TL;DR
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.
Key takeaways
- The 'Health+' Policy: This is a comprehensive, feature-rich product. By including a high level of out-patient cover, mental health support, and full cancer care as standard, The Exeter removes a lot of the guesswork. It’s designed for those who want to "set it and forget it," knowing they are well-covered.
- Community-Rated Renewals: This is arguably The Exeter’s most significant advantage. On a standard PMI policy, if you make a large claim (e.g., for a £20,000 knee replacement), your personal renewal premium can skyrocket. With The Exeter’s community-rated approach, your premium increase is influenced by the overall claims of a large pool of members, making it far more stable and predictable. This provides incredible peace of mind.
- Remote GP Appointments: 24/7 access to a GP by phone or video call.
- Mental Health Support: Access to qualified counsellors for short-term support.
WeCovr examines two mid-size UK providers offering competitive alternatives to the Big Four
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.
A Quick Refresher: Understanding UK Private Medical Insurance
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.
The Critical Rule: Pre-existing and Chronic Conditions
This is the most important point to understand about standard UK PMI:
- Pre-existing Conditions: PMI does not cover medical conditions you had before you took out the policy.
- Chronic Conditions: It also does not cover long-term conditions that require ongoing management rather than a cure, such as diabetes, asthma, or high blood pressure. These are typically managed by the NHS.
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.
Introducing the Contenders: Freedom Health & The Exeter
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.
Freedom Health Insurance
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:
- Modular "Build-Your-Own" Policies: You start with a core product and add only the benefits you need.
- Budget-Friendly Options: Their "Freedom Essentials" plan is one of the most affordable diagnostic plans on the market.
- Direct Access: Policies are designed to be simple and easy to understand, without unnecessary frills.
The Exeter
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:
- Member-Focused: As a friendly society, they have a strong reputation for fairness and customer support.
- Comprehensive Cover: Their flagship "Health+" policy is designed to be thorough and inclusive.
- Innovative Pricing: They use community-rated schemes for some renewals, which can protect members from sharp premium hikes after making a claim.
Head-to-Head Comparison: Core Policy Features
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. |
Diving Deeper: Unique Selling Points
The table above gives a great overview, but the real difference lies in the unique products and philosophies of each insurer.
Freedom Health's Strengths: Ultimate Flexibility and Affordability
- Freedom Essentials Plan: This is Freedom's standout budget product. It's not a full PMI policy. Instead, it’s a "diagnostic" plan designed to get you answers quickly. It covers the costs of consultations and scans (like MRI and CT) to diagnose a problem. Once diagnosed, you would typically use the NHS for treatment, but armed with a swift private diagnosis. This is perfect for those who trust the NHS for treatment but want to skip the long diagnostic waiting lists.
- The Modular 'Elite' Policy: Freedom Elite truly lets you be the architect of your own plan. For example, a fit and healthy 40-year-old might choose:
- Core Cover: For in-patient treatment only.
- No Out-patient Cover: To save money, they are happy to use their NHS GP for initial consultations.
- Full Cancer Cover: They want the peace of mind of comprehensive cancer care if needed.
- £1,000 Excess: To keep monthly premiums low. This level of customisation is Freedom’s core strength.
- Self-Referral Options: Some of Freedom's benefits, like access to their private GP service, allow for self-referral, simplifying the process of getting medical advice.
The Exeter's Strengths: Comprehensive Cover and Member-First Service
- The 'Health+' Policy: This is a comprehensive, feature-rich product. By including a high level of out-patient cover, mental health support, and full cancer care as standard, The Exeter removes a lot of the guesswork. It’s designed for those who want to "set it and forget it," knowing they are well-covered.
- Community-Rated Renewals: This is arguably The Exeter’s most significant advantage. On a standard PMI policy, if you make a large claim (e.g., for a £20,000 knee replacement), your personal renewal premium can skyrocket. With The Exeter’s community-rated approach, your premium increase is influenced by the overall claims of a large pool of members, making it far more stable and predictable. This provides incredible peace of mind.
- Healthwise Member App: This is a superb added-value benefit. Included with every policy, the Healthwise app provides:
- Remote GP Appointments: 24/7 access to a GP by phone or video call.
- Mental Health Support: Access to qualified counsellors for short-term support.
- Physiotherapy & Podiatry: Quick access to assessment and advice for musculoskeletal issues. This suite of services can help you manage minor health concerns quickly, often without needing to make a formal claim on your policy.
Cost Comparison: Illustrative Monthly Premiums
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. (illustrative estimate)
| 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:
- Freedom Essentials is consistently the most affordable option, reflecting its focus purely on diagnostics.
- Freedom Elite offers a competitive mid-point, which can be made cheaper or more expensive depending on the modules you select.
- The Exeter typically has a higher premium, which is justified by its comprehensive standard features, member benefits like the Healthwise app, and the long-term value of its community-rated renewal pricing.
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.
Enhancing Your Wellbeing: Tips and Tools
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.
- Nutrition is Key: A balanced diet rich in fruits, vegetables, and whole grains is foundational to good health. According to the NHS, eating a healthy, balanced diet can help you maintain a healthy weight and lower your risk of developing chronic conditions.
- Stay Active: The NHS recommends at least 150 minutes of moderate-intensity activity a week. This could be a brisk 30-minute walk five days a week. Regular exercise is proven to reduce stress and lower the risk of major illnesses.
- Prioritise Sleep: Most adults need 7-9 hours of quality sleep per night. Poor sleep can impact everything from your immune system to your mental health.
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.
So, Who Is Freedom Health Best For?
You might be a great fit for Freedom Health if:
- You are on a tight budget: The Essentials plan offers a fantastic way to get fast diagnostics without the cost of a full PMI policy.
- You want maximum control: You enjoy tweaking options and want to build a policy that covers exactly what you want and nothing more.
- You are relatively young and healthy: You may be comfortable taking on more risk (e.g., a higher excess or no out-patient cover) in exchange for a lower premium.
And Who Is The Exeter Best For?
The Exeter could be the ideal choice if:
- You prioritise comprehensive cover and simplicity: You want a policy that includes cancer cover, mental health support, and out-patient care as standard.
- You value excellent customer service: Their reputation as a friendly society for fair treatment and smooth claims is a major draw.
- You are concerned about future premium hikes: The community-rated renewal model offers unique long-term protection against steep price increases after a claim.
- You are an older applicant: The Exeter has a strong track record of offering competitive terms to older individuals.
The WeCovr Verdict: Choosing Your Perfect Match
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.
- Freedom Health is the champion of flexibility and affordability.
- The Exeter is the standard-bearer for comprehensive cover and member-first service.
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.
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Ready to Find Your Ideal Health Cover?
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.
Sources
- NHS England: Waiting times and referral-to-treatment statistics.
- Office for National Statistics (ONS): Health, mortality, and workforce data.
- NICE: Clinical guidance and technology appraisals.
- Care Quality Commission (CQC): Provider quality and inspection reports.
- UK Health Security Agency (UKHSA): Public health surveillance reports.
- Association of British Insurers (ABI): Health and protection market publications.









