
As an FCA-authorised broker that has helped arrange over 800,000 policies, WeCovr offers this exclusive analysis of private medical insurance in the UK. We explore the towns where residents are most actively investing in their health, revealing the demographic and economic factors driving this trend across the nation.
Private Medical Insurance (PMI), often called private health cover, is becoming an increasingly important part of the UK's healthcare landscape. It's a policy you buy to cover the costs of private medical treatment for acute conditions—illnesses or injuries that are short-term and curable.
While the NHS provides exceptional care, rising waiting lists for routine procedures have led many to seek faster access to diagnosis and treatment. The latest NHS data from 2025 shows millions are waiting for consultant-led elective care. This has fuelled a significant national rise in PMI uptake.
But this trend isn't uniform. Where you live in the UK can have a huge impact on whether you, your neighbours, or your local businesses are likely to have private health cover. At WeCovr, we've dived deep into the data, combining market research with demographic and economic statistics from sources like the ONS, to identify the top 30 UK towns where PMI adoption is highest. This report reveals not just where PMI is popular, but why.
It's vital to understand what PMI is designed for. Think of an acute condition as a health problem that appears suddenly and has a clear, curable path.
The decision to invest in private health cover is driven by a blend of personal circumstances, local services, and economic factors. Our analysis shows four key drivers behind the geographic hotspots for PMI.
Affluence and Disposable Income: Unsurprisingly, areas with higher average incomes and more disposable cash lead the way. PMI is a discretionary purchase, and residents in affluent towns are more able to afford monthly premiums. These areas are often characterised by high property values and a high concentration of professionals in higher-paying sectors.
Corporate and Employee Benefits: Many of the UK's largest companies offer PMI as a standard part of their employee benefits package. Towns that are home to major corporate headquarters, particularly in the tech, finance, and legal sectors, naturally have a higher concentration of insured individuals.
Local NHS Waiting Times: While the national picture shows long waits, the performance of local NHS trusts varies. In areas where waiting times for diagnostics (like MRI scans) or elective surgery are perceived to be particularly long, residents may be more motivated to seek private alternatives for peace of mind and a quicker return to health.
Demographics: Age and Lifestyle: The age profile of a town plays a significant role. Affluent retirees are a key market for PMI. They are often more health-conscious, have the financial means, and wish to maintain an active lifestyle without long waits for procedures like hip or knee replacements. Equally, young professional families prioritise the health of their children and want to ensure a swift return to work if illness strikes.
Our research has identified the key locations where these driving factors converge, creating hotspots of high PMI adoption. The South East's commuter belt features heavily, but our list also includes thriving towns in the North and South West, proving this is a UK-wide phenomenon.
Here is the WeCovr Top 30 list, ranked based on our analysis of PMI penetration.
| Rank | Town/City | Region | Key Drivers |
|---|---|---|---|
| 1 | Guildford | South East | High Affluence, Commuter Hub, Corporate Presence |
| 2 | St Albans | East of England | High Affluence, London Commuter Belt |
| 3 | Bath | South West | Affluence, High Retiree Population, Wellness Focus |
| 4 | Harrogate | Yorkshire | Historic Affluence, Retiree Population, Conference Hub |
| 5 | Cambridge | East of England | Tech & Bio-Tech Hub, High-Skilled Workforce, Corporate PMI |
| 6 | Esher | South East | Extreme Affluence, "Stockbroker Belt" |
| 7 | Tunbridge Wells | South East | Affluent Commuter Town, Professional Families |
| 8 | Windsor | South East | Affluence, Tourism, Proximity to Corporate HQs |
| 9 | Beaconsfield | South East | High Affluence, London Commuter Belt |
| 10 | Solihull | West Midlands | Affluent Birmingham Suburb, Corporate Presence (JLR) |
| 11 | Harpenden | East of England | High Affluence, Top Schools, Family Focus |
| 12 | Altrincham | North West | "Cheshire Golden Triangle", High Incomes, Top Schools |
| 13 | Winchester | South East | Historic Affluence, Professional Services, Retirees |
| 14 | Oxford | South East | Academia, Tech Start-ups, High-Skilled Workforce |
| 15 | Sevenoaks | South East | Affluent Commuter Town, Financial Services Workers |
| 16 | Wokingham | South East | High Quality of Life, Tech Corridor (M4) |
| 17 | Reigate | South East | Commuter Hub, Professional Families |
| 18 | Poole | South West | Affluence, Coastal Retiree Haven (Sandbanks) |
| 19 | Cheltenham | South West | Affluence, Cultural Hub (GCHQ), Retirees |
| 20 | Hale | North West | Part of "Cheshire Golden Triangle", High Net Worth Residents |
| 21 | Leamington Spa | West Midlands | "Silicon Spa" Games Industry, Affluent Professionals |
| 22 | Brentwood | East of England | London Commuter Belt, Financial Services |
| 23 | Weybridge | South East | Gated Communities, High Affluence |
| 24 | York | Yorkshire | Professional Services, Affluent Retirees, High Quality of Life |
| 25 | Ilkley | Yorkshire | Affluent Commuter Town for Leeds/Bradford |
| 26 | Stratford-upon-Avon | West Midlands | Tourism, Affluent Retirees |
| 27 | Exeter | South West | Regional Business Hub, University City, High Quality of Life |
| 28 | Henley-on-Thames | South East | Extreme Affluence, Riverside Appeal |
| 29 | Hertford | East of England | Commuter Town, Professional Families |
| 30 | Cirencester | South West | "Capital of the Cotswolds", High Net Worth Residents |
Let's explore what makes the leading towns hotspots for private health cover.
Topping our list is Guildford, the archetypal affluent commuter town. With excellent transport links to London, high average salaries, and beautiful surrounding countryside in the Surrey Hills, it attracts high-earning professionals and their families. Many residents work in London's financial and legal sectors, where comprehensive PMI is a common employee perk.
A historic cathedral city with a village feel, St Albans boasts some of the highest property prices outside of London. Its fast train link to St Pancras makes it a magnet for City commuters. The demographic is predominantly affluent families who prioritise health and education, making individual and family PMI policies extremely popular here.
Bath is unique in our top five. While it has a thriving professional class, its popularity is also driven by its reputation as a wellness destination and a haven for affluent retirees. These residents are often proactive about their health and have the savings to invest in PMI, ensuring they can access treatments like joint replacements without long waits and continue to enjoy the city's rich cultural life.
Harrogate proves that high PMI uptake isn't just a southern phenomenon. This elegant spa town has a long history of wealth and a focus on health and wellbeing. It's a popular choice for retirees and is also a major conference and exhibition centre, attracting business professionals. The combination of a relatively older, affluent population and a strong business community drives PMI adoption.
"Silicon Fen," the cluster of high-tech and bio-tech companies surrounding Cambridge University, is a huge driver of PMI uptake. These innovative companies compete fiercely for top talent, and offering a premium benefits package—with private medical insurance at its core—is essential. The workforce is highly educated, well-paid, and understands the value of investing in their health.
It’s crucial to be clear on what a standard PMI policy includes and, more importantly, what it excludes. Misunderstanding this can lead to disappointment.
REMEMBER: Private medical insurance is for new, acute conditions that arise after your policy starts.
PMI policies are modular, allowing you to build cover that suits your needs and budget.
| Coverage Type | What It Typically Includes | Status |
|---|---|---|
| Core Cover | In-patient and day-patient treatment (when you need a hospital bed) | Standard |
| Hospital accommodation and nursing care | Standard | |
| Surgeon, anaesthetist, and specialist fees for procedures | Standard | |
| Cancer cover (often comprehensive, but check the level) | Standard | |
| Out-patient Cover | Specialist consultations and diagnostic tests (e.g., MRI, CT scans) | Optional Add-on |
| Therapies Cover | Physiotherapy, osteopathy, chiropractic treatment | Optional Add-on |
| Mental Health Cover | Access to counsellors, psychologists, or psychiatrists | Optional Add-on |
| Dental & Optical | Cover for routine check-ups, treatments, and glasses/lenses | Optional Add-on |
Adding options like out-patient cover will increase your premium, but it provides a more comprehensive package that speeds up the entire journey from diagnosis to treatment.
Navigating the market can feel complex, but it boils down to a few key choices. An expert PMI broker like WeCovr can guide you through this process, ensuring you don't pay for cover you don't need.
Assess Your Underwriting Options:
Control Your Premiums with Key Levers:
Compare the Best PMI Providers:
When you arrange your private medical insurance with WeCovr, you get more than just a great policy at a competitive price. We believe in providing ongoing value to help you live a healthier life.
Ready to take control of your health and explore your options?






