TL;DR
Both Bupa and Aviva have a long-standing presence in the UK insurance market, but they come from different backgrounds and have slightly different philosophies. Bupa was founded shortly after the NHS with the sole purpose of providing health insurance. This singular focus means they have deep, specialist knowledge and own a network of hospitals, clinics, and dental centres.
Key takeaways
- Chronic Conditions: These are long-term illnesses that cannot be cured, only managed. Examples include diabetes, asthma, arthritis, and high blood pressure. The NHS will continue to provide your care for these conditions.
- Pre-existing Conditions: This refers to any illness, disease, or injury you had symptoms of, received medical advice for, or were treated for before you took out your policy. Most policies exclude these, although how they do so varies based on the type of underwriting you choose (more on that later).
- Emergency Services: If you have a medical emergency like a heart attack or a serious accident, you should always call 999 and use the NHS A&E. PMI does not cover emergency treatment.
- In-patient treatment: When you are admitted to a hospital bed overnight.
- Day-patient treatment: When you are admitted to a hospital bed for a procedure but go home the same day.
Choosing the right private medical insurance in the UK can feel daunting, with so many options available. At WeCovr, an FCA-authorised broker that has helped arrange over 900,000 policies, we believe in providing clear, expert guidance. This review puts two of the UK’s heavyweights, Bupa and Aviva, under the microscope to help you decide.
WeCovr's head-to-head review of two leading UK insurers
Bupa and Aviva are household names in the UK, both offering comprehensive private health cover. Yet, they have distinct approaches, benefits, and price points. Deciding between them depends entirely on your personal needs, budget, and what you value most in a health plan. Are you looking for the most extensive cancer cover, or are digital wellness perks and flexibility more important?
This in-depth 2025 guide will break down every crucial aspect of their policies, from core cover and cancer care to mental health support and overall cost. Our goal is to empower you with the knowledge to make the best choice for your health and finances.
First, What Exactly is Private Medical Insurance (PMI)?
Before we dive into the comparison, let's clarify what private medical insurance (PMI) is and what it does. Think of it as a health plan you pay for that runs alongside the NHS. Its primary purpose is to cover the costs of treatment for acute conditions.
An acute condition is a disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery. This includes things like joint replacements, cataract surgery, or hernia repairs.
The Critical Point: What PMI Does Not Cover
It is essential to understand that standard UK private medical insurance is not designed to cover:
- Chronic Conditions: These are long-term illnesses that cannot be cured, only managed. Examples include diabetes, asthma, arthritis, and high blood pressure. The NHS will continue to provide your care for these conditions.
- Pre-existing Conditions: This refers to any illness, disease, or injury you had symptoms of, received medical advice for, or were treated for before you took out your policy. Most policies exclude these, although how they do so varies based on the type of underwriting you choose (more on that later).
- Emergency Services: If you have a medical emergency like a heart attack or a serious accident, you should always call 999 and use the NHS A&E. PMI does not cover emergency treatment.
PMI gives you more choice and control over your healthcare, helping you bypass NHS waiting lists for eligible treatments and access private facilities, specialist consultations, and advanced drugs.
Meet the Contenders: Bupa vs. Aviva at a Glance
Both Bupa and Aviva have a long-standing presence in the UK insurance market, but they come from different backgrounds and have slightly different philosophies.
| Feature | Bupa | Aviva |
|---|---|---|
| Founded | 1947 | 1696 (as Hand in Hand Fire & Life) |
| Primary Focus | Exclusively health and care | A composite insurer (health, life, car, home) |
| Company Structure | A company limited by guarantee (no shareholders) | Publicly listed company (PLC) |
| Key Selling Point | Deep healthcare expertise, extensive network | Strong digital tools, policy flexibility |
| 2025 Policy Name | Bupa By You | Healthier Solutions |
Bupa was founded shortly after the NHS with the sole purpose of providing health insurance. This singular focus means they have deep, specialist knowledge and own a network of hospitals, clinics, and dental centres. As they have no shareholders, they reinvest profits back into their healthcare services.
Aviva is one of the UK's largest and oldest insurance groups, offering a vast range of products. Their PMI benefits from the resources of this larger organisation, particularly in technology and digital innovation, which is reflected in their excellent app and wellness benefits.
Core Cover Comparison: What Do You Get as Standard?
Every PMI policy starts with a 'core' level of cover. This is the foundation of your plan and typically covers the most expensive treatments. Both Bupa and Aviva build their policies around a strong core offering.
Core cover almost always includes:
- In-patient treatment: When you are admitted to a hospital bed overnight.
- Day-patient treatment: When you are admitted to a hospital bed for a procedure but go home the same day.
Here's how their standard core cover stacks up:
| Core Benefit | Bupa 'Bupa By You' | Aviva 'Healthier Solutions' | WeCovr's Insight |
|---|---|---|---|
| Hospital Fees | Covered in full (for eligible treatment) | Covered in full (for eligible treatment) | Both are comprehensive here, covering surgery, accommodation, and nursing care. |
| Specialist Fees | Covered in full (for recognised specialists) | Covered in full (within Aviva's fee guidelines) | Bupa's direct network relationship can be seamless. Aviva has fee guidelines but they are generally very comprehensive. |
| Cancer Cover | Comprehensive cover as standard | Comprehensive cover as standard | This is a major strength for both. We'll explore this in more detail below. |
| Diagnostics | Scans and tests covered during an in-patient or day-patient stay. | Scans and tests covered during an in-patient or day-patient stay. | This is standard. Outpatient diagnostics require an add-on. |
| NHS Cash Benefit | Yes, if you choose to use the NHS for treatment. | Yes, if you choose to use the NHS for treatment. | A useful perk if you opt for the NHS to receive a cash payout per night. |
| Digital GP Access | Yes (via Babylon) | Yes (via Aviva DigiCare+ App) | Both offer 24/7 virtual GP access, which is incredibly convenient. |
The takeaway here is that for the most significant medical events requiring a hospital stay, both Bupa and Aviva provide robust, comprehensive cover right out of the box. The real differences emerge when you start to customise your policy with optional extras.
Outpatient Cover Options: The Key to Customisation
Outpatient treatment is any care you receive without being admitted to a hospital bed. This includes:
- Initial consultations with a specialist.
- Diagnostic tests and scans (like MRI, CT, and PET scans).
- Follow-up appointments.
This is arguably the most important optional extra, as it's the gateway to getting a diagnosis and accessing private treatment faster. According to NHS England data for early 2025, the median waiting time for a consultant-led referral was over 14 weeks, highlighting the value of private outpatient access.
Both insurers offer a sliding scale of outpatient cover, allowing you to balance cost against coverage.
Bupa 'Bupa By You' Outpatient Options:
- No Outpatient Cover: The cheapest option, relying on the NHS for diagnosis.
- Limited Cover: Provides cover for consultations and diagnostics up to a set financial limit, typically £500, £750, or £1,000 per year.
- Full Cover: No annual financial limit for eligible outpatient consultations or diagnostics.
Aviva 'Healthier Solutions' Outpatient Options:
- No Outpatient Cover: Again, the most budget-friendly choice.
- Standard Outpatient Cover (illustrative): A generous £1,000 limit for consultations and diagnostics.
- Full Outpatient Cover: No annual financial limit for consultations or diagnostics.
Comparison Table: Outpatient Cover
| Feature | Bupa | Aviva | WeCovr's Advice |
|---|---|---|---|
| Flexibility | Good (multiple financial limits) | Good (standard or full) | Bupa offers slightly more granular control over the limit, which can be useful for fine-tuning your premium. |
| Standard Limit | Choice of £500, £750, £1,000 | £1,000 as standard option | Aviva's standard limit is generous and often sufficient for diagnosing most common conditions. |
| Best For... | Those who want to precisely control their premium by selecting a specific limit. | Those who want a simple, robust option without overthinking the exact limit. |
Choosing full outpatient cover provides the most seamless private healthcare journey but also comes at the highest cost. A limited or standard option is often a smart compromise.
Cancer Care: A Critical Differentiator
For many people, cancer cover is the number one reason to buy private medical insurance. Both Bupa and Aviva excel in this area, offering extensive cover that often goes beyond what the NHS can provide, particularly regarding access to newer drugs.
Bupa's Cancer Promise
Bupa's cancer cover is a cornerstone of their proposition.
- No Time Limits: Once your cancer treatment is approved, they will fund it as long as you have a Bupa policy.
- Extensive Drug Access: They fund every cancer drug in the UK that is licensed for your condition, even if it isn't available on the NHS or approved by NICE due to cost.
- Breakthrough Drugs & Treatments: Access to clinical trials and new therapies where appropriate.
- Support Services: Dedicated oncology support teams, specialist nurses, and counselling.
Aviva's Cancer Pledge
Aviva also provides market-leading cancer care through their 'Expert Select' hospital network.
- Full Cover: Aviva covers your cancer treatment from diagnosis onwards, with no financial or time limits (on their full cancer cover option).
- Advanced Treatments: They provide cover for pioneering treatments and access to drugs that may not be routinely funded by the NHS.
- Expert Guidance: Their "Expert Select" process helps guide you to a cancer specialist and treatment centre from their approved list.
- Holistic Support: Support includes contributions towards wigs and prostheses, plus access to their DigiCare+ services.
The Verdict on Cancer Care: Both providers offer exceptional, comprehensive cancer cover as standard. Bupa's long-standing, sole focus on health gives them a slight edge in reputation and the sheer breadth of their integrated network. However, Aviva's pledge is equally robust and provides immense peace of mind. For most consumers, the cancer care from either insurer will be a significant step up from standard public care.
Mental Health Support: Prioritising Your Wellbeing
Awareness of mental health has grown significantly, and insurers have responded. Previously a common exclusion, mental health cover is now a key feature.
| Mental Health Support | Bupa | Aviva |
|---|---|---|
| Standard Cover | Covers mental health conditions as part of core cover, including in-patient and day-patient care. | Mental health is an optional add-on (the 'Mental Health Pathway'). |
| Outpatient Therapy | Up to the limit of your chosen outpatient cover. | Up to £2,000 for outpatient therapies with their add-on. |
| Digital Support | Access to the 'Family Mental HealthLine' and other digital resources. | Aviva DigiCare+ provides access to mental health consultations and support. |
| Focus | Integrated approach, treating mental health like physical health. | A structured, pathway-based approach as an optional benefit. |
Key Difference: Bupa includes mental health cover within its core policy, subject to your chosen outpatient limits. Aviva treats it as an optional add-on. If comprehensive mental health support is a priority for you, Bupa's integrated approach may be more appealing. However, Aviva's add-on is robust and ensures you are only paying for it if you want it.
Value-Added Benefits & Wellness Programmes
This is where insurers compete to add daily value to your policy, even when you're not ill.
Bupa's 'Bupa Touch' App & Rewards:
- Digital GP: 24/7 access to a GP via phone or video call.
- Anytime HealthLine: A 24/7 nurse advice line for any health concern.
- Rewards Programme: Discounts on gym memberships, health screenings, and other lifestyle brands.
Aviva's 'DigiCare+' App: This is a standout feature for Aviva and is included at no extra cost.
- Digital GP: 24/7 access.
- Mental Health Support: Access to consultations and therapy.
- Nutrition Support: Consultations with registered dietitians.
- Annual Health Check: A yearly check-up including a blood test to monitor key health markers.
- Second Medical Opinion: Get a second opinion on a diagnosis or treatment plan from a world-leading expert.
The WeCovr Bonus: When you arrange your PMI policy through WeCovr, we provide complimentary access to CalorieHero, our AI-powered calorie and nutrition tracking app. This perfectly complements the wellness goals of both Bupa and Aviva's programmes, helping you take proactive control of your diet and health.
Verdict on Benefits: Aviva's DigiCare+ app is arguably one of the best value-added packages on the market, offering tangible health benefits you can use from day one. Bupa's offering is strong, but Aviva's is more comprehensive and digitally focused.
Cost & Excess: How Much Will You Actually Pay?
The cost of a PMI policy is highly personalised. It depends on:
- Your age and location
- Your chosen cover level (especially outpatient)
- Your chosen hospital list
- Your excess
- Your underwriting type
The excess is the amount you agree to pay towards a claim in any policy year. A higher excess (e.g., £500 or £1,000) will significantly lower your monthly premium. A lower excess (e.g., £100 or £250) means you pay more per month but less when you claim. (illustrative estimate)
To illustrate, let's look at some example monthly premiums for a 40-year-old, non-smoker living in Manchester. These are estimates for 2025 and your actual quote will vary.
| Policy Scenario | Bupa 'By You' (Est. Monthly Premium) | Aviva 'Healthier Solutions' (Est. Monthly Premium) |
|---|---|---|
| Basic: Core Cover, £1,000 Excess, Guided Hospital List | £45 - £55 | £40 - £50 |
| Mid-Range: Core + £1,000 Outpatient, £500 Excess | £70 - £85 | £65 - £80 |
| Comprehensive: Core + Full Outpatient, £250 Excess | £110 - £130 | £105 - £125 |
General Observation: Historically, Aviva often comes in slightly cheaper than Bupa for a like-for-like policy. However, this is not a universal rule. The only way to know for sure is to get a personalised comparison. An expert PMI broker like WeCovr can run this comparison for you across the whole market, ensuring you get the best value, at no extra cost to you.
The WeCovr Verdict: Which Provider Is Right for You in 2026?
There is no single "best" provider; there is only the best provider for you. Your choice between Bupa and Aviva should be guided by your priorities.
You might prefer Bupa if:
- Reputation is paramount: You value the reassurance of the UK's most well-known specialist health insurer with a 75+ year history.
- Integrated mental health is a priority: You want mental health cover included as standard within your main policy limits.
- You want maximum control over your outpatient limit (illustrative): Their granular options (£500, £750, £1,000) allow for precise premium tuning.
- You believe in their not-for-profit ethos: You like the idea that profits are reinvested into healthcare services.
You might prefer Aviva if:
- Value and digital perks are key: Their DigiCare+ app offers outstanding value that you can use immediately.
- You're budget-conscious: They are often slightly more competitive on price for similar levels of cover.
- You want a simple, robust outpatient option (illustrative): Their standard £1,000 outpatient limit is a great middle-ground.
- You already have other Aviva policies: You might appreciate keeping your insurance with a single, trusted provider.
At WeCovr, we've helped thousands of clients navigate this choice. We find that customers focused on a brand's deep healthcare heritage lean towards Bupa, while those excited by modern, digital-first benefits and competitive pricing often favour Aviva.
Furthermore, when you purchase your PMI or Life Insurance through WeCovr, we're pleased to offer you discounts on other types of cover, adding even more value to your decision.
Does private medical insurance cover pre-existing conditions?
Is it cheaper to buy PMI directly from Bupa or Aviva, or through a broker like WeCovr?
How can I lower the cost of my Bupa or Aviva policy?
- Increase your excess: Agreeing to pay more towards a claim (e.g., £500 instead of £250) will lower your premium.
- Add a 6-week wait option: This means you agree to use the NHS if the waiting list for your treatment is less than six weeks. This can significantly reduce costs.
- Limit your outpatient cover: Choosing a financial limit (e.g., £1,000) for outpatient care instead of full cover is a popular way to save.
- Choose a more restricted hospital list: Opting for a list that excludes expensive central London hospitals will also lower your premium.
What is a '6-week wait' option?
Ready to find the best value private medical insurance for your needs? Get a free, no-obligation quote from WeCovr today and let our experts compare Bupa, Aviva, and other leading UK insurers for you.
Sources
- NHS England: Waiting times and referral-to-treatment statistics.
- Office for National Statistics (ONS): Health, mortality, and workforce data.
- NICE: Clinical guidance and technology appraisals.
- Care Quality Commission (CQC): Provider quality and inspection reports.
- UK Health Security Agency (UKHSA): Public health surveillance reports.
- Association of British Insurers (ABI): Health and protection market publications.
