
As an FCA-authorised broker that has helped arrange over 900,000 policies, WeCovr provides expert analysis on private medical insurance in the UK. This guide dives deep into the group health plans from AXA Health and Vitality, two of the nation's leading providers, to help you make an informed decision.
Choosing the right business health insurance is one of the most significant decisions a company can make for its team. It's not just a benefit; it's a statement about how much you value your employees' wellbeing. In the competitive UK market, two names consistently stand out: AXA Health and Vitality.
Both offer outstanding private medical insurance (PMI), but they do so with very different philosophies. AXA Health builds on a foundation of clinical excellence and comprehensive support, while Vitality champions a revolutionary model that rewards healthy living.
This in-depth guide will dissect their offerings for businesses, comparing core cover, mental health support, wellness programmes, and overall value. Our goal is to give you the clarity needed to decide which provider aligns best with your company's culture, budget, and employee needs.
In today's competitive job market, a strong employee benefits package is crucial for attracting and retaining top talent. Private health cover consistently ranks as one of the most desired perks, and for good reason. It offers employees peace of mind and rapid access to high-quality medical care, bypassing potentially long NHS waiting lists.
The benefits for the employer are just as compelling:
Group health insurance is often more affordable and inclusive than individual policies. For larger groups, it can even be offered with 'Medical History Disregarded' underwriting, meaning even pre-existing conditions can be covered – a huge benefit not typically available on individual plans.
Before we compare AXA Health and Vitality, it's essential to understand the basics of how private medical insurance works in the UK.
This is the most important concept to grasp. Standard UK private medical insurance is designed to cover acute conditions.
PMI does not cover the routine management of chronic conditions. It also typically excludes pre-existing conditions that you have experienced symptoms or received treatment for in the years before joining a policy, unless you are on specific group underwriting terms.
Once a condition is diagnosed and treated through PMI, if it then becomes chronic, its ongoing management will usually revert to the NHS.
| Term | Simple Explanation |
|---|---|
| Inpatient Cover | This is the core of any PMI policy. It covers costs when you are admitted to a hospital bed overnight for treatment, including surgery, accommodation, and nursing care. |
| Outpatient Cover | This covers consultations, diagnostic tests (like MRI scans), and therapies that don't require a hospital bed. It's often an optional add-on with different benefit limits. |
| Excess | The amount you agree to pay towards a claim each year. A higher excess usually means a lower monthly premium. For example, if you have a £250 excess, you pay the first £250 of your claim. |
| Hospital List | Insurers have lists of approved hospitals where you can receive treatment. A more comprehensive list including prime London hospitals usually costs more. |
| Underwriting | This is how an insurer assesses risk. For business schemes, common types include 'Medical History Disregarded' (MHD) for larger groups, which ignores pre-existing conditions, and 'Moratorium' for smaller groups. |
| Benefit Limit | The maximum amount an insurer will pay out for a particular type of treatment or for all your claims in a policy year. |
As an expert PMI broker, WeCovr can walk you through all these options, ensuring you understand exactly what you're buying and tailoring a plan to your company's budget.
AXA Health is a giant in the UK health insurance landscape. As part of the global AXA Group, they have a long-standing reputation for providing comprehensive, reliable cover backed by deep clinical expertise. Their approach is focused on providing end-to-end support, from prevention and diagnosis through to treatment and recovery.
Their key strengths lie in:
Vitality turned the insurance industry on its head with its "Shared Value" model. Their philosophy is simple: what's good for you is good for them. By incentivising and rewarding members for making healthy choices, Vitality aims to reduce the long-term risk of claims, creating a virtuous cycle.
Their key strengths are:
Let's break down how the two providers stack up across the most important features for a business health plan. Please note that both providers offer various levels of cover, so this is a general comparison.
Both AXA Health and Vitality provide excellent core cover as standard. You can't go wrong with either for fundamental inpatient treatment.
| Feature | AXA Health (Business Health) | Vitality (Business Healthcare) |
|---|---|---|
| Inpatient Treatment | Full cover for eligible hospital fees, specialist fees, and diagnostics as an inpatient. | Full cover for eligible hospital fees and specialist fees as an inpatient. |
| Cancer Cover | Comprehensive cancer cover is standard. Includes surgery, chemotherapy, radiotherapy, and biological therapies. Offers continued support. | Comprehensive cancer cover is standard. Includes 'Advanced Cancer Cover' with full cover for biological and targeted therapies. |
| NHS Cash Benefit | Yes, if an employee chooses to use the NHS for eligible inpatient treatment, they receive a cash benefit. | Yes, an 'NHS Hospital Cash Benefit' is provided if an employee uses the notional NHS equivalent for eligible treatment. |
| Parent Accommodation | Yes, cover for one parent to stay with a child under 14 in hospital. | Yes, cover for one parent to stay with a child under 14 in hospital. |
Verdict: It's a tie. Both providers offer robust, comprehensive core cover that gives employees peace of mind for major medical events and cancer treatment. Vitality's 'Advanced Cancer Cover' is a strong feature, but AXA's pathways are equally well-regarded.
This is where you start to see differences in flexibility and approach. Outpatient cover is crucial for speedy diagnosis.
| Feature | AXA Health | Vitality |
|---|---|---|
| Standard Option | Typically starts with a limit (e.g., £500, £1,000, or unlimited) for specialist consultations and diagnostic tests. | Offers different levels of cover, from a set number of consultations (e.g., 3) to fully comprehensive cover. |
| Therapies | Cover for physiotherapy, osteopathy, etc., is usually included within the outpatient limit or as a separate benefit. | Therapies are often covered up to a certain limit within the outpatient option. |
| Guided Option | Offers 'Fast Track Appointments', where AXA finds and books an appointment with a specialist for you. This is a cost-effective option. | Does not have a direct equivalent, but their model encourages using their network for the best value. |
Verdict: AXA Health's 'Guided' option is a standout feature for businesses looking to control costs without sacrificing quality of care. It simplifies the process for employees and ensures they see a fee-assured specialist. Vitality's approach is also flexible but places more emphasis on the member choosing from within their network.
Employee mental health is no longer a "nice-to-have"; it's a business necessity. Both providers have invested heavily in this area.
| Feature | AXA Health | Vitality |
|---|---|---|
| Core Offering | Strong focus on mental health. Their Mind Health service provides access to counsellors, psychologists, and psychiatrists. Support for managers is a key feature. | Mental health cover is included. Offers access to talking therapies and has a partnership with TalkingTherapies. |
| Digital Support | Access to digital tools and resources. The Doctor@Hand service can provide referrals for mental health concerns. | Access to wellbeing apps like Headspace and Calm as part of the rewards programme. |
| Outpatient Limits | Mental health treatment is often covered under the main outpatient limit, though enhanced options are available. | Offers a set amount of talking therapies as standard, with options to upgrade. |
| Manager Support | A standout feature is dedicated support lines and resources to help managers handle mental health issues within their teams. | Focus is more on the individual member's wellbeing journey. |
Verdict: AXA Health has a slight edge here, particularly for businesses that want to empower their managers. Their structured Mind Health service and dedicated support for line managers provide a more holistic, organisational approach to mental wellbeing. Vitality's offering is excellent for the individual employee, especially with the integration of apps like Headspace.
This is the key battleground and the most significant difference between the two providers.
| Feature | AXA Health (Proactive Health) | Vitality (Active Rewards) |
|---|---|---|
| Philosophy | Encourages proactive health management through discounts, health information, and support services. Less focused on daily tracking. | A fully integrated programme that rewards daily activity. Members earn points for steps, workouts, and health checks to improve their 'Vitality Status'. |
| Key Rewards | Discounts on gym memberships (including Nuffield Health, Hussle), and health products. Access to health coaching and online health assessments. | Weekly rewards (e.g., Caffè Nero coffee), monthly rewards (e.g., cinema tickets), discounts on travel (British Airways), and a heavily subsidised Apple Watch. |
| Engagement | Lower-touch. Members can access benefits as and when they wish without needing to track activity. | High-touch. Requires active participation (tracking steps, workouts) via the app to unlock the best rewards. |
| Health Screenings | Encourages health checks. | Actively rewards members with points for completing a Vitality Healthcheck, boosting their status. |
Verdict: Vitality is the undisputed leader for businesses with a young, active, and tech-savvy workforce. If your employees will embrace the app, track their activity, and engage with the programme, the rewards are exceptional and can create a real buzz in the office.
AXA Health is better suited for businesses that want to offer solid wellness benefits without requiring constant employee engagement. It's a more traditional, less gamified approach that will appeal to a broader or more varied demographic.
Quick access to a GP is one of the most valued benefits of any private medical insurance UK plan.
| Feature | AXA Health | Vitality |
|---|---|---|
| Digital GP Service | Doctor@Hand (provided by Teladoc Health). 24/7 access to a GP by phone or video. Can issue prescriptions and referrals. Well-regarded and deeply integrated. | Vitality GP. 24/7 access to a GP via the Vitality app. Can provide advice, prescriptions, and referrals. |
| Member App | The AXA Health app allows members to make claims, check cover, and access Doctor@Hand. It's functional and easy to use. | The Vitality Member app is the central hub for everything: accessing the GP, tracking activity, claiming rewards, and managing the policy. It's crucial to their entire model. |
Verdict: Both offer excellent, 24/7 digital GP services, which is a fantastic benefit for any employee. Vitality's app is more central to their entire proposition and is more feature-rich due to the integrated wellness programme. AXA's app is a clean, functional tool for managing the policy.
The "best" provider depends entirely on your company culture and the makeup of your workforce. There is no one-size-fits-all answer.
| Your Business Profile | The Better Fit Could Be... | Why? |
|---|---|---|
| You have a younger, tech-savvy, active workforce. | Vitality | Your team is likely to engage with the app, earn points, and make the most of the extensive rewards programme. The gamified approach can foster healthy competition and team bonding. |
| You prioritise robust, manager-led mental health support. | AXA Health | Their Mind Health service and dedicated support for managers provide a more comprehensive organisational wellbeing strategy. |
| You want to offer great benefits without requiring employee engagement. | AXA Health | The Proactive Health benefits are available to all members without needing to track activity. It’s a "set it and forget it" approach to wellness perks. |
| You want the most cost-effective way to get fast specialist access. | AXA Health | The 'Guided' or 'Fast Track Appointments' option is a unique and highly effective way to manage costs while ensuring employees see a specialist quickly. |
| Your company culture is built around health, activity, and rewards. | Vitality | Vitality's entire brand and model will seamlessly integrate into your company ethos. The rewards can become a core part of your employee value proposition. |
| You have a diverse workforce with varying ages and activity levels. | AXA Health | Its more traditional and less demanding approach to wellness may be a better fit for a broad demographic, ensuring everyone feels the benefit without pressure. |
Working with an independent broker like WeCovr is invaluable here. We can help you survey your employees' priorities, analyse your workforce demographics, and negotiate with both AXA Health and Vitality to create a bespoke plan that delivers maximum value for your budget.
When you choose to arrange your private health cover through WeCovr, you get more than just expert, impartial advice. Our clients also receive:
We believe in providing holistic support that extends beyond just finding the right policy.
Choosing between AXA Health's clinical prowess and Vitality's wellness revolution is a significant decision. Both are among the best PMI providers in the UK, but the right choice is the one that fits your unique business.
Don't navigate this complex market alone. The team at WeCovr is here to help. As an independent, FCA-authorised broker, we provide impartial advice and can get quotes from the whole market, ensuring you find the perfect private health cover at the best possible price. Our service is completely free to you.
Contact us today for a friendly chat and a no-obligation quote to protect your most valuable asset: your people.






