As a financial adviser, you’re already familiar with the technicalities of switching medical aids or medical aid plans – from waiting periods and underwriting to contribution structures and benefits. But in 2025, as consumers seek more personal relevance from their cover, there’s a powerful new lens through which to guide these decisions: values-based medical aid advice.
Medical aid is not a one-size-fits-all product. It’s a long-term financial and emotional commitment that affects your clients’ health, wellbeing, and peace of mind. That’s why values-based advice that aligns medical aid recommendations with what truly matters to the individual sets you apart as a trusted, human-centred adviser.
Why people switch in 2025, and why they need values-based medical aid advice
Clients may switch medical schemes or plans for many reasons: affordability, better benefits, poor service, or changes in life stage or health needs. But beneath these practical considerations lies a deeper desire – to feel seen, understood, and supported by a medical aid provider that shares their values.
This is where your guidance makes a real difference. While switching between schemes involves formalities like underwriting and waiting periods, switching between plans within the same scheme is typically more flexible. Either way, both scenarios are opportunities to connect your clients to cover that matches not just their budget but also their beliefs.
Compare apples with apples – not strawberries or blueberries
When choosing a medical aid, clients are often faced with a fruit bowl of options that look deceptively similar. Same glossy packaging. Similar promises. Comparable prices. But let’s not confuse them; an apple isn’t a strawberry, a blueberry, or a nectarine.
Medical aids may appear to offer the same juicy benefits on the surface, like a neatly packed box of nectarines shouting, “Fitness perks inside!” or a shiny apple sticker boasting crisp rewards. But what truly matters is beneath the surface. Substance over shine. It’s easy to be drawn to the most colourful arrangement loaded with rewards programmes, smoothie discounts, and step-count challenges. Yet these sweet deals often come with seeds: hidden costs, lock-ins, or lifestyle restrictions.
As an adviser, ask yourself this: Should a medical aid really be telling members how to stay fit, where to shop, or what wellness should look like for them?
This is where values-based advice really matters. Clients are increasingly asking: Does this medical scheme reflect what I believe in? Does it support my freedom, integrity, and wellbeing, or is it just another piece of fruit dressed up to look like something it’s not?
Medical aid shouldn’t dictate your clients’ lifestyle choices. It should support their values and priorities. So, help them look past the packaging and choose cover that reflects who they are and isn’t just the fruit of the season.
Values: the new competitive edge
Both global research and Medihelp’s own experience show that consumers are more likely to support organisations whose actions reflect their personal values, such as integrity, compassion, innovation and community. This is more than a trend; it’s a shift in how people approach their health and finances.
Values are fundamental, non-negotiable principles that guide people’s behaviour and decision-making. They’re what people use to evaluate choices, including financial products like medical aid. And increasingly, clients are asking: Do my service providers share my values?
“Values like excellence, compassion, collaboration, and transparency shape every aspect of our operations – both internally and externally,” says Lien Potgieter, Head of Marketing at Medihelp. “Our plans are built not just around healthcare needs, but around human uniqueness.”
Valuegraphics: a powerful resource
For years, advisers have relied on demographics and psychographics to understand clients. But these tools often fall short in long-term financial planning. That’s where valuegraphics, a method pioneered by David Allison, a human values expert, offers something more: insight into the deeper motivational drivers behind client behaviour.
Allison’s global data reveals that values such as family, community, belonging, and financial security are consistent across many groups. But cultural nuances, like the importance of spirituality and patience in African markets, are essential for truly personalised advice.
To uncover what drives your clients’ choices, ask three simple questions:
- Why do you go to work every day?
- What would you do if you won the lottery tomorrow?
- What advice would you give your younger self, and why?
Their answers often uncover their values, which should shape your advice and guide you to the plan that best reflects their priorities.
Help clients align cover and value
When guiding clients through a medical aid plan or provider switch in 2025, values offer a meaningful framework that goes beyond financial comparisons. Here’s how you can integrate values into your advice process to create long-term, client-centred solutions:
1. Start with what matters most
Ask open-ended questions that reveal what drives your client, whether it’s family, financial stability, independence, creativity, or health. Use their answers to shape a solution that meets practical needs and supports personal purpose.
2. Look beyond the spreadsheet
Don’t let price dominate the conversation. While monthly contributions and benefits matter, they’re only one part of the equation. Clients are more likely to stay with a medical scheme that aligns with their values – such as integrity, innovation, compassion, or community involvement – than one that simply offers a lower contribution.
3. Personalise the match
When making recommendations, connect plan benefits to your client’s values. For example: “Because financial stability and family are priorities for you, this plan offers generous cover for both hospitalisation and dependants without unpredictable costs.” This builds trust and empowers informed, confident decisions.
4. Frame value as long-term value
Cheaper isn’t always better. Bells and whistles may seem attractive upfront, but they often come with trade-offs. Instead, frame value as peace of mind, trusted service, and reliable protection – especially in emergencies.
Final thought: Clients don’t just want cover, they want alignment
