For individual cover (single adult, age 30-50), pricing is broadly similar — both insurers are competitive in this segment. WPA can be marginally cheaper for entry-level individuals and self-employed sole traders due to its modular structure. Aviva often delivers better family pricing at scale (2 adults + 2 children). For over-60s, WPA tends to be slightly more flexible. The only reliable way to know which is cheaper for your specific situation is to get personalised quotes from both.

WPA has a strong UK reputation — particularly for customer service, personal claims handling, and outpatient cover. It consistently scores well on Trustpilot. The not-for-profit structure means premiums aren’t driven by shareholder returns. The trade-offs: smaller brand presence, fewer “extras” (no gym rewards, no fitness tracker integration), and a less extensive hospital list at entry-level plans. For most individual buyers WPA delivers genuinely good value. See our full WPA Health Insurance review.

Yes — both insurers offer comprehensive cancer cover including diagnostics, surgery, chemotherapy, radiotherapy, and licensed cancer drugs subject to plan terms and clinical indication. The cover structure differs (WPA’s is more modular, Aviva’s is more tier-based) but the headline benefits are broadly comparable. For deeper context see our UK cancer cover guide.

Yes — switching is straightforward. The critical thing to protect is CPME (Continued Personal Medical Exclusions), which preserves cover for conditions diagnosed during your previous policy. Without CPME, conditions diagnosed during your old policy may become pre-existing and excluded from your new cover. Get quotes 60-90 days before your renewal date, time the switch with no gap or overlap, and confirm CPME explicitly with the new insurer. See our switch guide and CPME guide.

Aviva’s standard hospital list is one of the most extensive in the UK — including HCA Healthcare UK’s central London hospitals (The Wellington, London Bridge, The Princess Grace) on most plans. WPA’s standard hospital list is solid but more regionally curated, with HCA central London hospitals often requiring an upgraded plan or specific add-on. For regional UK hospital access, both insurers cover the major Nuffield, Spire and Circle networks. See our Aviva hospital list guide.

WPA is widely recognised for personalised customer service — named claims handlers, phone-first culture, and consistently strong Trustpilot ratings. Aviva’s customer service is mainstream — efficient digital journey and scale processing, but more variable in reviews (particularly on disputed claims and renewal increases). For most routine claims, both work fine; for complex cases requiring human judgment, WPA’s named-handler model often delivers a better experience.

Aviva includes private GP access (Aviva DigitalGP) on selected plans — typically Solutions Plus tier and above — offering 24/7 video and phone GP consultations. WPA offers private GP access on some policies but it’s more modular and varies by plan. If 24/7 digital GP access matters to you, Aviva typically has the stronger offering on entry-level and mid-tier plans. See our UK private GP guide.

Yes — Aviva offers up to 25% off Nuffield Health, David Lloyd, Virgin Active and PureGym through its MyWellbeingDiscounts platform. The discount applies automatically when you log in and choose a participating gym. WPA does not currently offer a comparable gym discount programme — its proposition is service-led rather than rewards-led. For more on UK health insurance gym partnerships see our gym & health insurance rewards guide.

For UK self-employed sole traders and freelancers, WPA’s modular policy structure is often particularly well-suited — you can start lean and build cover as your business grows, and the structure can be advantageous for treating PMI as a business expense subject to HMRC rules. Aviva offers solid self-employed value through Solutions Basic and Solutions Plus tiers, with clearer benefits structure. For deeper context see our UK self-employed health insurance guide.

WPA’s main customer service number can be confirmed directly from WPA’s official website. For policy queries, claims questions or new business inquiries, call WPA directly or use the contact details on your policy documentation. This page is independent — we don’t publish or maintain insurer phone numbers. For policy-specific questions, always use the official insurer contact channels.

Aviva’s health insurance customer service number can be confirmed directly from Aviva’s official website or your policy documentation. For 0800 claims numbers, login support and contact options, use Aviva’s official channels rather than third-party listings. This page is independent — we don’t publish or maintain insurer phone numbers.

For the cheapest quote: (1) get multiple quotes including WPA, Aviva and at least 2 other UK insurers, (2) consider a higher excess (£250 or £500) which significantly reduces premium, (3) choose the right hospital list tier — don’t pay for premium London hospitals if you’d never use them, (4) avoid unnecessary add-ons (dental, optical) that may be cheaper purchased separately, (5) consider a moratorium underwriting approach if you’re healthy. See our cheapest way to go private guide.

Both insurers offer mental health cover — including outpatient psychiatry, psychology, counselling, and inpatient mental health treatment on appropriate plan tiers. WPA’s mental health cover is modular (you select the level you want); Aviva’s mental health cover is flexible across its Solutions tiers. Specific session limits, cash benefits, and provider networks vary — always check the specific policy wording for limits that matter to you. See our UK mental health cover guide.

Both WPA and Aviva, like all UK private medical insurers, do not typically cover pre-existing conditions on new policies. Underwriting is typically either moratorium (conditions you had in the last 5 years are excluded for 2 years if symptom-free) or fully underwritten (you declare your medical history upfront and conditions are excluded explicitly). If you’re switching insurers and want continuous cover for an existing condition, you need CPME (Continued Personal Medical Exclusions). See our pre-existing conditions guide.