Analysis by Broadstone earlier this year, based on the FCA’s latest Financial Lives Survey, showed 7.6 million adults in the UK now have private medical insurance (PMI) – a record figure and clear evidence health protection has become a mainstream consumer priority.
Behind that rise is a simple truth: when people can’t access timely care, they look for alternatives that give them certainty. For advisers, this surge in demand represents both a responsibility and an opportunity – to educate clients, navigate potentially complex product choices and help them find sustainable, affordable cover in an evolving healthcare market.
The NHS backlog remains high to say the least. The most recent data puts England’s waiting list at around 7.4 million appointments, with more than six million people still waiting to be seen for the first time.
Against that backdrop, PMI may no longer be perceived as a luxury by millions of people; it’s fast becoming an essential element of financial wellbeing for households and businesses alike.
Advisers are now fielding questions that go far beyond traditional protection needs. Clients aren’t just asking, “What happens if I can’t work?”, they’re asking, “What happens if I can’t get treated?”
That shift in mindset is creating a new advice imperative. Advisers who understand how to integrate PMI and healthcare products into broader protection planning are meeting that demand head-on, improving client outcomes and deepening long-term relationships.
At The Right Mortgage & Protection Network, we’ve seen this transformation first-hand. Over the past 18 months, PMI engagement across our network has grown significantly, as advisers recognise the value of broadening their advice remit.
Our role is to ensure they have the tools, product access and confidence to operate effectively in this space, combining robust compliance support with practical training and market insight. That’s why we’re looking forward to welcoming members and providers to our PMI Annual Summit & Gala on 6th November where leading names including April International, Aviva, AXA Health, Bupa, Freedom, Medicash, The Exeter, Vitality and WPA will share their latest developments and insights.
This is a reflection of how the PMI sector is adapting to meet consumer expectations. Providers are innovating at pace: refining modular products that allow clients to tailor cover,
improving digital servicing and embedding virtual GP access, mental health support and preventive wellbeing tools as standard.
These aren’t fringe benefits; they’re part of a much wider shift towards proactive healthcare and client empowerment. For advisers, understanding those developments, and articulating them in clear, relatable language, will be key to growing this part of their business.
Employer demand is also rising. Many SMEs, struggling to recruit and retain staff, are turning to PMI as a practical, high-value benefit that helps keep employees well and reduces absence. Advisers who can bridge the gap between individual and group cover are in an excellent position to help those businesses navigate their options while building recurring income streams.
Equally important is the need for clarity and professionalism in how PMI is discussed. The variety of cover levels, excesses, underwriting methods and exclusions can be daunting for consumers, and this is where advisers truly add value.
Every recommendation must be personal, compliant and well-documented. That’s why we have an emphasis on training, quality assurance and adviser support giving firms the structure they need to provide high-quality advice consistently.
Ultimately, PMI growth is not a short-term reaction; it’s part of a lasting behavioural change. Clients expect digital, flexible and responsive services in every aspect of their lives from banking to retail to healthcare. They want advisers who can combine empathy with efficiency, and who recognise that protecting wellbeing is every bit as important as protecting income or property.
For advisers, that sense of progress should be motivating. The numbers speak for themselves: millions of people are reassessing how they protect their health, their families and their livelihoods.
With the right expertise, partnerships and tools, advisers can lead that conversation, helping clients make confident, informed decisions in a healthcare system that increasingly depends on private support to deliver timely outcomes.
Amy Wilson is head of insurance at The Right Mortgage & Protection Network
