Vitality has seen a 45 per cent increase in the number of members claiming between 2019 and 2023 in its recently published 2024.
Its Health Claims Report highlighted that a shift in the way people use, or expect to use, their cover was driving the increase.
The insurer detailed that 42 per cent of people want health insurance that supports them to be healthier and live longer, and 60 per cent want a policy that makes it quick and easy to access care.
Additionally, Vitality’s report demonstrated that in the past people may have purchased policies to cover the costs of private hospital treatment for elective procedures, or severe health events.
However, the emergence of primary everyday care services - like virtual GPs, talking therapies and physiotherapy - have “revolutionised” the way people use their insurance.
VitalityHealth managing director, Keith Klintworth, said: “The healthcare landscape has transformed over the past five years.
“Gone are the days when it was enough for health insurance to merely cover the costs of hospital treatment.
“Today, customers look for a far broader range of services, from support for leading a healthy lifestyle to seamless pathways into care when they need it.
“Our members are today claiming for everyday healthcare services more than any form of treatment, presenting an opportunity to deliver more immediate value, and intervene earlier to improve their long-term health.”
Alongside these findings, Vitality also revealed a sixfold increase in virtual GP consultations, delivering 95 per cent of consultations within 48 hours.
The provider also found that highly engaged Vitality members had 28 per cent lower healthcare costs, and that highly active Vitality members live 4.8 years longer.
It also discovered a growing shift to online claims with 64 per cent of all Vitality health claims beginning virtually.
tom.dunstan@ft.com
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