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Revitalising a
Digital Platform for
Freedom Health Insurance

Freedom Health Insurance

A woman, a man and a child

The Client

Freedom Health Insurance Logo

Founded in 2003, Freedom Health Insurance is an award-winning private medical insurance (PMI) provider aiming to offer exceptional customer service and simple, yet flexible products at competitive premiums for people living in the United Kingdom (UK) and overseas.

Project Scope

Freedom Health Insurance Site 3 Mobile Screenshots

The primary objective for Freedom Health Insurance was to create a website that is intensely focused on the customer, aimed at boosting enquiries and online transactions for private medical insurance. The design mandate was for a contemporary look that aligns with the company's rebranded image, incorporating a full-width, flat design and a mobile-friendly interface. Emphasis was to be placed on refining user pathways to efficiently direct new and existing customers to relevant sections.

Additionally, the website was designed to support customer independence through an online self-service portal, featuring interactive tools for instant quotes. Furthermore, the updated platform was intended to serve as a central hub for brokers, providing them with a secure, specialized area equipped with custom tools for quotations, thereby aiding in their sales endeavours.

The Solution

Freedom Health Insurance Site Screenshots

The redesigned Freedom Health Insurance website, powered by Kentico MVC, now offers an enhanced user experience with efficient navigation paths, enabling customers to easily access quotes and other PMI information. The adoption of MVC technology not only modernises the site but also ensures its readiness for future technological advancements and updates.

Previously, Freedom Health Insurance had separate quoting tools for brokers and individuals. These have been revamped and integrated into Kentico’s user account management system. Thanks to Kentico’s API layer, users can now seamlessly log in or register to access both the website and the quoting tool. The system stores quotes for both personal and broker use, allowing users to view, retrieve, and complete them at their convenience.


A Person Holding A Mobile Device
  • Enhanced Kentico Search: We've implemented predictive search features, making the search process more intuitive and user-friendly for both potential and existing customers of Freedom.
  • Advanced EMS Features in Kentico: This functionality allows Freedom Health Insurance to monitor site visitor behaviour and serve targeted content effectively.
  • GDPR Compliance: The system ensures compliance with the latest GDPR regulations, safeguarding data protection and user consent.
  • Single Sign-On: Our developers used this to achieve a high degree of customization, facilitating authentication and single sign-on between Freedom’s main website and the broker quote tool.
  • Streamlined Online Forms in Kentico: These forms efficiently gather essential information for quote requests and allow users to specify their interests.

  • Freedom Health Insurance Site Claims Page Screenshot
  • Freedom Health Insurance Site Menu Nagivation Screenshot
  • Freedom Health Insurance Site Blog Page Mobile Screenshot

The Result

Freedom Health Insurance Site 3 Screen Mockup

The revitalised Freedom Health Insurance's website has had a boost to its customer-centric experience, online enquiries and sales. The sleek, full-width design showcases their brand refresh, while mobile responsiveness ensures seamless access. Optimised user journeys guide visitors to relevant information, while interactive online quotation tools empower self-service. A dedicated, secure broker area with custom tools fosters stronger partnerships and sales success. The below initial results speak for themselves.

  • 63%

    Increase in visitor to lead conversion rate

  • 38%

    Increase in pages per session

  • 10%

    Decrease in bounce rate

Freedom Health Insurance Logo (96X96)

"Our web development project involved more than just a simple website build. We needed a platform that allowed us to integrate the website with our internal systems and APIs and that could also support an online broker portal. i3 Digital’s expertise and experience proved to be invaluable in completing this project and in giving Freedom Health Insurance a user-friendly, accessible and professional online platform."

Daniel Tamarjan - Digital Marketing Manager, Freedom Health Insurance

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