I always say a good policy isn’t a 56-page PDF, or a list of codes and limits, or 25 different emails and numbers for every possible scenario.
And I will now say something, that would probably not do me any favours, however –
PERFECT INSURER DOESN’T EXIST!!!
Absolutely all of them mess up from time to time. All of them have delays. And all of them drop the ball here and there.
BUT
There’s a huge difference between a company that responds with copy-paste templates… and the kind of company that picks up the phone at 9pm, pulls every string they’ve got, and makes sure my client’s problem is fully resolved by morning.
And today I want to talk about exactly that kind of insurer. The one that doesn’t have the brand power of Bupa Global or Cigna, but keeps proving time and time again that not all insurers are the same and their name is April International.
Let’s start with the products
April offers 4 policy tiers, and I will say this up front - choosing the most expensive one rarely makes sense:
1) International
Covers inpatient and cancer only — no outpatient. And let’s be honest, outpatient is what most people are actually use. So yes, it’s the cheapest of the four, but for most people I deal with, it just doesn’t do the job (especially considering fairly small price discrepancy with the next product on the list).
2) International Plus
This is the sweet spot.
Inpatient, outpatient, diagnostics, cancer — all covered. 95% of my clients go for this one. And rightly so. This is where you get real value for money.
3) Executive
Same as International Plus, but adds private maternity. Perfect for people in the early stages of family planning. However, if you’re not in that boat - I don’t see the point in paying extra for slightly bumped up dental and a few other limits.
4) Executive Plus
Basically, the Executive plan with even higher limits and yes, a higher price tag too.
My honest view? Often not worth it. There are better ways to spend your hard earned money.
Let’s talk pricing
This is where April genuinely surprises many people. When you compare like-for-like cover with other insurers, April often comes at least 10–20% cheaper.
It’s one of those rare cases where you’re not paying for the brand — you’re paying for actual contents of your policy. Real value for money. Full stop.
And yes, of course their pricing is higher than most domestic PMI plans — but honestly, they shouldn’t even be compared. IPMI is about speed, comfort, flexibility, and getting treated in the UK and abroad.
Domestic plans? Well… if you’ve used one, you probably already know the difference.
Client portal
This year April launched their new client portal in the UK. Is it perfect? No.
But are they heading in the right direction? Absolutely. And that’s what matters.
My relationship with April
I’ve been working with them for years now. And when I say I know the April team personally, I mean it:
Here’s a personal story I’ll never forget:
A couple of years ago, one of my closest friends (not a client, not based in the UK, no connection to April whatsoever) was diagnosed with a very serious medical condition. I was devastated and felt completely useless. During a chat with my April’s SBDM, I have briefly mentioned the situation. Just as a human. No hidden request. No expectations and a few hours later, my phone rang. It was MD of April UK:
“Kirill, Amanda told me what happened to your friend. We’ve had a chat internally and… if he’s open to it, we can arrange a second opinion with one of the world’s top specialists in that area. In fact, we’ve already found someone. And don’t worry about the cost - we’ll take care of it.”
They didn’t have to. They weren’t obliged. It wasn’t even a discussion. THEY JUST DID IT. Not as a company. As people. That’s what loyalty is built on. And that’s why I genuinely respect this insurer.
A few final thoughts
April isn’t the flashiest brand. They’re not trying to be. They don’t have million-pound ad campaigns. They don’t need them.
But here’s what they do have:
Because like I said at the top - everyone makes mistakes. What matters is how you fix them and who you’ve got in your corner when things go wrong. And April? They show up (which is exactly why the largest chunk of my client base is currently insured with them). Because they do something money can’t buy - They show up when it matters.
What about your experience with April International? Is it good, is it bad? Let me know your toughs.
And I will now say something, that would probably not do me any favours, however –
PERFECT INSURER DOESN’T EXIST!!!
Absolutely all of them mess up from time to time. All of them have delays. And all of them drop the ball here and there.
BUT
There’s a huge difference between a company that responds with copy-paste templates… and the kind of company that picks up the phone at 9pm, pulls every string they’ve got, and makes sure my client’s problem is fully resolved by morning.
And today I want to talk about exactly that kind of insurer. The one that doesn’t have the brand power of Bupa Global or Cigna, but keeps proving time and time again that not all insurers are the same and their name is April International.
Let’s start with the products
April offers 4 policy tiers, and I will say this up front - choosing the most expensive one rarely makes sense:
1) International
Covers inpatient and cancer only — no outpatient. And let’s be honest, outpatient is what most people are actually use. So yes, it’s the cheapest of the four, but for most people I deal with, it just doesn’t do the job (especially considering fairly small price discrepancy with the next product on the list).
2) International Plus
This is the sweet spot.
Inpatient, outpatient, diagnostics, cancer — all covered. 95% of my clients go for this one. And rightly so. This is where you get real value for money.
3) Executive
Same as International Plus, but adds private maternity. Perfect for people in the early stages of family planning. However, if you’re not in that boat - I don’t see the point in paying extra for slightly bumped up dental and a few other limits.
4) Executive Plus
Basically, the Executive plan with even higher limits and yes, a higher price tag too.
My honest view? Often not worth it. There are better ways to spend your hard earned money.
Let’s talk pricing
This is where April genuinely surprises many people. When you compare like-for-like cover with other insurers, April often comes at least 10–20% cheaper.
It’s one of those rare cases where you’re not paying for the brand — you’re paying for actual contents of your policy. Real value for money. Full stop.
And yes, of course their pricing is higher than most domestic PMI plans — but honestly, they shouldn’t even be compared. IPMI is about speed, comfort, flexibility, and getting treated in the UK and abroad.
Domestic plans? Well… if you’ve used one, you probably already know the difference.
Client portal
This year April launched their new client portal in the UK. Is it perfect? No.
But are they heading in the right direction? Absolutely. And that’s what matters.
My relationship with April
I’ve been working with them for years now. And when I say I know the April team personally, I mean it:
- I can speak directly to the Head of Claims if a client’s payout is stuck.
- I’ve got open access to senior management — and they don’t just nod along. They actually listen.
- And when things really go sideways — they’re willing to help not because of policy, but because it’s the right thing to do.
Here’s a personal story I’ll never forget:
A couple of years ago, one of my closest friends (not a client, not based in the UK, no connection to April whatsoever) was diagnosed with a very serious medical condition. I was devastated and felt completely useless. During a chat with my April’s SBDM, I have briefly mentioned the situation. Just as a human. No hidden request. No expectations and a few hours later, my phone rang. It was MD of April UK:
“Kirill, Amanda told me what happened to your friend. We’ve had a chat internally and… if he’s open to it, we can arrange a second opinion with one of the world’s top specialists in that area. In fact, we’ve already found someone. And don’t worry about the cost - we’ll take care of it.”
They didn’t have to. They weren’t obliged. It wasn’t even a discussion. THEY JUST DID IT. Not as a company. As people. That’s what loyalty is built on. And that’s why I genuinely respect this insurer.
A few final thoughts
April isn’t the flashiest brand. They’re not trying to be. They don’t have million-pound ad campaigns. They don’t need them.
But here’s what they do have:
- A UK client portal that’s still evolving, but already functional and improving
- Some delays on claims, yes — but no worse than most other providers, and generally processed well
- A product line that covers what people actually need
- Moratorium underwriting (with realistic terms)
- Better value for money than most competitors
- And — most importantly — a team that actually gives a damn
Because like I said at the top - everyone makes mistakes. What matters is how you fix them and who you’ve got in your corner when things go wrong. And April? They show up (which is exactly why the largest chunk of my client base is currently insured with them). Because they do something money can’t buy - They show up when it matters.
What about your experience with April International? Is it good, is it bad? Let me know your toughs.