Name

Equipsme

Legal name

Equipsme Insurance Services Ltd

Website

https://equipsme.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Group Health Insurance

NAICS

Insurance Agencies and Brokerages (524210), Direct Health and Medical Insurance Carriers (524114)

SIC

Accident & Health Insurance (6321), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Large Group Health Insurance (Mid-Market & National Accounts) (FSAIAFAE)

akta.pro secondary industries

Small Group Health Insurance (2–50/100) (FSAIAFAD), Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ)

Keywords

• Group health insurance
• Business health benefits
• Employee wellbeing plans
• Private medical insurance
• Insurance intermediary

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Business Health Insurance Premiums: Monthly subscriptions paid by UK businesses per employee (per person per month). Insurance premiums are set by AXA Health. Equipsme receives income from the overall bundled plan price including insurance premium, non-insurance service charges, and administration costs.
2. Optional Add-ons: Additional revenue from optional benefits: Dental & Optical (£15 pppm) and Stress Support/EAP (£1.50 pppm) that businesses can choose to add for all employees.
3. Broker/Intermediary Remuneration: Equipsme remunerates brokers/intermediaries from the bundled plan revenue, not from AXA Health commissions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Equipsme designs, distributes and administers group health insurance and wellbeing plans for UK businesses with at least two employees, selling four monthly tiered plans (from £9 to £69 per person per month) that bundle AXA Health-underwritten insurance cover (private GP, physio, specialist diagnosis, hospital treatment) with non-insurance health services (home health checks, EAP, dental and optical discounts). Plans are sold direct or via FCA-regulated brokers and exclude individual consumers and non-UK buyers.

Product overview

Equipsme is a Managing General Agent (MGA) offering employee health insurance plans positioned between traditional Private Medical Insurance (PMI) and cash plans. The core product portfolio consists of four health insurance plan levels (GP Plus at £9, Diagnosis at £24, Diagnosis and Treatment at £42, and Diagnosis and Treatment Plus at £69 per person per month), all including 24/7 GP access, physiotherapy, nurse helpline, cancer/heart support, health checks, and wellbeing discounts. Two optional add-ons can be purchased: Dental & Optical (£15 pppm) providing dental and optical cash-back benefits, and Stress Support/EAP (£1.50 pppm) for mental health counselling. All plans are underwritten by AXA Health and delivered through a network of healthcare partners including HealthHero (GP), Thriva (health checks), Health Assured (EAP), Nuffield Health (assessments), and Vision Express (optical discounts). The company's unique feature allows employees to personally pay to upgrade their plan or add family members without employer admin involvement.

Differentiator

Problem solved

Functional benefit

Products and services

• GP Plus Plan Entry-level UK business health insurance plan at £9 per person per month providing 24/7 GP access, up to 5 face-to-face physiotherapy sessions, online health checks, Health at Hand nurse helpline, cancer and heart support lines, elder care support, and gym and optical discounts. No excess and no medical questions on application.
• Diagnosis Plan Mid-tier UK business health insurance plan at £24 per person per month, including everything in GP Plus plus private specialist consultations, specialist tests and scans, diagnosis support, and an annual home health check via Thriva. No excess. Positioned as the most popular plan.
• Diagnosis and Treatment Plan Comprehensive UK business health insurance plan at £42 per person per month providing everything in the Diagnosis plan plus private hospital treatment, surgery, private room, dressings, drugs, and up to 8 face-to-face physio sessions through the AXA Health hospital network. Includes a £150 excess once per person per plan year.
• Diagnosis and Treatment Plus Plan Top-tier UK business health insurance plan at £69 per person per month providing all Diagnosis and Treatment benefits without the £150 excess and with physiotherapy support with no yearly session limit.
• Dental & Optical Add-on Optional add-on at £15 per person per month providing cash-back on dental fees (up to £200 per plan year for NHS or private treatment), £25 towards eye tests, and up to £100 for optician fees including glasses and contact lenses. Each family member receives a separate limit.
• Stress Support / Employee Assistance Programme Add-on Optional Employee Assistance Programme add-on at £1.50 per person per month delivering counselling services from Health Assured via telephone helpline and the Wisdom wellbeing app, covering adults including partner and children over 16. Source notes approximately one-third of members choose this benefit.

Quantifiable outcome

• People back to work 2x faster than NHS
• +6 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• AXA Health (AXA PPP Healthcare)coreStrategic or Co-development PartnerInsurance benefits underwritten by AXA PPP Healthcare (trading as AXA Health). Equipsme acts as agent of AXA Health under Binding Underwriting Authority, responsible for arranging and administering cover within agreed authority. AXA Health provides hospital network, claims processing, and regulates insurance risk and claims.
• HealthHero (Medical Solutions UK)coreTechnology or IntegrationProvides 24/7 remote GP access and medical support services as part of non-insurance benefits. One of three specialist third-party service providers appointed and managed by Equipsme.
• ThrivasupportingTechnology or IntegrationHealth check partner providing home health checks including cholesterol tests, Vitamin D tests, and annual health assessments. Members (except GP Plus) receive annual home health checks.
• Health AssuredsupportingTechnology or IntegrationProvides Stress Support/EAP service via telephone helpline and wellbeing app (Wisdom App). Counselling services and emotional support for employees. One-third of Equipsme members choose to include this benefit.
• Nuffield HealthsupportingTechnology or IntegrationPartnership provides in-person health assessments at Nuffield hospitals and fitness centres. Equipsme members receive 25% discount on health assessments including blood tests, fitness assessments, ECG, and health and wellbeing consultations.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Bupa: UK's largest private health insurer offering group PMI to corporate clients. Operates in the same employer-sponsored health insurance space as Equipsme but spans full PMI rather than the PMI-lite niche.
• Aviva UK Health: Major UK PMI provider selling group health insurance to employers of all sizes. Sits in the same B2B health insurance category as Equipsme but at the full-PMI end of the spectrum.

Direct peers

• Vitality Health: UK health and life insurer selling group private medical insurance to employers with a wellness/prevention-led model. Directly competes with Equipsme for mid-market and large employer benefits budgets.
• WPA (Western Provident Association): Not-for-profit UK health insurer offering individual and group PMI. Competes with Equipsme for UK employers seeking alternative health cover, with comparable mid-market positioning.
• Freedom Health Insurance: Specialist UK health insurer focused on SME and individual PMI. Closely comparable in size, customer segment, and product positioning to Equipsme's employer-focused PMI-lite offering.
• Health Shield: UK cash plan and wellbeing provider serving employers. Operates at the lower-cost end of the same spectrum Equipsme targets, overlapping with cash plan alternatives Equipsme positions against.
• Westfield Health: UK health cover specialist providing cash plans and corporate wellbeing products to employers. Competes with Equipsme in the affordable employee health benefits space, particularly for SMEs.
• The Exeter: UK mutual health insurer offering individual and group private health cover. Comparable to Equipsme in offering a community-rated, member-focused product to UK buyers.
• Simplyhealth: UK health plan specialist providing individual and corporate health cash plans and dental/optical cover. Competes for employer benefit budgets in the same affordable cover segment as Equipsme.

Emerging players

• Benenden Health: UK mutual healthcare provider offering affordable health cover including diagnostics, hospital treatment, and mental health support. Overlaps with Equipsme's mid-market, community-rated positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/equipsme
• Instagraminstagram.com/equipsme_uk
• Xx.com/equipsme

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Equipsme