Aviva vs Bupa
Aviva vs Bupa: PMI comparison for UK brokers
Aviva Healthier Solutions and Bupa By You are the two highest-volume individual PMI plans in the UK broker market. Aviva wins on plan flexibility and premium control. Bupa wins on cancer outcomes and direct-access pathways. The right answer depends entirely on what the client values most.
| Dimension | Aviva | Bupa |
|---|---|---|
| Cancer cover | Comprehensive; some biologicals subject to NICE approval | Full cover including many off-label and unlicensed drugs |
| Direct access | Digital GP referral required for most pathways | Direct Access for musculoskeletal, mental health and cancer |
| Mental health | Optional module — needs to be added | Included on most By You variants |
| Hospital network | Key / Signature / Extended | Guided / Extended / Country & London |
| Premium positioning | Mid-market; flexible with 6-week NHS option | Higher; reflects cancer and access proposition |
Verdict
Choose Aviva when the client needs a configurable plan and is price-sensitive. Choose Bupa when cancer cover and speed of access are the deciding factors.
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Request a demoLast updated 18 May 2026