
As an FCA-authorised broker that has helped arrange over 900,000 policies, WeCovr understands the UK private medical insurance (PMI) landscape inside and out. While many consumers gravitate towards the "Big Four" providers, a closer look reveals that some of the most competitive and flexible policies come from specialist, mid-size insurers.
In this comprehensive guide, we put two such providers under the microscope: Freedom Health Insurance and The Exeter. Both offer compelling alternatives for savvy UK consumers seeking value, flexibility, and excellent service. We'll explore their core offerings, unique benefits, and pricing structures to help you decide which might be the right fit for your health and budget.
Before we dive into the comparison, it’s essential to grasp the fundamentals of private health cover in the UK.
PMI is designed to cover the costs of private medical treatment for acute conditions. An acute condition is a disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery. Think of things like joint replacements, cataract surgery, or hernia repairs.
This is the most important point to understand about standard UK PMI:
The purpose of PMI is to complement the excellent emergency and chronic care provided by the NHS by giving you faster access to diagnosis and treatment for new, eligible medical conditions that arise after your policy begins.
While they may not have the same household name recognition as the market leaders, Freedom Health and The Exeter have carved out significant niches by excelling in specific areas.
Founded in 2003, Freedom Health has built its reputation on flexibility and choice. Their approach is highly modular, allowing customers to construct a policy that precisely matches their needs and budget. They are known for their straightforward products and competitive pricing, particularly for those who are happy to self-refer or want a more stripped-back level of cover.
Key Characteristics:
With roots going back over a century as a friendly society, The Exeter’s ethos is built on mutuality and member-centric service. They are not-for-profit, meaning their focus is on providing value and excellent service to their members rather than generating dividends for shareholders. They are particularly well-regarded for their comprehensive cover and exceptional claims handling.
Key Characteristics:
Let's break down how the main policies from Freedom Health (Freedom Elite) and The Exeter (Health+) stack up against each other on the most important features.
| Feature | Freedom Health (Freedom Elite) | The Exeter (Health+) | WeCovr's Analysis |
|---|---|---|---|
| Core Cover | Covers in-patient and day-patient treatment costs, including hospital charges and specialist fees. | Covers in-patient and day-patient treatment costs in full. Includes unlimited in-patient diagnostics. | Both providers offer robust core protection. The Exeter's 'unlimited in-patient diagnostics' is a standout feature, removing any worry about hitting a financial limit for tests while admitted to hospital. |
| Out-patient Cover | An optional add-on. You can choose limits from £0 up to £1,500, or a "Full Cover" option. | Standard on their core policy, with a generous £1,000 limit for consultations and tests. | The Exeter includes a strong level of out-patient cover as standard, which is great for simplicity. Freedom's modular approach gives cost-conscious buyers the ability to remove it entirely to save money. |
| Cancer Cover | Comprehensive cancer cover is an optional add-on. You can choose different levels, including cover for chemotherapy, radiotherapy, and surgery. | Extensive cancer cover is included as standard. This covers diagnosis, surgery, and treatments like chemotherapy and radiotherapy. | The Exeter’s inclusion of cancer cover as standard is a significant benefit. With Freedom, it's an add-on, which adds to the cost but also allows those with a lower risk appetite to opt-out and reduce their premium. |
| Mental Health Cover | An optional add-on. Provides cover for specialist consultations and up to 45 days of in/day-patient psychiatric treatment. | Included as standard. Covers up to £1,000 for out-patient consultations with a psychologist or psychiatrist. | The Exeter’s standard inclusion is a plus for mental health support. Freedom's add-on is more extensive for in-patient care but comes at an extra cost. |
| Hospital List | Offers a choice of hospital lists, including a more restricted list to reduce premiums. | Provides a comprehensive list of UK private hospitals. You can add a "London Upgrade" for access to exclusive central London facilities. | Both offer good flexibility. Freedom's tiered lists allow for more precise cost control, while The Exeter's approach is simpler for most customers. |
| Excess Options | Flexible options ranging from £0 to £2,500. | Wide range of excess options from £0 to £5,000. | Both providers offer excellent flexibility, allowing you to choose a higher excess (the amount you pay towards a claim) to significantly lower your monthly premium. |
| No Claims Discount | A standard tiered system. Your premium is reduced for every year you don't claim, typically up to 60-70%. | Uses a protected No Claims Discount and, for renewals, a 'community rating' approach. | The Exeter's community rating is a game-changer. It means your renewal premium isn't just based on your own claims but on the claims of a wider group, protecting you from a single large claim causing a massive price hike. |
The table above gives a great overview, but the real difference lies in the unique products and philosophies of each insurer.
It is vital to remember that PMI premiums are highly personalised. They depend on your age, location, smoking status, chosen excess, and level of cover. The table below provides illustrative examples only to give you a rough idea of potential costs.
These quotes are hypothetical, generated for a non-smoker with a £500 excess in December 2025. For an accurate quote, speak to a specialist advisor.
| Scenario | Freedom Essentials (Diagnostics Only) | Freedom Elite (Mid-Range Cover) | The Exeter Health+ (Comprehensive) |
|---|---|---|---|
| 30-year-old individual, outside London | ~£25 / month | ~£45 / month | ~£55 / month |
| 45-year-old couple, outside London | ~£80 / month | ~£130 / month | ~£155 / month |
| Family of four (40s parents, 2 kids), London | ~£140 / month | ~£220 / month | ~£270 / month |
Analysis:
An expert PMI broker like WeCovr can provide a detailed comparison of personalised quotes from these and other leading UK providers, ensuring you don't overpay for the cover you need.
Private medical insurance is for when things go wrong, but the best strategy is to stay healthy in the first place. Both providers offer tools to help, and you can supplement these with simple lifestyle habits.
As a WeCovr client, you get powerful tools to support your health journey. We provide all our health and life insurance customers with complimentary access to CalorieHero, our AI-powered nutrition app that makes tracking your diet and calories simple and intuitive.
Furthermore, when you purchase a policy through WeCovr, you can unlock exclusive discounts on other types of insurance, from home to travel cover, providing even greater value.
You might be a great fit for Freedom Health if:
The Exeter could be the ideal choice if:
There is no single "best" private medical insurance provider. The right choice between Freedom Health and The Exeter depends entirely on your personal circumstances, priorities, and budget.
Navigating these choices can be complex. Policy documents are filled with jargon, and comparing different benefit levels and add-ons is a daunting task. This is where using an independent, FCA-authorised broker like WeCovr makes all the difference. Our expert advisors do the hard work for you. We take the time to understand your needs and then compare the entire market—including specialist providers like Freedom and The Exeter—to find the policy that offers you the best protection at the most competitive price. Our advice is completely free and impartial.
Don't navigate the complex world of private medical insurance alone. Get a free, no-obligation quote from WeCovr today. Our friendly experts will compare policies from Freedom Health, The Exeter, and all other leading UK insurers to find the perfect plan for you and your family.






