In this editorial, published in the British Journal of General Practice, ICFHS researchers from UNSW and Oxford University, Luke Allen, Shona Bates and Michael Kidd, along with colleagues from the London School of Hygiene & Tropical Medicine, provide recommendations to address healthcare inequities which continue to persist despite recurrent global commitments to "health for all."  Universal Health Coverage relies on strong primary care, which is essential for equitable healthcare.  Strengthening primary care through better governance, training, and accessibility is crucial for equitable healthcare and improved global health outcomes.