TL;DR
As an FCA-authorised broker that has helped arrange over 900,000 policies, WeCovr understands the UK private medical insurance (PMI) market inside and out. This guide cuts through the noise of comparison sites to show you how to find the most accurate and valuable health cover for you and your family. Evaluating Compare the Market, GoCompare, MoneySuperMarket for PMI quotes, comparison site limitations, and why specialist brokers often find better deals Navigating the world of private medical insurance can feel like a daunting task.
Key takeaways
- They are not specialists: These sites are aggregators, designed to compare hundreds of different products. They are masters of a "one-size-fits-all" approach, which is the exact opposite of what you need for health insurance.
- They use third-party partners: Often, the health insurance section of a major comparison site is a "white-label" service run by a separate, chosen broker. You aren't dealing directly with Compare the Market's own PMI experts, but rather a partner they have a commercial agreement with.
- The focus is on price, not value: The layout is designed to push the cheapest options to the top. With PMI, the cheapest policy is rarely the best. It might have a high excess, limited hospital lists, or crucial exclusions you only discover when you need to make a claim.
- Your specific health concerns or family medical history.
- Which hospitals near you are most important to have on your list.
As an FCA-authorised broker that has helped arrange over 900,000 policies, WeCovr understands the UK private medical insurance (PMI) market inside and out. This guide cuts through the noise of comparison sites to show you how to find the most accurate and valuable health cover for you and your family.
Evaluating Compare the Market, GoCompare, MoneySuperMarket for PMI quotes, comparison site limitations, and why specialist brokers often find better deals
Navigating the world of private medical insurance can feel like a daunting task. With NHS waiting lists reaching record highs—exceeding 7.5 million cases in England according to the latest NHS data—more Britons than ever are considering private health cover for faster access to treatment.
Your first instinct might be to turn to the big, familiar names: Compare the Market, GoCompare, and MoneySuperMarket. These sites are brilliant for comparing straightforward products like car or travel insurance. But is a private medical insurance policy, a complex contract that protects your health, really the same as insuring your Ford Focus?
The short answer is no. While these sites offer a starting point, they have significant limitations that can lead to you paying too much for the wrong cover. This article will evaluate the big three comparison tools, expose their hidden drawbacks for PMI, and explain why an expert, independent broker is almost always the better choice.
How Do the Big Comparison Sites Handle Private Health Insurance?
When you search for "health insurance" on Compare the Market, GoCompare, or MoneySuperMarket, you're presented with a seemingly simple form. You enter your date of birth, postcode, and desired level of cover, and within minutes, you receive a list of quotes.
It feels quick, easy, and empowering. But what's happening behind the scenes is crucial to understand.
- They are not specialists: These sites are aggregators, designed to compare hundreds of different products. They are masters of a "one-size-fits-all" approach, which is the exact opposite of what you need for health insurance.
- They use third-party partners: Often, the health insurance section of a major comparison site is a "white-label" service run by a separate, chosen broker. You aren't dealing directly with Compare the Market's own PMI experts, but rather a partner they have a commercial agreement with.
- The focus is on price, not value: The layout is designed to push the cheapest options to the top. With PMI, the cheapest policy is rarely the best. It might have a high excess, limited hospital lists, or crucial exclusions you only discover when you need to make a claim.
Let's look at each of the main players.
Compare the Market, GoCompare, and MoneySuperMarket: A Side-by-Side Look for PMI
| Feature | Compare the Market | GoCompare | MoneySuperMarket |
|---|---|---|---|
| Primary Focus | Car, home, and travel insurance | Car, home, and energy | Money products, car, home insurance |
| PMI Comparison Model | Uses a partner broker to generate quotes. | Uses a partner broker to generate quotes. | Uses a partner broker to generate quotes. |
| Insurers Shown | A limited panel selected by their partner. | A limited panel selected by their partner. | A limited panel selected by their partner. |
| Level of Advice | None. "Execution-only" - you choose the policy. | None. "Execution-only" - you choose the policy. | None. "Execution-only" - you choose the policy. |
| Policy Customisation | Basic options (inpatient, outpatient, excess). | Basic options (inpatient, outpatient, excess). | Basic options (inpatient, outpatient, excess). |
| Best For | A quick, ballpark estimate of basic cover. | Getting a rough idea of costs from major providers. | Comparing a handful of standard policies. |
The key takeaway is that these platforms provide a filtered, non-advised glimpse into the market. They don't have the tools or the regulatory permission to give you personal advice on which policy is right for your specific health needs and financial situation.
The Critical Limitations of Using Comparison Sites for Private Medical Insurance
Using a comparison site for PMI is like asking a checkout assistant for medical advice. They can sell you the paracetamol, but they can't diagnose your illness. Here are the five key limitations you must be aware of.
1. The "One-Size-Fits-None" Policy Problem
Private health insurance is deeply personal. The right policy for a 25-year-old marathon runner in Manchester is completely different from the right policy for a 55-year-old office worker in London with a history of back pain.
Comparison sites can't grasp this nuance. They ask basic questions and provide generic quotes. They won't ask about:
- Your specific health concerns or family medical history.
- Which hospitals near you are most important to have on your list.
- Whether you prioritise mental health support, dental cover, or alternative therapies.
- Your long-term plans and how your health needs might change.
This results in quotes for policies that might not even cover the treatments or hospitals you'd actually want to use.
2. A Limited View: You're Not Seeing the Whole Market
This is the most misunderstood aspect of comparison sites. They do not show you every provider. They only show insurers from a limited panel with whom they (or their partner) have a commercial agreement.
This means you could be missing out on:
- Specialist Insurers: Companies that focus on specific demographics (e.g., over-50s) or offer unique benefits.
- Better Deals: A provider not featured on the site might offer more comprehensive cover for the same price.
- Broker-Only Deals: Some insurers offer exclusive rates and policies available only through specialist brokers.
3. The Danger of "Execution-Only": No Advice is Bad Advice
Comparison sites operate on an "execution-only" basis. This is a term used by the Financial Conduct Authority (FCA) meaning they simply execute your instruction to buy a product. They do not provide advice or check if the product is suitable for you.
The responsibility for the choice is 100% yours. If you buy a policy with a six-week wait option (meaning you only get private care if the NHS wait is longer than six weeks) and later realise you wanted immediate access, that's on you. If you choose a policy that excludes the very condition you were worried about, you have no recourse.
4. The Underwriting Minefield
Underwriting is the process insurers use to assess your medical history and decide what they will and won't cover. It's the single most important part of your application. The main types are:
- Moratorium Underwriting: The most common type on comparison sites. It's quick, as you don't declare your full medical history upfront. However, it generally excludes any condition you've had symptoms of, or sought advice for, in the five years before your policy started.
- Full Medical Underwriting (FMU): You provide your full medical history via a detailed questionnaire. It takes longer, but you know from day one exactly what is and isn't covered. This clarity is invaluable.
Comparison sites struggle to explain the profound long-term consequences of this choice. An expert broker can assess your health history and advise which underwriting method will give you the best and clearest outcome.
5. Drowning in Jargon and Hidden Exclusions
PMI policies are packed with specific terminology: excesses, outpatient limits, hospital lists, six-week wait options, cancer cover pathways. A comparison site simply presents these as drop-down menus.
They don't explain that a £500 outpatient limit might be used up in just two consultations and one scan. They don't clarify that a "standard" hospital list might exclude the leading private hospital in your city. This lack of guidance can lead to costly surprises when you need to make a claim.
The Broker Advantage: Why a Specialist Finds Better Deals
If comparison sites are the fast-food equivalent of insurance shopping, a specialist broker is your personal Michelin-starred chef. They take the raw ingredients of your needs and budget and craft the perfect, tailored solution. And the best part? This service is completely free for you.
Brokers like WeCovr are paid a commission by the insurer upon the successful purchase of a policy. This means you get expert, impartial advice without it costing you a penny more. In fact, we often save our clients money.
Here’s why a specialist broker is the superior choice for securing private medical insurance UK.
1. Whole-of-Market Access
Unlike comparison sites with their limited panels, a true independent broker has access to the entire UK market. This includes major insurers like Bupa, AXA Health, and Vitality, as well as specialist and niche providers that don't appear on aggregator sites. This ensures you see every available option, not just a curated list.
2. Genuinely Personalised Advice
A broker’s job begins with a conversation, not a form. We take the time to understand:
- You: Your age, lifestyle, and health history.
- Your Needs: Why you want cover and what you want to protect against.
- Your Budget: What you can comfortably afford each month.
- Your Priorities: The hospitals, specialists, and treatments that matter most to you.
Armed with this information, we can then search the market to find policies that are a true fit, balancing cost with comprehensive value.
3. Expertise in Underwriting and Policy Details
This is where a broker's value truly shines. We can:
- Advise on Underwriting: Explain the pros and cons of Moratorium vs. Full Medical Underwriting for your specific circumstances.
- Navigate Medical History: Help you understand how a past condition might be treated by different insurers.
- Decipher the Small Print: Explain exactly what an excess means, how outpatient limits work, and which cancer cover options are most comprehensive.
- Customise Your Cover: Help you build a policy by selecting the right optional extras (like mental health or dental) and avoiding those you don't need, saving you money.
4. Uncovering Better Value and Saving You Money
Because we know the market inside and out, we know where to find the best value. This isn't just about the lowest price. It's about getting the most robust cover for your budget. We can often find policies with better hospital access or higher benefit limits for a similar price to the basic options shown on comparison sites.
At WeCovr, we also reward our clients. When you take out a PMI or life insurance policy with us, we offer discounts on other types of cover you may need, providing even greater long-term value.
5. Ongoing Support: From Day One to Claim Time
A broker’s service doesn't end once you buy the policy. A good broker will:
- Help with Onboarding: Ensure your policy documents are correct and you understand how to use your cover.
- Assist with Claims: Offer guidance if you're unsure how to start a claim.
- Review at Renewal: Proactively search the market again each year to ensure you're still on the best possible deal, saving you from auto-renewing on an uncompetitive premium.
Your Guide to Essential PMI Concepts
To make an informed decision, it's vital to understand the language of health insurance.
The Golden Rule: Acute vs. Chronic and Pre-existing Conditions
This is the most important concept in UK private medical insurance.
- Acute Condition: A disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery. Examples include joint replacements, cataract surgery, and hernia repairs. PMI is designed to cover acute conditions.
- Chronic Condition: A disease, illness, or injury that has one or more of the following characteristics: it needs long-term monitoring, has no known cure, requires ongoing management, or is likely to recur. Examples include diabetes, asthma, and high blood pressure. Standard PMI does not cover the ongoing management of chronic conditions.
- Pre-existing Condition: Any condition for which you have experienced symptoms, or sought advice or treatment, before your policy start date. Standard PMI does not cover pre-existing conditions, though they may become eligible for cover after a set period (usually two years) under moratorium underwriting if you remain symptom-free.
Decoding Your Underwriting Options
| Underwriting Type | How It Works | Pros | Cons |
|---|---|---|---|
| Moratorium (Mori) | You don't declare your medical history. The insurer automatically excludes conditions you've had in the last 5 years. | Quick and simple application. | Lack of certainty. You only find out if something is covered when you claim. |
| Full Medical Underwriting (FMU) | You complete a full health questionnaire. The insurer assesses it and lists any specific exclusions on your policy from day one. | Complete clarity from the start. You know exactly what isn't covered. | Application process is longer and more detailed. |
| Continued Personal Medical Exclusions (CPME) | Used when switching providers. Your new insurer carries over the exclusions from your old policy. | Allows you to switch insurers without losing cover for conditions that developed under your old policy. | Only available if you already have a fully underwritten policy. |
An expert broker is essential to help you choose the right path here. For most people seeking clarity, FMU is the superior option.
Building Your Policy: Core vs. Optional Extras
Most PMI policies are modular. You start with core cover and add extras to suit your needs and budget.
| Cover Type | What It Includes | Is It Essential? |
|---|---|---|
| Core Cover (Inpatient) | Covers tests and treatment when you are admitted to a hospital bed overnight. Includes surgery, accommodation, and nursing care. | Yes, this is the foundation of every policy. |
| Outpatient Cover | Covers consultations, diagnostic tests, and scans that don't require a hospital bed. | Highly recommended. Without it, you still rely on the NHS for diagnosis, which can involve long waits. |
| Mental Health Cover | Provides access to psychiatric treatment, therapy, and counselling. | Increasingly important. Cover levels vary hugely between insurers, from basic counselling to full inpatient psychiatric care. |
| Dental & Optical Cover | Contributes towards routine check-ups, treatments, and new glasses/contact lenses. | A "nice to have" for some, but can offer good value if you regularly have dental or optical expenses. |
| Therapies Cover | Covers treatments like physiotherapy, osteopathy, and chiropractic care. | Essential if you have a history of musculoskeletal issues or play sports. |
Healthier Living: A Route to Better Premiums and a Better Life
Insurers are increasingly rewarding healthy lifestyles. Some, like Vitality, have built their entire model around it. By tracking your activity, you can earn rewards and even reduce your renewal premium.
Regardless of your insurer, focusing on these pillars of health is always a wise investment:
- Balanced Diet: Prioritise whole foods, fruits, and vegetables. To help, WeCovr provides our PMI clients with complimentary access to CalorieHero, our AI-powered calorie and nutrition tracking app, making healthy eating simpler than ever.
- Regular Movement: Aim for at least 150 minutes of moderate-intensity activity per week, as recommended by the NHS. This could be brisk walking, cycling, or swimming.
- Quality Sleep: Target 7-9 hours of quality sleep per night. It's crucial for mental and physical recovery.
- Stress Management: Incorporate practices like mindfulness, yoga, or simply spending time in nature to manage daily stress.
Conclusion: Comparison Site vs. Specialist Broker - The Verdict
While health insurance comparison sites like Compare the Market, GoCompare, and MoneySuperMarket offer a fast, convenient way to get a rough price estimate, they are fundamentally the wrong tool for purchasing a product as complex and important as private medical insurance.
Their limited panels, lack of personal advice, and price-focused approach can lead you to buy unsuitable cover, leaving you exposed when you need protection the most.
The verdict is clear: For a decision this crucial, you need an expert on your side. A specialist PMI broker like WeCovr provides a free, expert service that a comparison site simply cannot match. We offer:
- Access to the whole market.
- Personalised, expert advice tailored to you.
- Clarity on underwriting and policy terms.
- Genuine value, not just the cheapest price.
- Ongoing support for the life of your policy.
Don't leave your health to a generic algorithm. Take control by speaking to an expert who will work for you, finding the best private health cover to protect you and your loved ones.
Ready to find the right private medical insurance at the best price? Get your free, no-obligation quote from a WeCovr expert today and see the difference specialist advice makes.











