— Could you help me choose a policy? Something not too expensive though as I don’t want to overpay.
— Of course. And what exactly would you like it to cover?
— Well… all of the usual stuff! Consultations, tests, hospital stays, the US, dental. So basically, a proper cover, but without overpaying.
I have these conversations nearly every week.
And honestly? I’m not offended in any way. I get it. People nowadays tend to compare health insurance the same way they compare gas/electric/phone contracts or flight: cheaper must be better (or at least better value).
But that’s just at first glance. In practice, it’s a little bit more complicated.
Here’s a simple example:
A comprehensive IPMI policy might cost £400 a month. The same insurer’s entry-level plan? Around £280. That’s a difference of £120/month — or £1,440 per year.
At this point, most people say: “Blimey, that’s a decent saving.”
And yes, it is — until you actually work out what you’re getting for your money.
Most entry-level policies only cover hospitalisation and cancer treatment. Everything else - and I mean everything - comes out of your pocket.
Stats from both my own client base experience and the wider market shows that around 85% of all claims fall under outpatient treatment, so:
Consultations, blood tests, scans, physiotherapy, mental health support, prescriptions drugs - you name it. And that’s precisely the part most entry-level plans DON’T include.
So if you’re on a “cheap” policy that excludes outpatient care, you’re effectively paying for just 15% of what you’re likely to need and hoping for the best with the rest.
Now let’s go back to that £1,440 you’re saving annually. What can you REALISTICALLY get privately for that money in London?
Maybe one consultation with a good private specialist, a couple of basic tests (nothing extended), and if you’re lucky — an ultrasound.
THAT’S IT! Your savings are gone. And the policy did nothing to help you.
Let me be honest (and possibly unpopular):
I could sell those entry-level plans myself. They’re cheaper. People jump on them more easily. I’d probably get more sales. But I DELIBERATELY choose not to.
Why? Because I know exactly what’s going to happen one, two, three, six or twelve months down the line. That same client is going to call me and say:
— Kirill, why didn’t you explain this to me properly? I thought the policy covers everything I needed, but I’m paying out of pocket left, right and centre!
I don’t want to be in that situation. I don’t sell policies just to defend myself later and point the finger on call recordings, suitability reports and policy wordings.
If someone starts with “I just want the cheapest possible thing” - I’m probably NOT their broker.
Because I already know how that story ends:
Cheap policy = lots of “not cover under this plan”. “Not covered under this plan” = lots of declined claims. Declined claims = frustration. Frustration = broker gets the blame.
And I don’t want to be blamed.
I’m not here to sell “at any cost”. I’m here, so that people come back year after year and trust my advice. I’m here, so that they refer me to all of their friends. And I’m here to sometimes hear from them - “Kirill, thank you! Genuinely no idea what we’d have done without you.”
That’s why I take the time to explain. To ask questions. To dig into the details. To show you EXACTLY what your money buys — not just in the brochure or a pretty PDF, but in REAL LIFE.
And yes — sometimes, even local PMI policies are a good fit. We do those too.
But only when the client fully understands what they’re buying. It’s a different kind of product that involves NHS GP, more admin and way way less flexibility. I explain that upfront - so there’s no “but nobody told us” later.
If you’re not looking for the cheapest insurance policy out there but instead, you want a solution for your demands and needs - then maybe I’m the person you should start with.
Drop me a message. We’ll break it all down in plain English. No pressure. No rush. No hard sell.
Just real answers, with real context, from someone who actually gives a damn.