“We continue to adapt and innovate, ensuring our products and services remain aligned with the needs of today’s globally mobile individuals”

You’ve been head of APRIL International UK since 2018. Can you tell us about your entity and the key stages in its development ?

I was appointed Head of APRIL International UK in 2018 with the initial goal of re-aligning the UK’s strategic vision with the Group’s ambitions for International Private Medical Insurance (IPMI). Significant developments have taken place since 2018. We’ve retained a 5-star service rating in the Health & Protection International Private Medical Insurance (IPMI) Report for three consecutive years, reinforcing our commitment to delivering high-quality support for clients and partners. Our efforts have also been recognised with multiple industry awards, including Best International Individual Health Insurance Provider at the Health & Protection Awards for two years running, MGA of the year at the British Claims Awards 2024 and best Service Provider at the Insurance CX Awards 2024.

In 2023, we reached a major milestone with the opening of our new office in the City of London. We had outgrown our previous premises, and this move reflected both our rapid expansion and our long-term aspirations within the UK market and beyond. Over the past few years, we’ve significantly expanded our team and brought in new talent to support our expanding broker relationships and enhance our capabilities.

By the end of 2024, we had doubled the size of our business – something we credit to increasing broker confidence across the UK as well as our strategic expansion into new markets, particularly in East Africa. It’s been an exciting journey so far, and we’re looking forward to carrying this momentum forward in the years ahead!

IPMI and international expansion are at the heart of the Spring27 strategic plan to achieve the Group’s growth objectives. What is your roadmap within the IPMI sector?

Our strategy within the IPMI sector is all about building on our strengths – our agility, flexibility, and first-class service reputation – to drive sustainable growth. As part of the Spring27 strategic plan, our ambition is to double the size of the business by 2027, and we have a clear roadmap to get there.

Intermediary partnerships are central to this strategy – we are committed to strengthening existing relationships and developing new partners both in the UK and internationally. Simultaneously, we are increasing our direct sales aspirations for individual business.

Digitisation plays an important role in this, improving our operational efficiency and helping us deliver an exceptional experience for both brokers and our members. Additionally, we are investing in top talent to support our growth and focusing on strengthening our brand presence through targeted marketing initiatives with a goal of increasing visibility in the global IPMI market.

What cross-functional projects do you have with the other IPMI teams in Europe and Asia?

Cross-border collaboration is essential to our success. It ensures alignment on innovation, efficiency, and brand development.

With teams in 14 countries, we’re combining our expertise and resources, to create market-leading solutions tailored to our local markets whilst benefiting from a single operating platform.

Currently, we’re getting set to for the UK launch of the Easy Claim app and member portal – key digital enhancements that will streamline the customer experience, making it easier for members to manage their health insurance while living abroad.

These cross-functional projects reflect our commitment to operating as a unified global business, delivering innovative solutions and a seamless service for our members worldwide.

What are the trends in the UK IPMI market, and what developments are you perhaps already working on?

One of the biggest challenges, both in the UK and globally, is the rising cost of claims and medical inflation, which directly impacts pricing. This makes it even more critical to focus on proactive cost containment measures while continuing to deliver value for our members. We complete 90% of our cost containment efforts before admission, ensuring members receive top-quality care while keeping premiums sustainable.

We’re also seeing strong M&A activity that’s driving continued market consolidation, particularly among smaller companies and intermediaries. This is re-shaping the competitive landscape and influencing how insurers and brokers collaborate to meet evolving customer needs.

The traditional expat market is diversifying, with growing demand from groups such as digital nomads, young entrepreneurs, and frequent travellers. Fixed-term work assignments are also becoming more common, driving increased interest in flexible, short-term policies.

In response to these changes, we continue to adapt and innovate, ensuring our products and services remain aligned with the needs of today’s globally mobile individuals. This includes expanding our product suite to offer more tailored solutions for shifting customer profiles.

A word about Easy claim and Easy pay card, the digital services most favoured by policyholders moving abroad?

Launched in the UK last year, the Easy Pay Card has been well received by customers and partners, especially benefitting those in regions without enhanced direct billing networks. The Caribbean Islands are a great example of this and have helped shape new methods of accessing healthcare and played a key role in securing new accounts .

Looking ahead, we remain committed to improving customer experience through further digital developments in the UK, with the multi award-winning Easy Claim app and member portal set to launch in the coming weeks.