"There’s clearly a valuable place for a private market for those that can afford it."
- James Daley - Fairer Finance
Consumer trust in private medical insurance (PMI) has increased following a brief decline earlier this year, according to Fairer Finance's latest customer experience ratings.
The Autumn 2025 Trust in Private Medical Insurance Index reveals that trust has risen by 0.71 percentage points since spring 2025, reaching 58.55%. This is a return to levels last seen at the market's previous peak in autumn 2024.
The findings come from Fairer Finance's ongoing study of 10,000 PMI customers, which has tracked consumer sentiment since spring 2023.
A significant factor in the improved trust scores appears to be rising claims satisfaction, which has increased by nearly 3 percentage points this wave. This continues a trend that has seen average claims satisfaction scores rise by more than 9 percentage points since autumn 2023.
The research continues to show higher trust levels among those receiving PMI through workplace schemes compared to those purchasing independently, but employer-provided cover has seen trust decline by almost 2 percentage points since autumn 2024. Meanwhile, there has been a gradual increase in trust among customers buying directly or through price comparison websites.
"After a brief pause in momentum, it's encouraging to see consumers’ trust in private medical insurance returning to growth," James Daley, managing director of Fairer Finance, said, "we’ve seen a number of providers in the sector embrace the Consumer Duty, improving the clarity of their communications and customer journeys, and this is now paying off in terms of trust levels as well.
"With the NHS still struggling to meet many people’s expectations, there’s clearly a valuable place for a private market for those that can afford it – and insurers are continuing to successfully capitalise on the opportunity."
