When you think about private healthcare, you probably think about what happens when you’re unwell. You have a health concern, need a diagnosis or require treatment, and your insurance can help you get the care you need.
But there’s a growing focus on what you can do before you get to that point.
More people are taking a proactive approach to their health, thinking about how everyday habits can help them stay healthier for longer. It’s a trend often described as “longevity treatments”.
A recent report from AXA Global Healthcare found that professionals interested in longevity are spending their money on all sorts of ways to look after their health and wellbeing. The most popular included:
Fitness and personal training (53%).
Mental health, sleep and stress management (36%).
Personalised nutrition and metabolic health programmes (29%).
Health tracking, such as glucose monitors and wearable devices (18%).
Also on the list were medications and supplements (16%), advanced diagnostic screening (15%) and specialist/concierge-led medical care (13%)
The research focused on affluent UK professionals, so these figures won’t necessarily reflect everyone’s habits. But they give an interesting snapshot of the different ways people are becoming more proactive about their health.
Of course, you don’t need to spend thousands on specialist longevity treatments to take a more proactive approach to your health. The basic idea is much simpler: looking after yourself today could help support your health in the future.
What does a proactive approach to your health look like?
The good news is that you don’t need an expensive programme, personal trainer or high-tech gadget to take better care of yourself. For most of us, it can be much more straightforward.
It could mean:
Moving more: Whether it’s going to the gym, swimming, cycling or simply getting out for a daily walk, regular movement is a great place to start. If your budget allows, a personal trainer can help you stay motivated and tailor your workouts to your goals. There are plenty of options to suit different budgets, from one-to-one sessions to small group classes and boot camps.
Looking after your mental health: Making time to switch off, manage stress and get enough sleep can all make a difference. This could include getting outside, making time for hobbies or trying mindfulness and relaxation techniques. And if stress or low mood starts to feel difficult to manage on your own, speaking to your GP or a mental health professional can help you get the right support.
Eating well: You don’t need a perfect diet. Making healthier choices and eating a balanced range of foods is what matters.
Keeping an eye on your health: A smartwatch or fitness tracker can help you keep track of things like activity, sleep and heart rate – and they don’t need to be expensive to provide the information you need.
Being proactive about check-ups: Keeping up with routine health checks and speaking to a healthcare professional if something doesn’t feel right can help you stay on top of your health.
There’s no need to change everything at once. Small changes that you can stick with are often more useful than a complete lifestyle overhaul that lasts a few weeks.
Is the longevity trend here to stay?
It certainly looks that way. More people are thinking about how they can stay healthier for longer, rather than simply waiting until something goes wrong.
That doesn’t mean everyone needs to start taking supplements, tracking every health metric or signing up for an expensive longevity programme. In fact, getting the basics right can go a long way.
Staying active, eating well, getting enough sleep, managing stress and keeping an eye on your health can all form part of a more proactive approach.
The trick is finding healthy habits that fit into your life and that you can keep up over the long term.
Could looking after your health reduce your PMI premiums?
This is where things get particularly interesting. Some private medical insurance (PMI) providers now offer rewards or discounts for taking part in health and wellbeing programmes.
For example, eligible Aviva health insurance customers can get up to 15% off their first-year premium through the insurer’s My Healthy Discount. To qualify, customers need to meet certain health criteria, including being a non-smoker, having a Body Mass Index (BMI) of 30 or below and not having been diagnosed with, or treated for, diabetes or pre-diabetes in the previous 12 months.
Vitality takes a slightly different approach. Members can earn points for healthy activities such as tracking their exercise, with their Vitality status potentially helping to reduce the claims-related increase applied to their renewal premium.
Getting fitter doesn’t automatically mean your health insurance will cost less. Premiums depend on a range of factors, and each insurer has its own rules.
Private health insurance can support your health too
Private health insurance isn’t just about having somewhere to turn when you’re ill. Depending on the policy you choose, you may also get access to services designed to help you look after your health along the way.
That could include digital GP appointments, mental health support, health assessments, wellbeing apps or discounts on fitness services.
It’s another reason why the cheapest policy isn’t always the best value. A policy that costs a little more but includes services you’ll actually use could be a better fit for you.
At Money Service, we can help you compare private health insurance from a range of leading providers, looking at the cover, price and additional benefits available.
If you’re thinking about private health insurance, our friendly team can talk you through your options and provide a fee-free, no-obligation quote. Call us on 0800 144 4777 or request a call back.
Source:
AXA Global Healthcare report reveals how affluent professionals interested in longevity are spending their money to look after their health and wellbeing. IFA Magazine. Rising demand for longevity treatments highlights the changing role of health insurance. Accessed 13 August 2026.
