If you’ve ever tried to compare health insurance, you’ll know how confusing it can be. Every insurer claims to be the best. Prices seem to vary wildly. And the jargon doesn’t help. We get it. That’s why we’ve put together this straightforward guide comparing the UK’s main health insurers – based on real data, not marketing fluff. Whether you’re looking for cover for yourself, your family, or your business, this should help you figure out where to start.
Why Are So Many People Looking at Private Health Insurance?
The short answer: NHS waiting times.
As of October 2025, there are over 7.4 million people on NHS waiting lists. Nearly 3 million of them haven’t even had their first appointment since being referred by their GP. The median wait is now over 13 weeks – and for some specialties like orthopaedics, it’s much longer.
Private health insurance won’t fix the NHS, but it can get you seen faster when you need it.
A quick note on prices: The figures in this guide are indicative ranges based on industry data. Your actual quote will depend on your age, where you live, and what level of cover you choose. The only way to know your real price is to get a personalised quote.
The Main UK Health Insurers Compared
Here’s how the big players stack up:
| Insurer | Best For | Price Guide | What Makes Them Different | Trustpilot |
| Bupa | Comprehensive cover, especially cancer | £30-70/mo | Skip the GP for certain conditions | 4.5/5 |
| Vitality | People who like rewards | £39-80/mo | Gym discounts, Apple Watch deals | 4.3/5 |
| Aviva | Families and older applicants | £45-90/mo | No upper age limit | 4.3/5 |
| AXA Health | People who want control | £40-85/mo | Build your own plan, 24/7 GP | 4.2/5 |
| WPA | Customer service matters most | £45-90/mo | Highest rated, not-for-profit | 4.7/5 |
| The Exeter | Budget-conscious buyers | £35-75/mo | Often the most affordable | 4.5/5 |
| Freedom | Medical history concerns | £40-85/mo | More flexible underwriting | 4.4/5 |
| Simplyhealth | Everyday health costs | £35-80/mo | Good dental and optical add-ons | 4.1/5 |
Prices are indicative ranges for healthy non-smokers aged 30-50. Trustpilot ratings verified December 2025.
A Closer Look at Each Insurer
Bupa – The Big Name
Bupa is the one most people have heard of. They’ve got around 35% of the UK market, so they’re doing something right.
What stands out? Their “Direct Access” feature. If you’re worried about cancer, mental health, or a muscle/joint problem, you can go straight to a specialist without waiting for a GP referral first. That can save weeks.
Their cancer cover is considered the most comprehensive in the UK – they’ll cover treatment for as long as you need it.
Worth knowing: Bupa has no shareholders, so profits go back into the business rather than to investors. They won Best Individual Insurance Provider at the 2024 Health and Protection Awards.
Vitality – The One That Rewards You
Vitality takes a different approach. They want you to be healthy – and they’ll reward you for it.
Hit your step targets, go to the gym, get your health checks done, and you can earn points. Those points turn into real rewards: up to 50% off gym memberships, discounted Apple Watches, free cinema tickets, even cheaper coffee.
Members who reached Platinum status saved an average of £332 in 2023 on rewards alone.
Worth knowing: Over 1.7 million UK customers. Mental health cover is included as standard. Popular with younger professionals who like the gamification aspect.
Aviva – Good for Families
Aviva’s Healthier Solutions plan is solid, reliable, and often competitively priced for families.
The big thing? No upper age limit. If you’re older and worried about being turned away, Aviva won’t do that. They also offer free cover for children on certain plans.
Worth knowing: Their app and digital tools are genuinely user-friendly. Over 51,000 Trustpilot reviews with a 4.3/5 rating.
AXA Health – The Customisable One
If you like being in control, AXA is worth a look. Their policies are highly modular – you can set separate limits for outpatient care, therapies, mental health, and more.
That means you only pay for what you actually want. Don’t need dental? Don’t add it. Want more mental health cover? You can increase it.
Worth knowing: Includes a 24/7 virtual GP service. Popular with small and medium businesses who want to tailor cover for their teams.
WPA – The Customer Service Champion
WPA consistently scores the highest customer satisfaction ratings of any UK health insurer. They’re not the flashiest, but their members love them.
They won Best Private Medical Insurance Provider at the Moneyfacts Awards 2025 and topped the Which? survey in April 2025. Their Trustpilot rating of 4.7/5 is the highest in the market.
Like Bupa, they’re not-for-profit – no shareholders to please.
Worth knowing: Claims under £250 won’t affect your no-claims discount. Very flexible policy configuration.
The Exeter – Often the Cheapest
If budget is your main concern, The Exeter often comes out as the most affordable option without cutting corners on core cover.
They’re also known for taking a more personalised approach to underwriting – so if you’ve got some medical history that’s caused problems elsewhere, they might be more flexible.
Worth knowing: Good option if you’re new to private health insurance and want to start with something straightforward.
Freedom – Worth a Look If You’ve Been Turned Down
Freedom is often overlooked, but they’re worth considering if you’ve struggled to get cover elsewhere due to medical history.
Their underwriting tends to be more accommodating. They also don’t use ‘guided’ consultant options – you get a traditional hospital list where you choose your specialist.
Simplyhealth – Good for Everyday Health
Simplyhealth bridges the gap between full private medical insurance and cash plans. They’re particularly strong on everyday health costs like dental and optical.
If you want help with routine things like check-ups and glasses alongside bigger medical cover, Simplyhealth is worth a look.
Things to Think About Before You Choose
Hospital network
Check which hospitals are covered near you. Some policies offer ‘guided’ options where the insurer chooses – cheaper, but less choice. London hospitals often need additional cover due to higher costs.
Inpatient vs outpatient
Basic policies only cover stays in hospital. If you want consultations, scans, and physio without being admitted, you need outpatient cover – costs more, but often useful.
Mental health
Coverage varies a lot. Some insurers include it as standard, others charge extra. Always check the session limits and any waiting periods.
Excess
Higher excess = lower premium. A £250-£500 excess often gives a good balance between keeping costs down and not paying too much out of pocket if you claim.
Pre-existing conditions
Private insurance typically won’t cover conditions you already have. But underwriting approaches differ – some insurers are more flexible than others. This is where talking to a broker really helps.
Why Talk to a Broker?
If you go direct to Bupa, you’ll only see Bupa’s products. Same with any insurer.
A broker like Healthplan compares across the whole market – Bupa, Vitality, Aviva, AXA, WPA, The Exeter, Freedom, Simplyhealth – to find what actually fits your situation.
It doesn’t cost you more. Insurers pay the broker’s fee. And sometimes we can access rates you won’t get going direct.
We also explain things in plain English, help with the paperwork, and support you if you need to make a claim.
Frequently Asked Questions
It depends on your age, where you live, and the level of cover you choose. As a rough guide, a healthy 35-year-old non-smoker might pay anywhere from £30 to £90 per month for a mid-level policy. Older applicants or those wanting comprehensive cover will pay more. The only way to know your actual price is to get a personalised quote.
Usually not, at least not straight away. Most insurers won’t cover conditions you already have when you take out the policy. However, under ‘moratorium’ underwriting, conditions you haven’t had symptoms or treatment for in 5 years may become covered after 2 years on the policy. Some insurers are more flexible than others – a broker can help you navigate this.
It depends on your circumstances. Private insurance can get you faster access to consultants and treatment, more choice over where and when you’re treated, and access to private hospitals. With NHS waiting lists over 7 million, many people find the peace of mind worth it. But it’s a personal decision based on your health needs and budget.
Inpatient cover pays for treatment that requires you to stay in hospital (including day-patient procedures). Outpatient cover pays for consultations, scans, tests, and therapies where you don’t need to be admitted. Basic policies often only include inpatient cover – adding outpatient increases the premium but means more of your healthcare is covered.
If you have a personal policy, yes – it stays with you regardless of your job. If your cover is through your employer’s scheme, you’ll lose it when you leave. However, many insurers offer ‘continuation’ options that let you switch to a personal policy without new medical underwriting, keeping any conditions you’ve already claimed for covered.
If your employer provides health insurance, yes – it’s classed as a benefit-in-kind and you’ll pay tax on the value. It will appear on your P11D. However, businesses can usually claim the cost as a business expense. If you pay for your own personal policy, there’s no tax benefit, but no tax to pay either.
There’s no single ‘best’ – it depends on what matters to you. Bupa has the most comprehensive cover and largest network. Vitality is best if you want rewards for healthy living. WPA has the highest customer satisfaction ratings. The Exeter is often cheapest. Aviva is strong for families. A broker can help match you to the right insurer for your specific needs.
Most policies have no general waiting period for new conditions – you can claim as soon as cover starts. However, some policies have specific waiting periods for certain treatments (e.g., 2 years for hip/knee replacements). Pre-existing conditions are typically excluded. Always check the policy terms before buying.
Ready to Get a Quote?
Still not sure which insurer is right for you? That’s what we’re here for. Get a free, no-obligation quote and we’ll help you find the right cover – whether it’s for you, your family, or your business.
Get a quote online: healthplan.co.uk/quote
Or call us: 020 3039 3959
We compare all the major UK insurers and there’s no charge for our advice.
Sources
– NHS waiting list data: NHS England, King’s Fund, BMA (October 2025)
– Trustpilot ratings: Verified from individual insurer pages, December 2025
– Industry awards: Moneyfacts 2025, Which? April 2025, Fairer Finance Spring 2025
– Price indications: Industry broker comparison data (indicative only)
Last updated: December 2025
This article is for information purposes only and does not constitute financial advice. Always get a personalised quote based on your individual circumstances.
Healthplan is a trading style of Sante Partners Ltd, authorised and regulated by the Financial Conduct Authority (FRN 914023).