TL;DR
A full-market comparison of the UK's leading private health insurers on cost, cover and service Choosing the right private medical insurance in the UK can feel overwhelming. With so many providers, policies, and options, how do you know you're making the best choice for your health and your budget? At WeCovr, our FCA-authorised experts have helped arrange cover for over 900,000 clients, and we're here to demystify the market for you.
Key takeaways
- Inpatient Treatment: When you're admitted to a hospital and need an overnight bed (e.g., for surgery).
- Day-patient Treatment: When you're admitted to a hospital for a procedure but don't stay overnight (e.g., an endoscopy).
- Outpatient Treatment (Optional Extra): Consultations, diagnostic tests, and scans that don't require a hospital admission.
- Cancer Care: Comprehensive cover for diagnosis and treatment is a cornerstone of most PMI policies.
- Mental Health Support (Often Optional): Access to therapists, counsellors, and psychiatrists.
A full-market comparison of the UK's leading private health insurers on cost, cover and service
Choosing the right private medical insurance in the UK can feel overwhelming. With so many providers, policies, and options, how do you know you're making the best choice for your health and your budget? At WeCovr, our FCA-authorised experts have helped arrange cover for over 900,000 clients, and we're here to demystify the market for you. This guide provides an ultimate head-to-head comparison of the UK's six leading insurers: AXA, Aviva, Bupa, Vitality, The Exeter, and WPA.
We'll break down their offerings on cost, cover, unique features, and customer service, giving you the clarity needed to make an informed decision.
First, What Exactly is Private Medical Insurance (PMI)?
Before we dive into the comparison, let's establish what UK private medical insurance is—and what it isn't.
PMI is designed to cover the cost of private treatment for acute conditions that arise after you take out your policy.
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, cataract surgery, or hernia repairs.
What PMI Typically Covers:
- Inpatient Treatment: When you're admitted to a hospital and need an overnight bed (e.g., for surgery).
- Day-patient Treatment: When you're admitted to a hospital for a procedure but don't stay overnight (e.g., an endoscopy).
- Outpatient Treatment (Optional Extra): Consultations, diagnostic tests, and scans that don't require a hospital admission.
- Cancer Care: Comprehensive cover for diagnosis and treatment is a cornerstone of most PMI policies.
- Mental Health Support (Often Optional): Access to therapists, counsellors, and psychiatrists.
- Therapies: Physiotherapy, osteopathy, and chiropractic treatment.
What PMI Does NOT Cover:
This is the most critical point to understand. UK private health cover is not a replacement for the NHS.
- Chronic Conditions: Long-term conditions that cannot be cured, only managed (e.g., diabetes, asthma, high blood pressure). The NHS will continue to manage these.
- Pre-existing Conditions: Any illness or injury you had symptoms of, or received advice or treatment for, before your policy started.
- Accident & Emergency: A&E services remain the domain of the NHS.
- Routine Pregnancy & Childbirth: Standard maternity care is not covered, although complications may be.
- Cosmetic Surgery: Procedures that are not medically necessary.
Understanding this distinction is the key to having the right expectations and avoiding disappointment at the point of claim.
Meet the Contenders: A Snapshot of the UK's Leading PMI Providers
These six insurers represent the vast majority of the UK's private medical insurance market. Each has a distinct identity and targets slightly different customer needs.
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AXA Health: A global insurance giant with a strong UK presence, known for its comprehensive cover, digital GP service (Doctor@Hand), and flexible policy options.
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Aviva: The UK's largest general insurer, offering a well-regarded PMI product known for its strong core cover, clear pricing, and the 'Aviva A-Z of Health'.
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Bupa: Arguably the most famous name in UK private healthcare, Bupa is a "providence" organisation (no shareholders) known for its extensive network and focus on mental health support.
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Vitality: The disruptor. Famous for its wellness-linked model, Vitality rewards members for healthy living with premium discounts and other perks like cheap cinema tickets and coffee.
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The Exeter: A mutual society (owned by its members), The Exeter is highly regarded for its customer-centric approach, flexible underwriting, and focus on providing value for older applicants and those with specific health needs.
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WPA (Western Provident Association): A not-for-profit insurer with a unique "shared responsibility" model on some policies, WPA is known for its excellent customer service and commitment to paying claims.
Core Cover Comparison: Inpatient & Cancer Care
All PMI policies start with a core foundation: cover for inpatient and day-patient treatment. This is non-negotiable and pays for hospital beds, operating theatre costs, surgeons' fees, and specialist consultations while you are admitted. Cancer cover is also typically included as standard, but the level of cover can vary.
Here's how the big six stack up on their standard, core offerings:
| Provider | Core Inpatient/Day-Patient Cover | Standard Cancer Cover | Key Feature |
|---|---|---|---|
| AXA Health | Fully Comprehensive | Full cover for diagnostics, surgery, chemo & radiotherapy | Strong core product with access to extensive hospital lists. |
| Aviva | Fully Comprehensive | Full cover for diagnostics, surgery, chemo & radiotherapy | Includes 'Expert Select' option to guide hospital choice for better value. |
| Bupa | Fully Comprehensive | Full cover for diagnostics, surgery, chemo & radiotherapy | Access to Bupa's own network of Cromwell hospitals and specialist cancer centres. |
| Vitality | Fully Comprehensive | Full cover for diagnostics, surgery, chemo & radiotherapy | 'Advanced Cancer Cover' includes access to experimental drugs. |
| The Exeter | Fully Comprehensive | Full cover for diagnostics, surgery, chemo & radiotherapy | Excellent unlimited inpatient cover as standard. |
| WPA | Fully Comprehensive | Full cover for diagnostics, surgery, chemo & radiotherapy | Often includes NHS hospital cash benefit as standard. |
Adviser Insight: While all providers offer comprehensive core and cancer cover, the devil is in the detail. Differences emerge in the list of eligible hospitals and the specific limits on certain advanced cancer drugs or treatments. A broker like WeCovr can help you navigate these nuances based on your location and potential needs.
Optional Extras Compared: Outpatient, Mental Health & Therapies
This is where you truly tailor a policy to your needs and budget. The most significant choice is your level of outpatient cover.
- No Outpatient Cover: The cheapest option. You would rely on the NHS for diagnosis and then use your PMI for private inpatient treatment.
- Limited Outpatient Cover: A popular mid-range choice. Covers consultations and diagnostics up to a set financial limit per year (e.g., £500, £1,000, or £1,500).
- Full Outpatient Cover: The most expensive and comprehensive option. All eligible outpatient costs are covered in full.
Here’s how the providers' optional benefits compare:
| Provider | Outpatient Options | Mental Health Cover | Therapies Cover |
|---|---|---|---|
| AXA Health | Full or limited (£500/£1000). | Strong integrated mental health pathway, often a standard benefit. | Optional extra, covers physio, osteo, chiro. |
| Aviva | Full or limited (£500/£1000/£1500). | Strong mental health cover available as an add-on. | Included with outpatient cover. |
| Bupa | Full or limited (£500/£1000/£1500). | Extensive mental health support, including for addiction and self-harm. | Optional extra, sometimes linked to outpatient choice. |
| Vitality | Full, limited (£500/£1000/£1500), or 'Diagnostics Only'. | Up to 8 talking therapy sessions as standard; further cover is optional. | Included with outpatient cover, with limits. |
| The Exeter | Full or limited (£500/£1000). | Generous outpatient mental health cover included as standard. | Optional add-on, typically with a session limit. |
| WPA | Flexible limits (e.g., £500 to £1,500). | Good mental health pathway, can be added as an option. | Included with outpatient cover. |
Real-World Scenario: Imagine you have persistent knee pain.
- With Full Outpatient Cover: You get a GP referral, see a private orthopaedic specialist (£250), have an MRI scan (£800), and attend physiotherapy sessions (£60/session). All costs are covered.
- With £1,000 Outpatient Limit: The specialist and MRI cost (£1,050) would use up your limit. You'd pay the £50 excess and then pay for your own physio.
- With No Outpatient Cover: You would wait for an NHS specialist appointment and NHS MRI scan. If surgery is recommended, you could then use your PMI to have it done privately.
Choosing the right outpatient limit is a balance of risk and budget.
Cost vs. Value: How Do Premiums Stack Up in 2025?
The cost of private medical insurance is highly personal. It depends on:
- Age: The older you are, the higher the premium.
- Location: Premiums are higher in areas with expensive private hospitals, like Central London.
- Cover Level: Full outpatient cover costs more than limited cover.
- Excess (illustrative): A higher excess (the amount you pay towards a claim) lowers your premium. Common excesses are £0, £100, £250, £500.
- Hospital List: Choosing a more restricted hospital list can reduce costs.
- Underwriting: How the insurer treats your pre-existing conditions.
While we can't give exact prices, we can provide a relative cost ranking based on our market analysis for a typical 40-year-old non-smoker outside London with a £250 excess and £1,000 outpatient cover. (illustrative estimate)
| Provider | Relative Price Position | Best For |
|---|---|---|
| Aviva | Competitive / Mid-Range | Value-seekers looking for strong core cover from a major brand. |
| AXA Health | Mid-Range / Premium | Those wanting comprehensive options and excellent digital tools. |
| Vitality | Varies (Can be cheapest) | Active individuals who will engage with the wellness programme to earn discounts. |
| The Exeter | Competitive / Mid-Range | Those who value customer service and flexible underwriting. Good for older ages. |
| WPA | Mid-Range / Premium | Individuals and families prioritising service and claims handling. |
| Bupa | Premium | Those wanting the reassurance of a leading brand name and an extensive network. |
Important Note: Vitality can often appear as the cheapest quote initially. However, your premium depends on how many Vitality points you earn. If you don't engage with the wellness programme, your renewal price could increase significantly.
If you want to estimate your own points, try our Vitality Points Calculator.
When you buy Vitality cover through WeCovr, you still get Vitality's watches and rewards, plus our complimentary CalorieHero app at no extra cost compared to buying direct from Vitality; Vitality does not include CalorieHero, only WeCovr does.
Unique Features & Wellness Programmes
Beyond the core cover, insurers differentiate themselves with unique benefits.
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Vitality: The clear leader here. Their entire model is built around the Vitality Programme. You track your activity (e.g., steps, workouts, health checks) via an app to earn points. These points unlock rewards like free coffee, cinema tickets, and discounts on Apple Watches and gym memberships. Crucially, they also reduce your renewal premium. It’s a fantastic model if you are motivated to stay active.
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AXA Health: Their standout feature is the Doctor@Hand digital GP service. This provides 24/7 access to a private GP via phone or video call, who can issue prescriptions and make referrals. It's a highly convenient and well-regarded service included with most policies.
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Bupa: Bupa's key strength is its brand and integrated network. They run their own clinics and the Cromwell Hospital. Their mental health promise is also a significant differentiator, offering more extensive cover for a wider range of conditions than many competitors.
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Aviva: Aviva focuses on delivering excellent value and clarity. Their Aviva A-Z of Health is a comprehensive online resource, and their 'Expert Select' option is a smart feature that guides customers to high-quality, cost-effective consultants and hospitals, which helps keep premiums down.
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The Exeter: As a mutual, The Exeter's focus is its members. They are known for their superb customer service and flexible approach to underwriting. They are one of the few insurers who will consider offering cover to individuals well into their 70s and 80s, making them a go-to for older clients.
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WPA: WPA is a not-for-profit insurer, meaning profits are reinvested for the benefit of members. They offer a unique "Shared Responsibility" option on some corporate schemes where the member co-pays 25% of a claim, dramatically reducing the premium. Their customer service is consistently rated among the best in the industry.
How WeCovr Makes Choosing Easy
Navigating these options alone is complex. As an independent, FCA-authorised PMI broker, WeCovr provides expert, impartial advice at no cost to you.
- Whole-Market Comparison: We compare policies from all these leading insurers to find the perfect fit for your needs and budget.
- Expert Guidance: We explain the jargon, highlight the crucial differences in policy wording, and help you choose the right level of cover, excess, and underwriting.
- Save Time and Money: Instead of getting multiple quotes yourself, you get one simple, clear comparison from us. We ensure you're not paying for benefits you don't need.
- Lifetime Support: We're here to help you at renewal or if you have issues with a claim.
Plus, all our health and life insurance clients receive complimentary access to CalorieHero, our AI-powered calorie tracking and nutrition app, and can benefit from discounts on other insurance products.
Frequently Asked Questions (FAQs)
Can I get private medical insurance with a pre-existing condition?
Does private medical insurance cover chronic conditions like diabetes or asthma?
Which is the single best private health insurance provider in the UK?
Your Next Step: Get a Personalised Comparison
Choosing between AXA, Aviva, Bupa, Vitality, The Exeter, and WPA comes down to what you value most: price, comprehensive cover, wellness rewards, or customer service.
The smartest way to find the right policy is to see how they compare for you.
Get a free, no-obligation quote from our WeCovr experts today. We’ll do the hard work for you, providing a clear, personalised comparison of your best options and helping you secure the right protection at the best possible price.
Sources
- Office for National Statistics (ONS): Mortality, earnings, and household statistics.
- Financial Conduct Authority (FCA): Insurance and consumer protection guidance.
- Association of British Insurers (ABI): Life insurance and protection market publications.
- HMRC: Tax treatment guidance for relevant protection and benefits products.












