TL;DR
WeCovr compares two smaller UK providers for value and service 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 900,000 policies, we believe in looking at the whole market.
Key takeaways
- Personalised Service: Fewer customers can mean more direct, personal contact and a less bureaucratic claims process.
- Niche Strengths: They often excel in specific areas, such as flexible policy design or ethical, member-focused principles.
- Competitive Pricing: By focusing their business model, they can sometimes offer more competitive premiums for certain levels of cover.
- In-patient and Day-patient Treatment: This includes hospital accommodation, nursing care, surgeon and anaesthetist fees, and specialist consultations while you are admitted to hospital.
- Comprehensive Cancer Cover: This is included as standard and covers diagnosis, surgery, and treatments like radiotherapy and chemotherapy. It also includes provisions for bone marrow transplants and stem cell therapy.
WeCovr compares two smaller UK providers for value and service
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 900,000 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.
Why Look Beyond the Usual Suspects?
While the largest providers offer extensive networks and brand recognition, smaller, more specialist insurers often stand out for different reasons:
- Personalised Service: Fewer customers can mean more direct, personal contact and a less bureaucratic claims process.
- Niche Strengths: They often excel in specific areas, such as flexible policy design or ethical, member-focused principles.
- Competitive Pricing: By focusing their business model, they can sometimes offer more competitive premiums for certain levels of cover.
Let's see how Freedom and WPA stack up.
At a Glance: Freedom vs WPA Comparison
| 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. |
A Deep Dive into Freedom Health Insurance
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 Core Product: 'Freedom Elite'
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:
- In-patient and Day-patient Treatment: This includes hospital accommodation, nursing care, surgeon and anaesthetist fees, and specialist consultations while you are admitted to hospital.
- Comprehensive Cancer Cover: This is included as standard and covers diagnosis, surgery, and treatments like radiotherapy and chemotherapy. It also includes provisions for bone marrow transplants and stem cell therapy.
- NHS Hospital Cash Benefit: If you choose to have your in-patient treatment on the NHS, Freedom will pay you a cash amount for each night you spend in an NHS hospital.
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:
- Out-patient Consultations: Covers appointments with specialists.
- Therapies: Includes physiotherapy, osteopathy, and chiropractic treatment.
- Diagnostics: Covers tests like MRI, CT, and PET scans performed on an out-patient basis.
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:
- Alternative Therapies: Cover for treatments like acupuncture and homeopathy.
- Dental and Optical Cover: A contribution towards routine dental check-ups, treatment, and eye tests/glasses.
- Mental Health Cover: Provides access to psychiatrists and psychotherapists.
Underwriting with Freedom
Like most providers, Freedom offers two main ways to underwrite your policy:
- Full Medical Underwriting (FMU): You provide a full history of your health on the application form. The insurer then states upfront what will and won't be covered. It's clear from day one, but the application is longer.
- Moratorium Underwriting: You don't need to disclose your full medical history. Instead, the policy automatically excludes treatment for any condition you've had symptoms of, or sought advice for, in the 5 years before your policy starts. These exclusions can be lifted if you go 2 continuous years without any symptoms, treatment, or advice for that condition after your policy begins.
Who is Freedom Health Insurance Best For?
Freedom is an excellent choice for:
- The Budget-Conscious: By stripping back to just core in-patient cover, you can secure protection against major medical events for a very competitive premium.
- The Control Seeker: If you know exactly what you want from your private health cover and don't want to pay for frills you'll never use, Freedom's model is ideal.
- Self-Employed Individuals: The ability to create a bespoke 'catastrophe' plan is often very appealing to those managing their own finances.
A Deep Dive into WPA (Western Provident Association)
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 Core Products: 'Flexible Health'
WPA's main individual and family product line is 'Flexible Health', which comes in three tiers: Essentials, Premier, and Elite.
- Flexible Health Essentials: A strong entry-level plan covering in-patient and day-patient treatment, with some out-patient benefits and comprehensive cancer cover.
- Flexible Health Premier: Builds on the Essentials plan with more extensive out-patient cover and higher benefit limits.
- Flexible Health Elite: The most comprehensive option, offering extensive benefits across the board, including for mental health, therapies, and dental.
The 'Shared Responsibility' Model
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.
Technology and Member Benefits
WPA is known for its investment in technology to improve the member experience. The WPA Health app is a standout feature, allowing you to:
- Make a claim easily.
- Check your symptoms.
- Access health and wellness information.
- Speak to a GP 24/7.
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.
Who is WPA Best For?
WPA is a fantastic option for:
- Families: Their comprehensive plans and trusted, ethical reputation provide peace of mind.
- Those Prioritising Service: If you value a smooth, human-centric claims process and UK-based support, WPA consistently receives high praise.
- Ethically-Minded Consumers: The not-for-profit structure appeals to many who want their money to be reinvested into the service they receive.
Critical Information: Understanding What UK PMI Covers
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.
- An acute condition is a disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery. Examples include joint replacements, cataract surgery, or hernia repair.
- A chronic condition is a disease, illness, or injury that has one or more of the following characteristics: it needs long-term monitoring, has no known cure, requires ongoing management, or is likely to recur. Examples include diabetes, asthma, arthritis, and high blood pressure.
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.
Head-to-Head Feature Comparison: Freedom vs WPA
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. |
How a PMI Broker Like WeCovr Can Help You Choose
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:
- Understand Your Needs: We listen to what's important to you—your budget, your health priorities, and the level of cover you're comfortable with.
- Search the Market: We compare policies from a wide range of insurers, including specialists like Freedom and WPA, to find the best options.
- Explain the Details: We translate the jargon and explain the fine print, ensuring you understand exactly what you are buying.
Working with a broker saves you time and provides the confidence that you have the right private health cover for your unique circumstances.
Beyond the Policy: Extra Value and Wellbeing
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:
- Balanced Diet: The NHS 'Eatwell Guide' is a great starting point, recommending a diet rich in fruits, vegetables, and whole grains, with lean proteins and healthy fats.
- Regular Activity: Aim for at least 150 minutes of moderate-intensity activity (like a brisk walk or cycling) or 75 minutes of vigorous-intensity activity (like running) a week.
- Quality Sleep: Most adults need 7-9 hours of sleep per night. Good sleep is crucial for mental and physical recovery.
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.
Final Verdict: Which Provider is Right for You?
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.
Is private medical insurance worth it in the UK?
What is the difference between moratorium and full medical underwriting?
Does private health insurance cover pre-existing conditions?
Can I switch my private medical insurance provider?
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.











