Ongoing pressure on NHS services is transforming health insurance from a reactive product to one customers are much more likely to use, according to a new report.

Over three quarters (76%) of health insurance customers have used their cover in the past 12 months, according to research from provider Vitality.

Customers were increasingly turning to their medical insurer to cover claims for everyday care.

In 2024, Vitality GP, physiotherapy, talking therapies, and optical, dental and hearing treatment accounted for 70% of all Vitality’s health insurance claims. This compares with under 40% of all claims in 2019.

Three quarters (75%) of those surveyed for the report said they were concerned about access to GP consultations and primary care services through the NHS, and 39% had used their cover to access private GP appointments in the past 12 months.

People are also looking to their health insurer to do more than pay out claims. Nine in ten (87%) of health insurance customers surveyed for the report said that health insurers should support them to be healthier, outside of making a claim.

The report also found that health insurance customers were also changing the way they engage with their providers. Customers were increasingly likely to make a claim online or using an app.

Younger health insurance customers were also using their cover more, with 93% of those surveyed between the age of 18 and 34 years having used their health insurance cover in the past 12 months. This compares to just 46% of those over the age of 55.

Dr Arun Thiyaharajan, CEO of Vitality Health, said: “We live in an increasingly volatile and unpredictable world. Despite a booming interest in wellness and longevity, the impact of unhealthy lifestyles and chronic ill-health is being felt more than ever, and healthcare systems are under strain.”

• Opinium surveyed 1,000 UK private health insurance customers on behalf of Vitality in September.