Why Buying Health Insurance Directly Isn’t Always Cheaper Than Using a Broker
- Assure-U Admin
- 18 hours ago
- 3 min read
When researching private medical insurance in the UK, many people assume that going directly to an insurer will automatically be cheaper. It feels logical — cut out the “middleman” and save money.
In reality, that assumption often leads to higher costs, reduced cover, or policies that don’t quite fit. In this article, we’ll explain why buying health insurance directly isn’t always the most cost-effective option — and how using a broker can actually help you make better, more informed decisions.
The Myth of “Direct Is Cheaper”
Insurers often promote direct-to-consumer policies as the simplest and cheapest route. While the price you see may look competitive, it’s important to understand what you’re actually comparing.
When you go direct, you’re limited to:
One insurer’s products
One set of underwriting rules
One interpretation of what you “need”
There’s no context, no comparison, and no independent guidance. The result? Many people either overpay for cover they don’t need or underinsure themselves without realising it.
Brokers Don’t Add Extra Cost
One of the biggest misconceptions is that brokers charge extra fees that push premiums up. In most cases, this simply isn’t true.
UK private medical insurance brokers are typically paid commission by the insurer — the same commission built into direct pricing. This means:
The premium is often the same whether you buy direct or via a broker
In many cases, brokers can access equivalent or more suitable options for the same budget
So rather than paying more, you’re often getting more value for the same money.
Access to the Whole Market, Not Just One Brand
When buying directly, you’re only seeing one insurer’s version of “best value”. That makes it almost impossible to know whether another provider could offer:
Broader hospital access
Better outpatient limits
More suitable excess options
Different underwriting styles
A broker like Assure-U compares policies across multiple leading UK insurers. This helps ensure your budget is spent on cover that actually fits your circumstances — not just the first option you were shown.
Avoiding Costly Cover Gaps
Price is only part of the story. A policy that looks cheaper upfront can become expensive if it doesn’t cover what you expect.
Common issues when buying direct include:
Unexpected exclusions due to medical history
Limited mental health or physiotherapy cover
Restrictions on diagnostics or outpatient care
Excess levels that aren’t practical when you need to claim
A broker’s role is to highlight these details before you commit, helping you avoid surprises that can cost far more than any perceived saving.
Personalised Advice Beats Online Questionnaires
Direct insurers rely heavily on automated questions and generic assumptions. While convenient, this approach doesn’t always reflect real life.
A broker takes time to understand:
Your health concerns
Family or employment changes
Budget priorities
Future flexibility needs
This personalised approach often results in smarter policy structuring — such as adjusting excess levels, hospital lists, or optional benefits — to keep premiums under control without sacrificing meaningful cover.
Support When It Matters Most
Buying health insurance isn’t just about the initial setup. Over time, circumstances change:
You may change jobs or become self-employed
You might add a partner or children
Premiums increase at renewal
You need help understanding a claim
When you buy direct, ongoing support is usually limited to call centres. With a broker, you have a dedicated point of contact who can:
Review your policy at renewal
Shop the market if prices rise
Help adapt cover as your needs change
That long-term guidance often saves money over the life of a policy — not just in year one.
Saving Time Has Real Value
Health insurance policies can be complex. Comparing insurers, benefits, exclusions, and pricing takes time — and mistakes can be costly.
Using a broker means:
No need to contact multiple insurers
No guesswork around technical wording
Clear explanations in plain English
For many people, avoiding confusion and saving hours of research is just as valuable as saving pounds.
So, Is a Broker Always Better?
Not necessarily — but for most people, especially those new to private medical insurance or reviewing an existing policy, a broker provides clarity, confidence, and value.
Rather than focusing solely on headline price, working with a broker helps ensure you’re paying for the right cover, not just the cheapest option on paper.
Speak to a UK Health Insurance Broker
If you’re considering private medical insurance — or wondering whether your current policy still offers good value — speaking to an independent broker can make all the difference.
Assure-u provides personalised advice, access to multiple insurers, and ongoing support to help you make confident, informed decisions.
📞 03300 100 441
A simple conversation could save you time, money, and unnecessary stress.
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