‘Health insurers are no longer just payers’
We live in an increasingly volatile and unpredictable world. Despite a booming interest in wellness and longevity, the impact of unhealthy lifestyles and chronic ill-health is being felt more than ever, and healthcare systems are under strain. Against this backdrop, the role of health insurance is being redefined.
Across markets, health insurers are no longer just payers. We are increasingly covering a wider range of needs and actively helping people access the support they need – from prevention to early intervention, as well as treatment in hospital. This shift is not theoretical – it’s happening now. Products are moving from purely reactive insurance coverage to proactive assurance: delivering ongoing value, enabling healthier choices, and helping people to live in better health for longer.
In our 2025 VitalityHealth Claims Insights Report, we consider how consumer needs are changing, and how insurers - and advisers - are adapting to deliver the best possible outcomes for our clients, within a fast-changing environment.
Scroll down to read more about the key trends reshaping health insurance.
Dr Arun Thiyagarajan
CEO VitalityHealth
key trends that are re-shaping health insurance1:
People are looking for their health insurer to do more than just pay out when they’re unwell.
of health insurance customers believe that health insurers should support them to be healthier, outside of making a claim.
Everyday care has transformed insurance from a reactive product to one that consumers are much more likely to use.
of customers have used their cover in the past 12 months.
Health insurance has become relevant for new segments of consumers.
Younger people are more likely to make use of GP, screening and diagnostics, and optical and dental benefits.
The digital revolution has arrived for health insurance.
Customers are increasingly likely to make a claim online or using an app.
New medications and treatments are poised to transform the way people manage their health.
of customers have used weight-management medication and a further 26% would consider using it.
1. Vitality and Opinium survey of 1,000 UK private health insurance customers, September 2025
