The Exeter
The Exeter is a UK mutual friendly society providing Health+ private medical insurance, Income First income protection (4th largest UK writer), and Real Life life cover to individuals, families, and self-employed workers, distributed primarily through FCA-authorised financial advisers across the United Kingdom.
- Company typePrivate
- Founded1888
- HeadquartersExeter, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What The Exeter does
The Exeter is a UK mutual friendly society (Exeter Friendly Society Limited), founded in 1888 and headquartered in Exeter, providing health insurance, income protection, and life insurance products to UK individuals, families, and self-employed workers. The firm is authorised by the PRA and regulated by the FCA (Register number 205309) and operates without external shareholders, reinvesting profits for member benefit. Its core product set comprises Health+ private medical insurance (traditional and guided options), Income First income protection (4th largest UK writer by premium), and Real Life life insurance (covering both healthy individuals and those with pre-existing or multiple health conditions), complemented by a Multi-Benefit Plan that allows advisers to combine income protection and life cover in a single application.
Underlying technology includes a multi-benefit application system with instant underwriting decisions, integration with iPipeline's Advanced Underwriting platform (one of three providers alongside Vitality and Zurich), integration with UnderwriteMe's Protection Platform, and the HealthWise member benefits app — provided in partnership with Square Health — offering unlimited remote GP appointments, mental health support, physiotherapy, dietitian consultations, and annual health MOTs. Distribution is primarily through FCA-authorised financial advisers via a dedicated adviser portal, supplemented by direct-to-consumer online quoting and aggregator presence.
Revenue is generated through recurring subscription-based insurance premiums across the three product lines. Gross premium income reached £125.1M in 2024 (a 20.9% year-on-year increase), with £71M in claims paid to members in 2025. Customer segments span individual/family buyers, self-employed workers (44% of whom have ongoing health conditions), people with pre-existing medical conditions, and the FCA-authorised financial adviser channel itself.
The Exeter firmographics
Firmographics- Name
- The Exeter
- Legal name
- Exeter Friendly Society Limited
- Website
- https://the-exeter.com
- Company type
- Private
- Founded year
- 1888
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The Exeter is a UK mutual friendly society providing Health+ private medical insurance, Income First income protection (4th largest UK writer), and Real Life life cover to individuals, families, and self-employed workers, distributed primarily through FCA-authorised financial advisers across the United Kingdom.
- Ownership category
- akta.pro rank
The Exeter industry classification
Industry- Product category
- Health and Protection Insurance
- NAICS
- Direct Life, Health, and Medical Insurance Carriers (52411)
- SIC
- Life Insurance (6311), Accident & Health Insurance (6321)
- akta.pro primary industry
- Individual Disability Income Insurance (Non-Group) (FSAIAIAA)
- akta.pro secondary industry
- Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness) (FSAIABAK)
Keywords
Where The Exeter is headquartered
LocationHeadquarters
- HQ city
- Exeter
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Exeter business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Health Insurance Premiums: Revenue from Health+ private medical insurance products. Premium growth of 20.9% in 2024 driven by health product demand. Members access private healthcare in the UK with various cover options including traditional and guided plans.
- Income Protection Premiums: Revenue from Income First income protection products. The Exeter is the 4th largest writer of income protection by premium in the UK market. Products provide financial support during illness or injury with various waiting periods and benefit levels.
- Life Insurance Premiums: Revenue from Real Life life insurance products covering individuals from good health to those with serious or multiple health conditions. Joint life and dual cover options available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Health+ Traditional |
| Subscription | Monthly | Health+ Guided |
| Subscription | Monthly | Health+ Excess Options |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
The Exeter product offering
Product offeringCore offering
The Exeter is a UK mutual friendly society that provides private health insurance (Health+), income protection (Income First), and life insurance (Real Life) to UK individuals, couples, and families. Products are distributed primarily through a network of FCA-authorised financial advisers, supplemented by direct digital sales channels and aggregator platforms. All members receive free access to the HealthWise app offering remote GP appointments, mental health support, and health MOTs.
Product overview
The Exeter is a mutual friendly society offering a portfolio of health insurance, income protection, and life insurance products designed for specific customer segments. Its core products include Health+ (private medical insurance with traditional and guided options), Income First (income protection for various occupations), and Real Life (life insurance for healthy individuals and those with health conditions). The Multi-Benefit Plan allows combining Income First and Real Life for tailored protection. All members receive access to HealthWise, a free digital health app providing remote GP appointments, mental health support, physiotherapy, and health MOTs, powered by Square Health. The company operates through financial advisers with digital platforms including an adviser portal and member portal.
Differentiator
Problem solved
Functional benefit
Brands
- HealthWise: Free member benefits app providing remote GP appointments, health MOTs, mental health support, physiotherapy, dietitian consultations, and lifestyle guidance
- Health+
- Income First
- Real Life
Products and services
- Health+
Quantifiable outcome
- 93% of income protection claims paid on average over the last 10 years
- +3 more outcomes
Companies that use The Exeter
Customer profileSegments4 records
Ideal customer profiles4 records
The Exeter technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
The Exeter partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, flagship and minor.
- SM AdvicecorePartnership developed with SM Advice on free three-month social media management programme for FCA-authorised financial advisers with no online presence. Developed in response to AMI research showing 51% of advisers don't use social media for protection communication.
- Legal & GeneralcoreJoint partners with SM Advice on free social media service for advisers. Both highlighted in AMI report as industry leaders collaborating to counter misinformation from finfluencers and improve consumer engagement through professional advice.
- iPipelinecoreThe Exeter added its Real Life life insurance product to iPipeline's Advanced Underwriting adviser platform, exclusively available through SolutionBuilder. The platform captures information on 20 most common medical disclosures for faster and more accurate underwriting quotes. The Exeter is one of three providers supporting this feature alongside Vitality and Zurich.
- UnderwriteMecorePartnership to integrate The Exeter's life insurance product into the Protection Platform, enhancing digital underwriting and ease of access for financial advisers. Introduces real-time underwriting and multi-benefit plans benefiting customers with pre-existing conditions.
- Square HealthcoreProvider of HealthWise member benefits app offering remote GP appointments, second medical opinions, physiotherapy, mental health support, dietitian consultations, lifestyle consultations, nutrition consultations, and Health MOTs. Services are CQC-registered and available globally without claiming on policy.
- Macmillan Cancer SupportflagshipCorporate charity partner of The Exeter. Company employees undertook London to Paris cycle challenge raising over £23,000 for Macmillan. Partnership reflects The Exeter's purpose to support people in unexpected ill health events.
- Theatre Royal PlymouthminorSupporter of Theatre Royal Plymouth's Acting Up programme promoting creativity, wellbeing, and social connection for people aged 55+. Also corporate members of TRP with complimentary tickets and exclusive access.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
The Exeter competitors and assessment
Company assessmentDirect peers
- Vitality Health: UK private health insurer with strong wellness and member-engagement orientation and protection product breadth. Directly comparable to The Exeter's PMI and protection offering plus its HealthWise ecosystem model.
- Legal & General: Major UK life and protection insurer offering income protection, life cover and group protection; partnered with The Exeter on the SM Advice programme. Directly comparable on core IP and life lines and adviser distribution model.
- Royal London: Large UK mutual insurer providing life, income protection and protection products through advisers. Closest structural peer given the mutual-friendly-society ownership and intermediated protection focus.
- Zurich UK: UK life and health insurer offering income protection, life cover and critical illness; one of three providers supporting iPipeline's Advanced Underwriting medical-disclosure feature alongside The Exeter.
- British Friendly: UK mutual friendly society providing income protection and life cover through advisers. Closest scale-and-structure peer to The Exeter, both being mutual protection specialists.
- AIG Life: UK life and protection insurer offering income protection and life cover, distributed primarily via advisers. Comparable product set and adviser-led GTM.
- LV=: UK mutual insurer offering life cover, income protection and retirement products via advisers; mutual ownership makes it a structural analogue to The Exeter's friendly-society model.
Broad incumbents
- Bupa: Largest UK private medical insurer and dominant PMI player. Competes with The Exeter in UK PMI but at vastly greater scale and with broader corporate and retail offerings.
- Aviva: One of the largest UK insurers offering life, health, income protection and broader general insurance. Competes head-on with The Exeter in PMI and protection but as a multi-line incumbent.
- AXA Health: Major UK private health insurer with PMI and corporate health offerings. Direct overlap with The Exeter's Health+ product but part of broader AXA UK portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
The Exeter social profiles
Digital presenceThe Exeter compliance and trust
Trust signalCompliance2 records
The Exeter financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Exeter leadership team
Management profileNumber of profiles
Profiles10 records
The Exeter funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Exeter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Exeter
What does The Exeter do?
The Exeter is a UK mutual friendly society that provides private health insurance (Health+), income protection (Income First), and life insurance (Real Life) to UK individuals, couples, and families. Products are distributed primarily through a network of FCA-authorised financial advisers, supplemented by direct digital sales channels and aggregator platforms. All members receive free access to the HealthWise app offering remote GP appointments, mental health support, and health MOTs.
Is The Exeter a public or private company?
The Exeter is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Exeter founded?
The Exeter was founded in 1888. It employs 101 to 250 people.
Where is The Exeter based?
The Exeter is headquartered in Exeter, United Kingdom, in the Europe region.
How does The Exeter make money?
Three revenue lines are on record. Health Insurance Premiums are the primary driver. The others are income Protection Premiums and life Insurance Premiums.
Who are The Exeter's main competitors?
Direct peers on record are Vitality Health, Legal & General, Royal London, Zurich UK, British Friendly, AIG Life and LV=. Broad incumbents are Bupa, Aviva and AXA Health.
Does The Exeter have an API?
No public API is recorded for The Exeter.
What industry is The Exeter in?
The Exeter's product category is Health and Protection Insurance. Its primary akta.pro industry code is FSAIAIAA, Individual Disability Income Insurance (Non-Group), with a secondary code of FSAIABAK, Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness). Its NAICS code is 52411 and its SIC code is 6311.