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Private medical insurance uptake grew by 7% in 2023, with a record 6.2 million people covered across individual and workplace policies, according to a report by the Association of British Insurers (ABI).
If you're thinking of taking out a policy this year, the level of coverage you can get and the price you have to pay will be a priority, but it's also worth weighing up the extras insurance companies throw in to set themselves apart.
Here, Which? dives into what perks the top health insurance providers are offering.
Choose life insurance, health insurance, income protection and/or critical illness cover via LifeSearch and get a £50 John Lewis gift card.
Get a quotePolicy must be active for 90 days before gift card is issued. T&Cs apply.
Below, we’ve rounded up the perks available from five major private medical insurers and given an illustrative quote for each provider.
We used Go.Compare to create illustrative quotes for a 35-year-old non-smoker living in Bristol, but remember the cost of private medical insurance (PMI) will vary depending on your age, pre-existing medical conditions and where you live.
The providers are listed in alphabetical order.
Interested in keeping track of your activity levels? Read our reviews on the best fitness trackers.
With 19.5 million customers in the UK, Ireland and Canada, Aviva is the largest general insurer in the UK.
Illustrative policy cost: £43.43 per month
Aviva offers My Healthy Discount, which could save you up to 15% on your first-year premium, though this discount is reduced on future renewals.
What are the main perks on offer? Aviva Get Active offers savings on gym services, discounted lifestyle products and offers at more than 3,500 nationwide health and fitness clubs. These include both independent and larger chain gyms and health clubs, so discounts can vary.
It also offers discounts on online exercise subscriptions such as Les Mills on demand and services such as Peloton and FiiT.
Axa Health is one of the biggest health insurers in the UK.
Illustrative policy cost: £36.72 per month
What are the main perks on offer? Access to discounted gym memberships, such as up to 40% off a monthly rolling Nuffield Health individual membership or 40% off online-only gym membership. You can also save up to 40% off at Hussle with a Monthly+ pass.
AXA Health is offering a £100 M&S gift card to customers who take out an eligible private health insurance plan before 31 May 2025. The offer applies to plans purchased directly through AXA and excludes policies bought through brokers or other third parties. To qualify, the plan must cost at least £600 annually or £50 per month, and customers must not have been a member of any AXA Health plan in the three months before the offer period.
Additionally, they have a refer-a-friend scheme. When you refer a friend who takes out a private health insurance plan, you should both receive a reward within 70 days of their purchase. You can choose from a £100 Amazon or M&S e-gift card, a National Trust Joint Membership worth £139, or a Bluecrest Health MOT worth £119. This offer is open to new AXA Health members.
Bupa is a leading healthcare specialist in the UK.
Illustrative policy cost: £31.21 per month
What are the main perks on offer? Bupa consumer health insurance policies now include a free annual dental appointment at a Bupa Dental Care practice. Each person covered by the policy also gets a £300 allowance towards restorative treatments, such as crowns or fillings. This benefit has been available for all new policies and renewals since 1 August 2024.
You can also get 40% off a Hussle Monthly+ pass, which gives access to multiple gyms, pools and spas across the UK, and discounts on fitness apps.
Other discounts include fruit boxes, health assessments and 20% off Fitbit products.
Vitality Health is a UK-based private health insurance provider known for its active rewards scheme.
Illustrative policy cost: £58.48 per month
What perks are on offer? Vitality Health has a fairly extensive rewards system. You sign up for a plan, track your activity with a smartwatch or fitness tracker and earn points, which you then exchange for rewards.
It offers the Apple Watch Series 10 from £39 upfront, and by staying active you can earn 160 activity points per month (equivalent to 12,500 steps, five times a week), which will reduce your Apple Watch payments to zero. If you don't reach 160 points, Vitality offers a contribution towards your Apple Watch based on your level of activity. If you're not active, however, you may end up paying the full price.
On top of this, Vitality offers 50% off monthly gym membership fees with one of their gym partners, which includes Nuffield Health, PureGym or Virgin Active; and a 50% discount on a pair of running shoes from SportsShoes.com each plan year. You can also earn up to £1,026 cashback on a Peloton Tread, or up to £630 cashback on a Peloton Bike or Bike+ (Peloton offered as an alternative to gym membership).
Popular perks with Vitality include weekly free drinks at Caffè Nero, monthly cinema tickets at Vue or Odeon, discounts at Itsu, spa break offers, access to Rakuten TV, and deals with Merlin Entertainments attractions.
WPA – which stands for the Western Provident Association – is a not-for-profit private medical insurer, founded in 1901. It specialises in health insurance.
Illustrative policy cost: £47.47 per month
What are the main perks on offer? 40% off gyms near you with Hussle, up to 20% off FitBit fitness devices, a 20% discounted gym membership and health assessments at Nuffield Gym.
It also offers a 25% discount on FiiT, the online exercise subscription, as well as a £20 voucher off Specsavers when spending at least £99 in store, and £50 off digital hearing aids.
Although these rewards might catch your eye, it's important to think about whether they truly add value compared to the cost of your premium. Finding the right policy that covers your needs is key, regardless of the perks it offers.
Which? can help you compare providers. We've surveyed private health insurance customers who have claimed on their policy to provide scores and star ratings that can give you an idea of the service before signing up.
The perks listed here aren't comprehensive. This means you might get more—or sometimes less—than what’s advertised. Always make sure to choose the insurance policy that best fits your needs.
Choose life insurance, health insurance, income protection and/or critical illness cover via LifeSearch and get a £50 John Lewis gift card.
Get a quotePolicy must be active for 90 days before gift card is issued. T&Cs apply.
The NHS provides comprehensive healthcare services without charge when you need them, but a growing number of people are opting to go private to avoid long waiting lists.
But paying to go private for one-off treatments can be expensive. For example, surgeries like hip or knee replacements can easily cost more than £10,000.
With private medical insurance, you can avoid these big one-off costs and have more options as to when and where you can receive treatment, along with the convenience of quicker access to care.
