How COVID-19 Changed Private Medical Insurance Policies
The COVID-19 pandemic reshaped our world, and the UK private medical insurance market was no exception. As an FCA-authorised broker that has arranged over 900,000 policies, WeCovr has had a front-row seat to these profound changes. This article explores the permanent shifts in coverage, underwriting, and claims.
Permanent alterations in coverage, underwriting, and claims since the pandemic
The shockwaves of the pandemic forced private medical insurance (PMI) providers to fundamentally rethink their offerings. What was once a product focused primarily on elective surgeries has evolved into a more holistic health and wellness partnership. The changes weren't temporary fixes; they represent a permanent realignment of the industry in response to new health realities, overwhelmed public services, and a dramatic shift in what UK consumers value in their health cover.
From the acceleration of digital healthcare to a much-needed focus on mental wellbeing and new complexities around underwriting, the PMI policy of today is a different beast from its pre-2020 counterpart. For anyone considering private health cover, understanding these changes is crucial to finding a policy that truly meets their needs in this new era.
The Digital Health Revolution: Virtual GPs are Here to Stay
Before 2020, a digital GP consultation was a niche 'nice-to-have' feature for many policyholders. The pandemic, with its lockdowns and social distancing, turned it into an essential lifeline overnight. This forced adoption has now become a permanent, and highly valued, cornerstone of modern private medical insurance in the UK.
What is a Virtual GP Service?
A virtual or digital GP service allows you to have a consultation with a qualified doctor over the phone or via video call, usually through a dedicated smartphone app. You can discuss symptoms, get medical advice, receive a diagnosis for common ailments, and even get a prescription sent to your local pharmacy.
Key benefits that have made this a standard feature:
- Convenience: Book appointments 24/7, often for the same day, without leaving your home or office.
- Speed: It provides a rapid alternative to often lengthy waits for an NHS GP appointment. According to the latest NHS England data, millions of appointments take place more than two weeks after booking.
- Accessibility: Ideal for those with mobility issues, busy work schedules, or childcare commitments.
- Reduced Burden on NHS: It helps triage cases, freeing up NHS resources for more urgent in-person care.
How Providers Have Integrated Digital Health
Every major UK PMI provider now offers a comprehensive digital GP service as standard, often with unlimited usage. This is no longer a 'perk' but a core part of the customer journey. It's often the first port of call, allowing for a swift referral to a specialist within the private network if needed, bypassing the NHS waiting list for the initial referral.
| Feature | Pre-Pandemic (c. 2019) | Post-Pandemic (c. 2025) |
|---|---|---|
| Virtual GP Access | Often a limited, add-on benefit. | Standard, often unlimited 24/7 access. |
| Mental Health Support | Basic telephone counselling lines. | Integrated digital platforms for therapy, CBT. |
| Wellness Apps | Rare. | Common, including nutrition, fitness, and sleep aids. |
| Referral Pathway | Almost always required an NHS GP referral. | Direct referral from a virtual PMI GP is now common. |
A New Frontier: The Sharp Focus on Mental Health
If the pandemic had a second, silent wave, it was the tsunami of mental health challenges it created. Isolation, anxiety, bereavement, and financial uncertainty took a heavy toll. The Office for National Statistics (ONS) reported significant increases in adults experiencing some form of depression during the peak of the pandemic.
Insurers responded by dramatically expanding their mental health coverage, moving it from the periphery to the core of their policies.
What's Changed in Mental Health Cover?
-
Broader Coverage: Historically, many policies had very limited cover for mental health, sometimes excluding it entirely or capping it at a low cash value. Now, comprehensive cover for conditions like anxiety, depression, and stress is far more common, often matching the limits for physical conditions.
-
Emphasis on Early Intervention: Insurers now actively encourage policyholders to seek help early. This is done through:
- Self-referral: You can often access talking therapies like counselling or Cognitive Behavioural Therapy (CBT) without needing a GP referral first.
- Digital Platforms: Most providers offer access to mental wellness apps (like Headspace, Calm, or their own bespoke versions) providing mindfulness exercises, guided meditations, and mood trackers.
- 24/7 Helplines: Confidential helplines staffed by trained counsellors are standard, offering immediate support for anyone in distress.
-
Cover for a Wider Range of Therapies: Beyond traditional psychiatry, policies are more likely to cover a spectrum of therapies, including CBT, psychotherapy, and counselling sessions, both in-person and virtually.
Important Note: As with all private medical insurance, it's crucial to understand that PMI is designed for acute conditions. This means it covers mental health conditions that are expected to respond to a course of treatment. It does not cover chronic mental health conditions that require long-term management. Pre-existing mental health conditions are also typically excluded.
Underwriting in a Post-COVID World: The 'Long COVID' Question
Underwriting is the process insurers use to assess your health and risk before offering you a policy. The emergence of COVID-19, and particularly Long COVID, has added a new layer of complexity.
What is Long COVID?
The NHS defines Long COVID, or Post-COVID-19 syndrome, as signs and symptoms that develop during or after a COVID-19 infection, continue for more than 12 weeks, and are not explained by an alternative diagnosis. Symptoms can include profound fatigue, brain fog, shortness of breath, and muscle aches. ONS data suggests that hundreds of thousands of people in the UK are living with self-reported Long COVID.
How Insurers Approach COVID-19 and Long COVID
-
Acute COVID-19: Treatment for the acute phase of a COVID-19 infection is generally not covered by PMI. This is because it's a pandemic respiratory illness, and emergency care is handled by the NHS. Private hospitals were not set up for this level of infectious disease control.
-
Past COVID-19 Infections: If you have fully recovered from a COVID-19 infection, it will not usually affect your ability to get a policy or the price you pay.
-
Long COVID as a Pre-existing Condition: This is the crucial part. If you apply for a new policy and are already suffering from Long COVID symptoms, insurers will almost certainly treat it as a pre-existing condition. This means any consultations, tests, or treatments related to your Long COVID symptoms will be excluded from cover.
-
Developing Long COVID While Covered: If you have an active PMI policy and then develop Long COVID, the situation is more nuanced.
- Diagnosis: PMI can be very valuable for getting a swift diagnosis. It can cover consultations with specialists (e.g., respiratory, cardiology, neurology) and diagnostic tests (e.g., MRI scans, ECGs) to rule out other conditions and confirm a diagnosis.
- Treatment: As Long COVID is still not fully understood and often has no definitive cure, it can fall into the grey area between an acute and chronic condition. Insurers will typically cover treatments aimed at managing specific acute symptoms that are expected to resolve, but they will not cover long-term, ongoing management, which is considered chronic care.
An expert broker, like WeCovr, can be invaluable here. We understand the specific underwriting stance of each major insurer and can help you find the one whose approach best aligns with your medical history.
The Boom in Wellness Programmes and Preventative Care
The pandemic was a wake-up call for public health. It highlighted the link between underlying health conditions (like obesity and diabetes) and poorer outcomes from illness. In response, PMI providers have pivoted from being passive payers of claims to active partners in their members' health.
From Treatment to Prevention
The new philosophy is simple: a healthier member is less likely to make a large claim. Insurers now invest heavily in wellness programmes designed to keep you healthy.
Common Wellness Benefits in a Modern PMI Policy:
- Fitness Discounts: Reduced-price memberships at major UK gym chains.
- Health Tracking Rewards: Points-based systems that reward you for daily steps, workouts, or regular check-ups. These points can often be converted into cinema tickets, free coffee, or even discounts on your renewal premium.
- Nutrition Support: Access to dieticians, healthy eating plans, and nutrition apps. As a WeCovr client, you get complimentary access to our AI-powered calorie and nutrition tracking app, CalorieHero, to help you manage your diet effectively.
- Health Screening: Many policies now include or offer discounted access to regular health check-ups, helping to catch potential issues like high cholesterol or blood pressure early.
The Value of Preventative Care
Engaging with these wellness programmes isn't just about getting freebies. It's about taking proactive control of your health.
- Diet: A balanced diet rich in fruits, vegetables, and whole grains can reduce your risk of heart disease, type 2 diabetes, and certain cancers.
- Activity: The NHS recommends at least 150 minutes of moderate-intensity activity a week. This can improve sleep, reduce stress, and strengthen your immune system.
- Sleep: Aim for 7-9 hours of quality sleep per night. Poor sleep is linked to a host of health problems, including weakened immunity and poor mental health.
By bundling these benefits, insurers are empowering you to build a healthier lifestyle, which is the best insurance policy of all.
How Have Premiums Been Affected Post-Pandemic?
This is the million-dollar question for many consumers. The answer is complex.
Initially, during the lockdowns of 2020-2021, many insurers saw a drop in claims as private hospitals postponed non-urgent treatments. Some providers even offered partial premium rebates or holidays to reflect this.
However, since 2022, we have seen several factors pushing premiums upwards:
- NHS Waiting Lists: The single biggest driver for PMI demand. With NHS waiting lists in England reaching record highs (well over 7 million), more people are turning to private cover. This increased demand naturally puts upward pressure on prices.
- Pent-up Demand: Many people who delayed seeking treatment during the pandemic are now coming forward, leading to a surge in claims for insurers.
- Medical Inflation: The cost of medical technology, new drugs, and specialist time consistently rises faster than general inflation. This is a long-term trend that the pandemic has exacerbated.
- Expanded Benefits: The addition of comprehensive digital GP services, enhanced mental health cover, and extensive wellness programmes all add value, but they also add cost to the underlying policy.
Despite these pressures, the UK private health cover market remains highly competitive. Shopping around is essential. Using a PMI broker allows you to compare the market and find a policy that balances cost and coverage effectively. At WeCovr, we can also secure exclusive discounts for you on other types of insurance, such as life or home insurance, when you take out a PMI policy with us. Our clients consistently give us high satisfaction ratings for finding them the best value.
Navigating the New PMI Landscape
The world of private medical insurance has changed for good. While the core promise—fast access to high-quality private treatment for acute conditions—remains, the product itself is now more comprehensive, digital-first, and focused on your overall wellbeing.
Key Takeaways for UK Consumers:
- Digital is Standard: Expect and embrace virtual GP services. They are your fast track into the private system.
- Mental Health Matters: If mental wellbeing is a priority, look closely at the specifics of the mental health cover offered. Don't assume it's all the same.
- Be Honest About Your History: When applying, be upfront about any past health issues, including any COVID-related symptoms. Full disclosure is essential for a valid policy.
- Engage with Wellness: Use the wellness benefits. They can save you money and, more importantly, help you stay healthy.
- Remember the Core Rule: PMI is for new, acute conditions that arise after your policy starts. It is not for pre-existing issues or the long-term management of chronic conditions.
The market is more complex than ever, but it also offers more value. Working with an independent, expert PMI broker is the most effective way to cut through the noise, compare providers, and tailor a policy to your specific needs and budget, all at no extra cost to you.
Does private medical insurance in the UK cover Long COVID?
Do I need to declare a past COVID-19 infection when applying for health insurance?
Has the cost of private health insurance gone up since the pandemic?
Is a virtual GP service as good as seeing an NHS GP in person?
Ready to explore how a modern private medical insurance policy can protect you and your family?
Related guides
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 900,000+ 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!