Providing a seamless, end-to-end pathway into care
Health insurance increasingly does more than just pay out claims, it offers a complete care journey, in the palm of a client’s hand.
Gone are the days when your clients only expect to use their health insurance to treat major illness in a private hospital setting. Vitality’s data continues to show that people now look to health insurance products to access a broader range of healthcare services – from GPs to consultant care – digitally and on demand.
Everyday care use continues to rise
With ongoing pressure on NHS services and changing customer needs, the nature of health insurance has changed to offer a wider range of everyday care services – often accessed digitally via a smartphone.
In 2024, Vitality GP, physiotherapy, Talking Therapies and Optical, Dental and Hearing treatment accounted for 70% of all VitalityHealth claims.
% of total claims for everyday care1
Responding to changing consumer needs
of health insurance customers say they are concerned about access to GP consultations and primary care services through the NHS.2
of health insurance customers have used their cover to access private GP appointments in the past 12 months.2
Delivering a complete digital end-to-end journey – from GP to consultant care
Digital access to care is now a core part of the value proposition.
Vitality stands out as the only health insurer to offer a fully digital claims journey – enabling members to move seamlessly from an initial GP appointment to finding and booking a consultant, all through the Care Hub platform.
Adoption of these digital pathways continues to rise: In the first seven months of 2025, 71% of all VitalityHealth claims authorisations began online, via Vitality GP or the Care Hub3.
% of authorisations started online3
Appealing to new customer segments: younger people are using their cover more
of consumers aged 18-34 reported using their health insurance cover in the last 12 months...2
...compared to 46% of 55+ year olds.2
With GP appointments, Optical and Dental and Screening and Diagnostics being the most commonly used benefits.
1. Definition of an everyday care claim includes Vitality GP consultations.
2. Vitality and Opinium survey of 1,000 UK private health insurance customers, September 2025.
3. Based on 2025 YTD figures as at end of July 2025.
All figures VitalityHealth claims data 2024 unless otherwise stated.
