
TL;DR
Has your Vitality private medical insurance renewal landed with a thud? You’re not alone. Here at WeCovr, our FCA-authorised advisers are helping hundreds of UK families navigate significant premium increases.
Key takeaways
- Medical Inflation: The cost of private medical treatment is rising faster than general inflation. New diagnostic tools, advanced cancer drugs, and cutting-edge surgical techniques are incredibly effective but also expensive. Insurers pass these costs on.
- Increased Claims Volume: The NHS continues to face significant pressure, with long waiting lists for diagnostics and elective surgery. This pushes more PMI members to use their private cover, leading to more claims and, consequently, higher premiums for everyone.
- Ageing Population: As policyholders get older, they are statistically more likely to claim. Insurers adjust premiums annually to reflect this increased age-related risk.
- The ABC Model: Vitality's pricing is based on Age, Base Cover, and Claims/Activity. While earning Vitality points can reduce your premium, a year of low activity, a change in your health status, or making a claim can lead to a sharp increase at renewal, on top of the general market rises.
- Cost of Rewards: The popular benefits like cinema tickets, coffee, and smart-watch subsidies are not free. The cost of providing this extensive rewards programme is factored into the overall premium. As the costs for these partners rise, so does the pressure on Vitality's pricing.
Has your Vitality private medical insurance renewal landed with a thud? You’re not alone. Here at WeCovr, our FCA-authorised advisers are helping hundreds of UK families navigate significant premium increases. As a leading broker that has arranged over 900,000 policies of various kinds, we provide expert, no-cost guidance on securing the right cover at the best possible price. This guide explains exactly why your premium has risen and how you can switch providers without losing valuable cover for your pre-existing conditions.
Has your Vitality renewal jumped 15% We explain Switch on Continued Personal Medical Exclusions (CPME) and cheaper alternatives for active families
Opening a renewal notice that shows a 15%, 20%, or even higher increase on your Vitality health insurance premium can be a shock. For active families who have bought into the Vitality ecosystem of rewards and wellness tracking, it can feel like a penalty for loyalty.
If you want to estimate your own points, try our Vitality Points Calculator.
When you buy Vitality cover through WeCovr, you still get Vitality's watches and rewards, plus our complimentary CalorieHero app at no extra cost compared to buying direct from Vitality; Vitality does not include CalorieHero, only WeCovr does.
But you are not trapped.
There is a powerful, industry-standard mechanism designed for exactly this situation: switching on Continued Personal Medical Exclusions (CPME). This allows you to move to a new, potentially cheaper, insurer while carrying over your existing cover, ensuring conditions you're currently protected for remain covered.
This article will demystify the 2026 Vitality price hikes, explain the CPME switch process in plain English, and show you excellent, lower-cost alternatives that still deliver first-class private healthcare for you and your family.
Understanding the 2026 Vitality Price Hikes: Why Is Your Premium Increasing?
Several factors are converging to push up the cost of private medical insurance across the UK market, with Vitality's unique model adding extra layers to the price calculation.
1. General Market-Wide Factors:
- Medical Inflation: The cost of private medical treatment is rising faster than general inflation. New diagnostic tools, advanced cancer drugs, and cutting-edge surgical techniques are incredibly effective but also expensive. Insurers pass these costs on.
- Increased Claims Volume: The NHS continues to face significant pressure, with long waiting lists for diagnostics and elective surgery. This pushes more PMI members to use their private cover, leading to more claims and, consequently, higher premiums for everyone.
- Ageing Population: As policyholders get older, they are statistically more likely to claim. Insurers adjust premiums annually to reflect this increased age-related risk.
2. Vitality-Specific Pricing Dynamics:
- The ABC Model: Vitality's pricing is based on Age, Base Cover, and Claims/Activity. While earning Vitality points can reduce your premium, a year of low activity, a change in your health status, or making a claim can lead to a sharp increase at renewal, on top of the general market rises.
- Cost of Rewards: The popular benefits like cinema tickets, coffee, and smart-watch subsidies are not free. The cost of providing this extensive rewards programme is factored into the overall premium. As the costs for these partners rise, so does the pressure on Vitality's pricing.
Here’s a simple breakdown of the key drivers behind your renewal price:
| Factor | Description | Impact on Your Vitality Premium |
|---|---|---|
| Age | You move into a new age bracket each year, which carries a higher risk profile. | Guaranteed Increase |
| Medical Inflation | The underlying cost of private treatment, drugs, and hospital fees rises. | General Increase |
| Claims History | If you or a family member made a claim in the last year. | Significant Increase |
| Vitality Status | Your engagement level (e.g., Platinum, Gold, Silver) affects your discount. | Can Increase or Decrease |
| Rewards Programme | The cost to Vitality of funding the partner rewards and benefits. | Underlying Increase |
An FCA-authorised broker like WeCovr can analyse your renewal and pinpoint the exact reasons for the increase, helping you decide if it's justified or if a better deal exists elsewhere.
The Solution: How to Switch Insurers with CPME Underwriting
The single biggest fear when switching health insurance is losing cover for a medical condition you’ve developed since taking out your original policy. This is where Continued Personal Medical Exclusions (CPME) underwriting is your best friend.
What is CPME?
CPME is a method of underwriting that allows you to switch your private medical insurance from one provider to another without undergoing new medical checks. Your new insurer agrees to take you on with the same medical exclusions you had with your previous insurer.
In simple terms: any condition that Vitality currently covers for you will also be covered by your new insurer.
This is a game-changer. It means you can shop around for a better price or a policy that better suits your needs, without the risk of a new exclusion being applied for, say, the knee problem you had investigated last year.
How Does a CPME Switch Work?
The process is managed by your broker to ensure it's seamless:
- You find a new policy you like (e.g., a cheaper one with Aviva or Bupa).
- You apply on a CPME basis. You must have an active PMI policy to be eligible.
- Your new insurer contacts Vitality to obtain your certificate of insurance. This document lists your personal medical exclusions.
- The new insurer issues a policy that mirrors these terms. The same conditions are covered, and the same pre-existing conditions are excluded.
- You get continuity of cover, often at a much lower monthly premium.
Insider Adviser Tip: Do NOT cancel your existing Vitality policy before your new CPME policy is fully accepted and in place. A common and costly mistake is to cancel early, creating a break in cover that invalidates the CPME switch and forces you to start over with fresh underwriting, potentially losing cover for past conditions.
A Step-by-Step Guide to Switching from Vitality
Ready to escape the price hike? Follow these simple steps, guided by a specialist adviser, to ensure a smooth transition.
Step 1: Get Your Vitality Renewal Letter Have your latest renewal documents to hand. This contains your new premium, your current policy details, and your renewal date.
Step 2: Contact a Specialist PMI Broker (like WeCovr) This is the most important step. A broker’s job is to represent you, not the insurance company. WeCovr's service is completely free to you. We offer:
- Whole-of-Market Access: We can instantly compare quotes from all leading UK insurers that offer CPME underwriting.
- Expert Knowledge: We know which insurers are most competitive for your age and needs and who has the smoothest CPME process.
- Hassle-Free Application: We handle all the paperwork and communication between Vitality and your new provider.
Step 3: Compare Your CPME-Friendly Options Your adviser will present you with a clear comparison of alternatives. This will detail the premium, benefits, hospital access, and excess levels for providers like AXA Health, Bupa, Aviva, and The Exeter.
Step 4: Choose Your New Policy & Apply Once you’ve chosen the best option, your broker will complete the CPME application on your behalf. You will need to provide details of your current Vitality policy and answer some simple questions.
Step 5: Review and Accept Your New Terms The new insurer will issue their formal offer. Your adviser will review this with you to ensure it accurately reflects your current cover and that no unexpected new exclusions have been added.
Step 6: Go Live and Cancel Your Old Policy Only when your new policy is confirmed and active will your broker help you provide notice to Vitality to cancel the old plan at its renewal date. This guarantees no gaps in your private health cover.
Cheaper Alternatives to Vitality for Active Families
Vitality's rewards-based model is innovative, but many families find they are paying a premium for benefits they don't fully use. If your priority is first-class medical cover without the costly lifestyle add-ons, there are several excellent, more affordable options.
These providers focus on pure private medical insurance, delivering comprehensive cover and fast access to treatment, often for a significantly lower premium.
| Provider | Key Strengths & Features | Best For... |
|---|---|---|
| Aviva | Strong value, comprehensive core cover, excellent digital GP service. Often very price-competitive. | Families looking for a balance of great cover and affordable premiums. |
| Bupa | The UK's most recognised PMI brand. Extensive hospital network and direct settlement for many claims. | Those wanting the security of a large, established provider with a vast network. |
| AXA Health | Market-leading mental health support. Flexible policy options and a strong focus on wellbeing pathways. | Individuals and families who prioritise comprehensive mental health cover. |
| The Exeter | A friendly society (owned by members, not shareholders). Known for excellent service and a more personal approach to underwriting. | Older applicants or those with some minor medical history who value customer service. |
At WeCovr, we can provide instant quotes from all these providers. Furthermore, for health-conscious families leaving Vitality's ecosystem, we offer complimentary access to CalorieHero, our AI-powered calorie and nutrition tracking app, to help you stay on top of your wellness goals.
Understanding Key PMI Terms: CPME vs. Moratorium vs. FMU
To understand why CPME is so valuable, it helps to know the other ways policies are underwritten.
- Full Medical Underwriting (FMU): You complete a detailed health questionnaire when you first apply. The insurer assesses your medical history and applies specific, named exclusions to your policy from day one. This provides complete clarity on what is and isn't covered.
- Moratorium Underwriting (Mori): You don't fill out a medical form. Instead, the policy automatically excludes treatment for any medical condition for which you've had symptoms, medication, or advice in the 5 years before joining. A condition may become eligible for cover, but only after you complete a 2-year continuous period on the policy without any symptoms or treatment for it.
- Continued Personal Medical Exclusions (CPME): This is for switching only. It carries over the underwriting from your previous policy, whether it was FMU or Moratorium. It's the bridge that lets you move between insurers without starting from scratch.
| Underwriting Type | How It Works | Best For... | Key Risk |
|---|---|---|---|
| Full Medical Underwriting (FMU) | You declare your full medical history upfront. | People who want absolute certainty on what is covered from day one. | Can be more complex to set up. |
| Moratorium (Mori) | No medical questions. Automatic 2-year waiting period for pre-existing conditions. | Young, healthy individuals with no recent medical history. | Uncertainty at the point of claim; a condition may be deemed pre-existing and therefore excluded. |
| Continued (CPME) | Transfers your existing underwriting terms from your old insurer to the new one. | Anyone with an existing PMI policy looking to switch provider to save money. | You cannot add cover for conditions that are already excluded. |
The Golden Rule of UK Private Health Insurance
It is critical to remember this core principle: Standard private medical insurance in the UK is designed to cover acute conditions that arise after you take out your policy.
- An acute condition is a disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery (e.g., joint replacement, cataract surgery, cancer treatment).
- A chronic condition is an illness that cannot be cured but can be managed, such as diabetes, asthma, or high blood pressure. UK PMI does not cover the day-to-day monitoring and management of chronic conditions.
A CPME switch will not magically add cover for a chronic or previously excluded condition. Its purpose is to preserve the cover you already have.
Take Control of Your Health Insurance Today
A steep renewal price from Vitality is not a dead end. It’s an opportunity to review your needs and find a policy that offers better value. With a CPME switch, you hold the power to move to a more affordable provider without gambling with your health cover.
The process can seem complex, but with expert guidance, it is straightforward and safe. The team at WeCovr specialises in this exact scenario. We will:
- Analyse your Vitality renewal for free.
- Compare the entire market to find you a better deal.
- Manage the entire CPME switch process for you.
- Provide you with discounts on other policies, such as life insurance, when you switch.
Don't accept a 15-20% price hike without a fight. Let us show you how much you could save.











