11th November 2025
The Fairer Finance Trust in Private Medical Insurance Index - Autumn 2025
After a brief decline earlier this year, consumer trust in private medical insurance is rising again in Fairer Finance’s customer experience ratings.
Trust Is Back on the Rise
Trust in Private Medical Insurance (PMI) has risen again, after falling for the first time since Fairer Finance started polling 10,000 PMI customers in Spring 2023.
Trust in PMI has increased by 0.71p.p since Spring 2025 to 58.55%. This brings trust levels to a similar level to the peak of 58.57% in Autumn 2024. Prior to the dip earlier in the year, trust had been improving each wave since Spring 2023, when trust scores were approximately 56%.
Claims Satisfaction
There has been an increase in claims satisfaction scores by nearly 3.p.p which might be one reason for improved levels of trust. This continues the trend of rising claims satisfaction, average scores have now risen over 9p.p since Autumn 2023.
WPA had the highest claim satisfaction score at 72% this wave while Freedom Health Insurance, AXA Health and Aviva also scored above average. The Fairer Finance claims satisfaction score is based on responses to the question below.
‘If you've made a health insurance claim with your current provider in the last 3 years, how satisfied were you? You should think about all factors including the customer service you received, the ease of making the claim and the speed it was dealt with’
Respondents who have made a claim answer on a 5 point scale from very satisfied to very dissatisfied. We take the percentage of negative responses away from the percentage of positive responses, with the extreme options double weighted. We divide this by two to give a score from -100% to 100%.
Trust by purchase channel
Fairer Finance has continued to find that trust is higher among individuals who receive PMI through their workplace compared to those who purchase it independently or through an adviser. Employer-provided plans may reduce financial pressure and improve perceived value, both of which likely contribute to this trust gap.
However, trust in employer provided cover has fallen by almost 2p.p since Autumn 2024. In contrast, customers buying products directly or through a price comparison website are seeing gradual increases in levels of trust, narrowing the gap.