BHSF, Simply Health & Other PMI Brands Comparison
When exploring private medical insurance in the UK, it's easy to focus on the household names. At WeCovr, an FCA-authorised broker that has helped arrange over 800,000 policies, we know the market is far richer. This guide compares smaller providers like BHSF and Simply Health against the giants.
How smaller providers stack up against the biggest names and who theyre best for
The UK private medical insurance (PMI) market is often seen as a battleground for the "Big Four": Bupa, AXA Health, Aviva, and Vitality. Together, they hold a significant majority of the market, offering comprehensive policies backed by huge networks and extensive advertising.
However, a host of smaller, specialist providers are carving out impressive niches by offering something different. Brands like BHSF, Simply Health, WPA, and The Exeter often excel in specific areas, such as customer service, flexible underwriting, or budget-friendly plans.
Choosing between a major brand and a smaller challenger isn't about which is definitively "better." It's about finding the provider that aligns perfectly with your personal circumstances, health priorities, and budget. This article will break down the differences to help you make an informed choice.
Understanding the UK Private Medical Insurance Landscape in 2025
Before we compare providers, it's vital to understand what private medical insurance is and what it isn't.
PMI is an insurance policy designed to cover the costs of private medical treatment for acute conditions that arise after you take out the policy. An acute condition is a disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery.
A Critical Point on Pre-existing and Chronic Conditions Standard UK private medical insurance does not cover pre-existing conditions (ailments you knew about before your policy started) or chronic conditions (illnesses that are long-lasting and cannot be cured, like diabetes or asthma). PMI is for new, treatable health issues.
PMI works alongside the NHS, not as a replacement for it. Its primary benefit is to help you bypass NHS waiting lists for eligible treatments. With NHS waiting lists in England remaining stubbornly high, touching over 7.5 million treatment pathways according to recent NHS England data, many people are turning to PMI for peace of mind and faster access to care.
Key benefits of PMI can include:
- Prompt access to specialist consultations.
- Choice of leading consultants and hospitals.
- A private, en-suite room during hospital stays.
- Access to drugs and treatments not yet available on the NHS.
The "Big Four" PMI Providers: A Quick Overview
These four providers dominate the UK market. They are known for comprehensive cover, large hospital networks, and strong brand recognition.
| Provider | Typical Target Audience | Key Selling Point |
|---|---|---|
| Bupa | Individuals, families, and corporations seeking a trusted, long-standing brand. | Heritage and a massive global presence. Extensive hospital network and health services. |
| AXA Health | Broad market, from individuals to large corporate schemes. | Comprehensive, often modular policies with strong mental health support and digital GP services. |
| Aviva | Individuals and businesses looking for a reputable insurer with a wide range of products. | The "Aviva answercancer" pledge and a clear, tiered policy structure (Speedy, Standard, Extended). |
| Vitality | Health-conscious individuals and families who want to be rewarded for staying active. | The innovative Vitality Programme, offering discounts and rewards for healthy living. |
Spotlight on Specialist Providers: BHSF & Simply Health
These providers often come from a background of "friendly societies" or not-for-profit organisations, with a historical focus on everyday health costs. While they are major players in the health cash plan market, they also offer compelling PMI options.
BHSF (Birmingham Hospital Saturday Fund)
Originally established to help working people in Birmingham save for medical costs, BHSF has evolved into a nationwide health and wellbeing provider.
- Focus: While strong in corporate health cash plans, BHSF offers straightforward private medical insurance. Their ethos is often about providing practical, accessible, and affordable health support.
- Target Audience: They are particularly strong in the corporate market, especially for small and medium-sized enterprises (SMEs). Their individual PMI is geared towards those seeking clear, no-frills, budget-conscious cover.
- Key Features:
- Simplicity: Policies are often easier to understand than the multi-layered plans from larger insurers.
- Value: BHSF aims to provide essential cover at a competitive price point.
- Holistic Approach: They often bundle PMI with access to employee assistance programmes (EAPs), mental health support, and virtual GP services.
Simply Health
With a history stretching back over 150 years, Simply Health's purpose is to improve access to healthcare for everyone. They are a dominant force in dental and health cash plans.
- Focus: Simply Health's expertise lies in covering everyday health expenses like dental check-ups, optical tests, and physiotherapy. Their PMI offering integrates this ethos, often allowing you to build a plan that covers both major medical events and routine care.
- Target Audience: Individuals and families who want a single plan for both unexpected medical needs and predictable health costs.
- Key Features:
- Everyday Health: Unrivalled focus on dental, optical, and therapies.
- Modular Design: You can often tailor policies by adding or removing different benefit modules.
- Preventative Care: Their plans encourage proactive health management.
Other Notable PMI Challengers: WPA & The Exeter
Beyond BHSF and Simply Health, other smaller providers offer fantastic alternatives, often praised for their customer service and ethical approach.
WPA (Western Provident Association)
WPA is a not-for-profit provident association that consistently wins awards for its outstanding customer service.
- Reputation: Known for treating customers as individuals, not policy numbers. They are highly regarded by both customers and medical professionals.
- Target Audience: Self-employed professionals, families, and small businesses who prioritise service and flexibility over rock-bottom prices.
- Key Features:
- Freedom of Choice: WPA policies often give you more freedom to choose your specialist and hospital.
- Personalised Underwriting: They are known for taking the time to understand your medical history.
- Advanced Cancer Cover: They offer some of the most comprehensive cancer cover options on the market.
The Exeter
The Exeter is a friendly society with a long history of providing health and protection insurance. They have a reputation for being more inclusive in their underwriting.
- Reputation: A go-to insurer for individuals who may have struggled to get cover elsewhere, such as those with certain past health issues or who are self-employed.
- Target Audience: The self-employed, older applicants, and those with a more complex medical background.
- Key Features:
- Flexible Underwriting: While they still exclude pre-existing conditions from cover, they are often more willing to offer a policy to people with a varied health history.
- Community-Rated Plans: Some of their plans price based on the age you join, not your age each year, which can offer long-term value.
- Focus on Protection: As experts in income protection, they understand the needs of people who can't rely on sick pay.
Feature-by-Feature Comparison: Big Four vs. Smaller Brands
This table provides a general overview of how the different types of providers approach key policy features.
| Feature | The "Big Four" (General Approach) | Smaller Providers (General Approach) | Who It's Best For |
|---|---|---|---|
| Core Cover | Comprehensive in-patient and day-patient cover is standard. | Also provides solid core cover, sometimes with more built-in limits to manage cost. | Both offer excellent core protection. |
| Out-patient Cover | Typically offered in tiers, from nil cover up to £1,500 or "full" cover. Highly customisable. | Often simpler options, e.g., a set number of consultations or a fixed financial limit. | Big Four for high flexibility; smaller for simplicity and cost control. |
| Cancer Cover | Extensive, often with access to the latest drugs and treatments. Can be a core differentiator. | Very good, but may have more defined limits on experimental treatments or ongoing monitoring. WPA is an exception with market-leading options. | Those wanting the most extensive cancer care possible might lean towards the Big Four or WPA. |
| Mental Health Support | Increasingly comprehensive, with cover for therapy and psychiatric treatment as standard or a paid add-on. | Strong focus, especially in corporate plans. Often integrated with EAPs and digital mental health apps. | Both are strong, but the integrated wellness approach from smaller providers can be very effective. |
| Hospital Network | Vast, nationwide networks. Options to restrict your list to reduce premiums. | Can be more limited or "guided," directing you to specific partner hospitals to ensure quality and control costs. | Big Four for maximum choice; smaller providers if you're happy with a curated, high-quality list. |
| Wellness Programmes | Led by Vitality's points-based system. Others offer app access and health resources. | Less focus on "gamified" rewards, more on providing practical tools like digital GPs and wellbeing resources. | Vitality for those motivated by rewards; others for those wanting useful tools without the pressure. |
| Customer Service | Large call centres. Service can be excellent but sometimes less personal. Digital self-service is common. | Often the key selling point. Smaller, UK-based teams can provide a more personal and consistent experience (WPA is a prime example). | Those who value a personal touch and consistent contact will often prefer a smaller provider. |
| Price Point | Can be higher due to brand recognition and comprehensive features, but budget options are available. | Often more competitive, especially for simpler plans. Their not-for-profit status can translate to better value. | Budget-conscious buyers may find better starting prices with smaller providers. |
Who Are Smaller PMI Providers Best For? Real-Life Scenarios
Theory is one thing, but how does this apply to you? Let's look at some examples.
Scenario 1: The Freelance Graphic Designer
- Needs: Sarah is 35 and self-employed. She can't afford long periods off work. She wants reliable cover that protects her against serious illness but is mindful of her variable income. She had a minor sports injury three years ago.
- Potential Best Fit: The Exeter or WPA. Their expertise with the self-employed is a huge plus. The Exeter's flexible underwriting might be beneficial given her past injury, while WPA's superb service and freedom to choose her own specialist would give her control over her care.
Scenario 2: The SME Owner
- Needs: David runs a 15-person engineering firm. His main priority is minimising staff absence. He wants a cost-effective group scheme that includes mental health support and a quick way for his team to see a GP.
- Potential Best Fit: BHSF. Their corporate plans are perfectly designed for this scenario, combining PMI with EAPs, mental health first aid training, and digital GP access. It’s a practical, affordable solution focused on employee wellbeing and productivity. A broker like WeCovr could also compare this against a tailored SME plan from AXA or Aviva.
Scenario 3: The Young, Budget-Conscious Family
- Needs: The Patel family have two young children. They want the peace of mind of private cover for serious issues but need to watch their monthly outgoings. They live near a major city with plenty of good hospitals.
- Potential Best Fit: A plan from Simply Health or a "guided" option from a major provider. Simply Health could allow them to combine PMI with a dental plan for the kids, offering great overall value. Alternatively, a policy from Aviva or AXA with a guided hospital list and a higher excess would provide excellent cover at a lower premium.
The Role of a PMI Broker: Why You Shouldn't Go It Alone
The UK private medical insurance market is complex. With dozens of providers and hundreds of policy combinations, trying to find the best deal on your own can be overwhelming and lead to costly mistakes.
This is where an independent PMI broker adds immense value.
An expert, FCA-authorised broker like WeCovr works for you, not the insurance companies. Our role is to:
- Understand Your Needs: We take the time to learn about your health, lifestyle, budget, and what matters most to you in a policy.
- Search the Market: We use our expertise and technology to compare policies from the entire market – from the Big Four to specialist providers like BHSF and WPA.
- Provide Independent Advice: We explain the pros and cons of each option in plain English, helping you understand the crucial differences in cancer cover, hospital lists, and outpatient limits.
- Save You Money: Our service is completely free to you. Insurers pay us a commission, which doesn't affect the price you pay. In fact, we often have access to preferential rates.
By using a broker, you get the peace of mind that you have the right cover for your needs, at the best possible price.
As a WeCovr client, you also get complimentary access to our AI-powered calorie and nutrition tracking app, CalorieHero, to support your health goals. Plus, you may be eligible for discounts on other types of cover, like life or home insurance, when you purchase a policy through us.
Important Considerations Before You Buy Private Health Cover
As you compare policies, keep these key terms in mind:
- Excess: The amount you agree to pay towards a claim each year. A higher excess (£500 or £1,000) will significantly lower your monthly premium.
- Hospital List: This is the list of hospitals where your treatment is covered. A "national" list gives you more choice but costs more. A "guided" or "local" list restricts you to a smaller network of approved hospitals, reducing your premium.
- Underwriting:
- Moratorium (Mori): The most common type. The insurer doesn't ask for your full medical history upfront. Instead, they will generally exclude treatment for any condition you've had symptoms, advice or treatment for in the 5 years before the policy started.
- Full Medical Underwriting (FMU): You declare your full medical history on an application form. The insurer then tells you upfront exactly what is and isn't covered.
- The 6-Week Option: A popular cost-saving feature. If the NHS can provide the in-patient treatment you need within 6 weeks of it being recommended, you agree to use the NHS. If the wait is longer, your private cover kicks in. This can reduce premiums by 20-30%.
Health & Wellness Tips: Making the Most of Your Policy
Many PMI providers now include tools to help you stay healthy, as prevention is better than cure.
- Be Active: Aim for the UK Chief Medical Officers' guideline of at least 150 minutes of moderate-intensity activity (like a brisk walk or cycling) or 75 minutes of vigorous-intensity activity (like running) a week.
- Eat a Balanced Diet: Focus on whole foods, including plenty of fruits, vegetables, lean proteins, and whole grains. Staying hydrated is also crucial.
- Prioritise Sleep: Most adults need 7-9 hours of quality sleep per night. Establish a regular sleep schedule and create a restful environment to improve your physical and mental resilience.
- Use Your Digital GP: Almost all modern PMI policies include a 24/7 digital GP service. Use it for quick advice on minor ailments to avoid unnecessary worry or A&E visits.
- Engage with Mental Health Support: If your policy includes an EAP or access to therapy sessions, don't hesitate to use them. Proactively managing stress is key to long-term health.
Ultimately, the best private medical insurance provider is the one that offers the right blend of cover, service, and price for you. While the big brands offer fantastic, comprehensive products, the smaller, specialist providers often win on customer service, value, and a more personal touch.
What's the difference between a health cash plan and private medical insurance?
Will my private health insurance premium go up every year?
Can I get private medical insurance if I have a pre-existing condition?
Is it cheaper to buy PMI directly from an insurer or through a broker like WeCovr?
Ready to find the perfect private health cover for your needs and budget? Let WeCovr do the hard work. Our expert, independent advice is free.
Get your no-obligation quote today and see how the top UK PMI brands compare.
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:
Our Group Is Proud To Have Issued 800,000+ Policies!
We've established collaboration agreements with leading insurance groups to create tailored coverage
How It Works
1. Complete a brief form
2. Our experts analyse your information and find you best quotes
3. Enjoy your protection!
Any questions?
Learn more
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!