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Best Private Health Insurance 2023

We are constantly reviewing the top health insurance providers to find the best policies for UK consumers. Our team of health insurance experts looks at all of the various options that are available to figure out which are the most useful and affordable.

We then carefully select our panel from the top health insurance brands to give you the best and the most cost-effective cover. One of the best and worst things about private health insurance is the number of options that are available.

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60-Second Summary – Best Private Health Insurance 2023

Here is our ranking of the top health insurance providers for UK customers in 2023, to help you decide which might be the best option for your health cover.

  • Health insurance (also known as private medical insurance) is a cost effective way to cover the cost of private healthcare. It is most well-known for providing cancer treatment and private care to policyholders around the world.
  • Our Top 5 UK health insurance providers for 2023 are Aviva, Bupa, Vitality, The Exeter and AXA. While all of these are great choices, one of them may be a better option for you than the others based on your own needs and situation. There are also other brilliant health insurance providers available in the UK including National Friendly, WPA and Freedom health insurance.
  • We base our rankings on key factors like the level of customer service, ease of claims process, available benefits and independent customer reviews.

How do our Private Health Insurance reviews work?

Our health insurance reviews are based on a number of different elements and features for each provider or policy. We also consider several of the typical factors that impact your everyday health insurance needs, including:

  • Customer service
  • Claims process
  • Payment of claims
  • Customer reviews
  • Information

Policy and product features:

  • Alternative therapies
  • Annual cover limits
  • Cancer cover limits
  • Defaqto ratings
  • Dental cover options
  • Helplines and telephone support
  • Hospital lists (Local and National)
  • No claims discounts
  • Optical cover options
  • Policy exclusions
  • Scans (e.g. CT, PET or MRI)
  • Travel cover
  • Virtual GP and Apps

There are lots of options when buying or renewing health insurance so it can be extremely confusing, especially if you’ve never looked at it before.

Here are our Top 5 Private Health Insurance companies for 2023 in the UK from our team of healthcare experts.

Aviva logo

1) Aviva

Aviva score: 9.5/10
Defaqto rating: 5 Stars


Aviva Insurance PLC is the largest insurance provider in the UK with around 18 million customers. Aviva Health Insurance is also the top private medical insurance provider with an extensive range or products and services.


  • Cancer cover included (standard)
  • Optional benefits: dental, optical, mental health, and additional hospitals list
  • Partners and children can be added quickly
  • Excess from £100 to £5,000 (optional)

About Aviva Healthier Solutions

Aviva’s ‘Healthier Solutions’ product is the top health insurance product in the UK thanks to its competitive pricing and comprehensive policy options. One of the biggest benefits to the Aviva health insurance proposition is the ability to protect your no claims discount to minimise any potential risks of claims affecting your premiums.

Your policy will also give you access to some of the best hospitals in the country and a network of hundreds of hospitals (including Spire, Nuffield, BMI, and NHS Private hospitals).

Pros and cons of Aviva health insurance


  • Cancer Cover included as standard
  • Top class coverage for acute medical conditions
  • 24/7 access to a Digital GP (Aviva Health app)
  • Multi-person discounts (couples and partners)
  • Hospitals list gives you access to hundreds of leading private medical facilities
  • Youngest child is Free (when you add 2 or more children) *under 19


  • Expert Select is the default hospital option which can be a limited list of private medical facilities provided by Aviva Health Insurance. Additional options to include one or three hospital lists at an extra cost can be added.
  • Dental cover is available with Aviva Health Insurance, however, the options are considered to be low compared to other products (Max. £250 cover and £50 excess).
  • No option for overseas cover

TrustPilot logo

Trustpilot score (Aviva) – 4.1 out of 5.0 stars

Number of reviews – 29,657 (as of 30/08/2023)

Customer reviews: Aviva Insurance PLC appears on Trustpilot to collect customer reviews across all of its products and divisions, so these are not exclusively health insurance reviews. Current rating is “Great” based on 29,657 reviews and a score of 4.1 out of 5.0 (30/08/2023).

Bupa logo

2) Bupa

Bupa score: 9.3/10
Defaqto rating: 5 Stars


Bupa is still one of the most well-known and highly respected brands in the UK health insurance industry. The company currently supports more than 2 million British customers and is highly regarded among health insurance brokers.


  • Automatically includes mental health cover
  • Cancer cover included as standard
  • Includes NHS cash benefit option
  • 200+ hospitals (Bupa Essential), 900+ hospitals (Bupa Extended) and 1K+ hospitals (Extended + London)
  • Additional diagnostics cover included
  • Excess options from £100 to £2,000 (by request)

About Bupa Health Insurance

There are two levels of cover that are offered on the Bupa Health Insurance platform which are ‘Treatment and Care’ (low cost option) and ‘Comprehensive Cover’. As the name suggests, Comprehensive Cover is Bupa’s top level product which is the most well-known and selected option.

Pros and cons of Bupa health insurance


  • Mental Health inpatient and outpatient cover included automatically
  • Bupa Direct Access for specialist Cancer treatment referrals
  • No age limits
  • 24/7 access to Digital GP’s (via Babylon from Bupa)
  • Acute medical condition cover (excluding pre-existing)
  • Physiotherapy and therapy outpatient cover (limits apply)
  • Scans, tests and consultations for outpatients (limits apply)
  • Three options for hospital lists (e.g. Essential, Extended and Extended + London)
  • Family discount (10% reduction in premiums)


  • No protection option for No Claims Discount
  • Premiums may be higher and will increase as you get older
  • Cancer treatments are only available and paid via Bupa recognised facility
  • Will not cover pre-existing medical conditions or chronic conditions (e.g. diabetes, epilepsy, asthma, multiple sclerosis, high blood pressure or high cholesterol)
  • Restricted to Bupa approved consultants and private medical facilities

TrustPilot logo

Trustpilot score (Bupa) – 4.0 out of 5.0 stars

Number of reviews – 19,772 (as of 30/08/2023)

Customer reviews: As with most insurance providers and companies, Bupa collates all of its customer reviews on Trustpilot, but unlike others, all of the reviews relate to health insurance. Currently Bupa has an overall score of ‘Great’ which is based on 19,722 reviews and 4.0 out of 5.0 Stars (30/08/23).

Vitality logo

3) Vitality Health

Vitality score: 9.1/10
Defaqto rating: 5 Stars


Vitality is relatively new to the UK health insurance market compared to some of the other more established brands such as AXA, Aviva and Bupa. Launched I 2007 under the brand PruHealth and later re-branded as Vitality Health in 2014 to align with its parent company in South Africa. Vitality is now one of the top four health insurance brands in the UK and well-known for its innovative technology based rewards system.


  • Exclusive discounts and rewards scheme
  • Health based proposition to reward healthier living
  • Access to its innovative Virtual GP service
  • Rewards partners include Apple Watch, Peleton, PureGym, Nuffield Fitness, Garmin, Odeon, Café Nero, Odeon, Vue, Expedia, Nike and many more.

About Vitality Personal Healthcare

Vitality has cleverly positioned itself in a unique space of the UK health insurance market to offer competitive and comprehensive solutions for consumers. Its innovative products means that policyholders now have access to top healthcare solutions as well as healthy rewards and discounts.

Its ‘shared values’ model means that it encourages and rewards healthy behaviour by offering a range of benefits, including discounts with some extremely well-known retail brands and fitness brands.

Vitality rewards its customers in many innovative ways, including their unique introductory 10% discount offer for all new customers who have not had any treatment or consultations in the past 3 years. The cleverly structured rewards and benefits offers policyholders the opportunity to recoup some or even all of the cost of premiums through healthy behaviour.

Pros and cons of Vitality health insurance


  • Benefits package to help reduce the cost of cover
  • Discounts and Rewards scheme for customers
  • Free annual health screening
  • Discounts on renewal premiums for high engagement (Gold or Platinum status)
  • Comprehensive cancer treatment included
  • Full Cover Promise (guarantees to pay all fees for consultations, hospital fees and anaesthetists when admitted to hospital)
  • Virtual GP app with 24/7 access to online medical professionals
  • Mental health cover included (not including psychiatric treatment – can be added)
  • Menopause cover and treatments included
  • 10% discount to new customers with no medical treatment or issues in the past 3 years


  • Not ideal for customers who don’t engage in activity (e.g. steps or exercise)
  • Premiums can increase significantly on renewal for customers who do not engage
  • Technology can be confusing and sometimes frustrating
  • Can seem complicated to new customers

TrustPilot logo

Trustpilot score (Vitality) – 3.9 out of 5.0 stars

Number of reviews – 30,341 (as of 30/08/2023)

Customer reviews: Yet again you can find Vitality health insurance customer reviews on Trustpilot, and this covers both health and life insurance areas of the business. This is an area where Vitality has improved dramatically over the past few years as it has been an issue for them in the past. The current rating is ‘Great’ and this is based on 30,341 reviews and a score of 3.9 out of 5.0 stars (30/08/23).

The Exeter logo

4) The Exeter

The Exeter score: 9.0/10
Defaqto rating: 5 Stars


The Exeter is one of the biggest and most well-known friendly societies, offering a range of health insurance, income protection and life insurance solutions. The current company was established in 2008 following a merger between Exeter Friendly and The Pioneer Friendly Society. This is now one of the biggest friendly societies in the UK with over 100,000 members and around 100 employees.


  • Community-rated scheme for customers between 70 and 80 years of age (reduce impact of claims on renewals)
  • Optional protected no claims discount
  • Comprehensive core cover
  • Excellent customer service

About The Exeter Health+

The Exeter is a slightly more specialist health insurance product and well suited to certain people, such as those with chronic medical conditions (e.g. diabetes, asthma, mental health, MS etc.). The benefits of a Friendly Society is that it does not have the same restrictions as the bigger insurance brands and so can be more flexible in its approach.

Health+ is one of the most comprehensive health insurance policies that is available today which is backed up be The Exeter’s excellent service levels. Some of the most appealing elements of this product includes a unique “Community Rated” scheme for individuals between the ages of 70 and 80 to protect no claims discounts.

You can also select to protect your no claims discount via the more traditional options which is similar to other providers offering this option.

Pros and cons of The Exeter health insurance


  • Comprehensive Core Benefits (Standard Plan)
  • Cancer Cover is extremely competitive
  • Excellent customer service (based on review score of 4.4 out of 5.0)
  • Discounts and Rewards scheme
  • Surgery for Outpatients included (Core Benefit)
  • Optional extras include Therapies, Mental health and more
  • Protectable no claims or Community-rated scheme (if you qualify)
  • High rates of claims payouts
  • Excess from £0 to £5,000
  • Family and couples discounts available
  • Flexible plan to suit budget and needs


  • Dental cover option is not available
  • Travel insurance option not available
  • Exclusions may apply (see list)

TrustPilot logo

Trustpilot score (The Exeter) – 4.4 out of 5.0 stars

Number of reviews – 711 (as of 30/08/2023)

Customer reviews: Due to the size of the company, you’ll see that the number of reviews is considerably lower than some of its competitors in this space. Based on The Exeter’s Trustpilot page, it is one of the only insurers with an ‘Excellent’ rating from a score of 4.4 out of 5.0 stars. This is however only based on a small sample of 711 reviews (31/08/23) which is nowhere near some of the other large insurers.

AXA logo

5) AXA Health

AXA score: 9.0/10
Defaqto rating: 5 Stars


Most households will have heard the name AXA and may even have had an AXA policy or pension at some point in the past. This is a well-known brand in financial services with around 1 million customers in the UK through its various sub-brands, including Health-on-line and AXA PPP healthcare.


  • Access to over 250 hospitals with more than 34,000 specialists
  • Includes best London hospitals (e.g. Harley Street, London Bridge, The Portland)
  • Unlimited Outpatient surgery
  • Cash benefit of £50 per night (Max. £2,000 per year) with NHS inpatient treatment
  • Dafaqto 5 Star rating

About AXA Personal Health Insurance

One of AXA’s key benefits is the level of flexibility that it provides for policyholders, including being able to exclude outpatient cover. Its core product includes inpatient and private day-patient treatment provided at more than 250 hospital facilities.

AXA personal is one of the leading health insurance products available in the UK due to its comprehensive cover and wide range of options. Some consumers might be put off by the cost and the fact that its guided consultants doesn’t offer as much choice as standard.

Based on its brand and the size of the organisation, you can see why millions have opted to take out AXA Personal health Insurance.

Pros and cons of AXA health insurance


  • Top rated Cancer and Cardiovascular cover
  • Cancer treatment includes chemotherapy and radiotherapy
  • Comprehensive outpatient cover (as standard)
  • More than 250 private hospital facilities to choose from
  • Best no claims discount option available today
  • Access to healthcare experts 24/7 via Health at Hand app
  • Nurse helpline for telephone support
  • Excellent Acute medical conditions cover (excluding pre-existing)
  • Diagnostics appointments Fast Track (outpatient cover)


  • Outpatient option not included on Core plan (optional benefit)
  • Guided consultant option on standard Core plan
  • Non-guided option available with additional charge

TrustPilot logo

Trustpilot score (AXA Health) – 4.1 out of 5.0 stars

Number of reviews – 8,019 (as of 30/08/2023)

Customer reviews: AXA Health also collates its customer reviews on Trustpilot which is the same platform as all other insurers on this panel. The current rating is ‘Great’ based on 8,019 reviews and a score of 4.1 out of 5.0 stars (31/08/23).

We’re constantly reviewing our scores to make sure that we have the latest and most up to date scores and ratings for each of these health insurance providers. It is important to find an insurance provider and policy that suits your own budget, as well as your needs from a health insurance product.

Health insurance Frequently Asked Questions

Here are the answers to some of the most common and most popular questions about private health insurance. If you have any other questions or a question specific to your own circumstances that isn’t included then you can CLICK HERE or call our team of experts on 0800 009 6559.

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What is health insurance?

Health insurance is also known as private medical insurance (PMI) and is most well-known for providing cancer treatment and private care to policyholders around the world.

The private healthcare sector in the UK is worth a reported £1.47 billion according to a report from LaingBuisson produced in 2018. This figure does not include consultant or diagnostic treatment provided outside hospitals, and 40% of this demand was from the Greater London area.

A health insurance policy provides cover for the cost of private medical treatment provided outside of the NHS, avoiding NHS waiting times and providing higher levels of care. Most policies will include core benefits that can vary from one insurer to another and optional benefits including therapies, outpatient, inpatient, mental health, dental and travel insurance options.

Do I need health insurance UK?

Nobody actually needs health insurance and we’re extremely fortunate in the UK to have a National Health Service (NHS), which provides free treatment. Many would naturally want to avoid paying for private health insurance because they feel that they already pay tax on their income for NHS treatment.

Unfortunately, treatments and care from the NHS is becoming more stretched and it is clear that some are suffering as a result of this. If you feel that it is important to get quicker and potentially more specialist treatment, then you might want to consider health insurance.

What are the main benefits of health insurance?

There are many individual benefits that are provided by private health insurance and each benefit will be different depending on your circumstances.

Some of the main benefits of health insurance include:

  • Avoid ever increasing NHS waiting times
  • Quick access to specialists and private hospitals
  • Faster diagnosis and avoid further complications
  • Private treatment rooms and accommodation (overnight stays)
  • Greater choice and options for specialists or facilities
  • Reduced recovery times and better rehabilitation support
  • Some plans include optional rewards and discounts schemes

Obviously, there are many variations and different options for health insurance so it can be difficult to give an average cost of health insurance that is relevant to everyone.

Based on our extensive research of 5 of the top towns and cities in the UK from the 5 top health insurance providers. We found that the average cost of health insurance in 2023 was £60.09 per month (or £721.08 per year).

Average cost of health insurance by age

Policyholder’s ageMonthly Premium (£’s)
20 years£33.27
30 years£42.12
40 years£53.74
50 years£69.28
60 years£102.04

Data: iam|INSURED – Private Health Insurance

What does private health insurance cover for you?

One of the biggest misconceptions in private health insurance is that it is there to replace NHS care or treatment. In fact, it is actually designed to enhance and work with treatment provided by the NHS to improve diagnosis and recovery times.

Some of the most common claims include musculoskeletal problems (e.g. back pain, joints, and muscular), cancer care, and mental health treatment.

Private health insurance is typically to provide treatment and care for acute medical conditions, such as cancer, heart conditions, musculoskeletal and mental health. You will usually find that chronic medical conditions will be excluded and these are the conditions that will typically be treated by the NHS.

Pre-existing medical conditions will also be excluded on all private health insurance policies, with some exceptions for complications linked to a pre-existing condition.

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As we mentioned above, almost all UK residents will be provided with access to free healthcare provided by the National Health Service (NHS). The treatment and care that is provided by the NHS is generally more than adequate for most people and most circumstances.

There are however, some situations and scenarios where private health insurance can provide vital and sometimes life saving treatment, which might not be available through the NHS or might involve extremely long waiting times.

What is excluded by private health insurance?

It is extremely common for there to be exclusions with all private health insurance policies and each provider will be slightly different. You should ‘ALWAYS’ check your policy documents carefully and speak to your advisor or insurer if you have any questions.

Here are some examples of common health insurance exclusions:

  • Pre-existing medical conditions (within the past 3 years)
  • Chronic medical condition treatment and care
  • Cosmetic treatment
  • Pregnancy and childbirth
  • Infertility (including fertility treatment)
  • Alcohol or drug abuse
  • Self-harm
  • Any treatment received outside the UK

How to compare private health insurance

One of the biggest issues with private health insurance is how to compare one insurance policy or provider to another. It can also be a difficult job for advisors who are comparing costs for customers looking for very specific policy options.

There are some fairly simple rules to follow to get you started and at least to give you a good understanding of each insurance product.

Here are some of the key points to consider when comparing private health insurance policies and pricing. You might think that you’re getting a great deal, but in reality there can be significant differences between products.

1. Hospitals and private facilities lists

One of the first things that you will normally be asked about is what choice of hospitals lists you would like. This basically related to which private hospital facility would provide you with care, should you need to make a claim.

Most private health insurance policies have a number of options and the most common ones are a guided option or a non-guided option. This is ultimately whether you get to choose your own hospital or whether the insurance provider chooses it for you. Some policyholders are happy to go along with whatever options are provided by the insurer, whereas others might have a specific facility that they use or want.

The other option for hospitals is the number of facilities that are available and whether these include the more expensive Central London treatment centres. Some insurers will automatically include these, providing access to any facility and others will have restricted lists.

2. No claims discounts and renewals

One of the most common issues with private health insurance is where someone makes a claim and then premiums increase in the following year(s). It is becoming more and more popular for insurance providers to offer an optional protected no claims benefit, similar to car insurance.

It can be extremely frustrating when your health insurance premiums increase because you have had to claim due to an illness or accident. You might feel that it’s not your fault and you’re being penalised for being something outside of your control.

In fact, this is fairly common and it’s understandable to feel like this, however most private health insurance policies provide upfront no claims discounts and this is how insurers keep their premiums down. You should look at the different options and see which suits you best if you feel that this is important to you and something you want to protect against.

3. Home address or Postcode

One of the key factors in pricing for private health insurance is the area that you live in, as well as your age. Put simply, if you live in a city or an area where medical treatment may be more expensive (e.g. London), then your premiums will usually be higher.

Another factor is whether claims rates in your area are higher than in other areas and therefore the risks are higher for the insurer. It could be that there are certain socioeconomic factors that drive this or the type of treatment available in your area.

4. Treatment and procedure claims limits

Something that is less well-known in private health insurance is that there are usually limits that apply to certain medical procedures and treatments. Many policyholders don’t find out about these until the very last minute and by then it’s usually too late.

How to complain about private health insurance

It is very important to understand your rights and know what your options are should you need to make a complaint about your private health insurance policy or provider.

As with any other financial services and insurance products, you are covered by Financial Ombudsman Service (FOS) and all products and services are regulated by the Financial Conduct Authority (FCA) in the United Kingdom.

Some of the most common issues and complaints with private health insurance include:

  • Unpaid claims
  • Claims not being upheld
  • Partial payment of claims
  • Unfair charges
  • Penalties
  • Policy exclusions (not clear or disclosed)
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Making a complaint to the Financial Ombudsman Service

The Financial Ombudsman Service (FOS) is an impartial and free service for financial services customers in the UK. This service can be used to settle any disputes between life insurance companies and their customers in the United Kingdom. If they feel that you have suffered any financial loss as a result of your life insurance policy, then they may rule for compensation to be awarded.

Telephone – 0800 023 4567 (or 0300 123 9123)

Telephone (outside the UK) – 0207 964 0500


We want to give you as much useful information as possible and we sincerely hope that we answered most of your questions. It’s important to us to give you the information that need in plain English and in simple terms that you can understand.

Our team of private health insurance experts are also available to answer any more of your questions specific to your circumstances. We will also compare quotes from our carefully selected well-known and respected health insurance partners to find the best cover at the right price.

Data sources:

Aviva website (August 2023)

Bupa website (August 2023)

Vitality website (August 2023)

The Exeter website (August 2023)

AXA Health website (August 2023)

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What is the average cost of health insurance UK?

One of the top questions that people ask about health insurance is, ‘how much does it cost on average per month?’. According to recent research taken in 2023, the average cost of a health insurance is £86 per month for a standard personal protection policy. Health insurance policies can vary dramatically based on your age and the type of cover that you need, as well as which insurance provider you choose.

Most core health insurance policies will provide a similar level of protection and coverage for private medical treatments. You can tailor your health insurance policy to suit your needs and your budget by changing the benefits and levels of cover that you receive.

Is health insurance worth it?

Health insurance is the same as most other personal protection policies that you can buy, it is down to your own personal preference and attitude to risk. The other major issue is whether you can afford to pay for health insurance every month because it can be expensive.

If you ever need to claim on your health insurance policy then the benefits can be life changing and even lifesaving. The medical treatments and care that is provided by the NHS in the UK is among the best in the world, especially for chronic illness. Unfortunately, it is a well-known fact that the NHS is struggling to meet demand and that the levels of private medical treatment are generally far superior to public health treatments.

Example: If you needed knee surgery then you would have to wait for months or even years on the NHS, whereas private health insurance will give you access to better treatment, leading specialists, and within weeks usually. Rehabilitation and therapies cover that are also provided by most health insurance policies can be invaluable, especially if you are self-employed for example.

Is private health insurance better than the NHS?

Currently, the biggest issue with the NHS is the waiting times for any consultations and access to treatments, because of how stretched its resources are. The NHS provides some of the best care in the world for chronic illnesses and diseases, such as diabetes, MS, epilepsy, and asthma.

Health insurance is designed to complement and support the treatment that you can receive on the National Health Service, as well as giving you access to specialists for other medical issues such as musculoskeletal issues and cancer treatment, which are also the top reasons for claims on health insurance cover.

The main issues with NHS treatment currently and reasons for people taking out health insurance:

  • Long waiting lists for consultations, results and treatment
  • Overcrowded hospitals
  • Lack of beds
  • Shortages of NHS nurses and doctors
  • Some treatments not available (especially cancer treatments)
  • Specialists only available on private health insurance
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Health Insurance vs NHS - iam|INSURED

What is the best health insurance UK?

There are lots of different policy options when considering health insurance as well as your choice of several main insurance providers. The other consideration is whether you don’t take out health insurance and opt for receiving treatment on the NHS or paying for treatment yourself as and when you need it.

We’re constantly reviewing the top health insurance companies in the UK to find out which provide the best service, value, products and treatments. Based on our most recent reviews we suggest the following as the best health insurance UK 2023:

  1. Aviva Healthcare Solutions (Trustpilot score: 4.1 out of 5.0)
  2. BUPA Health Insurance (Trustpilot score: 4.0 out of 5.0)
  3. Vitality Personal Healthcare (Trustpilot score: 3.9 out of 5.0)
  4. Exeter Health+ (Trustpilot score: 4.4 out of 5.0)
  5. AXA PPP (Trustpilot score: 4.1 out of 5.0)
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Best Private Health Insurance 2023 - iam|INSURED

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Our Mission: To provide easy access to fair pricing, affordable protection and the very best financial security to families and individuals. We are dedicated to offering comprehensive insurance solutions that safeguard the well-being of our policyholders. Guided by integrity, transparency, and a commitment to excellence, we strive to empower consumers and families to face the future with confidence. Our mission is not just about policies; it's about protecting dreams, ensuring legacies, and being a trusted partner on life's journey.

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