UK Health Insurance providers

There are several UK health insurance providers available for you to choose from when you buy or renew a policy. You will no doubt have heard of the big-name brands such as Bupa and AXA Health, but there are many more providers available to you. And just because you have heard of the big-name brands, it doesn’t necessarily mean they are offering you the best deal. Comparing benefits between insurers is time consuming, but if you work with a specialist health insurance broker you can receive a full breakdown of all your options. Talking to an expert at Ascend Health about the various UK health insurance providers means you’ll be able to buy the right policy, first time.

UK health insurance providers in 2023

Not all insurers have big budgets available for TV and radio marketing. Have a look at the list below and you may see many private medical insurers you have never heard of!

* April International can offer cover for UK residents even though this is not a traditional UK policy. See below for more information.

The most important thing to remember is that not all UK health insurance providers offer the same cover. Talk to your broker about the kind of policy you want and let them liaise on your behalf.


Aviva offers health insurance for consumers and companies. Their current health insurance policy options include Solutions, Healthier Solutions and Optimum. Aviva offer more than health insurance. They provide investment and protection policies, along with personal lines and commercial cover. If you hold multiple Aviva policies, you can access them via your ‘MyAviva’ online portal.

AXA Health

AXA Health is one of the largest providers of health insurance in the UK. They offer many different health insurance options for consumers, SMEs and corporate clients. With a fantastic remote GP app and online membership portals, the AXA Health brand offers its members flexible options across their suite of policies.


Bupa carries the brand name for health insurance. They have been providing healthcare since 1947 and are an established global brand, offering a wealth of options across the sector including dental, health insurance and cash plans. The Bupa Cromwell hospital in London is recognised as one of the most advanced facilities in the UK.

They also have several care homes offering residential care, nursing care, dementia care, respite care, convalescent care and palliative care.

The Exeter

The Exeter is a smaller insurer, and they are classed as a friendly society. They are multi-award winning and specialise in the consumer market for both health and protection policies. The Exeter is based in the UK and offers client-focused health and protection insurance.

Freedom Health Insurance

Freedom is one of the smaller UK health insurance providers who, again, are extremely customer focused. Unlike most other insurers, they do not factor your postcode into their premium rating. They also offer 2-year fixed pricing and a discount for annual payment. You may not have heard about Freedom, but they won the Above and Beyond category at the COVER Customer Care awards in 2023, against strong competition.

General and Medical

General and Medical offers a number of different policies for the UK market, including cover for professional and amateur sports people. They have different cover levels and modular add-ons available. The Elite policy even offers cover for an element of private maternity, alongside cash benefits such as critical illness and personal accident. General and Medical Healthcare is based in Peterborough.

The Permanent Health Company

The PHC is a UK-based health insurance provider. They offer SME and corporate cover and only work via specialist brokers. As part of the AXA Health group, you have the peace of mind that a larger insurer brings, coupled with the personal service you get from a smaller insurer. A fantastic option for company health insurance schemes.

Vitality Health

One of the biggest brands in the UK market, Vitality Health has multiple advertising strategies promoting a healthy lifestyle to combat and prevent illness. Vitality offers unique rewards and discounts with specific partners, plus health, protection and investment policies. It has a reward and discount scheme for members who actively engage with the Vitality system, where you are encouraged to increase your membership status and earn points for healthy lifestyle choices. Fitness trackers can be linked to individual membership, and you can update your daily exercise automatically.


WPA is another UK health insurance provider well known in the sector for great service and comprehensive cover options. Offering their cover directly, or via specific brokers, wherever you are in the country, you will find an expert to help you with their products.

April International

Although predominantly an international insurer, if you want to look at your health insurance in the UK in a different way then April International offers an excellent solution. In their Executive and Executive Plus plans, you can claim for routine dental treatment, maternity care (not just complications of pregnancy), Chinese medicine and GP fees. If you want a truly ‘all encompassing’ level of cover, then April International could offer the plan you want.

The team at Ascend Health work with a large panel of insurers and we want to give our clients access to the best policies available in the market. There are no fees to pay; we are paid by the insurer at the inception or renewal of your plan. Talk to us today if you would like to know more about the policies available to you from the different UK health insurance providers. If you want to get unbiased, expert advice then we are ready to help.