
As an FCA-authorised broker that has helped arrange over 800,000 policies, WeCovr provides expert guidance on private medical insurance in the UK. This independent guide dives deep into the 'big three'—AXA, Bupa, and Aviva—to help you make an informed choice for your health.
Choosing the right private medical insurance (PMI) can feel like a daunting task. With the UK market dominated by three titans—AXA Health, Bupa, and Aviva—it's easy to get lost in the jargon, policy details, and optional extras. This guide is designed to cut through the noise.
We will provide a clear, independent, and exhaustive comparison of these leading providers. Our goal is to empower you with the knowledge to understand what each insurer offers, how they differ, and ultimately, which one might be the best fit for your personal circumstances and budget.
With NHS waiting lists for consultant-led elective care in England standing at around 7.54 million treatments (as of NHS England data from early 2024), more people than ever are considering private health cover for peace of mind and faster access to treatment. Let's explore your options.
Before we compare the providers, it's vital to grasp what private medical insurance is and, just as importantly, what it isn't.
In simple terms, PMI is an insurance policy that covers the cost of private healthcare for specific medical conditions. Its primary purpose is to help you bypass NHS waiting lists and receive eligible treatment more quickly, often in a private hospital with your choice of specialist.
The Golden Rule of UK PMI: Acute vs. Chronic Conditions
This is the single most important concept to understand:
Standard UK private medical insurance is designed to cover acute conditions that arise after you take out your policy. It does NOT cover pre-existing conditions or chronic conditions.
A specialist PMI broker like WeCovr can help you navigate these definitions and understand how they apply to your personal medical history.
AXA, Bupa, and Aviva collectively hold a significant portion of the UK's private health cover market. While all are reputable, established names, they have different histories, strengths, and approaches.
| Feature | AXA Health | Bupa | Aviva |
|---|---|---|---|
| UK Origins | Formed from the acquisition of Guardian Royal Exchange (GRE) in 1998. | Founded in 1947 with the aim of "preventing, relieving and curing sickness". | Roots trace back to 1696 (Hand in Hand Fire & Life). Health insurance arm is more recent. |
| Ownership | Part of the global AXA Group, a French multinational insurance firm. | A private company limited by guarantee, with no shareholders. Profits are reinvested. | A UK public limited company (PLC) and major composite insurer. |
| Market Position | A leading innovator with a focus on flexible policies and digital health tools. | The UK's best-known health insurance brand, with an extensive network, including their own facilities. | A major player known for strong value, comprehensive standard benefits, and a wide-reaching brand. |
| Key Strength | Flexibility & Digital Integration: Highly customisable policies and excellent digital GP services. | Network & Brand: Unrivalled brand recognition and a vast, directly managed healthcare network. | Value & Comprehensive Cover: Often provides extensive cancer and mental health cover as standard. |
Here, we break down the most critical components of a PMI policy and see how the big three stack up.
For many, cancer cover is the number one reason to buy PMI. All three providers offer excellent, award-winning cancer care, but there are subtle differences in their approach.
| Feature | AXA Health | Bupa | Aviva |
|---|---|---|---|
| Standard Cover | Comprehensive Cancer Cover: Included as a core benefit. Covers surgery, chemotherapy, radiotherapy, and consultations. | Full Cancer Cover: Included as a core benefit. No time or financial limits for eligible treatment when on the full cancer cover option. | Expert Select 'Core' & 'Full' Cancer Cover: Extensive cover included as standard. Covers diagnostics, surgery, and treatments. |
| Advanced Treatments | Covers licensed cancer drugs and treatments. Access to some new or experimental drugs may be subject to approval. | Strong cover for licensed drugs. Often provides access to breakthrough drugs and treatments, sometimes before they are routinely available on the NHS. | Strong cover for licensed drugs. Also covers some treatments even if the primary cancer is not curable (palliative care). |
| Unique Features | Continued Cover Option: Can choose to use the NHS for some parts of treatment if you wish. Support from dedicated cancer nurses. | Access to Bupa's own specialist cancer centres and partnerships. Direct access to treatment without needing to see a GP first for certain symptoms. | Cancer Care with Get Active: Access to fitness and wellbeing support during and after treatment. |
Verdict: All three offer exceptional cancer cover that far exceeds what is available through standard healthcare. Bupa's direct access pathways and Aviva's focus on holistic wellbeing are standout features. AXA provides great flexibility. Choosing between them often comes down to personal preference and the specifics of their policy wording at the time of purchase.
Your choice of hospital list has a direct impact on your premium and where you can be treated.
Key Takeaway: If you live outside a major city, check which provider has the best network of hospitals near you. If you want the absolute cheapest premium, a guided or six-week option can be a great way to save money.
This determines whether you're covered for the diagnostic stage of your treatment.
| Provider | Standard Outpatient Cover | Upgrade Options |
|---|---|---|
| AXA Health | Often sold with a limit (e.g., £500, £1,000) or full cover. Some policies start with no cover as standard. | Can upgrade to full outpatient cover. May include limits on therapies. |
| Bupa | Similar to AXA, you choose your level. Limits can be set for consultations and diagnostics separately, offering flexibility. | Can increase limits or opt for full cover. |
| Aviva | Core policies often include a good level of diagnostics as standard, but consultations might be limited. | Can upgrade to full cover for diagnostics, consultations, and therapies. |
Example: Imagine you have knee pain.
Awareness of mental health has grown, and insurers have responded with much-improved support.
| Provider | Standard Mental Health Support | Enhanced Options |
|---|---|---|
| AXA Health | Strong focus on mental health. Access to the Stronger Minds programme (fast access to therapists/psychiatrists) often included. | Can add full psychiatric cover, which includes inpatient and outpatient treatment for mental health conditions. |
| Bupa | Includes mental health cover as standard, covering both talking therapies and more complex conditions. | Options to extend cover for more extensive psychiatric treatment. Direct access to mental health support without a GP referral. |
| Aviva | The Aviva DigiCare+ app (more below) includes extensive mental health support as standard. Their main policy also includes good mental health pathways. | Full mental health cover can be added, covering a wide range of conditions and treatments. |
Verdict: All three have made significant strides. Aviva's digital support is excellent and included as standard. AXA's Stronger Minds is a fantastic triage-style service. Bupa's direct access is a major benefit for those who need help quickly.
This is a key battleground for insurers, as they bundle in 'free' benefits to attract and retain customers. These can be genuinely valuable.
| Provider | Key Wellness Programme | What It Includes |
|---|---|---|
| AXA Health | AXA Doctor at Hand & ActivePlus | A 24/7 online GP service provided by Doctor Care Anywhere. ActivePlus provides access to discounted gym memberships, fitness gear, and online health coaching. |
| Bupa | Digital GP & Anytime HealthLine | A 24/7 virtual GP service. The HealthLine is staffed by nurses for general medical advice. Bupa Touch app helps manage policies and find specialists. |
| Aviva | Aviva DigiCare+ | A superb, comprehensive app. Includes a digital GP, annual health check, mental health support, nutritional advice, and second medical opinions. Often included as standard. |
Our View: Aviva's DigiCare+ is arguably the most comprehensive and valuable wellness app included as standard with a PMI policy in the UK today. However, AXA's Doctor at Hand is also a top-tier service. These benefits add real, day-to-day value beyond just covering major medical events.
It's impossible to give exact prices without a personalised quote, as premiums are based on several factors:
To give you a rough idea, here is an illustrative example for a healthy, non-smoking 40-year-old living in Manchester, looking for a mid-range policy with a £250 excess.
Important: This is purely an estimate. The only way to get an accurate price is to get a tailored quote. A broker like WeCovr can compare the market in minutes to find the best price for your chosen level of cover.
While you can go directly to AXA, Bupa, or Aviva, using an independent, FCA-authorised broker like WeCovr offers several distinct advantages, at no extra cost to you.
There is no single "best" UK PMI provider—only the one that is best for you. Based on our extensive research and experience, here is a general guide:
The best first step is to speak to an expert. An independent broker can quickly assess your needs, compare the latest offerings from these providers, and present you with clear, personalised options.
Ready to find the right private medical insurance for your needs and budget? The experts at WeCovr are here to help. Get your free, no-obligation quote today and compare the UK's leading providers in minutes.






