As an FCA-authorised broker that has helped arrange over 750,000 policies, WeCovr provides an expert view on the UK's private medical insurance market. In this guide, we delve into two fascinating niche providers, Freedom Health and April UK, to help you understand which might be your perfect match.
When you think of private health cover in the UK, a few giant names probably spring to mind. But beyond the big players lies a vibrant market of specialist and niche insurers who offer compelling alternatives. Two such providers are Freedom Health and April UK.
While they may not have the same brand recognition as the market leaders, they often provide exceptional value, flexibility, and a more personal level of service that can be a perfect fit for discerning customers. In this comprehensive review, we'll put them head-to-head, examining everything from their core cover to their customer service ethos, helping you make a more informed decision.
The UK's private medical insurance landscape is dominated by Aviva, AXA, Bupa, and Vitality. They are excellent providers with extensive networks and comprehensive products. So, why would anyone consider a smaller insurer?
The answer lies in choice and specialism. Niche providers often carve out a space by excelling in specific areas:
With NHS waiting lists remaining a significant concern—the latest data from NHS England shows millions of treatment pathways are waiting to begin—more people than ever are exploring private health cover. For many, a niche provider offers the ideal blend of security, service, and value.
Before we compare any providers, it's crucial to understand the fundamental principle of private medical insurance in the UK. This is perhaps the most important takeaway for any potential buyer.
Important: Standard UK private health cover is designed to treat new, acute conditions that arise after your policy has started. It does not cover pre-existing conditions or chronic conditions.
Let's break that down in plain English:
Understanding this distinction is key to having the right expectations and appreciating what PMI is designed for: providing you with prompt access to high-quality treatment for unexpected, curable health issues.
Both Freedom Health and April UK are well-respected names in the specialist insurance space, but they come from different backgrounds and have distinct philosophies.
Feature | Freedom Health Insurance | April UK |
---|---|---|
Core Philosophy | Flexibility, choice, and empowerment. "Build your own" | Service, simplicity, and international expertise. |
Primary Audience | UK individuals, families, and SMEs wanting modular cover. | Individuals, families, and businesses, including expatriates. |
Key Strength | Highly customisable policies. | Strong customer service and simple, comprehensive plans. |
Organisational Type | UK-based specialist health insurer. | The UK arm of a large, global insurance group (APRIL Group). |
Freedom Health aims to put you in the driver's seat of your health cover. Their entire approach is built around giving you the tools to create a policy that fits your exact needs and budget.
Established in 2003, Freedom Health is a UK-based company with a clear mission: to offer a refreshing and flexible alternative to the one-size-fits-all policies on the market. They are underwritten by Axis Managing Agency Limited on behalf of Lloyd’s of London, giving them the financial backing of one of the world's most famous insurance markets. Their team is based entirely in the UK, which they promote as a key benefit for customer service and understanding the local healthcare landscape.
Freedom’s offering is primarily split into two distinct products, designed for different needs and budgets.
April UK focuses on delivering high-quality, easy-to-understand health insurance, backed by the resources of a global powerhouse and a strong commitment to customer service.
April UK is the UK specialist arm of the APRIL Group, a leading international insurance services group headquartered in France. This global connection gives them a unique perspective, particularly for those with international ties. In the UK, they've built a reputation for providing straightforward, comprehensive private health cover and being exceptionally easy to deal with. Their plans are underwritten by certain underwriters at Lloyd's or Groupama, providing robust financial security.
April UK's approach is one of simplicity and clarity. They tend to offer a more streamlined product range, focusing on a comprehensive core policy that provides generous benefits from the outset. Their main UK PMI plan typically includes:
Rather than a modular build, customisation with April UK is more often achieved through choosing your hospital list and excess level.
This is where we get into the detail. Let's compare these two excellent providers across the features that matter most to you when choosing a private health cover plan.
Underwriting is how an insurer assesses your medical history to decide the terms of your policy. It's a critical part of any application.
Underwriting Type | Freedom Health | April UK | WeCovr's Plain English Explanation |
---|---|---|---|
Moratorium (Mori) | Yes. The most common type. Pre-existing conditions from the last 5 years are excluded until you go 2 full years without symptoms or treatment. | Yes. A popular and straightforward option. Works in the same way, automatically excluding recent pre-existing conditions. | This is the "don't ask, don't tell" option. You don't declare your full medical history upfront. The insurer will check your history only if you make a claim to see if it's a new condition. It's quick and easy but can lead to uncertainty at the point of claim. |
Full Medical Underwriting (FMU) | Yes. You complete a detailed health questionnaire upfront. The insurer then explicitly lists any conditions that will be excluded from cover. | Yes. You provide your full medical history at the start. They tell you exactly what is and isn't covered from day one. | This is the "full disclosure" option. It takes more time to set up, but you have complete clarity from the start about what's excluded. There are no surprises when you need to make a claim. For peace of mind, many people prefer this, and it's something our advisers at WeCovr can guide you through. |
Continued Personal Medical Exclusions (CPME) | Yes. Available if you're switching from another insurer. Freedom will carry over the exclusions from your previous policy. | Yes. Offered to those switching from another PMI provider, ensuring continuity of cover without new underwriting. | If you already have PMI and want to switch, this option allows you to move your policy without having to go through underwriting again. It’s great for ensuring uninterrupted cover for conditions that have developed while you were insured. |
Verdict: Both providers offer a full range of modern underwriting options, making it easy to switch to them or join as a new customer. There is no clear winner here; the best choice depends on your personal circumstances and preference for upfront clarity versus initial speed.
For many, cancer cover is the single most important element of a PMI policy. It provides access to treatments, drugs, and facilities that may not be available on the NHS, or not available as quickly.
Cancer Cover Feature | Freedom Health (Elite Plan) | April UK (Standard Plan) | WeCovr's Insight |
---|---|---|---|
Core Treatment | Comprehensive. Covers surgery, radiotherapy, and chemotherapy as standard. | Comprehensive. Covers surgery, radiotherapy, and chemotherapy as standard. | Both providers offer robust core cancer treatment, which is the industry standard for a comprehensive policy. |
Advanced Therapies & New Drugs | Included. Covers targeted therapies and drugs, even if not yet approved by NICE (the NHS's watchdog), if they are licensed. | Included. Good access to licensed drugs that may not yet be routinely available on the NHS. | This is a key benefit of private cover. It can grant you access to the very latest breakthroughs in cancer treatment months or even years before they are available through the public system. |
Palliative Care & End-of-Life | Included. Provides cover for pain management and treatments to improve quality of life if the cancer is not curable. | Included. Palliative care, including pain relief, is typically covered. | This shows a commitment to patient wellbeing throughout the entire cancer journey, providing comfort and dignity. |
Optional Downgrades | Yes. On the Elite plan, you can choose to downgrade your cancer cover to receive treatment on the NHS to reduce your premium. | No. Cancer cover is typically a core, non-negotiable part of their comprehensive plan. | Freedom's option to use the NHS for cancer is unique. It's a way to significantly lower your premium if you are confident in NHS cancer services but want private care for other acute conditions. |
Monitoring and Follow-Up | Covered for a set period after treatment ends. | Covers monitoring and check-ups post-treatment. | Both ensure your recovery is tracked, providing peace of mind after active treatment has finished. |
Verdict: Both offer excellent, comprehensive cancer cover. Freedom Health wins on flexibility by allowing you to opt for NHS cancer treatment to save money. April UK wins on simplicity by including full, comprehensive cover as a core, non-negotiable benefit.
Awareness of mental health has grown enormously, and insurers have responded by significantly improving their support services.
Mental Health Feature | Freedom Health | April UK | WeCovr's Insight |
---|---|---|---|
In-patient & Day-patient Cover | Optional Extra. Can be added as a module to the Elite plan. Provides cover for hospital stays for psychiatric treatment. | Often included. Typically has a good level of cover for in-patient and day-patient treatment, subject to annual limits. | This is for acute, severe mental health episodes requiring hospitalisation. April UK's tendency to include this as standard is a strong benefit. |
Out-patient Cover (Therapy) | Optional Extra. Can be added as part of the out-patient module, covering sessions with a psychologist or psychiatrist. | Often included. Usually provides a set monetary amount or number of sessions for out-patient therapies like CBT or counselling. | This is the most commonly used mental health benefit. It gives you quick access to talking therapies without a long wait. Again, April UK often includes this, whereas Freedom makes it a conscious choice for the policyholder to add. |
Digital & Remote Support | Provides access to a 24/7 GP helpline which can offer initial advice and signposting for mental health concerns. | Often partners with third-party apps or services to provide digital mental health support, such as online CBT courses or helplines. | Digital tools are becoming essential for early intervention and convenient support. Both providers offer valuable remote services, which can be a lifeline for those needing immediate advice. This proactive approach aligns with a holistic view of health, where managing stress is as important as diet and exercise. Getting enough sleep, for example, is a cornerstone of good mental resilience. |
Verdict: April UK often has the edge here for those who want mental health cover included as a core part of their policy without having to think about it. Freedom Health provides the option but requires you to actively choose and pay for it, which suits those who prefer to keep premiums low and may not see it as a priority.
Having private medical insurance isn't just about being treated when you're ill; it's also a tool that empowers you to take control of your health. Services like 24/7 GP access allow you to address concerns early, before they become serious problems.
A healthy lifestyle is your first line of defence:
Using a PMI policy's digital tools can help you stay on top of these pillars of health, creating a positive feedback loop for your overall wellbeing.
There is no single "best PMI provider" for everyone. The right choice depends entirely on your personal needs, budget, and philosophy towards insurance.
Here’s a summary to help you decide:
You might prefer... | Freedom Health If... | April UK If... |
---|---|---|
Flexibility & Control | You want to build your policy from the ground up, picking and choosing every element of cover to match your precise needs and budget. | You prefer a straightforward, comprehensive policy where the key benefits are already included, and you just need to choose your excess. |
Budget Management | You want the ability to strip a policy back to its essentials or use options like the NHS cancer downgrade to achieve the lowest premium. | You are looking for strong "out-of-the-box" value and are happy to pay for a comprehensive, all-in-one package. |
Simplicity | You are comfortable with complexity and enjoy researching options to create the perfect package. | You want an easy-to-understand policy from a provider known for making the process simple and clear. |
Customer Service Style | You value a UK-based team and a direct, no-nonsense approach. | You value a highly-praised, empathetic claims service and the backing of a large, international group. |
Specific Needs | You have a specific need, like adding dental/optical cover, and want it integrated into one policy. | You may have international ties or simply appreciate the simplicity of a plan that covers most eventualities as standard. |
Ultimately, both Freedom Health and April UK are fantastic alternatives to the mainstream providers. They offer quality cover, robust financial backing, and a genuine focus on the customer.
Choosing between two excellent but different providers like Freedom and April UK can be challenging. The details matter, and the best policy on paper might not be the best one for you. This is where an independent, expert private medical insurance broker comes in.
At WeCovr, we are authorised and regulated by the Financial Conduct Authority (FCA). Our job is to work for you, not the insurer. We take the time to understand your unique circumstances, budget, and health priorities.
We can help you decipher the small print, compare underwriting terms, and ensure you're getting the absolute best value for your private health cover.
Ready to explore your options and find the right private medical insurance in the UK?
Get your free, no-obligation quote from a WeCovr expert today and find the perfect cover for you and your family.