
As an FCA-authorised broker that has arranged over 800,000 policies, WeCovr provides expert, impartial advice on private medical insurance in the UK. This guide compares three key insurers—Aviva, WPA, and Freedom—to help you find the best private health cover for your needs and budget in 2025.
Choosing the right Private Medical Insurance (PMI) can feel like a daunting task. With so many providers, policies, and pages of jargon, how do you know which one is truly the best fit for you and your family? In the bustling UK market, three names often come up: the established giant Aviva, the member-focused not-for-profit WPA, and the flexible innovator Freedom Health Insurance.
This comprehensive guide will demystify their offerings. We’ll break down their core features, compare their costs, and weigh their unique benefits, giving you the clarity needed to make an informed decision. Whether you're a first-time buyer or considering switching providers, this 2025 comparison is your essential resource.
Private Medical Insurance, also known as private health cover, is an insurance policy designed to cover the costs of private healthcare for acute conditions. An acute condition is a disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery.
Think of it as a way to bypass long waiting lists for eligible treatments, get a prompt diagnosis, and receive care in a comfortable, private setting. With NHS waiting lists in England continuing to be a major concern, with over 7.5 million treatment pathways outstanding as of early 2024 according to NHS England data, it's no surprise that more people are exploring their private healthcare options.
It is absolutely vital to understand this distinction: Standard UK private medical insurance does not cover pre-existing or chronic conditions.
PMI is for new, eligible medical problems that arise after you take out your policy. Management of chronic conditions remains the responsibility of the National Health Service (NHS).
Let's start with a high-level look at our three providers. While all offer private health cover, their philosophies, structures, and target audiences are quite different.
| Feature | Aviva | WPA (Western Provident Association) | Freedom Health Insurance |
|---|---|---|---|
| Company Type | FTSE 100 Listed Insurer | Not-for-Profit Provident Association | Privately Owned Insurer |
| Established | 1696 (legacy companies) | 1901 | 2003 |
| Core Focus | Comprehensive cover from a major brand | Customer service and ethical treatment | Flexibility and policy customisation |
| Key Selling Point | Strong brand trust, extensive hospital network, digital health app | Exceptional, award-winning customer service, not-for-profit ethos | Modular, build-your-own policies, often cost-effective |
| Market Position | One of the UK's largest insurers | A highly respected specialist provider | A nimble and modern "challenger" brand |
All PMI policies are built on a foundation of 'core cover'. This is the essential part of the policy that covers the most expensive treatments, primarily those requiring a hospital stay.
Key Terms to Know:
Here’s how the core offerings of their flagship policies stack up:
| Core Cover Feature | Aviva (Healthier Solutions) | WPA (Flexible Health) | Freedom (Freedom Elite) |
|---|---|---|---|
| In-Patient Care | Covered in full | Covered in full | Covered in full |
| Day-Patient Care | Covered in full | Covered in full | Covered in full |
| Extensive Cancer Cover | Comprehensive cover included as standard | Comprehensive cover included as standard | Comprehensive cover included as standard |
| Digital GP Access | Yes, via Aviva DigiCare+ app | Yes, via WPA Health app | Yes, 24/7 GP telephone advice |
| Hospital Fees & Specialist Fees | Covered in full (within their fee guidelines) | Covered in full (within their fee guidelines) | Covered in full (within their fee guidelines) |
| NHS Hospital Cash Benefit | Yes (e.g., £100 per night if you use the NHS) | Yes (e.g., £150 per night if you use the NHS) | Yes (e.g., £150 per night if you use the NHS) |
As you can see, the core protection is very similar across the board. They all provide that essential safety net for major medical events. The real differences emerge when you start looking at the optional extras and how policies can be tailored.
This is where you can shape your policy to fit your specific needs and budget. Insurers offer a menu of add-ons that you can select to create a more comprehensive plan.
This is arguably the most important and most common optional extra. It covers the diagnostic journey before you are admitted to hospital. This includes:
How providers handle this varies significantly:
This add-on covers treatments from practitioners like physiotherapists, osteopaths, and chiropractors. It's essential for anyone with an active lifestyle or concerns about musculoskeletal issues. All three providers offer this as an optional extra, usually with a limit on the number of sessions or a total monetary value per policy year.
In 2025, mental health support is more important than ever. ONS data consistently shows that around 1 in 5 adults experience some form of depression or anxiety. PMI providers have responded with enhanced mental health options.
| Optional Add-On | Aviva | WPA | Freedom |
|---|---|---|---|
| Out-patient Cover | Yes (monetary limits or full cover) | Yes (monetary limits or shared responsibility) | Yes (monetary limits) |
| Therapies Cover | Yes (limits on sessions/value) | Yes (limits on sessions/value) | Yes (limits on sessions/value) |
| Mental Health Cover | Yes (comprehensive add-on available) | Yes (comprehensive add-on available) | Yes (add-on available) |
| Dental & Optical | Yes (routine and emergency cover) | Yes (often a separate cash plan) | Yes (routine and emergency cover) |
Working with an expert broker like WeCovr is invaluable here. We can help you model different combinations of cover to find the sweet spot between comprehensive protection and an affordable premium.
For many people, access to the latest cancer drugs and treatments is a primary reason for buying private medical insurance. All three providers understand this and offer extensive cancer cover as part of their core policies, which is a significant strength of the UK PMI market.
Here's what is typically included:
Where they can differ is in their approach to new and experimental drugs that may not yet be approved or funded by the NHS.
All three providers include an NHS Cancer Cover Promise. If a drug or treatment is not available privately through their plan, but is available on the NHS, they will support you in accessing it via the NHS and may offer an NHS cash benefit.
When you apply for PMI, the insurer needs to know about your medical history to decide what they can and can't cover. This process is called underwriting. There are two main types.
Moratorium (Mori) Underwriting: This is the most common and quickest way to get cover. The insurer doesn't ask for your full medical history upfront. Instead, they automatically exclude any condition you've had symptoms, treatment, or advice for in the five years before your policy start date.
Full Medical Underwriting (FMU): With FMU, you complete a detailed health questionnaire as part of your application. The insurer assesses your medical history and tells you from day one exactly what is and isn't covered. Any specific exclusions are written on your policy documents.
All three providers—Aviva, WPA, and Freedom—offer both Moratorium and Full Medical Underwriting, giving you the choice of which method you prefer.
There is no "one-size-fits-all" price for private health cover. Your premium is personal to you and is based on several factors:
To give you an idea, here are some example premiums for a 40-year-old non-smoker living in Manchester.
Important: These are for illustration only and are not a quote. Your actual premium will depend on your individual circumstances.
| Provider | Example Premium (Core Cover + £1,000 Out-patient, £250 Excess) | Example Premium (Comprehensive Cover, £100 Excess) |
|---|---|---|
| Aviva | ~£75 per month | ~£110 per month |
| WPA | ~£80 per month | ~£125 per month |
| Freedom | ~£65 per month | ~£95 per month |
Observations:
Your choice of hospital list determines where you can receive treatment.
Modern PMI is about more than just claims; it's also about keeping you healthy.
Aviva: A clear leader here with its Aviva DigiCare+ app. This provides a wealth of value-added services at no extra cost, including:
WPA: Focuses on health and wellbeing through excellent telephone support lines and access to information. Their WPA Health app provides GP access and other services. Their benefit is less about a flashy app and more about the quality of human interaction and support during a claim.
Freedom: Provides a 24/7 GP advice line and access to their health information portal. Their focus is on providing excellent core insurance rather than an extensive suite of wellness extras.
When you purchase a policy through WeCovr, you also get complimentary access to our AI-powered calorie and nutrition tracking app, CalorieHero, helping you stay on top of your health goals. Furthermore, PMI clients often receive discounts on other policies, such as life or travel insurance.
When you're unwell, the last thing you need is a difficult claims process. Customer service is paramount.
Customer ratings for WPA are consistently high, reflecting their member-first ethos. Aviva and Freedom also enjoy positive reviews, but WPA's reputation for service is particularly strong in the industry.
After a deep dive into their products, here is our expert summary to help you choose.
Aviva is best for: Individuals and families who want the reassurance of a major UK brand, a fantastic digital health app, and a comprehensive, reliable policy. It's a great all-round choice that balances features and cost effectively.
WPA is best for: Those who prioritise outstanding customer service above all else. If you want to feel like a member, not a number, and value an ethical, not-for-profit approach with flexible and generous cover (especially for cancer), WPA is an exceptional choice. It is often favoured by professionals, the self-employed, and small business owners.
Freedom is best for: The budget-conscious consumer who wants control and flexibility. If you're happy to build your policy from the ground up, selecting only the cover you need, Freedom's modular approach can provide excellent value without compromising on core protection.
Navigating these choices alone can be complex. A specialist PMI broker like WeCovr acts as your expert guide.
Comparing the market is the only way to ensure you're getting the best possible private health cover for your unique circumstances.
Ready to find the right private health cover for you? Get a free, no-obligation quote from our WeCovr experts today and compare Aviva, WPA, Freedom, and more in minutes.






