
As an FCA-authorised broker that has helped arrange over 800,000 policies, WeCovr provides this expert comparison of Vitality and Aviva private medical insurance in the UK. We’ll break down which provider offers more affordable cover, helping you make a truly informed decision for your health and finances.
Choosing the right private medical insurance (PMI) is a significant decision. You're not just buying a policy; you're investing in peace of mind and faster access to healthcare when you need it most. Two of the biggest names in the UK PMI market are Vitality and Aviva. Both are titans of the industry, but they offer very different approaches to health cover.
Vitality is famous for its innovative wellness programme, rewarding you for staying healthy. Aviva, on the other hand, is a household name known for its comprehensive, straightforward cover and extensive hospital network.
So, which one is right for you? And more importantly, which offers more affordable cover without compromising on quality? This guide will dissect every aspect of their offerings, from the core policy details to the small print in the exclusions.
Before we dive into the comparison, let's clarify what PMI is for. In the UK, we are incredibly fortunate to have the National Health Service (NHS). However, with NHS waiting lists reaching record highs—over 7.5 million treatment pathways in England as of early 2025 according to NHS England data—many people are turning to PMI for faster access to treatment.
PMI is designed to cover the costs of diagnosis and treatment for acute conditions. An acute condition is a disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery.
Crucial Point: Standard UK private health cover does not cover pre-existing or chronic conditions.
PMI is your partner for getting you back on your feet quickly after a new, unexpected health issue arises.
Let's start with a high-level overview of how these two providers stack up against each other.
| Feature | Vitality Health | Aviva (Healthier Solutions) |
|---|---|---|
| Core Philosophy | Proactive health and wellness. Rewards members for healthy living. | Comprehensive and traditional insurance. Focus on treatment access. |
| Key Selling Point | The Vitality Programme (discounts, rewards, Apple Watch). | Extensive hospital network, strong brand trust, comprehensive cancer cover. |
| Underwriting | Full Medical Underwriting, Moratorium. | Full Medical Underwriting, Moratorium. |
| Cancer Cover | Advanced Cancer Cover included as standard. | Extensive cancer cover as standard, with options to upgrade. |
| Hospital Access | Tiered hospital lists (Consultant Select, Hospital List A/B/C). | Wide range of hospital lists (Key, Signature, Extended). |
| Mental Health Cover | Included as a core benefit, with options to extend. | Optional add-on, but comprehensive when selected. |
| Value-Added Benefits | Talking therapies, Vitality GP, discounts on gym memberships, etc. | Aviva Digital GP, Get Active, Stress Counselling helpline. |
| Ideal Customer | Active individuals who will engage with the rewards programme to lower costs. | Those seeking straightforward, reliable cover with a wide choice of hospitals. |
This table gives you a snapshot, but the real value is in the details. Let's explore further.
The foundation of any PMI policy is its core cover. This is what you get as standard before you add any optional extras.
Both Vitality and Aviva provide comprehensive cover for treatments that require a hospital bed, either overnight (in-patient) or for the day (day-patient). This includes:
Both insurers cover these costs in full, provided the treatment is eligible and you use a hospital from your chosen list.
This is where policies start to differ. Out-patient cover pays for consultations and diagnostics that don't require a hospital bed. It's often where you can make significant savings by choosing a lower level of cover.
WeCovr Expert Tip: If you're looking for more affordable private health cover, consider reducing your out-patient limit. You can use the NHS for your initial diagnosis and then switch to your private cover for the treatment itself, potentially saving you hundreds of pounds a year on your premium.
Dealing with a cancer diagnosis is one of the most challenging experiences anyone can face. Comprehensive cancer cover is a cornerstone of any good PMI policy.
Both providers offer outstanding cancer care, but their approaches have subtle differences. A PMI broker like WeCovr can help you understand these nuances based on your personal priorities.
This is the big question: which provider is more affordable? The answer is: it depends entirely on you.
PMI premiums are calculated based on several factors:
To give you an idea, let's look at some illustrative quotes. These are for a 35-year-old, non-smoker living in Manchester, seeking mid-level cover with a £250 excess.
These are example prices from January 2025 and are for illustrative purposes only. Your quote will be different.
| Provider | Policy Type | Key Features | Estimated Monthly Premium |
|---|---|---|---|
| Vitality | Personal Healthcare | £1,000 Out-patient, Full Cancer Cover, Countrywide Hospital List | £45 - £55 |
| Aviva | Healthier Solutions | £1,000 Out-patient, Full Cancer Cover, Signature Hospital List | £50 - £60 |
As you can see, on paper, Vitality often appears slightly cheaper for a like-for-like core policy. However, this doesn't tell the whole story.
Vitality's unique selling proposition is its shared-value model. They believe that if they help you stay healthy, you're less likely to claim, which saves them money. They pass these savings back to you through rewards and discounts.
You earn "Vitality Points" for activities like:
The more points you earn, the higher your "Vitality Status" (Bronze, Silver, Gold, Platinum). A higher status can lead to significant discounts on your renewal premium—up to 25% for Platinum members.
Real-life example: Sarah, a 40-year-old runner, has a Vitality policy. Her initial premium is £60 per month. By consistently logging her runs, gym sessions, and completing her health review, she achieves Platinum status. At renewal, her age-related increase might be 10% (£6), but her 25% Vitality discount (£15) more than cancels it out, reducing her new premium to £51.
Conclusion on Affordability:
Beyond core medical cover, both insurers offer benefits designed to keep you well and provide value for money.
This is where Vitality truly stands apart. Their rewards are a core part of the product, designed to incentivise healthy behaviour.
| Reward Category | Examples | How it Works |
|---|---|---|
| Get Active | Discounted gym memberships (Nuffield Health, PureGym), Apple Watch from £39, discounted sportswear (Runners Need). | Pay a reduced monthly fee or earn the reward through activity points. |
| Healthy Eating | Up to 25% cashback on healthy food at Waitrose & Partners. | Link your Vitality account and earn cashback based on your activity level. |
| Entertainment | Free cinema tickets at Vue or Odeon, free Caffè Nero coffee. | Earned by achieving weekly activity goals. |
| Mental Wellbeing | Access to mindfulness apps like Headspace, online cognitive behavioural therapy (CBT). | Included as part of the plan to support mental resilience. |
For many, these rewards can offset a significant portion of the policy's cost. If you're already paying for a gym membership and an Apple Watch, the savings can be substantial.
Aviva takes a more traditional but still valuable approach. Their benefits are focused on providing convenient access to everyday healthcare support.
The list of hospitals you can use is a key factor in both the price and utility of your policy.
When choosing, think realistically about where you would want to be treated. If you live in rural Scotland, a policy that includes expensive London hospitals is likely an unnecessary expense. This is another area where an expert at WeCovr can provide invaluable guidance, matching your location and needs to the most cost-effective hospital list.
Understanding the exclusions is just as important as knowing the benefits. As mentioned, no standard UK PMI policy will cover:
Both Vitality and Aviva have clear lists of exclusions in their policy documents. It is vital you read and understand these before you buy.
When you arrange your private medical insurance through an expert broker like WeCovr, you get more than just impartial advice. We provide our PMI and Life Insurance clients with a suite of extra benefits at no additional cost:
Our goal is to be your long-term partner in health and financial wellbeing, providing tools and support that go beyond the initial policy purchase. We enjoy high customer satisfaction ratings because we focus on delivering tangible value to every client.
So, who wins the affordability contest?
Ultimately, the most "affordable" policy is the one that provides the right level of cover for your needs at a price you can comfortably manage long-term.
Ready to find out exactly how much a policy with Vitality or Aviva would cost you? The best way to get a clear, personalised comparison is to speak with an expert.






