2026 PMI market outlook: ‘We are operating in a shifting landscape’
Given continued high demand and changing client expectations, we caught up with Vitality senior leaders to hear their predictions for the health insurance industry over the coming year
Greg Levine, CEO – Vitality Group Operations
The world remains highly unpredictable in 2026, bringing both opportunities and challenges for our industry.
Globally, healthcare systems remain under pressure[1] as we grapple with worsening rates of population health, aging societies and rapid advances in medical science, meaning people are often living longer but in poorer health.
In the UK, I expect sustained growth in demand for private medical insurance (PMI), with more customers drawing on their cover more frequently - particularly for everyday care services such as virtual GP appointments, Talking Therapies and Physiotherapy[2].
Mental health demand also remains high[3]. We’ve seen how with the right support offered in a timely manner and delivered to members through digital and workplace solutions can make a big difference.
Other key health trends will include prevention, digitisation, and managing demand, as we shift from reactive treatment to personalised, data-driven prevention and onward care pathways.
More broadly across the insurance space, Artificial Intelligence (AI) will shift from concept to real-world application. We will see it increasingly integrated into underwriting, claims processing, diagnostics, triage and clinical administration to improve productivity. The winners in this new environment will be those firms that can translate these applications into real savings and improved customer experiences, whilst maintaining those crucial human touchpoints when it really matters.
Dr Arun Thiyagarajan, CEO - VitalityHealth
As demand for healthcare continues to rise, the sustainability of health systems is set to become even more of a priority in 2026 and beyond.
People are making use of their cover more than ever before and now expect their health insurance to support them in a more present and day-to-day way across a range of care services2.
It’s clear that efficiency alone isn’t the answer and that the next era of healthcare – whether private or public – will be shaped by an emphasis on AI-enabled care pathways; upstream prevention that incentivises and rewards healthy behaviours; and consumer-centric product design.
More than ever, individuals see how personalised actions to improve health and wellbeing can positively influence long-term outcomes and give regular tangible value from health insurance. The natural next step is designing healthcare products that provide personalised health support, aligned to risk factors, lifestyles and conditions – we’ll be delivering exactly this to our members in 2026 linked to our partnership with Google.
Dr Katie Tryon, Deputy CEO - VitalityHealth
Health improvement and prevention are moving ever higher up the agenda. Last year, we saw the publication of the NHS ’10 Year Health Plan for England’ and the Charlie Mayfield report on ‘Keep Britain Working’, both of which emphasised a greater need to address the causes of poor health, rather than just treating illness after it’s arisen.
In the coming years, the focus will be on a partnership between individuals, health services and employers on a shared mission to improve the health of the nation – something Vitality will continue to champion.
Elsewhere, technology and AI will play an ever more transformative role in supporting health improvement, through the personalisation of risk assessment, early detection and diagnosis, to evidence-based interventions and behaviour change. Digital enabled care meanwhile is helping ensure people get access to the right care, at the right time wherever they are.
All of this means we’re seeing a major shift away from traditional ‘insurance’ to ‘assurance’, where individuals are guided through their health journey from health improvement and prevention into primary care, secondary care and recovery where needed.
Watch: The trends revolutionising health insurance and what they mean for you
In this webinar our expert panel examined the trends shaping the industry and the implications for advisers and businesses looking to meet the changing needs of their clients and employees.
Dr Rishi Patel, Clinical Operations Director - VitalityHealth
The importance of early detection will be an increasingly prominent theme, and the evidence is clear that early detection leads to better outcomes.
Underpinning early detection will be an increased awareness of important symptoms to look out for, and a greater understanding of your own individual risk factors. This means individuals are less likely to ignore symptoms and seek healthcare when needed.
This will be driven by a greater focus on personalisation and precision approaches in healthcare – particularly in primary prevention. Harnessing medical advancements in areas such as genomics will begin to help individuals to understand their own individual risk profile, and will lead to a partnership approach between individuals and the healthcare system, insurers included, to support them in managing and reducing their risk through lifestyle changes and healthy behaviour.
Athos Rushovich, Director, Specialist Health Sales and Adviser - VitalityHealth
We’re living through a period of shifting sands for the healthcare landscape, bringing enormous opportunities for advisers to deliver better health outcomes for their clients. Meanwhile, as an industry we grapple with increased demand and changing consumer expectations.
At Vitality, we’re in the fortunate position of having pioneered Vitality GP, Priority Physio, early intervention mental wellbeing, Premier Consultants and, of course, Care Hub.
2026 is shaping up to be a seminal year for Vitality, as we roll out the recently announced Vitality AI partnership with Google. This will enable us to supercharge the way we aggregate previously fragmented data to recommend hyper-personalised ‘Next Best Actions’ and help people to get healthy and stay healthy.
Interestingly, it is those in poor health who are set to benefit most from these innovations. Advances like GLP1 weight-loss medication, delivered via clinically supported personalised pathways, and combined with targeted lifestyle support will have a significant impact on our members’ health and wellbeing.[AS1]
It is also my belief that AI will help accelerate breakthroughs in medical science, and ultimately help more people to live longer, healthier lives.
This is the time to optimistically drive innovation to provide more people access to Vitality PMI, and to embrace the evolving expectations of our members, and prospective members.
Deepak Jobanputra, Chief Sustainability Officer - Vitality
As we move into 2026, sustainability will no longer be a choice - it will be a critical foundation for business, policy, and daily life. The convergence of environmental urgency, social responsibility, and health and wellbeing will define the year ahead. Climate change continues to accelerate, demanding bold action to reduce emissions, restore ecosystems, and embed circularity into every sector. Organisations that fail to act will face not only regulatory pressure but also reputational risk.
Equally, the social dimension of sustainability will gain prominence. Communities expect businesses to address inequality, foster inclusion, and create positive societal impact. Transparency and accountability will become baseline expectations, driven by both consumer demand and investor scrutiny.
Health and wellbeing will emerge as the bridge between environmental and social priorities. From clean air and water to sustainable nutrition and mental health support, the link between planetary health and human health will be undeniable. Companies that champion holistic sustainability - connecting environmental resilience, social equity, and personal wellbeing - will lead the way. In 2026, sustainability is not a trend; it is a lens through which success will be measured.
[2] VitalityHealth Claims Insights Report 2025
VitalityHealth Claims Insights Report 2025
In our 2025 VitalityHealth Claims Insights Report, we consider how consumer needs are changing, and how insurers - and advisers - are adapting to deliver the best possible outcomes for our clients, within a fast-changing environment.
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