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Health Is The New Wealth: Launch Of Private Client By Bupa Defines New ‘Ultra-Premium Lifecare’ Category Featured

Health Is The New Wealth: Launch Of Private Client By Bupa Defines New ‘Ultra-Premium Lifecare’ Category

Bupa Global has announced a redesigned offering for high net worth customers, Private Client by Bupa.

Heralding the start of a new ‘ultra-premium lifecare’ category, Private Client by Bupa provides a personalised service, tailored to the individual’s needs, in response to demand for increased personal guidance, and a health plan that fits with their lifestyle demands, work, family and travel commitments.

Research from Bupa Global found that 59% of uHNW customers are now investing in their health and wellbeing more than tangible luxury goods such as handbags and cars, demonstrating that health is a key priority for this demographic. A similar number (65%) said that the pandemic has prompted a renewed focus on their health and wellbeing over the past year.

The Private Client by Bupa proposition focuses on prevention and holistic wellbeing in addition to being there for customers when they need healthcare the most. It curates exceptional health and wellbeing services, bringing them together in one simple package.

Bupa Global’s analysis of cash-rich and time-poor customers reveals that there’s an appetite for increased service levels, personal guidance and greater tailoring to individual needs. The research found that half (52%) of uHNWs struggle to find the time to deal with issues relating to health and wellbeing, so Private Client by Bupa customers will be assigned a dedicated Lifecare Concierge Manager to handle all aspects of their individual or family health plan. They will have an in-depth understanding of the customer’s lifestyles, medical conditions and provider preferences – managing their appointments and claims with the minimum of red tape and paperwork, wherever in the world they may be.

Sheldon Kenton, Managing Director of Bupa Global, said: “We want to be a wellness partner for customers rather than only being there when customers need treatment. So as a leader in premium health insurance we are redefining the gold standard of health solutions, bringing our customers more than just healthcare, but Lifecare. Working closely with our customers, Private Client by Bupa leads the way in creating a new category within the sector, meeting customer demand for personal guidance and expertise in holistic wellbeing.”

The Private Client by Bupa proposition combines direct access to world-class private medical specialists and popular wellbeing therapies, such as vitamin therapy and cryotherapy. It takes a holistic approach to all things health, focusing on prevention as well as treatment – with no overall annual limit and global cover on the Ultimate Health Plan.

Customers can also share their health screening results with Bupa Global’s senior clinical experts to actively manage potential conditions and establish treatment plans that fit with their lifestyles.

The launch marks another step forward in the IPMI market, to experience the best of healthcare systems across the globe and experience a fully private patient journey. Private Client by Bupa will be introduced to the UK, in China in partnership with the Alltrust Insurance Company, and to Hong Kong based customers this month, with further roll-outs across more products in September.


Bupa Global commissioned Censuswide to 252 UK HNWIs with assets / income £1M + between 13 and 21 July 2021.

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