As an FCA-authorised broker that has helped arrange over 800,000 policies, we at WeCovr know the UK private medical insurance market inside out. Today, PMI is about more than just treatment; it’s a proactive partner for your well-being, offering an impressive array of wellness and lifestyle perks.
Non-medical benefits included in PMI policies including mental health apps, nutrition advice, fitness coaching, and lifestyle management services
Private Medical Insurance (PMI) in the UK has undergone a remarkable transformation. Once viewed simply as a way to bypass NHS waiting lists for operations, it has evolved into a comprehensive health and wellness partner. Modern private health cover is increasingly focused on prevention, aiming to keep you healthy, happy, and out of the hospital in the first place.
This new generation of policies comes packed with non-medical benefits designed to support your physical and mental well-being every day. From mental health apps and 24/7 virtual GPs to discounted gym memberships and personalised nutrition plans, insurers are investing in your long-term health.
However, it is crucial to understand a fundamental principle of UK private health insurance:
A Note on Pre-existing and Chronic Conditions
Standard private medical insurance is designed to cover acute conditions – illnesses or injuries that are short-term and expected to respond to treatment. It does not cover chronic conditions (long-term illnesses like diabetes or asthma) or pre-existing conditions you had before your policy began. The wellness benefits, however, are often available to all members to help manage their general well-being.
A Deep Dive into Digital Mental Health Support
Mental well-being is now rightly seen as just as important as physical health, and PMI providers have responded in a big way. With NHS waiting times for psychological therapies sometimes stretching for months, the immediate support offered by private health cover can be invaluable.
The Rise of Mental Health Apps and Services
Most leading insurers now offer access to a suite of digital tools to support your mental resilience. These are not just token gestures; they are sophisticated platforms designed to provide real, tangible support.
- Mindfulness and Meditation Apps: Many policies include complimentary subscriptions to world-leading apps like Headspace, Calm, or Unmind. These provide guided meditations, sleep stories, and breathing exercises to help you manage stress and anxiety in the moment.
- Cognitive Behavioural Therapy (CBT) Courses: Some insurers provide access to self-guided digital CBT programmes. These structured courses help you identify and challenge negative thought patterns, building long-term coping strategies for conditions like anxiety and low mood.
- Mood Tracking and Journaling: Integrated tools allow you to monitor your emotional state over time, helping you recognise triggers and patterns in your mental health.
Real-life example: Priya, a teacher feeling the strain of a busy term, used the Headspace subscription included with her PMI policy. Ten minutes of guided meditation each morning helped her feel more centred and in control, reducing her stress levels without needing to book an appointment.
24/7 Virtual GP and Mental Health Helplines
One of the most powerful benefits is the ability to speak to a professional whenever you need to.
- Virtual GP Appointments: Skip the 8 am scramble for a GP slot. Most PMI policies offer 24/7 access to a virtual GP service, often via an app like Livi or their own bespoke platform. You can get a video consultation within hours, or sometimes minutes, from anywhere in the UK. This is perfect for getting advice, reassurance, or a prescription quickly.
- Mental Health Helplines: When you’re struggling, you don’t want to wait. These dedicated phone lines are staffed by trained counsellors and mental health nurses. They offer a confidential listening ear and expert advice day or night, providing immediate support during a crisis or simply a tough day.
Structured Therapy Sessions
Beyond digital tools, many policies include a set number of structured therapy sessions as part of your cover, often without needing a GP referral.
- Types of Therapy: This typically includes access to talking therapies like counselling, CBT, or psychotherapy.
- Number of Sessions: Policies commonly offer between 6 to 8 sessions per year, which is often enough to work through a specific issue.
- Delivery: You can choose between convenient virtual sessions via video call or traditional face-to-face appointments.
Considering a single private therapy session can cost between £50 and £150, having this included in your policy represents a significant financial and emotional benefit.
Nutrition and Fitness: Your Personal Health Coach
Modern PMI providers act as your personal wellness coach, giving you the tools and motivation to eat better and move more. They understand that a healthy diet and regular exercise are cornerstones of preventing illness.
Personalised Nutrition Advice
Forget generic diet fads. Many insurers now offer access to professional nutritional guidance tailored to you.
- Consultations with Experts: Higher-tier plans may include consultations with registered dietitians or nutritionists to create a plan based on your health goals, whether it's weight management, improving energy, or managing a food intolerance.
- Digital Tools and Plans: Access online portals and apps filled with healthy recipes, meal planners, and educational content to help you make smarter food choices.
At WeCovr, we enhance this by providing our PMI and Life Insurance clients with complimentary access to our powerful AI-powered calorie and nutrition tracking app, CalorieHero. It simplifies the process of monitoring your intake, making healthy eating easier than ever.
Digital Fitness Coaching and Gym Discounts
Staying active is heavily incentivised by PMI providers, who offer both financial rewards and expert guidance.
- Discounted Gym Memberships: This is one of the most popular perks. Insurers partner with major UK gym chains like Nuffield Health, Virgin Active, and PureGym to offer members discounts of up to 50%. This can save you hundreds of pounds a year.
- Digital Fitness Platforms: Get your sweat on from home with complimentary subscriptions to premium fitness apps like Fiit or Peloton Digital. These offer thousands of on-demand classes, from HIIT and yoga to strength training and cycling, led by world-class instructors.
- Personalised Workout Programmes: Many insurer-specific apps will generate workout plans based on your fitness level and goals, tracking your progress and keeping you motivated.
Real-life example: Mark wanted to get fitter but found gym costs prohibitive. His private health cover gave him a 40% discount on a Nuffield Health membership, saving him £30 a month. He now goes three times a week, feeling healthier and more energetic.
A Comparison of Gym Discounts from Major PMI Providers
| Provider | Typical Gym Partner(s) | Estimated Discount | Key Feature |
|---|
| Vitality | Nuffield Health, Virgin Active, PureGym | Up to 50% | Discount is linked to how active you are. The more you work out, the more you save. |
| AXA Health | Hussle, PureGym | Discounted passes and memberships | Offers flexibility with multi-gym passes through Hussle. |
| Bupa | Various independent & chain gyms | Discounts on memberships | Focuses on a network of Bupa-approved fitness centres. |
| Aviva | Various gym partners | Up to 25% off | Often available as part of their broader "Aviva Advantages" rewards programme. |
Note: Discounts and partners are subject to change and depend on the specific policy. A broker like WeCovr can help you find the latest and best offers.
Lifestyle Management and Everyday Wellness Perks
The best PMI policies integrate into your daily life, rewarding you for making healthy choices and providing tools for proactive health management.
Health Screenings and Assessments
Prevention is always better than cure. Many policies include a regular health screening to catch potential issues before they become serious.
- What's included? A typical screening includes checks on your cholesterol levels, blood pressure, blood glucose, Body Mass Index (BMI), and a general lifestyle discussion.
- Why is it valuable? These assessments provide a valuable snapshot of your current health and identify risk factors for conditions like heart disease, stroke, and type 2 diabetes, empowering you to make necessary lifestyle changes. The standalone cost of a similar private health check can be over £200.
Rewards for Healthy Living
Pioneered by Vitality, this "gamified" approach to health is now a popular feature offered by several insurers. The premise is simple: you are rewarded for being healthy.
- How it works: You earn points for daily activities like hitting a step count, completing a workout, tracking your nutrition, or getting a health check.
- What you get: These points can be exchanged for real-world rewards, such as:
- A free weekly coffee or cinema ticket.
- Significant discounts on smartwatches like the Apple Watch.
- Discounts on healthy food at supermarkets.
- Reduced prices on flights and hotel stays.
This innovative model actively encourages and motivates you to build and maintain a healthy lifestyle, turning your insurance policy from a passive safety net into an active daily companion.
Smoking Cessation and Stress Management Programmes
Insurers have a vested interest in helping you quit unhealthy habits. Many now offer structured support programmes to help you stop smoking or manage chronic stress, providing access to online courses, specialist support, and sometimes discounts on nicotine replacement therapies.
Comparing Wellness Benefits Across Major UK Providers
The range and quality of wellness perks vary significantly between insurers. It's not just about the headline price; it's about the value these benefits bring to your life. Choosing the right one can be complex, which is why consulting an expert PMI broker is so important.
| Feature Area | Vitality | AXA Health | Bupa | Aviva |
|---|
| Mental Health | Access to Togetherall, Headspace, 8 therapy sessions. | 24/7 helpline, Stronger Minds service, access to counsellors. | 24/7 helpline, access to CBT and counselling. | Mental health support via app, helpline, and therapy options. |
| Fitness | Up to 50% off gyms, discounts on Apple Watch, Peloton. | PureGym discounts, Hussle passes. | Network of Bupa-approved gyms, online health hubs. | Gym discounts, access to Aviva DigiCare+ app. |
| Nutrition | Discounts on healthy food at Waitrose & Partners. | Online health information and coaching. | Expert advice via phone and online resources. | Nutritional advice via app. |
| Lifestyle Rewards | Weekly coffee/cinema, flight discounts, Amazon Prime. | Often part of a broader corporate wellness offering. | Bupa Everyday Rewards with retail discounts. | Aviva Advantages offers discounts on various products/services. |
| Unique Feature | Active Rewards: The more you move, the more you earn. | Stronger Minds: Fast access to mental health professionals without a GP referral. | Direct Access: For some conditions, you can call them directly without a GP referral. | Aviva DigiCare+: A comprehensive health and well-being app included as standard. |
Disclaimer: This table is for illustrative purposes based on information available in early 2025. Policy benefits, partners, and terms change frequently. Contact WeCovr for the most up-to-date and personalised comparison.
How WeCovr Enhances Your Private Health Insurance Experience
Navigating the complex world of private medical insurance UK can be daunting. As independent, FCA-authorised experts, our role is to make it simple, transparent, and tailored to you—at no cost.
- Holistic Market Analysis: We don't just look at premiums. Our experts compare the entire package, weighing the core treatment cover against the value of the wellness benefits to find a policy that truly fits your lifestyle and priorities.
- Exclusive WeCovr Perks: When you arrange your PMI or Life Insurance through us, you get complimentary access to CalorieHero, our AI-powered nutrition app, helping you stay on top of your health goals.
- Bundled Savings: We believe in comprehensive protection. Our clients often benefit from discounts on other types of insurance, such as life or income protection cover, when they take out a PMI policy with us.
- Unbiased, Customer-First Advice: We have earned high customer satisfaction ratings because we work for you, not the insurer. Our goal is to find you the best possible private health cover, explaining the small print so there are no surprises.
Frequently Asked Questions (FAQs)
Are these wellness benefits included as standard in all UK private health insurance policies?
No, they are not. The range and quality of wellness and lifestyle perks vary dramatically between insurers and even between different policy tiers from the same provider. Basic policies may offer very few, while comprehensive plans are packed with them. This is a key reason why using an expert PMI broker like WeCovr is so valuable; we help you compare these benefits to find the policy that offers the best overall value for your specific needs.
Can I use these benefits for a pre-existing mental health condition like anxiety?
This is an important distinction. Generally, private medical insurance does not cover treatment for pre-existing conditions, including mental health conditions you had before the policy started. However, the general wellness tools like mindfulness apps, 24/7 helplines, and fitness perks are usually available to all members for day-to-day well-being management, regardless of their medical history. Structured treatment (like a course of therapy) would typically only be covered for acute conditions that arise after you join.
In most cases, access to these benefits is included within your overall monthly or annual premium. You do not pay a separate fee for the mental health app subscription or the right to get a gym discount. However, you will still have to pay for the discounted item itself, such as the subsidised gym membership fee or a contribution towards a discounted smartwatch. The value of these savings can often significantly outweigh the cost of the policy.
How does WeCovr help me choose the best private health cover with these perks?
At WeCovr, our FCA-authorised experts provide a free, no-obligation service where we conduct a full market analysis based on your personal needs, budget, and lifestyle. We look beyond the headline price and core medical cover, diving deep into the details of the wellness and lifestyle benefits offered by each provider. We present you with clear, unbiased options, explaining the pros and cons of each, ensuring you choose the most suitable policy that provides true value, day in and day out.
Ready to find a private health insurance policy that not only protects you when you're unwell but actively helps you live a healthier, happier life?
Speak to a WeCovr expert today for a free, no-obligation quote and discover a new generation of private health cover.