More than half of UK patients expect to self-fund their own diagnosis or treatment this year, according to new research from practice management platform Semble.
The survey of 1,000 patients found that 52% anticipate self-funding at least part of their care in 2026. And the proportion rises to 67% among those aged 18 to 30.
Nearly a quarter (24%) said they would pay for faster access to care, while 20% would self-fund preventative or wellbeing services.
Expectations around prevention are also increasing. More than half (54%) of respondents said they expect proactive screenings, 46% want guidance around lifestyle or risk factors and 38% expect regular mental health check-ins.
Semble co-founder and CEO Christoph Lippuner said: ‘Patients today don’t just want treatment when something goes wrong, they want care that helps them stay well in the first place. Healthcare is shifting towards a more proactive model, and more people want greater ownership of their health decisions. They’re looking for support to identify and manage risk earlier, and they expect that care to feel transparent, connected and easy to access.’
For younger generation, he said, digital tools and self-pay options are second nature.
‘That’s naturally raising expectations of healthcare providers,’ added Lippuner. ‘Clear pricing, intuitive booking and seamless, flexible payments are a baseline for those expectations. As a result, preventative and AI-enabled care will continue to grow, but it needs to be thoughtfully integrated and coordinated. Innovation should make the patient journey feel simpler and more joined up, strengthening continuity of care, not fragmenting it.’
The research also identified differences by gender, with 60% of men likely to self-fund aspects of their care compared with 45% of women. Men were also more likely to say they are confident that AI will improve healthcare outcomes (72% compared with 52%) and to expect providers to interpret and analyse their health data on their behalf (58% versus 44%).
Dr Matt Balerdi, Humber Health Partnership NHS, Spire and Bupa, said: ‘Patients are arriving more informed and engaged than ever before. They’re researching their symptoms, bringing printouts and Instagram posts and increasingly using AI tools to better understand their health before stepping into the clinic. We’re seeing a positive shift where knowledge empowers patients to take ownership of their wellbeing. But prevention and self-funded care only work when they’re connected to a broader clinical journey. It’s not just about access or speed; it’s about understanding how patients live, what motivates them and then guiding them step by step with clinical reassurance, so patients feel confident navigating more digital pathways.’
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