Healthplan

What Healthplan does

Healthplan is a UK-based, FCA-regulated private health insurance broker operating as a trading style of Sante Partners Ltd (Financial Services Register number 914023). The company compares private medical insurance policies across the full UK market, including Bupa, AXA, Aviva, Vitality, The Exeter, Freedom, WPA, and Simplyhealth, and serves individuals, families, self-employed professionals, SMEs, and corporates. Coverage spans personal and business policies, with dedicated product tracks for over-50s/60s/70s, pre-existing conditions, families, couples, children, international/expatriate, corporate (20+ employees with Medical History Disregarded options), small business, and self-employed, plus add-on covers for cancer, mental health, private GP, dental, eye care, and physiotherapy.

Healthplan's core technology is its own purpose-built comparison platform that aggregates quotes from all UK health insurers to surface optimal coverage and pricing for a given customer profile. Distribution is direct-to-consumer through the healthplan.co.uk website (with separate personal and business quote paths), a dedicated phone line (+44 20 3039 3959), WhatsApp chat, and LinkedIn. The company is led by Managing Director Adam Sherring (25+ years in UK PMI, FCA Approved Individual) and Founder Paul Nugent (26+ years), supported by specialized client management staff; it reports 51-100 employees.

Revenue is generated exclusively as affiliate/brokerage commissions from insurers for placed business, with no customer-facing fees. The customer-facing value proposition is free quote comparison, expert broker advice, same-day cover availability, and a 14-day cancellation guarantee. No external institutional investors, PE backing, funding rounds, or M&A activity are disclosed; the entity is a private limited company registered in England and Wales with no public listing.

Name

Healthplan

Legal name

Sante Partners Ltd

Website

https://healthplan.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Health Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

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

akta.pro primary industry

Small Group Health Insurance (2–50/100) (FSAIAFAD)

akta.pro secondary industries

International/Expatriate Individual Health Insurance (FSAIAEAH), Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ)

Keywords

• Health insurance brokerage
• Private medical insurance
• Insurance comparison platform
• Corporate health benefits
• Family health coverage

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Healthplan acts as a whole-of-market insurance broker, earning commissions from insurers for placing business. Insurers pay the broker for the introduction of business, which means using a broker does not cost the customer more. In some cases, brokers have unique offers or discounted rates not available directly from insurers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Healthplan is a whole-of-market UK private health insurance broker that compares policies from all major UK insurers via its own purpose-built comparison platform. It provides personalized broker advisory and tailors quotes for individuals, families, seniors, and businesses, earning commissions from insurers for successfully placing business. The service is free to customers and includes features such as same-day cover and a 14-day cancellation guarantee.

Product overview

Healthplan is a whole-of-market private health insurance broker operating as a trading style of Sante Partners Ltd. The company offers a technology-enabled quote comparison platform that aggregates offerings from all major UK health insurers including Bupa, AXA, Aviva, Vitality, The Exeter, Freedom, WPA, and Simplyhealth. The core product is a personalized health insurance brokerage service available to individuals (with specific products for over 50s, 60s, 70s, families, couples, children, and those with pre-existing conditions) and businesses (corporate, small business, and self-employed segments). Coverage add-ons include cancer cover, mental health, private GP access, dental, eye care, physiotherapy, and comprehensive full-coverage options. The platform provides expert broker advisory, same-day coverage options, and a 14-day cancellation guarantee. As a Financial Conduct Authority regulated broker (FRN 914023), Healthplan acts as an intermediary earning commission from insurers rather than charging customers directly.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Health Insurance Tailored private health insurance quotes and advisory services for individuals, including policies for specific age groups (over 50s, 60s, 70s), families, couples, children, and those with pre-existing conditions. Compares all major UK insurers via the whole-of-market platform.
• Business Health Insurance Private health insurance brokerage services for corporate clients, small businesses, and self-employed individuals, offering group policy comparison and employee benefit solutions from leading UK insurers.
• Healthplan Quote Comparison Platform Purpose-built technology platform enabling customers to compare health insurance quotes from all UK insurers and find personalized coverage at optimal pricing. Includes separate flow for personal and business insurance quote requests.

Quantifiable outcome

• Same day health insurance cover available
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core.

• BupacoreChannel Partner/ Reseller/ DistributorBupa is a major UK health insurance provider founded in 1947, originally named 'British United Provident Association.' It is a private company limited by guarantee without shareholders, reinvesting profits into the company. Healthplan compares Bupa policies as part of their whole-of-market broker service.
• AXA HealthcoreChannel Partner/ Reseller/ DistributorAXA Health is a leading health insurance provider in the UK. Healthplan offers AXA Health insurance quotes alongside other major insurers.
• AvivacoreChannel Partner/ Reseller/ DistributorAviva is a multinational insurance company headquartered in London with over 30 million customers, and is the UK's largest general insurer and top life/pensions provider. Healthplan provides Aviva health insurance quotes.
• Vitality Health InsurancecoreChannel Partner/ Reseller/ DistributorVitality was founded in 2004 as a joint venture between Prudential Plc and Discovery Ltd (South Africa), offering health insurance with incentives for healthy living. Healthplan offers Vitality quotes.
• The ExetercoreChannel Partner/ Reseller/ DistributorThe Exeter (formerly Exeter Family Friendly Society) is a UK-based insurer established in 1927 in Exeter, Devon. Following a 2008 merger with Pioneer, it operates under its current trading name. Healthplan provides Exeter health insurance quotes.
• Freedom Health InsurancecoreChannel Partner/ Reseller/ DistributorFreedom is a family-run, award-winning private medical insurance provider based in Poole, UK, operating for nearly 19 years. Offers personalized, flexible care while maintaining high service standards, covering clients in the UK and abroad.
• WPA (Western Provident Association)coreChannel Partner/ Reseller/ DistributorWPA is a non-profit private health insurance company based in Taunton, Somerset, founded in 1901 by workers as the Reading Work People's Voluntary Hospital Contributory Fund. Healthplan offers WPA health insurance quotes.
• SimplyhealthcoreChannel Partner/ Reseller/ DistributorSimplyhealth is a UK health insurance provider included in Healthplan's comparison offerings.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ActiveQuote: UK-based whole-of-market private medical insurance broker comparing policies from all major UK insurers for individuals and businesses. Closest direct analogue to Healthplan in terms of product, GTM and target customer.
• Drewberry Insurance: UK-based independent insurance broker offering private health, life and income protection cover for individuals and businesses. Comparable whole-of-market advisory model with similar persona-led segments.
• Equipsme: UK health insurance provider/broker focused on small business and self-employed segments with modular cover. Highly relevant competitor in the SME PMI space that Healthplan also targets.

Broad incumbents

• Vitality Health: UK health insurer with behaviour-linked incentives and a core Healthplan panel partner. Comparable on customer segments and product features while competing for direct distribution.
• Bupa UK: UK's largest private health insurer and a core insurer partner to Healthplan. Overlaps with Healthplan as both a distribution channel and a direct-to-consumer alternative.
• Aviva Health UK: Multinational insurer offering UK private health cover alongside life and general insurance. Functions as both a Healthplan carrier partner and a direct-to-consumer competitor in PMI.
• Simplyhealth: UK health cash plan and PMI provider and Healthplan panel partner. Overlaps on individual and SME health cover with comparable benefit-led products.
• Freedom Health Insurance: Family-run UK private medical insurer offered through Healthplan's panel. Competes for the same niche, flexible-cover customer segment with direct distribution.
• AXA Health UK: Major UK private health insurance provider and Healthplan partner. Comparable as a direct-purchase alternative that competes for the same end consumer.
• WPA (Western Provident Association): UK non-profit PMI provider and Healthplan partner. Comparable as a niche/specialist carrier competing for the same end consumer with a different brand and product structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/healthplan-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Healthplan