
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.
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.
This is the most critical point to understand. UK private health cover is not a replacement for the NHS.
Understanding this distinction is the key to having the right expectations and avoiding disappointment at the point of claim.
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.
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.
This is where you truly tailor a policy to your needs and budget. The most significant choice is your level of outpatient cover.
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.
Choosing the right outpatient limit is a balance of risk and budget.
The cost of private medical insurance is highly personal. It depends on:
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.
| 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.
Beyond the core cover, insurers differentiate themselves with unique benefits.
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.
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.
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.
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.
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.
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.
Navigating these options alone is complex. As an independent, FCA-authorised PMI broker, WeCovr provides expert, impartial advice at no cost to you.
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.
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.






