The UK is entering the era of ‘self-health’, with more than half of patients expecting to pay for their own diagnosis or treatment next year, according to Semble's new research.
The survey of 1000 UK patients, who were asked about their expectations for care in 2026, reveals that this shift towards a more proactive role in managing their own health is being led by younger adults, with over two thirds (67%) of 18- to 30-year-olds saying they plan to pay for some aspects of care themselves. This signals a generational change in how healthcare is accessed.
Speed and prevention are the driving forces behind the move toward patients being increasingly likely to pay for access to private clinics for diagnosis or treatment. Nearly a quarter of patients (24%) say faster access to care is their main motivation, while 20% would pay for preventative or wellbeing services.
Expectations around preventative healthcare are also increasing. More than half of patients (54%) expect proactive screenings, 46% want guidance around lifestyle or risk factors and 38% expect regular mental health check-ins.
Christoph Lippuner, co-founder and CEO at Semble, commented: “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 generations in particular, digital tools and self-pay options are second nature,” Lippuner added. “That’s naturally raising expectations of healthcare providers. 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.”
Alongside differences in how different ages engage with AI-supported and self-funded healthcare, the research also reveals a clear gender divide in expectations and behaviour. Men are more likely than women to self-fund aspects of their care (60% compared with 45%), signalling a greater willingness to take a more active role in their healthcare.
Differences are also pronounced when it comes to AI. Men are significantly more confident that AI will improve healthcare outcomes (72% compared with 52%) and are more likely to expect providers to interpret and analyse their health data on their behalf (58% versus 44%), suggesting greater comfort with technology-enabled decision-making. By contrast, women tend to approach AI adoption more cautiously across many areas of life, often influenced by ethical concerns and perceived risk. These factors may also influence how patients approach AI-supported healthcare services.
As demand for digital-first, preventative and self-pay services grows, healthcare organisations face the challenge of delivering consumer convenience without fragmenting the patient journey.
Dr Matt Balerdi, of Humber Health Partnership NHS, Spire and Bupa, commented: “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.”