Freedom launches digital health toolkit with new clinical and wellbeing services
Freedom Health Insurance has strengthened its health insurance proposition with the launch of Freedom 360, a new digital health and wellbeing toolkit designed to provide extra value to members through access to clinical and emotional support, as well as a range of wellness discounts.
From 1 October 2025, Freedom 360 will be automatically included as core cover in all new policies, with existing members gaining access at renewal. The rollout reflects a broader trend among UK health insurers towards integrated digital services that go beyond traditional claims-based cover.
Extra member value
At the core of Freedom 360 are four digital services, collectively branded as Freedom Partners, which offer members practical support across clinical, mental and lifestyle health. The toolkit builds on the insurer’s existing Freedom Digital GP service, which has been in place since 2024, and adds three new services. The expanded digital toolkit includes:
Freedom Digital GP: This gives members unlimited, 24/7 video and phone access to UK-registered GPs, physiotherapists, mental health specialists, and pharmacists, all through the Livi app.
Freedom Dermatology: Provided by Skin Analytics, this is a digital skin check service that allows members to receive expert-reviewed assessments for skin issues, including early signs of cancer. No GP referral is needed for lesion checks, although one is required for general dermatology referrals. The service is only available to members with outpatient cover, and any fees will count towards their outpatient benefit limit.
Freedom Cancer Care: A new cancer support service offering personalised, CQC-regulated care from specialist cancer nurses. Provided by Reframe Cancer, it aims to help Freedom members navigate both NHS and private cancer treatment and provide support from diagnosis through to recovery.
Freedom Wellness: A new emotional wellbeing service offering confidential support for policyholders dealing with stress, anxiety or everyday life pressures. It includes 24/7 access to trained professionals, six structured phone sessions to help manage stress, and up to five counselling sessions per issue, with no cap on the number of issues that can be covered. The service also offers a seven-week guided online cognitive behavioural therapy (CBT) programme, supported by a counsellor, and up to six sessions of life and wellness coaching each policy year, per area of focus.
Alongside these, Freedom 360 has also introduced what it calls Freedom Favourites, which is a collection of UK wellbeing discounts, ranging from diagnostics and fitness to skincare and nutrition.
Full access for group schemes
Group members will get access to the complete Freedom 360 toolkit, including the Freedom Wellness service, which is only available through employer schemes. Individual health insurance customers with a Freedom Elite or Freedom Essentials policy will be able to use all other Freedom Partners, but not Freedom Wellness.
The insurer said that the move to develop a single digital toolkit was driven by an increasing demand for accessible, on-demand healthcare that fits around busy lives.
Freedom stressed that those with existing access to Freedom Digital GP will continue using the Livi app for appointments, while new services will be added to a central online platform.
Chris Steele, founder and editor of myTribe Insurance Experts, said:
“It’s great to see Freedom enhance its digital toolkit with a broader range of services beyond digital GP access. Group members, in particular, will benefit from a wide range of meaningful services, not just clinical, but emotional and preventative too. It’s the kind of member-focused innovation we want to see more of in the UK health insurance market”
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