more people used their policies. Aviva’s own claims volume rose, particularly from corporate clients (claims on workplace policies were up 26%). Despite this surge, there’s no indication of Aviva struggling; on the contrary, they paid out £3.57 billion in PMI claims industry-wide (across all insurers) in 2023, a record high. While Aviva-specific payout figures aren’t public, being the third largest provider, their share of that is substantial. Industry data shows insurers paid out £9.8 million per day for health claims in 2023. This reflects a high volume of settled claims. Typically, UK health insurers pay the vast majority of eligible claims – often north of 95%. Aviva advertises that under their cancer pledge, “they'll cover all of the cancer treatment and palliative care you need, as recommended by your consultant”, which is a strong commitment. In general terms, once you are covered for a condition, Aviva aims to fund all necessary treatment until you’re back on your feet.
- Claims Handling Feedback:
Aviva topped a 2023 Fairer Finance customer experience survey for PMI, tying for first place with a score of 72% overall customer experience rating. This score factors in trust, satisfaction, transparency, and how well complaints are handled. Scoring above competitors like Bupa (70%) and AXA (68%) suggests Aviva’s customers were slightly more satisfied in aggregate. In particular, Aviva has built a reputation for efficient claims handling and support – important drivers of customer happiness. It’s worth noting that smaller specialist insurers like WPA and Freedom Health also rank highly in customer satisfaction, but among the “big four” players, Aviva fares very well.
- Customer Service and Support:
Aviva’s health insurance helpline operates weekdays and Saturday mornings for claims and queries. Customers often praise Aviva’s professional phone support – having a knowledgeable person guide you through next steps when you’re dealing with a health issue is reassuring. Aviva also has online resources and a portal where members can find policy documents, claim forms (if needed), and information on health services. Additionally, Aviva offers various wellbeing services to support customers beyond claims. For example, members can access stress counselling (by phone) and get advice on healthy living through Aviva’s wellness partners.
- Digital Tools:
Beyond the Digital GP app, Aviva has introduced digital enhancements like an online claims tracker and the ability to pre-authorise some treatments online for less complex cases. They continue investing in user-friendly tech. However, as of 2025 Aviva still primarily uses phone-based claims initiation, which many customers prefer for a personal touch. Competitors like AXA and Bupa are similarly blending phone and digital; none have a fully app-based claims process yet, since medical claims often require discussion.
Claims Example:
If you need, say, a knee operation, the process with Aviva would be: visit GP for knee pain → GP gives an open referral to orthopaedics → you call Aviva with that referral → Aviva checks your cover, finds an orthopaedic specialist at a convenient hospital, and authorises initial consultation → you see the specialist, who recommends knee arthroscopy after an MRI → the specialist’s office gets approval from Aviva for surgery (often directly) → you have the operation at a private hospital, Aviva is billed ~£5,000 and pays it directly minus your £ excess → you pay only your £200 excess to the hospital. You then go for follow-up physio, which Aviva also covers as part of aftercare. Throughout, Aviva’s claims team coordinates with providers. This kind of seamless journey is what a good PMI like Aviva’s facilitates, sparing you long NHS waits.
One thing to be aware of is claim limits in certain areas. Aviva’s comprehensive cover has few monetary limits, but some optional or additional benefits do (for example, dental cover might have an annual max, psychiatric cover might have a day limit if added). Also, if one were to seek treatment outside of Aviva’s network or without proper referral / authorisation, coverage could be reduced, chargeable or denied. Thus, customers should follow Aviva’s guidance for the best experience.
Customer Satisfaction and Industry Ratings
When choosing an insurer, it helps to see how they are rated by both customers and independent experts. Here’s how Aviva stacks up:
- Defaqto 5-Star Rating:
Aviva’s Healthier Solutions policy holds a 5★ (five-star) rating from Defaqto, an independent financial product reviewer. Five stars indicate an “excellent product with a comprehensive range of features and benefits.” In fact, Defaqto has given 5-star ratings to all of Aviva’s PMI products (individual and business), reflecting the rich cover options included. All of the major competitors – Bupa, AXA, and Vitality – also typically have 5-star Defaqto ratings on their comprehensive plans, so Aviva is on par with the best in the market on product quality.
- Fairer Finance Ratings:
According to Forbes Advisor UK, Aviva’s core health insurance also received a 5-star rating from Fairer Finance for product features. Fairer Finance (a consumer group) not only surveys satisfaction (as mentioned earlier) but also evaluates policy small print and transparency. Aviva doing well on these fronts suggests it offers fair terms and clear communications. Notably, in Fairer Finance’s first customer experience index for PMI, Aviva was ranked joint top for overall customer experience. Aviva’s strong scores in customer happiness and trust contributed to this. In Autumn 2024, a Fairer Finance survey found Aviva’s trust score among customers was about 60.7%, virtually identical to Bupa’s 60.6% (and higher than Vitality’s 55.1%). So, customers of Aviva and Bupa indicated a similar level of trust in their provider, which is a positive sign for Aviva given Bupa’s long-standing reputation.
- Customer Reviews (Trustpilot):
Aviva as a whole enjoys generally positive reviews, though these encompass all Aviva insurance products (car, home, life, etc.) in addition to health. As of early 2025, Aviva has a Trustpilot rating around 4.3 out of 5 (“Excellent”) from tens of thousands of reviews. This is a strong score for a large insurer. However, since it’s an aggregate, it may not reflect only health insurance experiences. If we isolate health insurance feedback, it’s mixed – some customers praise the fast claims and helpful support, while a few have complaints about specific claim denials or admin issues. Aviva’s rating is similar to Bupa’s Trustpilot 4.4/5 and Vitality’s 4.4/5 (also categorised as “Excellent”). AXA Health’s Trustpilot is a bit lower at 4.1 (“Great”), indicating Aviva is viewed more favourably than AXA in online reviews. It’s worth noting that review volumes differ – e.g. Bupa’s score is derived from ~30,000 reviews, Aviva’s from ~43,000 reviews, Vitality’s from ~47,000. The consistency in Aviva’s high score despite the large volume is encouraging, as large insurers often attract more negative feedback due to sheer size. Additionally, WPA, a smaller competitor, holds a 4.6/5 on Trustpilot – the highest in the sector – but that’s with under 4,000 reviews and reflects their niche focus. Overall, Aviva’s online reputation is strong for customer satisfaction relative to big peers.
- Awards and Recognitions:
Aviva’s health insurance was recognised at the Moneyfacts Awards 2024 as the winner in the Private Medical Insurance category. This industry award suggests Aviva offered the best combination of product and pricing that year. Such awards are often based on independent research of policy features and broker feedback. Aviva beating competitors to win PMI Provider of the Year 2024 (Moneyfacts) is a notable accolade to mention. Aviva has also been “Highly Commended” or won other awards in recent years, reflecting consistent performance.
- Market Share and Financial Strength:
About 1.2 million people are covered by Aviva’s health policies, making it the 3rd biggest UK PMI provider after Bupa and AXA. This scale means Aviva has a significant share of the market (roughly 15% of insured lives). It also indicates a broad hospital network and leverage in the healthcare market. Aviva plc is a large, financially strong company – it reported £1.5 billion in operating profit in 2023, with a notable portion of that driven by booming health insurance sales. Sales of health policies jumped 41% in 2023 compared to 2022, underlining how Aviva has capitalised on the rising demand. Customers can take comfort in Aviva’s financial stability; claims will be paid and investments made into improving services. Aviva’s long history (a heritage going back to the 17th century) and status as the UK’s largest general insurer give it a strong foundation. It’s also regulated by the PRA/FCA with robust solvency, so there should be no concerns about its ability to pay claims.
In summary, Aviva is well-regarded in the industry. It has top-notch product ratings (5-star Defaqto, etc.), high customer satisfaction indices, and plenty of customers who would endorse it. No insurer is perfect – and indeed some negative reviews exist – but relative to others Aviva fares very well. It combines the reliability of a big insurer with service quality that is approaching that of smaller specialists. This balance has earned Aviva a positive reputation in 2025’s PMI market.
Aviva vs Competitors: Bupa, AXA, and Vitality
How does Aviva compare to its key rivals in private medical insurance? Here we contrast their offerings, highlighting pros and cons of each relative to Aviva.
Aviva vs Bupa
Market Position:
Bupa is the UK’s largest health insurer and a household name (Bupa is a healthcare company with no shareholders – profits are reinvested). Bupa has the largest customer base, covering millions of lives (significantly more than Aviva’s 1.2 million) and a very extensive hospital network. Both Aviva and Bupa have 5-star Defaqto rated policies, indicating comprehensive cover.
Coverage:
Bupa’s flagship policy (“Bupa By You” Comprehensive) is quite similar to Aviva’s in core cover – full inpatient,cancer, etc. Bupa is known for excellent cancer care as well, and it includes specialist cancer drugs and treatments not available on the NHS, much like Aviva’s cancer pledge. One difference is in mental health: Bupa tends to include at least some in-patient mental health cover as standard on comprehensive plans (often up to 28 or 45 days/year) whereas Aviva requires adding that cover. So if mental health hospitalisation cover is important and you don’t want to pay extra, Bupa might have an edge. Bupa also often includes mental health and cognitive behavioural therapy sessions as part of standard outpatient cover.
Unique Features:
Bupa offers some unique services:
- Direct Access Services:
Bupa allows customers to skip the GP referral for certain conditions. For example, with Bupa’s Direct Access, you can call Bupa directly for concerns about mental health, musculoskeletal issues, or cancer symptoms, and they may refer you straight to a specialist or therapist without seeing a GP first. This can speed up access to care. Aviva, by contrast, generally asks for a GP referral first (except for certain pathways like their mental health support for corporate schemes).
- Proprietary Facilities:
Bupa owns some clinics and the well-known Bupa Cromwell Hospital in London. While most Bupa customers still use independent hospitals, Bupa’s ownership of facilities can sometimes mean integrated care (and possibly preferential rates that keep their costs in check).
- Rich Preventative Benefits:
Bupa provides members with perks like free annual health checks (in some corporate schemes) or access to Bupa’s family mental health helpline. Bupa also has a programme called “Bupa Rewards” offering discounts (though these are not as wellness-focused as Vitality’s; they include shopping and travel deals for members).
Pricing:
Bupa has a reputation for premium pricing – it’s often not the cheapest option. For instance, the sample quotes showed Bupa was considerably more expensive than Aviva for like-for-like cover, especially for older customers. Bupa’s brand and service may justify a higher cost for some, but price-sensitive customers often find Aviva or others more affordable.
Customer Feedback:
Bupa’s customer satisfaction is generally high. They had a Trustpilot score of 4.4/5 as of 2025, very close to Aviva’s.
Despite Bupa’s strong reputation, Aviva holds its own well against Bupa. Aviva’s strengths are its flexible options and often lower price for comparable cover, while Bupa’s strengths are its long-standing healthcare expertise and some unique service features.
Aviva Pros vs Bupa:
Generally lower premiums for similar cover (better value); very comprehensive cancer pledge matching Bupa’s; more customisable add-ons (Bupa’s plans are slightly less modular for individuals); and equally high ratings (5★ Defaqto, excellent customer satisfaction). Aviva also won the Moneyfacts 2024 award over Bupa.
Aviva Cons vs Bupa:
Bupa includes in-patient mental health by default (Aviva requires an add-on); Bupa’s Direct Access can be faster for certain referrals; Bupa has a broader brand-owned network (though in practice both give nationwide access). Some customers might find Bupa’s claims process even more seamless, but this is marginal as both are smooth.
For most people, both Aviva and Bupa offer top-tier coverage and service. Those who are very price-sensitive may lean toward Aviva, while those who value Bupa’s brand or direct services might choose Bupa. It’s not uncommon for people to switch from Bupa to Aviva to save money at renewal, given Aviva’s premium advantage, especially in 2025’s market.
Aviva vs AXA Health
AXA Health (formerly AXA PPP) is another big insurer, the second-largest in market share. AXA’s policy coverage is broadly similar to Aviva’s and Bupa’s, with full inpatient, outpatient, cancer etc., also typically rated 5★ by Defaqto. AXA has a rich history in PMI and a strong presence in corporate health schemes.
Coverage and Options:
AXA offers “Personal Health” plans which can be tailored. AXA has two outpatient limits, and different hospital lists (its standard lists include London vs restricted hospital lists). So in terms of flexibility, AXA and Aviva are quite comparable, both allowing modular customisation. AXA includes some mental health cover as standard on its mid/high-tier options and offers add-ons for dental/optical similar to Aviva.
Digital GP and Innovations:
AXA provides the Doctor@Hand service in partnership with Doctor Care Anywhere, which gives unlimited 24/7 GP appointments by video/phone for members comparable to Aviva. AXA also has services like Health@Hand (a 24/7 helpline for health queries staffed by nurses and counsellors), which is akin to Aviva’s helplines.
Networks:
Both AXA and Aviva make use of provider networks to manage costs – for example, AXA has dedicated networks for musculoskeletal conditions and mental health. Aviva’s approach with Expert Select is similar, guiding patients to quality assured providers. There isn’t a huge difference in the hospitals you can access; if anything, AXA’s top “Standard” hospital list might include a couple more of the priciest London hospitals that Aviva’s standard list might exclude, but Aviva can match that if you select the Extended list.
Pricing:
Historically AXA’s pricing was on par with or slightly below Bupa, but the Which? 2025 sample showed AXA’s quotes came out highest of all for the scenarios compared. AXA was nearly 2× Aviva’s price for the 35-year-old couple, and ~£4,569 vs Aviva’s £1,865 for the 55-year-old couple. This suggests AXA might currently be pricing higher, possibly due to different assumptions or not applying discounts. In practice, many find AXA and Aviva quotes to be in the same ballpark, but Aviva may have a slight edge on price competitiveness in 2025.
Customer Service:
AXA Health has a solid service team and claims handling. However, some customers have reported frustrations with AXA’s online portals or bureaucracy – reflected in AXA’s Trustpilot score of 4.1/5, which, while good, lags Aviva’s 4.3. In the Fairer Finance survey, AXA scored 68% vs Aviva’s 72% in customer experience. This implies Aviva might provide a smoother customer experience overall, though the differences aren’t huge.
AXA Pros vs Aviva:
Global brand (part of AXA worldwide) – potentially useful if you need international cover or travel a lot (though Aviva also offers overseas emergency cover as standard); unlimited virtual GP; very comprehensive cover options; wide hospital list. AXA has long experience specifically in health insurance and often strong relationships with specialists.
AXA Cons vs Aviva:
Can be more expensive for comparable cover; slightly lower customer satisfaction metrics recently; Trustpilot feedback suggests some room for improvement in online experience.
Overall, Aviva and AXA are close competitors with similar offerings. Unless you have a specific preference for a specialist or facility only on AXA’s network, many consumers would choose based on price – where Aviva currently has an edge. Both are reliable in paying claims and offer high-quality cover.
Aviva vs Vitality
Vitality Health is a distinctive competitor known for its wellness programme. Vitality (owned by Discovery) entered the UK market in the 2000s and has grown quickly, now roughly the fourth largest PMI provider (with around 0.8–1 million lives). Vitality’s core cover can be very comprehensive, but the proposition is a bit different from Aviva’s traditional insurance model.
Coverage:
Vitality’s Personal Healthcare plan covers inpatient, outpatient, cancer, mental health, etc., similar to Aviva. One notable difference: Vitality often sells outpatient cover with more options of a limit (e.g. £500, £750, £1,000, £1,250, £1,500) by default on lower plans, unless you add full outpatient. Aviva has less tiers to get to full out patient.
Wellness Programme:
The standout feature is Vitality’s rewards programme. Policyholders earn “Vitality points” for healthy activities (like going to the gym, steps tracked on fitness devices, health screenings, etc.). Higher engagement status (Bronze → Silver → Gold → Platinum) can lead to premium discounts or smaller increases at renewal. Vitality also offers rewards regardless of status: e.g. discounted (or even free) Apple Watch for hitting exercise targets, up to 50% off gym memberships (at Virgin Active or Nuffield gyms), Cafe Nero coffee, cinema tickets, Amazon Prime discounts, and more – all tied to living actively. This is a major draw for Vitality and something Aviva doesn’t match in scope. Customers who are fitness enthusiasts often love the Vitality model, as it “supports you to live a healthier life and rewards you for it”.
Unique Policy Structure:
Vitality has some unique policy mechanics:
- Vitality sometimes bundles additional benefits like worldwide travel insurance or screening benefits if you reach certain status, whereas Aviva keeps those separate.
- Vitality’s approach to renewal pricing: If you maintain a high Vitality status (demonstrating healthy living), your premium increase can be smaller than otherwise. This can help mitigate age and inflation rises, which is a form of long-term value if you engage. With Aviva, your premium will rise more uniformly with age/claims (no such wellness-linked discounts).
Pricing:
At baseline, Vitality’s premiums are often competitive, especially for the young and healthy. For instance, Vitality’s starting premiums can be as low as ~£38/month for an individual (as noted by Guardian). In the 2025 comparison, Vitality’s quote for the example couples was slightly higher than Aviva’s but lower than Bupa’s. If one is looking for a very basic, low-cost plan, Vitality has more options at the bottom end. However, once you load Vitality up to match Aviva’s full coverage, the costs often end up similar or sometimes more. Also, Vitality’s premium can increase significantly if you don’t maintain a good status (people who don’t engage in the programme might find their premiums jump more at renewal).
Customer Satisfaction:
Vitality gets mixed feedback. On one hand, many appreciate the rewards and say it motivates them to stay fit. On the other hand, some find the system complex – you have to track activities, submit proof, etc., to get the most out of it. There have been complaints about Vitality’s claims in areas like their network restrictions (Vitality often requires using their network of consultants; using a non-network doctor might result in reduced reimbursement). Vitality’s Trustpilot is 4.4/5 overall, but that includes life insurance and other products. In the Fairer Finance trust survey, Vitality scored the lowest trust (55%) among big insurers, indicating some wariness. Possibly this is due to the complexity or some past issues. Aviva, by contrast, is seen as straightforward and had higher trust ~61%.
Vitality Pros vs Aviva:
The wellness rewards are a big plus – if you will use them, they can significantly enhance the value of the policy (some people effectively “earn back” a chunk of their premium through freebies and discounts). Vitality also matches Aviva in medical cover (including full cancer cover, etc.) and can be cost-effective, especially for those in good health who engage and thus keep renewals low. Vitality’s focus on prevention (e.g. offering health checks, advice, etc.) can be seen as a more holistic approach to health insurance.
Vitality Cons vs Aviva:
The product is more complex to understand and manage – Aviva’s policy is simpler (you pay your premium and you’re covered, no need to log workouts to keep costs down). Vitality’s claims process might involve more conditions (e.g. needing pre-authorization and using specific partner facilities). Some customers might not fully utilise the rewards, in which case the incentives portion is wasted. If you prefer a “set and forget” insurance without ongoing engagement, Aviva is the easier choice. Additionally, Vitality doesn’t have an upper age limit technically, but older clients might not enjoy or use the rewards and might face high premiums – Aviva might appeal more to older customers who just want solid cover.
In essence, Aviva vs Vitality comes down to whether you want a traditional insurance or an interactive wellness-based insurance. Aviva delivers excellent coverage in a conventional way, whereas Vitality wraps the insurance in a broader wellness package. Both have their merits – Aviva often wins on simplicity and possibly slightly higher customer care ratings, Vitality wins on lifestyle perks and possibly initial price for the health-conscious. Some people even switch between them: for example, enjoying Vitality in younger years, then moving to Aviva or others later when they value simplicity over gym rewards.
Quick Comparison Table
To summarise the comparisons, the table below highlights some key metrics for Aviva and its three main competitors:
| Insurer | Defaqto Rating | Trustpilot Score (Mar 2025) | Customer Experience (Fairer Finance 2023) | Approx Market Share | Unique Strengths | ||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Aviva Health | 5★ (Excellent) | 4.3/5 (Excellent) | 72% (Rank 1st – tied) | ~15% (3rd largest) | Flexible cover options; competitive pricing; strong cancer pledge; Digital GP included; high customer trust. | ||||||
| Bupa | 5★ (Excellent) | 4.4/5 (Excellent) | 70% (Rank 3rd) | ~40% (1st) | Top brand and largest hospital network; includes mental health cover standard; Direct Access services; own clinics (e.g. Cromwell). | ||||||
| AXA Health | 5★ (Excellent) | 4.1/5 (Great) | 68% (Rank 4th) | ~25% (2nd) | Global insurer; unlimited virtual GP; broad corporate presence; experienced service team. | ||||||
| Vitality Health | 5★ (Excellent) | 4.4/5 (Excellent) | ~66% (est.) (Lower trust) | ~10% (4th) | Innovative wellness rewards; discounts (gym, Apple Watch, etc.); potential lower cost for engaged, healthy members; youthful brand. |
(Market share estimates based on insured lives; Fairer Finance customer experience composite includes happiness, trust, transparency, complaints handling.)
As the table indicates, all four are high-quality insurers (all 5-star rated products). Aviva distinguishes itself with top-tier customer ratings and value, Bupa with scale and comprehensive service, AXA with digital offerings and international backing, and Vitality with its wellness model.
Trends in the UK Private Health Insurance Market (2025)
The backdrop to any insurer review in 2025 must include the broader trends affecting private medical insurance (PMI) in the UK. Here are some key developments:
Surging Demand & NHS Pressures:
The UK is seeing unprecedented demand for private health cover as the National Health Service struggles with record waiting lists. By the end of 2023, the number of people covered by PMI hit a record 4.68 million policyholders (8 million including family members), the highest since 2008. This means almost 1 in 8 Britons now have private medical insurance. The driver is clear – NHS England’s waiting list for routine treatments peaked at 7.77 million in September 2023, roughly double the pre-pandemic backlog. Patients faced long delays, sometimes over a year, for surgeries and consultations. This has pushed more individuals and employers to seek private cover as a way to guarantee timely treatment. Aviva’s CEO noted: “We’ve seen individuals looking at the NHS and saying: ‘I can afford to buy health cover, so I will do that.’”. Companies too are expanding health benefits to attract talent and keep staff healthy and productive.
This trend is benefiting all major insurers – Aviva reported a 41% jump in health insurance sales in 2023, and similarly competitors saw growth. The private healthcare market’s total value reached £12.4 billion in 2023, an all-time high. Interestingly, the growth is coming via insurance more than self-pay: more people opted to get insurance, while those paying out-of-pocket for one-off private treatments slightly declined. PMI is seen as a more affordable way to access private care, given the high costs of procedures (e.g. a private cataract surgery ~£2,000, hip replacement £15,000+).
Claims and Premiums Rising:
With more people covered and using private care, claims volumes and costs have risen. Insurers paid out £3.57 billion in PMI claims in 2023, up 21% from 2022. Hospital admissions through PMI were at near-record levels. This increased utilisation puts upward pressure on premiums because medical inflation (the cost of treatment) is running high – around 8–10% annually as reported by Aviva. Factors include higher consultant fees, costly new therapies, and general inflation. Customers in 2025 should expect premiums to keep rising above general inflation. Indeed, some insurers have implemented mid-year premium adjustments or higher renewal rates to keep up. The NHS’s use of private providers (NHS itself spending £3.5bn on outsourcing to private in 2023) also contributes to a bustling private sector, sometimes straining private hospital capacity.
Digital Health & Telemedicine:
A very positive trend for consumers is the mainstreaming of digital health services. All major PMI now come with virtual GP access (Aviva’s unlimited video calls, Bupa’s digital GP app “Blua”, AXA’s Doctor@Hand, Vitality’s Vitality GP). Usage of these services exploded during the pandemic and has remained high. Insurers report that thousands of consultations are done virtually each week, giving policyholders quick reassurance or referrals. Additionally, mental health support has gone digital – insurers provide phone or video counselling and cognitive behavioural therapy online. These services improve access, especially when NHS GPs are busy. We can expect further innovation: for example, remote monitoring apps, partnerships with digital therapeutics, and AI-driven health advice tools might become part of health insurance offerings. Insurers are also enhancing their mobile apps to serve as one-stop portals (for viewing policy benefits, finding a doctor, booking a consultation, managing rewards in Vitality’s case, etc.).
Product Innovation and Competition:
With high demand, insurers are innovating to differentiate themselves. Vitality’s model is one example of innovation (rewarding healthy living). We also see new plans aimed at specific needs – e.g. “value” plans with NHS wait stipulations, or tailored cover for younger adults at lower cost. Saga offers policies for over-50s, and companies like WPA focus on niche corporate plans or modular cash plans. Insurtech startups are also eyeing the PMI space, though none have significantly disrupted the big four yet. Aviva has maintained competitiveness by updating benefits (for instance, improving their mental health cover pathway, adding the Digital GP, etc.) and winning awards which suggests they’re keeping product quality high.
Regulatory and Policy Changes:
The regulatory environment in 2025 for health insurance is largely about consumer fairness and transparency. The FCA’s Consumer Duty (effective mid-2023) requires insurers to ensure products deliver good outcomes and that communications are clear. This likely drove insurers like Aviva to make their documentation more user-friendly and review pricing structures for fairness. No specific legislation has been introduced to incentivise or subsidise PMI (for instance, there were calls to reduce Insurance Premium Tax for health insurance to relieve pressure on the NHS, but IPT remains at 12%). However, political discourse has increasingly acknowledged the role of private healthcare in complementing the NHS. If NHS waiting times remain high, future governments might consider policies to encourage private cover uptake (tax breaks, or promoting employer schemes). There’s also regulatory oversight on how insurers handle claims and complaints – the Financial Ombudsman sees some cases where claims were disputed; insurers strive to minimise such disputes through clear coverage rules.
Consumer Considerations:
More individuals are weighing “Is private health insurance worth it?” given high NHS waits. In 2025, the answer often hinges on personal circumstances. Those who can afford it and value peace of mind are purchasing cover in record numbers. There is also a broader range of options – from comprehensive family cover to more affordable policies covering only big-ticket treatments (like “in-patient only” plans, or health cash plans that cover diagnostics but not treatment). The market is dynamic: nearly 500 insurers and schemes exist in the UK if you count small cash plan providers and specialised insurers. But the big four (Aviva, Bupa, AXA, Vitality) command about 95% of the PMI market share, so our focus on them is apt. It also means they set the tone on trends like pricing and service.
NHS-PMI Interaction:
Another trend is a closer interaction between private and public. Many PMI policies now incorporate some NHS support features (like the NHS cash benefit Aviva gives, or covering NHS cancer drug co-payments, etc.). The lines blur when the NHS itself is contracting private hospitals for patients – one might have insurance and find the NHS arranges their private care anyway. Insurers could potentially partner with the NHS in future to, say, offer discounted group policies for people on long waiting lists (some think-tanks have floated such ideas to reduce the NHS backlog). While not reality yet, 2025’s environment has certainly made PMI more mainstream.
Conclusion of Trends:
In short, the UK PMI market in 2025 is growing rapidly, with Aviva and peers experiencing record uptake. Digital health is here to stay, products are becoming more tailored and customer-centric, and the value of insurance is being recognised by more of the public amidst NHS challenges. However, rising claims mean rising premiums, so affordability will be key – insurers like Aviva are trying to balance this with options like the 6-week wait or varying excesses to keep entry prices accessible. Consumers have more choice and information than ever (through comparison sites, reviews, and guides like this one), which is driving insurers to compete not just on price, but on service quality and added value.
Conclusion
Aviva’s private health insurance in 2025 stands out as a comprehensive, flexible, and well-regarded option for those seeking peace of mind around healthcare. Aviva’s Healthier Solutions policy offers robust coverage – from swift private treatments and cutting-edge cancer care to mental health support and virtual GP access – backed by a commitment to pay claims and support customers through illness. The ability to tailor the plan with extras or cost-saving options means it can suit a range of budgets and needs. Aviva has kept its pricing competitive, often undercutting rivals like Bupa and AXA for similar coverage, and it has garnered high customer satisfaction, industry awards, and 5-star ratings in recognition of its quality.
When compared to other top UK insurers, Aviva holds its own or leads: Bupa may have a longer legacy and a few added services, but comes at a higher price; AXA matches Aviva on benefits but hasn’t surpassed it on customer sentiment; Vitality brings unique wellness perks, yet not everyone wants the complexity of that model. For many consumers – individuals, families, and employers – Aviva hits a sweet spot of strong cover, fair price, and trusted service.
As the private health insurance market experiences unprecedented growth due to strains on the NHS, Aviva is well-positioned as a reliable partner for healthcare needs. Rising demand has spurred Aviva to innovate (like enhancing digital tools) and ensure its offerings remain competitive. Policyholders can take confidence in Aviva’s financial strength and claims-paying track record, as well as its efforts to simplify the claims journey (with most claims approved by phone and bills settled directly).
Ultimately, the choice of PMI provider will depend on personal priorities – be it cost, specific benefits, or brand preference. This comprehensive review has shown that Aviva is a top-tier choice in 2025 across all key dimensions: coverage scope, flexibility, customer satisfaction, and comparative value. In a time when having private medical insurance is increasingly seen as a prudent safeguard, Aviva’s health insurance provides a modern, solid, and customer-focused option to consider for anyone looking to supplement the NHS and take control of their healthcare journey.
Sources:
- Aviva Healthier Solutions Coverage (2025)
- Aviva Cancer Pledge and Exclusions (2025)
- Sample Aviva Premiums – myTribe Insurance (2025); Which? (2025)
- Aviva Customer Ratings – Cover Magazine/Fairer Finance; Trustpilot scores (2025)
- Market Data – Guardian (2024); Guardian/LaingBuisson (2025); ABI (2024).
Why get private health insurance?
Health insurance allows you get back on your feet quicker:
✅ Avoid long NHS waiting lists of many weeks and get treated faster with private medical insurance, which can be really important for a successful recovery
✅ Get early diagnosis so you can get the treatment you need right away done privately
✅ Business owners can save on their tax bill with private medical insurance
✅ You are free to choose your hospital to suit your needs by place and time
✅ You often get a private room with better facilities for your treatment or surgery
✅ With private medical health insurance you gain access to advanced treatments not available on the NHS
Benefits offered by private health insurance
Private medical health insurance is an insurance policy that covers the costs of private healthcare, from diagnosis to treatment. You just pay an affordable monthly premium that covers all or some of the cost of treatment for acute conditions that develop after your health insurance policy has begun.
Our mission is to put you in touch with not only the best, but the most suitable private medical health insurance companies. With even more risk on the rise for personal health today, it makes more sense than ever to have private medical health insurance cover.
👍 Many people are very thankful that they had their private medical health insurance cover in place before running into some serious health issues. Private medical health insurance is as important as life insurance for protecting your family's finances.
Our mission is to put you in touch with not only the best, but the most suitable private medical health insurance companies. With even more risk on the rise for personal health today, it makes more sense than ever to have private medical health insurance cover.
👍 Many people are very thankful that they had their private medical health insurance cover in place before running into some serious health issues. Private medical health insurance is as important as life insurance for protecting your family's finances.
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 increasing numbers of individuals and families opt for PMI insurance
👉 We insure our cars, houses, bicycles and even bags! Yet our health is one the most precious things we have.
People buy life, critical illness and private medical health insurance for a variety of reasons – easily one of the most important insurance purchases an individual or family can make in their lifetime. PMI insurance is still seen as a luxury in the UK. Indeed, only around 11% of the population has private medical insurance. However, an increasing number of people are taking out private medical insurance due to a number of reasons:
👍 Simply get your affordable private medical health insurance plan in place for the necessary peace of mind! Just tap or click the button below to book a FREE call now! 👇
People buy life, critical illness and private medical health insurance for a variety of reasons – easily one of the most important insurance purchases an individual or family can make in their lifetime. PMI insurance is still seen as a luxury in the UK. Indeed, only around 11% of the population has private medical insurance. However, an increasing number of people are taking out private medical insurance due to a number of reasons:
- Avoid NHS waiting lists and be treated more quickly
- Faster diagnosis (comprehensive cover)
- More access to latest cancer drugs and treatments, some of which may be unavailable on the NHS
- Greater choice over where and when your treatment takes place
- Have a private room should you need treatment in hospital
👍 Simply get your affordable private medical health insurance plan in place for the necessary peace of mind! Just tap or click the button below to book a FREE call now! 👇
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