AXA Health Insurance vs Vitality Which Is Better
Choosing the right private medical insurance in the UK can feel like a daunting task. As an FCA-authorised broker that has helped arrange over 800,000 policies, we at WeCovr know that two names consistently come up: AXA Health and Vitality. Both are giants in the UK market, but they offer very different approaches to health cover.
This guide will dissect every aspect of their offerings, giving you the clarity needed to make an informed decision.
A thorough, side-by-side comparison of cover, rewards, pricing, and customer satisfaction
AXA Health and Vitality represent two distinct philosophies in private health insurance. AXA Health embodies the traditional, comprehensive insurance model focused on providing robust cover when you fall ill. Vitality, on the other hand, pioneers a dynamic, interactive model that rewards you for living a healthy lifestyle.
Deciding which is "better" depends entirely on your personal needs, lifestyle, and what you value most in a health partner. Let's break them down.
| Feature | AXA Health | Vitality |
|---|---|---|
| Core Philosophy | Traditional, comprehensive cover for when you need it. | Proactive wellness, rewarding healthy living. |
| Key Selling Point | Strong core cover, extensive hospital lists, and a trusted global brand. | The Vitality Programme: earn rewards for being active. |
| Best For | Individuals and families wanting straightforward, high-quality medical cover without the need for daily engagement. | People motivated by incentives, who enjoy tracking their activity and want to be rewarded for it. |
| Rewards Scheme | AXA ActivePlus - a solid but more modest programme. | The Vitality Programme - an extensive, market-leading rewards platform. |
Understanding the Basics: What is Private Medical Insurance (PMI)?
Before we dive into the comparison, it's crucial to understand what private medical insurance (PMI) is—and what it isn't.
PMI is an insurance policy designed to cover the costs of private medical treatment 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 things like joint replacements, hernia operations, or cataract surgery.
Crucial Point: Standard UK private medical insurance, including plans from AXA and Vitality, does not cover chronic or pre-existing conditions.
- Pre-existing Conditions: Any illness or injury you had before your policy started.
- Chronic Conditions: Long-term illnesses that cannot be cured, only managed. Examples include diabetes, asthma, and high blood pressure.
PMI is not a replacement for the National Health Service (NHS). It works alongside it. You will still rely on the NHS for accident and emergency services, GP visits (unless you add a private GP option), and the management of chronic conditions. The primary benefit of PMI is to bypass NHS waiting lists for eligible treatments, offering you faster access to specialists and a choice of leading private hospitals.
With NHS waiting lists in England reaching 7.54 million in early 2025, according to recent figures, the appeal of private health cover is clearer than ever.
Core Cover Compared: What Do AXA and Vitality Actually Insure?
Both providers build their policies around a "core" module, which you can then enhance with optional extras. This core cover is designed to handle the most significant medical costs.
| Core Cover Feature | AXA Health (Personal Health Plan) | Vitality (Personal Healthcare Plan) |
|---|---|---|
| In-patient & Day-patient Treatment | Covered in full (subject to hospital list). | Covered in full (subject to hospital list). |
| Cancer Cover | Comprehensive cancer cover is standard. Includes surgery, chemotherapy, and radiotherapy. | Advanced Cancer Cover is standard. Includes diagnostics, therapies, and aftercare. |
| Mental Health Support | Access to counsellors via their 'Mind Health' service. More extensive cover is optional. | Access to 'Talking Therapies' and some mental health support included. |
| NHS Cash Benefit | Yes, if you choose to use the NHS for treatment you could have had privately. | Yes, if you choose to use the NHS for treatment you could have had privately. |
| Specialist Consultations | Typically an optional extra (out-patient cover). | Some cover may be included, but full cover is typically an optional extra. |
| Diagnostic Tests (e.g., MRI/CT) | Typically an optional extra (out-patient cover). | Typically an optional extra (out-patient cover). |
What do these terms mean?
- In-patient: You are admitted to a hospital and stay overnight.
- Day-patient: You are admitted to a hospital for a procedure but do not stay overnight.
- Out-patient: You visit a hospital or clinic for a consultation or test but are not admitted.
Both AXA and Vitality provide excellent core protection. The main difference at this level is the philosophy: AXA offers a robust, traditional safety net, while Vitality integrates proactive health elements from the very start.
Out-patient Cover: A Key Differentiator
Out-patient cover is arguably one of the most important options to consider. It covers the costs of diagnosis – the specialist consultations and diagnostic tests (like MRI, CT, and PET scans) needed to figure out what's wrong before you are admitted to hospital.
Without out-patient cover, you would rely on the NHS for your diagnosis, which could involve a lengthy wait. Only once you have a diagnosis could you use your private cover for the in-patient treatment.
Here’s how AXA and Vitality approach it:
AXA Health Out-patient Options
AXA typically offers out-patient cover as an optional add-on with clear financial limits. This allows you to tailor the policy to your budget.
- Standard Out-patient: Covers specialist consultations and diagnostic tests up to a set limit (e.g., £500, £1,000, or £1,500).
- Full Out-patient: Provides unlimited cover for all eligible out-patient diagnostics and consultations.
This tiered approach is great for those who want to manage costs. You could opt for a lower limit, knowing it will cover the initial consultations, and be prepared to cover any further diagnostic costs yourself or use the NHS.
Vitality Out-patient Options
Vitality’s approach is more integrated. Their plans often include some diagnostic cover as standard, encouraging you to get checked early.
- Core Cover: Often includes a limited amount of out-patient diagnostics.
- Full Out-patient Cover: This is an add-on that removes financial limits for consultations and tests.
- Consultant Select: A unique option where you agree to use a consultant from a pre-approved list in exchange for a lower premium.
Vitality’s structure is designed to get you from symptom to diagnosis as quickly as possible, which aligns with their proactive health ethos.
The Battle of the Rewards Programmes: AXA ActivePlus vs Vitality Programme
This is where the two providers diverge most significantly. Vitality built its brand on its revolutionary rewards programme, while AXA has since introduced its own version.
The Vitality Programme
Vitality's proposition is simple: the more you do to look after your health, the more points you earn. The more points you earn, the higher your "Vitality Status" (Bronze, Silver, Gold, Platinum), and the better your rewards.
It’s a comprehensive ecosystem designed to make healthy living a part of your daily life.
How it works:
- Track Activity: You link a fitness tracker (like a Garmin, Fitbit, or Apple Watch) to the Vitality Member app.
- Earn Points: You earn points for daily steps, workouts, gym visits, and even completing online health reviews.
- Get Rewarded:
| Reward Type | Example Rewards | How It Works |
|---|---|---|
| Weekly Rewards | A handcrafted drink from Caffè Nero. | Earn 12 activity points in a week. |
| Monthly Rewards | Cinema tickets from Odeon or Vue. | Based on your monthly activity. |
| Fitness Discounts | Up to 50% off gym memberships at Virgin Active, Nuffield Health, and PureGym. | Discount level depends on your plan and engagement. |
| Tech Discounts | Get an Apple Watch for a small upfront fee and spread the rest of the cost over 24 months. Your monthly payments can be reduced to £0 if you are active enough. | Earn enough activity points each month to reduce or cancel your payment. |
| Healthy Food | Up to 25% cashback on healthy food items at Waitrose & Partners. | Cashback percentage increases with your Vitality Status. |
For many, the value of these rewards can significantly offset the cost of the insurance premium. If you are already active or need a nudge to become more so, Vitality presents a compelling financial and health-related argument.
AXA ActivePlus
AXA's rewards programme, ActivePlus, is a more recent addition. It is simpler and less comprehensive than Vitality's but still offers valuable perks. It functions more like a straightforward discount hub.
Key Features:
- Gym Discounts: Access discounted memberships at over 3,000 gyms across the UK, including Hussle and Nuffield Health.
- Health Tech: Savings on fitness trackers from brands like Garmin.
- Mind and Body: Discounts on online fitness classes and mindfulness apps.
ActivePlus is a great value-add for AXA members, but it doesn't have the same gamified, all-encompassing feel as the Vitality Programme. It's a bonus, rather than the central pillar of the product. If you don't want the pressure of tracking activity to justify your policy's cost, AXA's simpler approach may be more appealing.
Cancer Cover: A Closer Look at AXA and Vitality's Offerings
For many people, cancer cover is the single most important reason to buy private medical insurance. Both AXA and Vitality offer outstanding cancer care as standard, often going beyond what is routinely available on the NHS.
| Cancer Cover Feature | AXA Health | Vitality |
|---|---|---|
| Standard Cover | Comprehensive Cancer Cover included as standard. | Advanced Cancer Cover included as standard. |
| Treatments Covered | Radiotherapy, chemotherapy, surgery, consultations, bone marrow/stem cell transplants. | Radiotherapy, chemotherapy, surgery, targeted therapies, immunotherapy. |
| Advanced Drugs | Access to licensed cancer drugs, even if not routinely available on the NHS (subject to policy terms). | Full cover for biologic therapies, targeted therapies, and drugs approved by NICE. |
| Support Services | Dedicated cancer nurses, support for family, and access to a 24/7 health support line. | Full cover for aftercare, including reconstructive surgery, monitoring, and talking therapies. |
| Experimental Treatments | May be covered under their "Extended Cover" option. | May cover some treatments as part of a clinical trial. |
Both providers give you access to cutting-edge treatments and a network of specialist cancer hospitals. They also provide crucial emotional and practical support through dedicated nursing teams. You can't go wrong with either for cancer cover, but it's always worth checking the fine print for specific drug types or treatments if you have a particular concern.
An expert PMI broker, like the team at WeCovr, can help you navigate these complex details to ensure your policy meets your exact needs.
Mental Health Support: Who Offers Better Peace of Mind?
Awareness of mental health has grown, and insurers have responded by improving their support services.
-
AXA Health: Their "Mind Health" service is a standout feature, available to all members. It provides access to counsellors and psychologists without needing a GP referral. For more in-depth psychiatric treatment, you would typically need to add their "Mental Health" option to your policy, which covers in-patient and day-patient care.
-
Vitality: Vitality includes some mental health support in its core offering, typically covering a set number of "Talking Therapies" sessions (like CBT). For more comprehensive cover, including psychiatric care, you need to choose their "Mental Health Cover" add-on. Their wellness approach also encourages mental wellbeing through mindfulness apps and stress management resources.
Both recognise the importance of mental health, offering accessible entry points for support. If comprehensive psychiatric cover is a priority, you will likely need to add it as an option with either provider.
Pricing and Underwriting: How Much Will It Cost?
The cost of a private medical insurance UK policy depends on several factors:
- Age: Premiums increase as you get older.
- Location: Treatment costs vary across the UK, with London being the most expensive.
- Cover Level: The more comprehensive your plan (e.g., full out-patient cover, no excess), the higher the price.
- Excess: This is the amount you agree to pay towards a claim (e.g., the first £250). A higher excess lowers your premium.
- Hospital List: Choosing a limited list of hospitals is cheaper than a list that includes prime central London facilities.
To give you an idea, here are some illustrative monthly premiums.
Scenario: A 35-year-old non-smoker living in Manchester, seeking a mid-range policy with a £250 excess and out-patient cover up to £1,000.
| Provider | Illustrative Monthly Premium | Notes |
|---|---|---|
| AXA Health | £55 - £70 | Price is straightforward and fixed for the year. |
| Vitality | £50 - £65 | Initial premium may be lower, but the effective cost depends heavily on your engagement with the Vitality Programme. Rewards can significantly reduce the net cost. |
Important: These are estimates only. The only way to get an accurate price is to get a personalised quote.
A Note on Underwriting
When you apply, you'll choose an underwriting method.
- Moratorium (Mori): This is the most popular option. You don't declare your full medical history. Instead, the policy automatically excludes treatment for any condition you've had symptoms of, or sought advice for, in the 5 years before your policy start date. These exclusions can be lifted if you remain symptom-free for a continuous 2-year period after your policy begins.
- Full Medical Underwriting (FMU): You complete a full health questionnaire. The insurer reviews your medical history and applies specific, permanent exclusions to your policy from day one. It takes longer but provides absolute certainty on what is and isn't covered.
Customer Satisfaction and Trust: What Do Real Customers Say?
Ratings from independent bodies and customers provide a valuable window into an insurer's performance, particularly regarding claims and service.
| Rating Body (2025 Data) | AXA Health | Vitality |
|---|---|---|
| Trustpilot | 4.3 / 5 | 4.2 / 5 |
| Defaqto (Personal Health) | ★★★★★ | ★★★★★ |
| Fairer Finance (Health) | Gold Ribbon | Gold Ribbon |
Data is illustrative for 2025 and based on current market trends. Always check the latest ratings.
Both insurers are highly rated, which should provide peace of mind.
- Trustpilot scores reflect general customer sentiment, covering everything from sales to service.
- Defaqto 5-Star ratings indicate that the policies are among the most comprehensive on the market.
- Fairer Finance Gold Ribbons are awarded for excellent product design and transparency.
While both score well, customer reviews often highlight different strengths. AXA is frequently praised for its straightforward claims process and professionalism. Vitality users often rave about the rewards programme and app, though some find the points system complex.
The Verdict: AXA Health or Vitality – Which Is Right for You?
There is no single "best" provider; there is only the best provider for you. Your choice should come down to your personality, lifestyle, and priorities.
You should choose AXA Health if:
- You want a traditional, robust insurance policy that you can rely on when needed.
- You prefer a predictable, fixed premium without the need to "earn" discounts.
- You value a globally recognised brand with a long history of excellent service.
- The idea of tracking your daily activity feels like a chore, not a benefit.
You should choose Vitality if:
- You are motivated by rewards and incentives to stay healthy.
- You are happy to use an app and a fitness tracker to engage with your policy.
- You want to feel that your healthy lifestyle is actively lowering the cost of your insurance.
- You love the idea of an integrated wellness ecosystem that includes gym discounts, free coffees, and cinema tickets.
How a Broker Like WeCovr Can Help You Decide
Navigating the nuances of private health cover can be complex. An independent broker acts as your expert guide, and their service is completely free to you.
At WeCovr, we are authorised by the Financial Conduct Authority (FCA) and have a proven track record of helping UK consumers find the perfect policy. Here’s how we help:
- Impartial Advice: We're not tied to any single insurer. We listen to your needs and recommend the best PMI provider for your specific circumstances and budget.
- Market Comparison: We compare policies from AXA, Vitality, Bupa, WPA, and all the other leading UK insurers to find you the best cover at the most competitive price.
- Clarity and Simplicity: We translate the jargon and explain the policy details in plain English, ensuring you know exactly what you're buying.
- Exclusive Benefits: When you arrange your PMI or Life Insurance with us, we provide complimentary access to our AI-powered nutrition app, CalorieHero, and offer discounts on other insurance products you may need.
Our high customer satisfaction ratings are a testament to our commitment to finding you the right cover, not just any cover.
Frequently Asked Questions (FAQs)
Does private health insurance cover pre-existing conditions?
Is Vitality cheaper than AXA Health?
Can I switch from AXA to Vitality, or vice-versa?
Do I still need the NHS if I have private medical insurance?
Ready to find out whether AXA Health or Vitality is the perfect fit for you?
Contact WeCovr today for a free, no-obligation quote. Our expert advisors will compare the entire market to find you the best private health cover at the best price.
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.
By tapping the button below, you can book a free call with them in less than 30 seconds right now:
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Who Are WeCovr?
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.
Just a quick and simple form and an easy conversation with one of our experts and your valuable insurance policy is in place for that needed peace of mind!