Who is Equipsme?

Equipsme is a Managing General Agent, authorised and regulated by the Financial Conduct Authority, developing our own products with insurers and service providers. We act on behalf of insurers when promoting or administering any of the benefits in our plans. We don’t sell outside of the UK, and we don’t sell personal policies directly to consumers.

How do we work with clients?

We’ll help you decide which plan suits your organisation best, but we don’t tell you what to buy.

We don’t review the whole market, so we can’t give recommendations or advice. What we can do is provide all the key information about what is and isn’t covered by our plans, and answer questions to help businesses decide what they want and need from an employee health insurance and wellbeing plan.

Equipsme is trusted by

We don't do private medical insurance like anyone else...

Equipsme was launched in 2018 with a mission to make employee health insurance work for more businesses and more employees. We take up the middle ground between private medical insurance and cash plans, providing simple, practical plans at prices designed to be cost effective.

We specialise in insuring the uninsured, helping UK businesses cover more of their workforce. Our plans are flexible, easy to understand and backed by a responsible and sustainable approach to pricing.

Employees can also contribute directly and personalise their cover, with options to upgrade benefits and add family members — to help make health insurance more accessible for everyone.

Find out more about our plans

Our mission

Our mission is to support healthier people and healthier businesses, with employee health insurance that works hard for whole workforces.

Transparency

We’re proud of what we do, how we do it, and why we do it. So we’re totally open about all of it, from costs to cover, our client pitches to our customer service.

We’re plain speaking, do what we say on the tin, endeavour to keep our promises – and are always accountable for our actions.

Challenge

We’re challenging the PMI market, but we’re also challenging ourselves every day.

It means always listening, learning, thinking outside of the box and developing our services (and ourselves) with curiosity and creativity.

Integrity

We have strong principles, and we’re committed to doing the right thing.

That means the right thing for our members, business clients, broker and industry partners, employees andstakeholders.

Find out more about our plans

Our people

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Matthew Reed

CEO, Co-Founder

Matthew is a highly experienced insurance and commercial leader who has spent his career focused on creating customer-led propositions and businesses. He has held c-suite leadership roles at both brokers and insurers across general commercial lines and, more recently, health products. He has worked for Howden and Towergate as a broker and was part of the leadership team that successfully turned around AXA General Insurance in the UK, serving as Managing Director – Intermediary. Equipsme was a natural extension of his desire to build something that customers genuinely wanted.

Gavin Shay

Distribution Director, Co-Founder

Gavin is a senior leader in the employee health insurance market, with more than 20 years of experience spanning sales leadership, service delivery, and partnership development. He began his career as an NHS hospital porter—an experience that shaped his passion for helping people access the right medical support and treatment. He held senior roles at AXA Health, including Head of Partnership Development and Head of Business Sales, where he led growth strategies and strengthened key client and partner relationships. With extensive industry knowledge and a reputation for practical insight, Gavin is widely regarded as a trusted expert in employee health insurance

Andy Santoni

Commercial Director and Co‑Founder

Andy is a seasoned insurance and health service specialist, and has been driving underwriting and pricing strategies, forecasting budgets, and developing insurance products for more than 25 years. Andy started his career at Royal Sun Alliance in the 80s, and has been working in Private Medical Insurance ever since. Before founding Equipsme, he spent a decade working as Head of Underwriting and Pricing at AXA Health, and before that was Head of Underwriting and Pricing at Simplyhealth.

Rhonwen Beesley

Operations Director and Co‑Founder

Rhonwen has 25 years’ experience in insurance operations across motor, health and general insurance sectors. Formerly Head of Claims Operations for global tech and business process firm Xchanging, and Global Operations Manager at MGA Dual, she has extensive experience directing operations across complex businesses, and managing teams to deliver exceptional client and customer experiences. Rhonwen is also a passionate advocate for women’s health, and how fast support, accurate diagnosis and effective treatment is key in keeping women, their families and businesses healthy, too.