TL;DR
As an FCA-authorised broker that has helped arrange over 900,000 policies, WeCovr understands that choosing private medical insurance for your family in the UK is a significant decision. We are here to compare two excellent smaller providers, General & Medical and The Exeter, to help you find the perfect fit. WeCovr compares how these smaller providers serve UK families When considering private health cover, many families naturally think of the industry giants like Bupa or AXA.
Key takeaways
- An acute condition is a disease, illness, or injury that is likely to respond quickly to treatment and lead to a full recovery (e.g., joint pain requiring a hip replacement, cataracts, or hernias).
- A chronic condition is an illness that cannot be cured, only managed (e.g., diabetes, asthma, high blood pressure). These are not covered by PMI and are managed through the NHS.
- Pre-existing conditions you have had symptoms, advice, or treatment for in the years before your policy starts are also typically excluded.
- Flexibility: Their policies are known for being highly customisable. You start with a core foundation and add the extras you need.
- Family-Oriented: They have a long history of offering schemes for individuals, families, and businesses, with a clear understanding of what different groups require.
As an FCA-authorised broker that has helped arrange over 900,000 policies, WeCovr understands that choosing private medical insurance for your family in the UK is a significant decision. We are here to compare two excellent smaller providers, General & Medical and The Exeter, to help you find the perfect fit.
WeCovr compares how these smaller providers serve UK families
When considering private health cover, many families naturally think of the industry giants like Bupa or AXA. However, the UK's private medical insurance market is rich with specialist providers who often offer a more tailored service, unique benefits, and a different ethos.
Two such providers are General & Medical and The Exeter. Whilst they may not have the same household name recognition, they both have a long-standing reputation for providing quality cover and excellent customer care. For families, who have unique and evolving health needs, a smaller, more focused insurer can sometimes be the ideal choice.
In this comprehensive guide, we'll break down how these two providers stack up, looking at everything from core cover and family-specific benefits to cost and customer service. Our goal is to give you the clarity you need to make an informed decision for your family's health and wellbeing.
A Crucial Note on UK Private Medical Insurance
Before we dive in, it's vital to understand a fundamental principle of private medical insurance (PMI) in the UK.
PMI is designed to cover 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 (e.g., joint pain requiring a hip replacement, cataracts, or hernias).
- A chronic condition is an illness that cannot be cured, only managed (e.g., diabetes, asthma, high blood pressure). These are not covered by PMI and are managed through the NHS.
- Pre-existing conditions you have had symptoms, advice, or treatment for in the years before your policy starts are also typically excluded.
Understanding this distinction is the key to having the right expectations for what your private health cover can do for you.
Meet the Contenders: A Quick Overview
Let's get to know our two providers. They come from different backgrounds but share a commitment to providing high-quality health insurance.
About General & Medical
Founded in the 1980s, General & Medical has built a strong reputation as a specialist provider of private medical insurance. They pride themselves on offering a wide range of flexible and modular policies, allowing customers to build a plan that precisely matches their needs and budget.
Key characteristics of General & Medical include:
- Flexibility: Their policies are known for being highly customisable. You start with a core foundation and add the extras you need.
- Family-Oriented: They have a long history of offering schemes for individuals, families, and businesses, with a clear understanding of what different groups require.
- Established Service: With decades of experience, they have refined their processes and offer a range of support services alongside their core insurance products.
About The Exeter
The Exeter has a unique structure that sets it apart: it's a Friendly Society. This means it is owned by its members (the policyholders), not by external shareholders. Any profits are reinvested back into the business to improve products and services or are returned to members. This mutual ethos is at the heart of everything they do.
Key characteristics of The Exeter include:
- Mutual Status: As they are member-owned, their focus is entirely on providing the best value and service to their policyholders.
- Member-First Benefits: This ethos translates into tangible benefits, such as their comprehensive Healthwise app, which is available to all members.
- Strong Heritage: Founded in 1927, The Exeter has a near-century-long history of protecting its members through sickness and ill health. They have a deep specialism in income protection as well as health insurance.
Core Cover Compared: The Foundation of Your Policy
All PMI policies are built on a foundation of core cover, which primarily deals with treatment you receive whilst admitted to a hospital. This is known as inpatient or day-patient care.
- Inpatient: You are admitted to a hospital and stay overnight.
- Day-patient: You are admitted to a hospital or clinic for a procedure but do not stay overnight.
Both General & Medical and The Exeter offer comprehensive cover for these treatments as standard, but there are nuances in what is included.
| Feature | General & Medical (Typical Mid-Tier Plan) | The Exeter (Health+ Policy) | What This Means for Families |
|---|---|---|---|
| Inpatient & Day-Patient Fees | Covered in full | Covered in full | Both providers ensure that if a family member needs surgery or hospital treatment, the costs for specialists and the hospital itself are paid. |
| Hospital List | Choice of tiered hospital lists (e.g., Signature, First Choice, Freedom) | Choice of a national list of quality-assessed hospitals or a more restricted list for a lower premium. | A broader list gives you more choice, which can be crucial for accessing a specific paediatric specialist, but it will increase your premium. |
| Cancer Cover | Comprehensive cancer cover as standard, including surgery, radiotherapy, and chemotherapy. | Comprehensive cancer cover is standard, with no time or financial limits on chemotherapy and radiotherapy. | This is non-negotiable for most families. Both providers offer robust cancer care, providing immense peace of mind. |
| NHS Cash Benefit | Yes, typically around £100-£250 per night. | Yes, typically around £150 per night. | If you choose to use the NHS for inpatient treatment, the insurer pays you a tax-free cash sum. This can help cover incidental costs like travel or childcare. |
| Parent Accommodation | Usually covered for a parent to stay with a child under a certain age (e.g., 12). | Covered for one parent to stay in the hospital with an insured child under 18. | A huge benefit. The Exeter's higher age limit of 18 is a significant advantage for families with teenagers. |
The Takeaway: Both providers offer a solid foundation of core cover. The Exeter's more generous parent accommodation policy gives it a slight edge for families with older children. The key decision for a family will be choosing the right hospital list to balance choice against cost.
Outpatient Cover: The Key to Faster Diagnosis & Treatment
Outpatient cover is arguably one of the most valuable parts of a family PMI policy. It covers the steps you take before being admitted to a hospital, such as seeing a specialist or having diagnostic tests. For parents worried about a child's health, this can mean getting answers in days rather than waiting weeks or months.
This is almost always an optional add-on, with different levels of cover available.
How General & Medical and The Exeter Structure Outpatient Cover
- General & Medical: Often uses a modular approach. You can choose different levels of cover for consultations, diagnostics, and therapies separately, or opt for a package with a set overall limit (e.g., £500, £1,000, or unlimited).
- The Exeter: Typically offers set outpatient levels (e.g., Standard, Full). 'Full' cover will pay for all eligible consultations and tests in full, whilst 'Standard' may have limits, for instance covering diagnostics in full but limiting specialist consultations.
Here’s how they compare on the key outpatient services:
| Feature | General & Medical | The Exeter | Why This Matters for Families |
|---|---|---|---|
| Specialist Consultations | Optional add-on, with various limits. | Optional add-on, with different levels available. | This gets you fast access to paediatricians, dermatologists, ENT specialists, etc., bypassing long NHS waiting lists. |
| Diagnostic Tests (MRI, CT, PET scans) | Usually covered in full if outpatient cover is selected. | Usually covered in full if outpatient cover is selected. | Crucial for a swift diagnosis. Both providers are strong here, recognising the importance of advanced diagnostics. |
| Therapies (Physiotherapy, Osteopathy) | Optional add-on, often with a set number of sessions or a cash limit. | Optional add-on. Their Healthwise app also provides access to online physiotherapy assessments. | Essential for active families dealing with sports injuries or musculoskeletal issues. The Exeter's digital physio is a great initial triage tool. |
| Mental Health Cover | Optional add-on, with different levels of cover for psychiatric treatment. | A key strength. Cover is often included for outpatient mental health consultations, with a strong focus on getting members quick access to support. | Mental health is a growing concern for families. The Exeter's integrated and robust mental health support is a standout feature. |
The Takeaway: Both offer excellent, flexible outpatient options. The best choice depends on your priorities. If you want maximum flexibility to build a bespoke plan, General & Medical's modular system is appealing. If strong, integrated mental health support and digital tools are a priority, The Exeter's offering is very compelling.
Family-Specific Benefits: Who Goes the Extra Mile?
Beyond the core components of inpatient and outpatient care, the best PMI providers for families offer benefits that acknowledge the unique challenges of parenting.
Adding Children to a Policy
One of the first questions parents ask is how to cover their children.
- General & Medical: Straightforward to add children to a policy. They often run promotions, such as "add a child for free" for the first year, which can offer significant savings.
- The Exeter: Also simple to add children. Their community-rated pricing for children under 20 (meaning the price is the same regardless of their individual claims history) can make cover more affordable and predictable.
Newborn and Adopted Children
What happens when your family grows?
- General & Medical: You typically need to inform them within a set period (e.g., 3 months) to add your newborn or newly adopted child to the policy without further medical underwriting.
- The Exeter: Offers a "newborn cash benefit" of around £100 on the birth or adoption of a child, a small but welcome gesture. They also make it simple to add new family members.
Digital & Remote Healthcare
For a busy parent, being able to access a GP from home at 10 pm is a game-changer.
- General & Medical: Provides access to a 24/7 remote GP service, allowing you to get medical advice, prescriptions, and referrals without leaving your home.
- The Exeter: This is a major strength. Their Healthwise app, available to all members, provides:
- 24/7 Remote GP: Unlimited consultations via phone or video.
- Second Medical Opinion Service: Get a second opinion on a diagnosis or treatment plan from a world-leading expert.
- Mental Health Support: Direct access to counsellors and therapists.
- Registered Dietitian Consultations & Life Coaching: A fantastic wellness benefit.
- Online Physiotherapy: Digital assessment and guided recovery programmes.
Healthwise is more than just a GP app; it's a comprehensive health and wellbeing hub included as standard. This provides enormous day-to-day value for a family.
Underwriting: Deciding How Your Medical History is Assessed
When you apply for PMI, the insurer needs to know about your medical history to decide what they can cover. There are two main ways they do this:
- Full Medical Underwriting (FMU): You complete a detailed health questionnaire, declaring all your past conditions. The insurer then assesses this and may place specific exclusions on your policy from day one. The benefit is certainty—you know exactly what is and isn't covered.
- Moratorium (Mori) Underwriting: This is a simpler, faster option. You don't complete a full health declaration. Instead, the policy automatically excludes any condition for which you've had symptoms, treatment, or advice in the 5 years before your policy started. However, if you then go for 2 continuous years on the policy without needing treatment, medication, or advice for that condition, it may become eligible for cover. The benefit is speed and simplicity.
Which is Right for Your Family?
- Moratorium is often a good choice for generally healthy families who want to get cover in place quickly.
- Full Medical Underwriting can be better for families where a member has a complex medical history. It takes longer, but it provides absolute clarity on what's covered from the outset, avoiding potential disputes later.
Both General & Medical and The Exeter offer both underwriting options, allowing you to choose the path that best suits your family's circumstances. A specialist PMI broker like WeCovr can talk you through the pros and cons of each to help you decide.
Cost of Family Private Medical Insurance: An Illustrative Guide
The cost of a family PMI policy depends on several factors:
- Ages: The age of the adults is a primary driver of cost.
- Location: Healthcare costs vary across the UK, so a policy in Central London is more expensive than one in rural Scotland.
- Level of Cover: Adding comprehensive outpatient cover, therapies, and choosing a top-tier hospital list will increase the premium.
- Excess: This is the amount you agree to pay towards a claim (e.g., £100, £250, £500). A higher excess will lower your monthly premium.
To give you an idea, let's look at a hypothetical example.
Scenario: A family of four living in Bristol. Two adults aged 40, one child aged 10, and one child aged 7. They want a mid-tier policy with £1,000 of outpatient cover and a £250 excess.
| Provider | Estimated Monthly Premium (Illustrative) | Key Considerations |
|---|---|---|
| General & Medical | £170 - £220 | This price is highly dependent on the specific modules chosen. Promotions (e.g., free cover for one child) could reduce this. |
| The Exeter | £180 - £230 | The premium includes access to the comprehensive Healthwise app. Community rating for children can keep their portion of the premium stable. |
Disclaimer: These figures are purely illustrative for 2025 and are not a quote. The actual premium for your family will depend on your specific circumstances, chosen cover, and underwriting. The only way to get an accurate price is to get a personalised quote.
Keeping Your Family Healthy: Tips and Ideas
A great health insurance policy is a safety net, but the best approach is to build a foundation of health and wellbeing. Here are some simple, effective tips for UK families:
- Get Active Together: You don't need expensive gym memberships. The UK's beautiful parks, woodlands, and National Trust properties are perfect for weekend walks and bike rides. A 2022 ONS survey found that 61.4% of adults in England were physically active, but consistency is key. Aim for 30 minutes of fun, family-based activity each day.
- The 5-a-Day Challenge: Make eating fruit and vegetables a fun game. Create a chart and use stickers to track who hits their five-a-day. Blending fruit into smoothies or hiding grated vegetables in pasta sauces are classic parent hacks.
- Prioritise Sleep: According to the NHS, most adults need 7-9 hours of sleep, whilst teenagers need 8-10 and younger children even more. A consistent bedtime routine—free from screens for at least an hour beforehand—can dramatically improve mood, concentration, and immune function for the whole family.
- Digital Detox: Schedule regular screen-free time. A weekly board game night, cooking a meal together, or simply reading in the same room can foster connection and reduce the mental strain associated with constant digital stimulation.
As a WeCovr client, you also get complimentary access to CalorieHero, our AI-powered calorie and nutrition tracking app. It's a fantastic tool to help your family understand their dietary habits and make healthier choices together.
WeCovr's Verdict: General & Medical or The Exeter for Your Family?
So, after this deep dive, which provider should you choose? As with most things in private medical insurance, there is no single "best" provider—only the best provider for you.
Here’s our expert summary to help you decide:
Choose General & Medical if:
- You want maximum flexibility and customisation. Their modular policy design allows you to hand-pick the exact benefits you want and avoid paying for those you don't.
- You are a savvy shopper looking for promotional offers, as they frequently have deals like free cover for children that can provide excellent value.
- You want a straightforward, no-fuss policy from a long-established specialist in the PMI field.
Choose The Exeter if:
- You value the mutual ethos of a company that is owned by and run for its members.
- Strong mental health support and comprehensive digital health tools are a top priority. Their Healthwise app is a market-leading benefit that provides incredible day-to-day value.
- You want the reassurance of a provider with a near-century of experience and a clear focus on member wellbeing over shareholder profit.
Ultimately, the right decision requires balancing your family's specific health needs against your budget. This is where working with an independent PMI broker like WeCovr is invaluable. We don't just give you prices; we take the time to understand your family's requirements and compare policies from across the market, including from these excellent specialist providers. Plus, when you buy PMI or Life Insurance through us, you can get discounts on other types of cover, adding even more value.
Can I add my newborn baby to my family health insurance policy?
Does family private health insurance cover routine dental and optical care?
What is 'moratorium' underwriting and is it right for my family?
Why should I use a broker like WeCovr instead of going directly to an insurer?
Ready to find the best private medical insurance for your family?
Get a free, no-obligation quote from WeCovr today. Our friendly experts will compare policies from leading UK providers to find the perfect protection for the people who matter most.












