Choosing private medical insurance in the UK can feel like navigating a maze. While giants like Bupa and AXA dominate the headlines, a closer look reveals specialist providers offering exceptional value and service. Here at WeCovr, an FCA-authorised broker that has helped arrange over 750,000 policies, we believe in looking at the whole market.
This guide shines a spotlight on two such providers: Freedom Health Insurance and WPA (Western Provident Association). Both offer compelling alternatives to the big names, but they cater to very different needs. We'll break down their cover, philosophy, and costs to help you decide which one might be the perfect fit for your health and budget.
While the largest providers offer extensive networks and brand recognition, smaller, more specialist insurers often stand out for different reasons:
Let's see how Freedom and WPA stack up.
Feature | Freedom Health Insurance | WPA (Western Provident Association) |
---|---|---|
Company Type | For-profit, independent insurer | Not-for-profit provident association |
Core Philosophy | Flexibility and choice. Build your own policy. | Member-focused, ethical, and comprehensive. |
Key Strength | Highly modular policies. Only pay for what you need. | 'Shared Responsibility' model, strong customer service. |
Underwriting | Moratorium, Full Medical Underwriting (FMU) | Moratorium, Full Medical Underwriting (FMU) |
Hospital Access | Choice of specified hospital lists. | Wide network, 'Freedom of Choice' on specialists. |
Digital Tools | Customer portal. | Feature-rich 'WPA Health' app. |
Best For... | Individuals seeking control over their policy and costs. | Families and individuals wanting a trusted, ethical provider. |
Founded in 2003, Freedom Health Insurance entered the UK PMI market with a clear mission: to give customers more control. Their entire model is built around flexibility, allowing you to construct a policy that precisely matches your requirements and budget, rather than buying a pre-packaged plan with benefits you may not need.
Freedom’s main offering is a ‘building block’ style policy. You start with the essential core cover and then add optional benefits as you see fit.
1. Core Cover (The Foundation)
This is the mandatory part of any Freedom Elite policy and covers the most significant medical costs:
2. Optional Out-patient Cover (The Add-ons)
This is where the customisation truly begins. If you want cover for diagnostics and treatment that don't require a hospital stay, you can add one of these modules:
You can choose different cover limits for these, allowing you to balance the cost against the level of protection you want.
3. Further Optional Benefits
To tailor your policy even further, you can add:
Like most providers, Freedom offers two main ways to underwrite your policy:
Freedom is an excellent choice for:
WPA has a rich heritage, having been founded in 1901. Crucially, they are a not-for-profit provident association. This is not just a marketing term; it's fundamental to how they operate. Any financial surplus they make is reinvested back into the company to benefit members, for example, by improving services or keeping premiums stable, rather than being paid out to shareholders.
This ethos has earned them a loyal following and a strong reputation for excellent, UK-based customer service.
WPA's main individual and family product line is 'Flexible Health', which comes in three tiers: Essentials, Premier, and Elite.
A key feature of many WPA policies is their "Shared Responsibility" or co-payment structure. Instead of a traditional excess where you pay, for example, the first £250 of a claim, you share the cost of the treatment with WPA.
Example: On some plans, for out-patient consultations, WPA might cover 75% of the specialist's fee. This means you contribute the remaining 25%. This approach helps to keep premiums lower and encourages members to be mindful of treatment costs.
WPA also has structured benefit limits. For instance, they might state they will pay up to a certain amount for a specific procedure or consultation. Most specialists' fees fall within these guidelines, but it's an important part of how they manage costs.
WPA is known for its investment in technology to improve the member experience. The WPA Health app is a standout feature, allowing you to:
Their 'Freedom of Choice' approach is also highly valued. While they have an extensive list of participating hospitals, they generally allow you to choose your own specialist, as long as their fees are within WPA's published guidelines.
WPA is a fantastic option for:
It is absolutely vital to understand the core purpose of private medical insurance in the UK. This applies to Freedom, WPA, and all other standard PMI providers.
PMI is designed to cover new, acute conditions that arise after you take out your policy.
Standard private health cover does not cover chronic conditions. It also excludes pre-existing conditions—any health issue you had before your policy started. This is a fundamental principle of the UK market. PMI is a complement to the NHS, not a replacement for it. The NHS provides excellent care for chronic conditions and emergencies. PMI gives you choice and speed for eligible acute conditions.
This table breaks down some of the most important policy features to help you compare them directly.
Feature | Freedom Health Insurance | WPA (Western Provident Association) |
---|---|---|
Core Philosophy | Build-Your-Own: Total flexibility to add or remove benefits. | Packaged Tiers: Choose from tiered plans (Essentials, Premier, Elite). |
Cancer Cover | Comprehensive cover included as standard in the core module. | Comprehensive cover included as standard across all 'Flexible Health' plans. |
Out-patient Cover | Fully Optional: Add as a module with customisable limits. | Included (Varies by Tier): Generous limits, especially on Premier and Elite plans. |
Mental Health | Optional Add-on: Can be added to the policy for an extra premium. | Included (Varies by Tier): Good cover on Premier and Elite plans. Basic on Essentials. |
Excess/Cost Share | Traditional Excess: Choose a fixed amount (£0, £100, £250, etc.) per year. | Shared Responsibility: Often involves co-payments (e.g., you pay 25%) and benefit limits. |
Digital Tools | Standard online customer portal for policy management. | Advanced 'WPA Health' app with claims, symptom checker, and remote GP access. |
Customer Service | Good, direct service from a smaller, focused team. | Excellent reputation for UK-based, personal, and efficient service. |
Navigating the details of different policies can be complex. The difference between a 'traditional excess' and a 'shared responsibility' model, or the implications of various hospital lists, can be significant. This is where an expert, independent PMI broker becomes invaluable.
At WeCovr, we provide a specialist service at no cost to you. Our job is to:
Working with a broker saves you time and provides the confidence that you have the right private health cover for your unique circumstances.
A good health insurance plan is about more than just paying for treatment. It’s also about promoting a healthy lifestyle to reduce your chances of needing care in the first place.
The Pillars of Good Health:
At WeCovr, we believe in supporting our clients' overall wellbeing. When you take out a policy with us, you get complimentary access to CalorieHero, our AI-powered calorie and nutrition tracking app, to help you stay on top of your diet. Furthermore, clients who buy PMI or Life Insurance through us often receive discounts on other types of cover, adding even more value.
So, should you choose Freedom or WPA?
Choose Freedom Health Insurance if: ✅ You want maximum control to design your policy from the ground up. ✅ You are on a tight budget and want to secure essential in-patient cover without paying for extra benefits. ✅ You are confident in choosing the specific modules you need.
Choose WPA if: ✅ You value a long-standing, ethical provider with a not-for-profit ethos. ✅ You want a comprehensive, well-regarded plan and appreciate excellent customer service. ✅ You are comfortable with a co-payment model in return for potentially lower premiums.
Both are excellent providers that offer a real alternative to the market leaders. The best choice is the one that aligns with your personal priorities for health, budget, and peace of mind.
Ready to explore your options? The best way to find the perfect policy is to get a personalised quote. Contact the friendly experts at WeCovr today for free, impartial advice. We’ll compare Freedom, WPA, and many others to find the ideal balance of cover and cost for you.