One in three people believe that over 50s in Ireland are not treated as fairly as younger people by private health insurers, according to new research carried out by Red C on behalf of Cornmarket, Ireland’s largest health insurance broker
Dermot Wells, head of health insurance at Cornmarket
The study reveals that 40% of adults do not feel insurers understand the needs and priorities of people over 50, while 80% believe older customers face higher premium increases, a perception that significantly shapes their trust in insurers.
Almost 60% of respondents think insurers are less likely to offer their best plans to older members, and 30% say communications feel less clear or less personal once customers move into older age brackets.
“The findings reflect day-to-day feedback from our customers, which shows recurring concerns around communication, pricing fairness, and how well insurers understand and support the needs of older policyholders, says Dermot Wells, head of health insurance at Cornmarket.
“Although Ireland’s community‑rating rules mean all customers pay the same price for the same plan regardless of age, the reality is that many older adults remain on legacy plans, which often experience higher rate increases.
“Insurers also tend to prioritise competitive pricing on acquisition‑focused plans targeted at younger consumers. This can leave long‑standing customers absorbing the compound effect of multiple annual increases, even when better value alternatives exist. For older adults who have stayed on the same plan for five, ten, or even fifteen years, the result is gradual but significant overpayment relative to current market options.”
Despite these concerns, two-thirds of insured adults have never switched insurer, citing trust in their current provider (47%) and fear of losing benefits (33%) as the main reasons. Only 32% of those surveyed feel that they clearly understand their cover and benefits, while 56% find it difficult to compare health insurance plans.
“The research shows that a lack of clarity persists, with many struggling to compare plans or fully understand their benefits. Contrary to popular belief, long‑held plans do not automatically represent better value. In practice, many older policies are expensive and outdated, while newer plans often offer more relevant benefits at a lower cost. Age, health history and loyalty are not in fact barriers to switching,” continues Dermot Wells.
Expert advice removes uncertainty when switching health insurers, ensuring continuity of cover, clarity on waiting periods and a smooth transition to the best available plan.
Proactive Steps to Consider
- Make sure the cover fits each family member
Families change over time. Children grow up, health and lifestyle needs evolve, and priorities shift. Rather than having one plan that tries to suit everyone, it can be helpful to check whether each family member’s cover still matches their stage of life.
- Review day-to-day benefits carefully
Some plans include refunds for GP visits, physiotherapy, dentists, and consultant appointments. These can be very useful, but they also increase the cost of a policy, often by around 15% to 19%. If you do not regularly use these services, it may be worth considering whether your insurance should focus more on hospital cover for unexpected events.
- Ask about newer versions of your plan
Insurers regularly introduce updated plans to reflect changes in healthcare and customer needs. Indeed, they often release new plans tailored to multinationals, but you can access these too. Asking whether there is a more up-to-date plan with similar benefits can sometimes result in better value, while keeping the same level of cover.
- Check that your hospital cover suits your needs
Some policies provide access to every private hospital, while others focus on a more defined hospital list. Reviewing the hospitals included can help ensure you are paying for access you’re likely to use, without limiting essential care.
- Consider whether a small excess or increased excess might help
For some people, choosing a modest excess can lower the overall premium, while still keeping strong hospital cover in place. Many consumers now select excesses of between €150 – €300. It’s about finding the right balance between cost today and protection when it matters most.
- Ask for a discount
Many Insurers offer short-term or retention discounts including young adult and children’s offers. These rates do not apply to all plans, and insurers don’t always volunteer them, so it is necessary to do your homework and ask for the best value cover.
- Get a second opinion
An independent adviser can look across the market and help you compare options in a clear, straightforward way, giving reassurance that your choice is well-informed. On average, families who shop around and switch to better value plans could save as much as €700 per year on a comparable level of cover.
Dermot Wells is head of health insurance at Cornmarket, Ireland’s largest health insurance broker. For further information, visit www.cornmarket.ie
About the Research
Research was conducted by Red C on behalf of Cornmarket to explore public attitudes, perceptions and misconceptions about health insurance in Ireland. It was carried out in November 2025 among a nationally representative sample of over 500 adults aged 18+.
About Cornmarket Health Insurance
Cornmarket is Ireland’s largest health insurance broker. With more than 100,000 clients and a team of 30 specialists, Cornmarket’s health insurance comparison service provides expert analysis of all health insurance plans from all four providers in Ireland. For over 50 years, Cornmarket has worked with public sector unions, associations, employers, and individual clients, to meet their insurance and financial needs. To find out more, visit www.cornmarket.ie
About Dermot Wells
Dermot Wells is head of health insurance at Cornmarket, Ireland’s largest health insurance broker. With over 20 years’ experience in health insurance and financial services, Dermot is a regular advisor on health insurance market developments. Under his leadership, Cornmarket delivers health insurance advice and comparison services to both individual and corporate clients across the public and private sectors. In 2025, Dermot was recognised by the All-Ireland Business Foundation (AIBF) as Insurance Industry Business Person of the Year.
