Known as Axa Health Plan, the product has been launched with the aim of making private healthcare more accessible and affordable at a time of severe pressure on the NHS.
Customers will be able to build their own private healthcare plan, choosing from four key areas.
These include outpatient diagnosis and care, inpatient and day patient care, cancer care and mental health care.
The cost of the plan is also customisable, with customers able to pick between different options such as applying a rolling excess, choosing where treatments take place and limiting the number of specialist consultations per year to suit their budget and requirements.
All customers will also have access to health and wellbeing benefits and extras like health assessments, an online GP service, 24/7 health support line and discounted gym memberships.
Axa Health chief executive, Matt Vardy said the company is proud to be the first health insurer to develop a plan like this which gives customers “far greater control over their cover”.
“The events of the past few years have changed all our lives and as a business we want to offer the services and cover that our customers need and want.
“The buildable nature of the plan empowers people to take control of their health in the best way for themselves and their loved ones, by selecting the areas of cover that are most relevant to them,” Vardy said.
He added: “This is a bold next step for our business, and it really couldn’t have come at a more critical time as the unwavering demand for increased accessibility and choice has grown as a result of the pandemic and the ongoing strain on the NHS.”
The offering will initially be made available to a small group of individual customers before expanding its availability. Customers will be contacted directly by Axa to discuss moving to the new plan.
Cover is available for the whole family, even for those living at a different address, such as dependants at university.