Aviva Health Insurance continues to be a major player in the UK private healthcare market, offering tailored plans for individuals, families, and businesses. With a strong focus on digital access, fraud prevention, and wellbeing benefits, Aviva is evolving its product suite to meet modern expectations.
Fraud Prevention and Customer Protection
In the first half of 2025, Aviva reported stopping over £60 million in fraudulent insurance claims, including more than 6,000 bogus submissions. These ranged from crash-for-cash scams to photoshopped documents with non-existent dates. Aviva's counter-fraud team uses advanced detection tools and customer-sourced evidence like dashcam footage to identify and reject false claims. Pete Ward, Head of Claims Counter Fraud, stated: “We continue to detect large volumes of opportunistic and organised claims fraud,” reinforcing their commitment to protecting honest customers. You can read the full report on MSN UK.
This aggressive fraud prevention strategy helps keep premiums stable and ensures resources are directed toward genuine claims. It also positions Aviva as a trusted provider in a market where consumer confidence is key.
Digital Health and Wellbeing Services
Aviva's health insurance plans include 24/7 access to digital GP appointments, mental health support, and physiotherapy. Their “Get Active” programme offers discounts on fitness clubs, wearable tech, and wellness brands like Fitbit and Gousto. These perks are designed to promote preventative care and long-term health engagement.
Aviva's cancer care is also extensive, covering chemotherapy, radiotherapy, and aftercare as standard. Mental health conditions such as anxiety, depression, and OCD are covered for up to £2,000 in outpatient treatment, provided a GP referral is obtained. These features reflect Aviva's commitment to holistic health support.
Affordability and Flexibility
Aviva's plans start from £1.41 per day, making private health cover accessible to a wide range of customers. Users can tailor their coverage to include or exclude specific benefits, helping manage costs without sacrificing essential care. Their modular approach allows policyholders to adjust coverage based on life stage, budget, and health priorities.
With over 1.2 million health insurance customers as of mid-2024, Aviva's reputation for reliability and innovation continues to grow. Their acquisition of Direct Line in July 2025 further expands their reach and product diversity, reinforcing their position as a market leader. You can explore more on the Aviva Newsroom.
Whether you're seeking fast diagnostics, mental health support, or lifestyle perks, Aviva Health Insurance offers a balanced mix of affordability, protection, and digital convenience.
