Aviva vs Bupa vs Vitality vs The Exeter Best Health Insurance for UK Families
Choosing the right private medical insurance for your family in the UK is a significant decision. At WeCovr, an FCA-authorised broker that has helped arrange over 900,000 policies, we understand you need clear, expert guidance. This article compares four of the UK's leading insurers—Aviva, Bupa, Vitality, and The Exeter—to help you make an informed choice.
Comparing cover options, excess levels and customer experience
When looking at private health insurance, families need to balance comprehensive cover with affordable premiums. The decision isn't just about price; it's about finding a policy that fits your family's lifestyle, potential health needs, and budget. We'll break down how Aviva, Bupa, Vitality, and The Exeter stack up across the features that matter most.
Why UK Families are Turning to Private Medical Insurance
With NHS waiting lists remaining a significant concern, many families are seeking the peace of mind that private medical insurance (PMI) can provide. While the NHS provides excellent emergency and critical care, PMI offers a valuable supplement for non-urgent, acute conditions.
Key benefits of family health insurance include:
- Prompt Access to Specialists: Bypass long waiting times for consultations and diagnostic tests.
- Choice and Control: Select your consultant and hospital from an approved list.
- Comfort and Privacy: Access to a private room during hospital stays.
- Access to Advanced Treatments: Potential access to drugs or treatments not yet available on the NHS due to funding decisions.
It's vital to understand what PMI is for. UK private medical insurance is designed to cover acute conditions that arise after your policy begins. It does not cover pre-existing conditions or long-term, chronic illnesses like diabetes or asthma that require ongoing management rather than a cure. The NHS remains your point of contact for accidents, emergencies, and chronic care.
The "Big Four" Insurers at a Glance
Each of these leading providers has a distinct identity and caters to different family priorities. Here’s a high-level overview:
| Provider | Key Strength | Best For Families Who... |
|---|---|---|
| Aviva | Comprehensive, trusted brand | Want a solid, traditional insurance product with extensive hospital access and clear options. |
| Bupa | Global brand, huge network | Value brand recognition, direct access services, and a focus on extensive mental health support. |
| Vitality | Wellness & rewards programme | Are active, engaged with their health, and want to be rewarded for healthy living. |
| The Exeter | Flexible underwriting, member-focused | May have a more complex medical history or want a provider with a strong community feel. |
Core Cover Comparison: What's Included as Standard?
All PMI policies are built on a foundation of 'core cover'. This typically includes the most expensive treatments, which are in-patient and day-patient care.
- In-patient Treatment: When you are admitted to a hospital and stay overnight.
- Day-patient Treatment: When you are admitted to a hospital for a procedure but do not stay overnight.
Here’s how the four insurers' standard core offerings generally compare. Note that cancer cover can be enhanced as an optional extra.
| Feature | Aviva (Healthier Solutions) | Bupa (Bupa By You) | Vitality (Personal Healthcare) | The Exeter (Health+) |
|---|---|---|---|---|
| In-patient & Day-patient Fees | Covered in full | Covered in full | Covered in full | Covered in full |
| Specialist & Anaesthetist Fees | Covered in full (within reason) | Covered in full (within Bupa limits) | Covered in full (within Vitality limits) | Covered in full (within reason) |
| Standard Cancer Cover | Full cover for cancer treatment | Full cover for cancer treatment | Full cover for cancer treatment | Full cover for cancer treatment |
| Basic Mental Health Cover | Limited in-patient cover often included | Strong focus, often includes some cover | Limited in-patient cover included | Up to 28 days in-patient cover |
| Digital GP Access | Yes (Aviva Digital GP) | Yes (Digital GP) | Yes (Vitality GP) | Yes (Healthwise) |
Adviser Insight: While 'full cover' for cancer is standard, the type of cover can vary. This includes access to experimental drugs and therapies. An expert at WeCovr can explain the nuances between each provider's advanced cancer-care options.
Optional Extras: Tailoring Your Family's Health Cover
Core cover is just the starting point. To create a policy that truly meets your family's needs, you'll need to consider optional add-ons. The most important of these is out-patient cover.
1. Out-patient Cover
This covers diagnostic tests and consultations with a specialist that do not require a hospital admission. Without this, you would rely on the NHS for your diagnosis before being able to use your PMI for treatment.
- Aviva: Offers a range of options from a £0 to £2,000 yearly limit, or an unlimited option.
- Bupa: Provides different levels, often named 'Consultant and Diagnostics', with limits typically from £500 to unlimited.
- Vitality: Offers 'Full Cover' or a 'Consultant Select' option, where you agree to use a specialist from a curated list for a lower premium.
- The Exeter: Provides options for out-patient cover, typically with limits of £500, £1,000 or unlimited.
Real-World Scenario: Your teenager develops knee pain from playing sports. With out-patient cover, you could see a private specialist within days. The consultant might order an MRI scan (£500-£1,000). Without this cover, you would face the NHS wait for both the consultation and the scan.
2. Therapies Cover
This includes treatments like physiotherapy, osteopathy, and chiropractic care. For active families, this is an invaluable add-on. Each provider sets limits on the number of sessions or provides a total monetary value for therapies per year.
3. Mental Health Cover
While core policies offer some in-patient support, a comprehensive mental health add-on provides cover for out-patient consultations with psychiatrists and psychologists. Given the growing focus on mental wellbeing for all family members, this is an increasingly popular choice.
- Bupa is often cited for its market-leading mental health pathways, sometimes allowing self-referral for certain conditions.
- Aviva and Vitality offer robust, comprehensive mental health upgrades.
- The Exeter provides a solid, though perhaps less extensive, set of options.
4. Dental and Optical Cover
This is almost always an optional benefit you can add for an extra premium. It provides cashback towards routine check-ups, treatments, and eyewear. It can be a cost-effective way to budget for your family's routine dental and eye care.
Managing Costs: Excess Levels and No Claims Discount
Two key levers for controlling your monthly premium are the policy excess and the No Claims Discount (NCD).
Understanding Your Excess
An excess is the amount you agree to pay towards a claim. The higher your excess, the lower your premium. You can typically choose an excess from £0 up to £5,000 or more.
| Provider | Typical Excess Options (£) | How it's Applied |
|---|---|---|
| Aviva | 100, 200, 500, 1,000, 3,000, 5,000 | Per person, per policy year |
| Bupa | 0, 100, 150, 200, 250, 500 | Per person, per policy year |
| Vitality | 0, 100, 250, 500, 1,000 | Per person, per policy year |
| The Exeter | 0, 100, 250, 500, 1,000, 2,500, 5,000 | Per person, per policy year |
Common Client Mistake: Choosing a £0 excess seems appealing, but it significantly increases your premium. Selecting a modest excess of £250 or £500 can create substantial monthly savings, effectively allowing you to 'self-insure' for smaller claims while retaining full protection against major costs. Most providers apply the excess once per person, per year, regardless of how many claims you make.
No Claims Discount (NCD)
Similar to car insurance, you are rewarded with a discount on your renewal premium for every year you don't claim.
- Aviva, Bupa, and The Exeter use a traditional NCD ladder. Typically, you start with a discount of around 20-40% and can reach up to 65-75% after several claim-free years. A claim will usually reduce your NCD by 2-3 levels.
- Vitality operates differently. Their premium is influenced by their unique 'ABC' system (Age, Base premium, and Claims/engagement). Engaging with the wellness programme can earn you points that help keep your renewal premium down, even if you make a small claim. This gamified approach is a major draw for proactive families.
Unique Features and Wellness Programmes
Beyond insurance, providers offer added-value benefits that can be a deciding factor for families.
- Vitality: The undisputed leader here. The Active Rewards programme offers tangible benefits for staying healthy, such as weekly cinema tickets, free coffee, and significant discounts on an Apple Watch. For an active family, these rewards can genuinely offset a large part of the premium cost.
- Aviva: Provides the 'Aviva A-List' with various retail discounts and a highly-rated Digital GP app. Their focus is on providing practical, everyday value.
- Bupa: Leverages its vast health network to offer direct access services. For some conditions (like muscle, bone, and joint problems), you may be able to bypass a GP referral, speeding up your treatment journey.
- The Exeter: As a Friendly Society, they are owned by their members, not shareholders. This often translates to a more member-centric approach and they are known for their flexible underwriting, which can be beneficial for those with some prior medical issues.
Underwriting Explained: Your Medical History Matters
This is the most critical and misunderstood part of any PMI application. There are two main ways an insurer will assess your family's medical history.
-
Moratorium Underwriting (Mori): This is the most common method. The insurer does not ask for your medical history upfront. Instead, any medical condition you or your family has had symptoms, treatment, or advice for in the 5 years before the policy starts is automatically excluded. This exclusion is reviewed after you have been on the policy for 2 continuous years. If you have remained completely free of symptoms, treatment, and advice for that condition during the 2-year period, it may become eligible for cover.
- Best for: Families with a clean bill of health who want a quick and simple application.
-
Full Medical Underwriting (FMU): You complete a detailed health questionnaire for all family members. The insurer assesses your medical history and provides a definitive list of what is and isn't covered from day one. Any exclusions are permanent unless you request a review later.
- Best for: Families who want absolute clarity on their cover from the outset, or who have had minor past health issues they want to be considered for cover.
Crucial Reminder: Regardless of the underwriting method, standard UK private medical insurance does not cover pre-existing or chronic conditions. It is designed for new, treatable (acute) conditions that develop after you join.
How WeCovr Helps Your Family Find the Right Cover
Navigating the differences between Aviva, Bupa, Vitality, and The Exeter can be complex. An independent broker like WeCovr acts as your expert guide, saving you time and money.
- Whole-of-Market Advice: We compare policies and prices from across the market, not just these four providers, ensuring you see the best options available.
- No Cost to You: Our service is free. We are paid a commission by the insurer you choose, so you get expert advice without any extra fees.
- Tailored for Your Family: We take the time to understand your family's specific needs, budget, and priorities to recommend the most suitable policy.
- Claims Support: If you need to make a claim, we can provide guidance and act as your advocate, ensuring the process is as smooth as possible.
- Exclusive Benefits: When you arrange a policy with us, you get complimentary access to the CalorieHero AI nutrition and calorie tracking app, plus potential discounts on other products like life insurance.
Ready to see how these providers stack up for your family?
Frequently Asked Questions (FAQs)
Does family health insurance cover pregnancy and childbirth?
Are my children covered when they leave home for university?
What is a 'hospital list' and why does it matter?
Can I switch my health insurance provider without losing cover for my existing conditions?
The Final Verdict: Which Provider is Best for Your Family?
There is no single "best" provider for every family. The ideal choice depends entirely on your unique circumstances:
- Choose Aviva if you want a reputable, straightforward policy with a wide hospital network and comprehensive options.
- Choose Bupa if you value a trusted global brand, strong mental health support, and direct access to care.
- Choose Vitality if your family is active and you want to be financially rewarded for living a healthy lifestyle.
- Choose The Exeter if you value a member-focused approach and need a provider known for its underwriting flexibility.
The most effective way to make the right decision is to compare personalised quotes and receive expert, impartial advice.
Contact a WeCovr adviser today for a free, no-obligation market review. We'll help you compare Aviva, Bupa, Vitality, The Exeter, and more, ensuring your family gets the protection they deserve at the best possible price.
Related guides
Why private medical insurance and how does it work?
What is Private Medical Insurance?
Private medical insurance (PMI) is a type of health insurance that provides access to private healthcare services in the UK. It covers the cost of private medical treatment, allowing you to bypass NHS waiting lists and receive faster, more convenient care.How does it work?
Private medical insurance works by paying for your private healthcare costs. When you need treatment, you can choose to go private and your insurance will cover the costs, subject to your policy terms and conditions. This can include:• Private consultations with specialists
• Private hospital treatment and surgery
• Diagnostic tests and scans
• Physiotherapy and rehabilitation
• Mental health treatment
Your premium depends on factors like your age, health, occupation, and the level of cover you choose. Most policies offer different levels of cover, from basic to comprehensive, allowing you to tailor the policy to your needs and budget.
Questions to ask yourself regarding private medical insurance
Just ask yourself:👉 Are you concerned about NHS waiting times for treatment?
👉 Would you prefer to choose your own consultant and hospital?
👉 Do you want faster access to diagnostic tests and scans?
👉 Would you like private hospital accommodation and better food?
👉 Do you want to avoid the stress of NHS waiting lists?
Many people don't realise that private medical insurance is more affordable than they think, especially when you consider the value of faster treatment and better facilities. A great insurance policy can provide peace of mind and ensure you receive the care you need when you need it.
Benefits offered by private medical insurance
Private medical insurance provides numerous benefits that can significantly improve your healthcare experience and outcomes:Faster Access to Treatment
One of the biggest advantages is avoiding NHS waiting lists. While the NHS provides excellent care, waiting times can be lengthy. With private medical insurance, you can often receive treatment within days or weeks rather than months.
Choice of Consultant and Hospital
You can choose your preferred consultant and hospital, giving you more control over your healthcare journey. This is particularly important for complex treatments where you want a specific specialist.
Better Facilities and Accommodation
Private hospitals typically offer superior facilities, including private rooms, better food, and more comfortable surroundings. This can make your recovery more pleasant and potentially faster.
Advanced Treatments
Private medical insurance often covers treatments and medications not available on the NHS, giving you access to the latest medical advances and technologies.
Mental Health Support
Many policies include comprehensive mental health coverage, providing faster access to therapy and psychiatric care when needed.
Tax Benefits for Business Owners
If you're self-employed or a business owner, private medical insurance premiums can be tax-deductible, making it a cost-effective way to protect your health and your business.
Peace of Mind
Knowing you have access to private healthcare when you need it provides invaluable peace of mind, especially for those with ongoing health conditions or concerns about NHS capacity.
Private medical insurance is particularly valuable for those who want to take control of their healthcare journey and ensure they receive the best possible treatment when they need it most.
Important Fact!
We can look at a more suitable option mid-term!
Why is it important to get private medical insurance early?
👉 Many people are very thankful that they had their private medical insurance cover in place before running into some serious health issues. Private medical insurance is as important as life insurance for protecting your family's finances.👉 We insure our cars, houses, and even our phones! Yet our health is the most precious thing we have.
Easily one of the most important insurance purchases an individual or family can make in their lifetime, the decision to buy private medical insurance can be made much simpler with the help of FCA-authorised advisers. They are the specialists who do the searching and analysis helping people choose between various types of private medical insurance policies available in the market, including different levels of cover and policy types most suitable to the client's individual circumstances.
It certainly won't do any harm if you speak with one of our experienced insurance experts who are passionate about advising people on financial matters related to private medical insurance and are keen to provide you with a free consultation.
You can discuss with them in detail what affordable private medical insurance plan for the necessary peace of mind they would recommend! WeCovr works with some of the best advisers in the market.
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WeCovr is an insurance specialist for people valuing their peace of mind and a great service.👍 WeCovr will help you get your private medical insurance, life insurance, critical illness insurance and others in no time thanks to our wonderful super-friendly experts ready to assist you every step of the way.
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