Fairness in health insurance is increasingly topical for UK health insurers, with a confluence of regulatory expectations, consumer lobby groups, customer pressures, and the rising use of machine learning and generative AI. Among the politicised discourse and social media polemic, views on what is ‘right’ or ‘fair’ increasingly diverge. This paper explores what ‘fairness’ means in the UK health insurance market, looking at practical steps that insurers can take to articulate how they think about fairness, including:

• Developing a framework to define fairness
• Integrating the framework into strategies and operations
• Embedding an assurance process
• Scanning the horizon to review and renew