Google Trends analysis from The Exeter found that search interest in “private medical insurance” rose by 150% over the past year compared with the preceding year. Interest in “private health insurance” also increased by 120%, while searches for “private healthcare” rose by 50%.
The pattern points to a change in how people are approaching their healthcare. Rather than waiting until treatment is needed, more are exploring how private cover could give them greater choice and certainty over access to care.
This is reflected in The Exeter’s Consumer Health and Finance Tracker, which found that almost half of UK adults (49%) expected NHS waiting times to increase in the six-month period from March 2026, while a third (33%) are unsure if the NHS could fully meet their needs if they fell ill.
The cost of going private
As more people explore private healthcare, the potential cost is coming under greater scrutiny. Search interest in the “cost of private healthcare” increased by 1,100% compared with the preceding year, while interest in “private GP cost” went up by 150%.
The Exeter’s findings show that among those who accessed private healthcare in the six months up to March 2026, 40% funded treatment through their own income or savings and 21% received financial support from family or friends. Almost a quarter (24%) accessed treatment through an insurance policy, while nearly one in five (19%) used a credit card or personal loan.
Taken together, the findings suggest that more people are exploring private healthcare because they are concerned about access to treatment, but many may not have a clear plan for how to pay for it. One in five UK adults (21%) saves nothing in a typical month, while 37% feel less financially secure. For those who feel unable to wait, this can mean using savings or taking on debt when their finances are already under pressure.
More people are weighing up their healthcare options
Search interest in “NHS vs private” has risen by 200% compared with the preceding year, suggesting more people are comparing the different routes available to them when considering how they would access treatment.
This comes as searches for “NHS waiting times” have increased by 10%. The Exeter’s findings also reveal that 43% of UK adults accessed at least one private healthcare service in the six months up to March 2026, suggesting many are already using private care selectively alongside the NHS rather than choosing one route exclusively.
Dental care was the most commonly accessed service, used by 20% of UK adults, followed by mental health support and private GP appointments, both at 10%.
Karen Woodley, Head of Healthcare Distribution at The Exeter, comments:
“The NHS continues to provide vital care to millions of people across the UK despite significant demand and ongoing pressures. However, our Health and Finance Tracker suggests many people are conscious of how they would access treatment and support, particularly where waiting times are an ongoing concern.
The increase in searches relating to private healthcare and the cost, suggests consumers are becoming more proactive about their healthcare planning, while keeping an eye on affordability. This presents advisers with an opportunity to help their clients understand the role health insurance can play in their wider financial and wellbeing plans. Having cover in place can provide real reassurance and help people feel more in control of their health.”
ENDS
Notes to Editors
Methodology:
The Exeter’s Consumer Health and Finance Tracker is based on proprietary research of 2,000 nationally representative UK consumers. The research was conducted on behalf of The Exeter by Censuswide in March 2026.
Google Trends analysis reviewed UK search interest over the 12 months to 10 July 2026 and compared it with the preceding 12-month period. Google Trends measures relative search interest rather than absolute search volumes. The percentage increases cited are those displayed by Google Trends for each search term.
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