
TL;DR
As an FCA-authorised broker that has helped arrange over 900,000 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. WeCovr's expert breakdown of pricing, benefits, and exclusions Choosing the right private medical insurance (PMI) is a significant decision.
Key takeaways
- Pre-existing conditions: Any illness or injury you had before your policy started.
- Chronic conditions: Long-term illnesses that cannot be cured, only managed, such as diabetes, asthma, or high blood pressure.
- Hospital accommodation and nursing care
- Surgeon and anaesthetist fees
- Specialist consultations
As an FCA-authorised broker that has helped arrange over 900,000 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.
WeCovr's expert breakdown of pricing, benefits, and exclusions
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.
What is Private Medical Insurance (PMI)? A Quick Refresher
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.
- Pre-existing conditions: Any illness or injury you had before your policy started.
- Chronic conditions: Long-term illnesses that cannot be cured, only managed, such as diabetes, asthma, or high blood pressure.
PMI is your partner for getting you back on your feet quickly after a new, unexpected health issue arises.
Vitality vs. Aviva: At a Glance Comparison
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.
Deep Dive: Core Cover and Benefits Compared
The foundation of any PMI policy is its core cover. This is what you get as standard before you add any optional extras.
In-patient and Day-patient Treatment
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:
- Hospital accommodation and nursing care
- Surgeon and anaesthetist fees
- Specialist consultations
- Diagnostic tests like MRI and CT scans
- Radiotherapy and chemotherapy
Both insurers cover these costs in full, provided the treatment is eligible and you use a hospital from your chosen list.
Out-patient Cover
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.
- Vitality: Offers a range of out-patient cover limits, from £0 (meaning you'd use the NHS for initial consultations) up to a full cover option. Their core plan includes some diagnostic tests even with no monetary out-patient limit.
- Aviva: Also provides flexible out-patient limits, typically from £500 up to unlimited. This allows you to tailor the policy to your budget.
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.
Cancer Cover: A Critical Component
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.
- Vitality's Advanced Cancer Cover: This is included as standard. It covers surgery, chemotherapy, radiotherapy, and targeted therapies. A unique feature is their coverage for screening and prevention, tying back to their wellness philosophy. They also offer a cash benefit option if you choose to have your treatment on the NHS.
- Aviva's Cancer Cover: Aviva's core policy (Healthier Solutions) also includes extensive cancer cover. It covers diagnostics, surgery, and treatments like chemotherapy. They also cover the monitoring of a condition for up to 10 years after treatment has ended. Their "Expert Select" process helps guide you to the best specialists.
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.
Deep Dive: Pricing, Affordability, and How to Save Money
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:
- Your Age: Premiums increase as you get older.
- Your Location: Healthcare costs vary across the UK, with London being the most expensive.
- Your Smoker Status: Non-smokers pay significantly less.
- Your Chosen Cover Level: The more comprehensive the cover (e.g., full out-patient, dental), the higher the cost.
- Your Excess: This is the amount you agree to pay towards any claim. A higher excess lowers your premium.
- Your Hospital List: A more restricted list of hospitals will be cheaper than one that includes prime central London facilities.
Example Monthly Premiums
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.
The Vitality Difference: Earning Your Discount
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.
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.
You earn "Vitality Points" for activities like:
- Tracking your steps with a fitness device
- Going to the gym
- Completing online health reviews
- Getting a health check
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. (illustrative estimate)
Conclusion on Affordability:
- For inactive individuals: Aviva might be cheaper or more straightforward over the long term, as your premium is not dependent on your lifestyle.
- For active individuals: Vitality presents a fantastic opportunity to actively lower your premiums. If you are committed to engaging with the programme, it can become the more affordable option year after year.
Deep Dive: The Power of Rewards and Added Benefits
Beyond core medical cover, both insurers offer benefits designed to keep you well and provide value for money.
Vitality's Rewards Ecosystem
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's Value-Added Services
Aviva takes a more traditional but still valuable approach. Their benefits are focused on providing convenient access to everyday healthcare support.
- Aviva Digital GP: Get a GP video consultation 24/7, usually within a few hours. This is a huge benefit for those struggling to get a timely NHS GP appointment.
- Stress Counselling Helpline: Access to trained counsellors for mental health support, available 24/7. This is included even if you don't have the full mental health option.
- Get Active: While not as extensive as Vitality's programme, Aviva offers discounts on gym memberships and health products to encourage a healthier lifestyle.
- Expert Select: A guided option that helps you choose a hospital and specialist from a pre-approved list, which can help keep costs down.
Understanding Hospital Lists
The list of hospitals you can use is a key factor in both the price and utility of your policy.
- Vitality: Uses a tiered approach. "Consultant Select" is the most affordable option, where Vitality helps choose your specialist from a pre-approved panel. Their main lists are then tiered (e.g., Local, Countrywide, London Care) based on the range and location of hospitals, with London Care being the most comprehensive and expensive.
- Aviva: Offers the "Key" list as its most affordable option, which excludes some of the more expensive hospital groups. Their standard "Signature" list is extensive, and the "Extended" list adds high-end London hospitals at an additional cost.
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.
Crucial Information: What Is NOT Covered?
Understanding the exclusions is just as important as knowing the benefits. As mentioned, no standard UK PMI policy will cover:
- Pre-existing Conditions: Anything you've had symptoms of, or received treatment for, in the 5 years before taking out the policy (under moratorium underwriting).
- Chronic Conditions: Long-term conditions like diabetes, asthma, Crohn's disease, and multiple sclerosis. PMI is for acute flare-ups, not the day-to-day management of these conditions.
- Emergency Care: A&E visits are handled by the NHS.
- Normal Pregnancy & Childbirth: Complications of pregnancy may be covered, but routine maternity care is not.
- Cosmetic Surgery: Unless it's reconstructive surgery required after an accident or illness covered by the policy.
- Self-inflicted Injuries: Including those related to substance abuse.
Both Vitality and Aviva have clear lists of exclusions in their policy documents. It is vital you read and understand these before you buy.
WeCovr's Unique Added Value
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:
- Complimentary access to CalorieHero: Our proprietary AI-powered calorie and nutrition tracking app. It's the perfect companion to a Vitality policy or for anyone looking to manage their health and diet more effectively.
- Discounts on other insurance: Once you're a WeCovr client, you can benefit from preferential rates on other types of cover, such as life insurance or income protection, helping you build a complete financial safety net for less.
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.
Making Your Final Decision: Vitality or Aviva?
So, who wins the affordability contest?
- Choose Vitality if you are an active, data-driven person who will genuinely engage with the wellness programme. If you will track your steps, use the partner gyms, and do the health checks, you can significantly reduce your premiums and earn rewards that could make the policy "pay for itself".
- Choose Aviva if you want straightforward, comprehensive, and reliable cover from a trusted brand without the need to track your activity. It's an excellent "fit and forget" option for someone who prioritises a wide choice of hospitals and a simple claims process over lifestyle rewards.
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.
Does private health insurance cover pre-existing conditions in the UK?
Is Vitality or Aviva better for mental health cover?
How can I make my private medical insurance cheaper?
- Increase your excess (the amount you pay per claim).
- Choose a more restricted hospital list that excludes expensive city-centre hospitals.
- Reduce your level of out-patient cover.
- With Vitality, you can earn discounts by engaging in their wellness programme.
- Quit smoking, as non-smokers pay significantly lower premiums.
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.
Sources
- Office for National Statistics (ONS): Mortality, earnings, and household statistics.
- Financial Conduct Authority (FCA): Insurance and consumer protection guidance.
- Association of British Insurers (ABI): Life insurance and protection market publications.
- HMRC: Tax treatment guidance for relevant protection and benefits products.









