
As an FCA-authorised broker that has arranged over 900,000 policies, WeCovr understands that navigating the UK’s private medical insurance market can be complex. This article compares two specialist providers, Freedom Health and April UK, to help you find the right private health cover for your unique circumstances.
When considering private medical insurance (PMI) in the UK, most people think of the big household names. While providers like Bupa and AXA offer excellent, comprehensive policies, they aren't always the perfect fit for everyone. The UK market is also home to a number of smaller, more specialised insurers who cater to specific needs, budgets, and lifestyles.
Two such providers are Freedom Health Insurance and April UK. They have carved out distinct niches by offering flexible, often more affordable, or internationally-focused plans that can be a fantastic alternative to a one-size-fits-all policy.
In this in-depth guide, we’ll break down exactly what Freedom Health and April UK offer, compare their strengths and weaknesses, and help you understand which one—if either—might be the right choice for you.
Before we dive into the specifics of any provider, it’s crucial to understand the fundamental purpose of private medical insurance in the UK. This single point causes the most confusion, so let's be crystal clear:
Standard UK private medical insurance is designed to cover acute conditions that arise after you take out your policy.
PMI is your partner for getting diagnosed and treated quickly for new, eligible medical problems, helping you bypass potentially long NHS waiting lists. For instance, according to NHS England data from 2024, the median waiting time for elective treatment was over 14 weeks, with hundreds of thousands waiting much longer. PMI aims to significantly shorten that wait.
Freedom Health Insurance is a UK-based provider that entered the market with a clear mission: to offer flexible and straightforward health insurance. They pride themselves on giving customers more control over their cover.
Founded in 2003, Freedom is a smaller, specialist insurer that focuses on providing a more modular approach to policy design. Instead of offering rigid, pre-packaged plans, they allow customers to build a policy that more closely matches their needs and budget. This makes them a popular choice for individuals, families, and small businesses looking for value and customisation.
Freedom's main product is Freedom Elite, a comprehensive and highly customisable policy. They also offer Freedom Essentials, a more budget-friendly option covering the big-ticket costs.
Here’s a breakdown of their typical offerings:
| Feature | Freedom Essentials | Freedom Elite |
|---|---|---|
| Core Purpose | A low-cost plan covering major costs like surgery and cancer treatment. | A comprehensive, modular plan with extensive options. |
| In-patient & Day-patient | Covered in full (subject to plan limits). | Covered in full. |
| Out-patient Cover | Not included as standard. Designed to keep costs low. | Optional add-on. You can choose limits from £0 to £1,500. |
| Cancer Cover | Full cover for diagnosis and treatment. | Comprehensive cancer cover, including new treatments (subject to T&Cs). |
| Hospital List | A specific list of quality UK private hospitals. | Choice of hospital lists, including premium London hospitals. |
| Mental Health | Limited cover, typically focused on in-patient treatment. | Can be added as an optional benefit for more extensive support. |
| Private GP & Diagnostics | Not standard. | Can often be included, with options for remote GP services. |
Freedom Health is an excellent choice for:
An expert broker like WeCovr can run a detailed comparison to see if Freedom's flexible model provides a cost-effective solution for your specific needs.
April UK is the UK arm of the APRIL Group, a major international insurance services company headquartered in France. This global backing gives April UK a unique position in the market, blending a UK-focused approach with a strong international flavour.
Established in the UK in 1997, April UK focuses on providing private medical insurance for individuals, families, and companies. Their international heritage is a key part of their identity, making them a go-to provider for expatriates, frequent travellers, and companies with an international workforce. They are known for their service and ability to handle more unusual or complex cases.
April UK offers a range of plans, often with a focus on providing choice and support, including options for those living both in the UK and abroad.
| Feature | Typical April UK Offering |
|---|---|
| Core Purpose | To provide flexible UK and international health cover with a strong service focus. |
| In-patient & Day-patient | Covered in full on most plans. |
| Out-patient Cover | Usually offered as an optional add-on with various levels of cover. |
| Cancer Cover | Comprehensive cancer cover is a cornerstone of their policies. |
| Hospital List | A wide range of hospital choices, often with straightforward access. |
| International Options | This is their standout feature. They offer plans with emergency overseas cover and even options for elective treatment abroad. |
| Mental Health | Generally offer good options for mental health support, reflecting a more holistic view of health. |
| Underwriting | Flexible underwriting, including options for those switching from other insurers. |
April UK is a perfect match for:
To make your decision easier, here is a direct comparison of the key features offered by both providers. Remember, the specifics will always depend on the exact policy you choose.
| Feature | Freedom Health Insurance | April UK | WeCovr's Expert Take |
|---|---|---|---|
| Primary Focus | Flexible, modular, UK-focused cover. | UK and international cover with a service-led approach. | Freedom is for customising UK cover. April is for those with an international lifestyle. |
| Ideal Customer | Budget-conscious individuals, families, and SMEs. | Expats, frequent travellers, and those wanting a high-touch service. | Your lifestyle is the biggest deciding factor between these two. |
| Underwriting | Standard options (Moratorium, FMU). Strong 'Medical History Disregarded' for small companies. | Standard options, plus flexible 'Switch' terms for those moving from another insurer. | Both are flexible, but Freedom's SME offering is a standout benefit for small businesses. |
| Out-patient Cover | Optional add-on. Can be excluded entirely to save money. | Optional add-on with generous limits available. | Freedom's 'Essentials' plan is great for a low-cost, in-patient only policy. April's options are more comprehensive. |
| Cancer Cover | Comprehensive, but check policy details for specific drug categories. | Very comprehensive, a core strength of their proposition. | Both are strong, but always read the fine print on cancer care as it's a key reason for having PMI. |
| International Cover | Limited to emergency cover while abroad on holiday (on some plans). | A key specialism. Options for elective treatment abroad. | If you need more than emergency travel cover, April UK is the clear winner here. |
| Mental Health | Can be limited on basic plans; more extensive cover is an optional extra. | Generally a more holistic approach with good mental health pathways available. | April UK may have the edge for those who see mental health support as a priority. |
| Added Benefits | Focus is on core medical cover, fewer wellness add-ons. | Often include value-added services like global medical assistance. | If you want a policy packed with lifestyle rewards, you might look at a larger provider. These two focus on the insurance itself. |
While private medical insurance is an invaluable tool for when things go wrong, the best strategy is always to stay healthy in the first place. Many insurers are now actively encouraging healthier lifestyles, and taking proactive steps can improve your long-term wellbeing.
To support our clients on their wellness journey, WeCovr provides complimentary access to our AI-powered calorie and nutrition tracking app, CalorieHero. It’s a simple, effective tool to help you make more informed choices about your diet.
Choosing between specialist providers like Freedom Health and April UK, or deciding if a larger insurer is a better fit, can be overwhelming. That’s where an independent broker like WeCovr comes in.
Our high customer satisfaction ratings are built on a foundation of providing honest, impartial, and effective advice tailored to each client's unique needs.
Ready to explore your options and find the best private medical insurance for your needs?
Contact the friendly, expert team at WeCovr today. We’ll provide a free, no-obligation quote and the clear, impartial advice you need to make a confident decision. Let us handle the complexity so you can enjoy the peace of mind.






