Fluffy
Fluffy is a London-based pet-care technology company selling UK pet insurance bundled with a mobile app offering 24/7 digital vet access, 100+ expert-led dog training courses, and a rewards ecosystem with 20+ brand partners for UK dog and cat owners.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Fluffy does
Fluffy (legal entity Strelka Limited) is a London-based pet-care technology company that sells pet insurance bundled with a mobile application delivering digital health and training services to UK pet owners. The company's product suite combines pet insurance policies (covering veterinary fees up to £10,000, complementary treatment, dental accidents, third-party liability up to £2M, theft/straying, and overseas travel) with a free app subscription that includes a 24/7 digital vet clinic, telemedicine consultations with veterinary professionals, over 100 expert-led dog training courses, personal pet growth plans, and a points-based rewards programme integrated with 20+ pet and consumer brand partners including Butternut Box, Lily's Kitchen, and Forthglade.
The underlying platform is a self-serve, mobile-first distribution architecture: customers obtain quotes in under two minutes via the website or app, purchase insurance online, and access all digital services through the iOS and Android applications. Fluffy is regulated by the UK's Financial Conduct Authority as an appointed representative of Innovative Risk Labs Ltd (Fluffy FRN 986188; underwriter FRN 609155), with GDPR-compliant data practices. The technology stack is described as a mobile-first pet care platform integrating insurance administration, telemedicine, content delivery, and partner reward APIs; no explicit machine learning models, APIs, SDKs, or third-party AI integrations are disclosed in the source material.
Monetisation rests on two recurring revenue streams: (i) annual or multi-year pet insurance premiums, with multi-pet discounts of up to 10%, and (ii) a standalone app subscription at £8-12 per month for customers without insurance. GTM is product-led and direct-to-consumer, leveraging organic social media (TikTok, Instagram, Facebook, Twitter, LinkedIn), content marketing via the company blog, and the partner rewards ecosystem for post-sale engagement and referrals. The company is pre-seed funded with cumulative disclosed funding of approximately $573,000 across a 2022 Techstars round and a February 2023 round led by QVentures and Techstars, supporting its nationwide UK rollout.
Fluffy firmographics
Firmographics- Name
- Fluffy
- Legal name
- Strelka Limited
- Website
- https://joinfluffy.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fluffy is a London-based pet-care technology company selling UK pet insurance bundled with a mobile app offering 24/7 digital vet access, 100+ expert-led dog training courses, and a rewards ecosystem with 20+ brand partners for UK dog and cat owners.
- Ownership category
- akta.pro rank
Fluffy industry classification
Industry- Product category
- Pet Insurance
- NAICS
- Veterinary Services (54194)
- SIC
- Insurance Agents, Brokers & Service (6411), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Pet Insurance (FSAJAKAG)
Keywords
Where Fluffy is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fluffy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others, Supply Chain
Revenue model
- Pet Insurance Premiums: Annual or multi-year pet insurance policies covering veterinary fees up to £10k, complementary treatments, dental accidents, third-party liability, theft/straying, and death from illness/accident. Revenue from recurring insurance premiums with multi-pet discounts available.
- App Subscription (Standalone): Standalone app subscription priced at £8-12 per month providing 24/7 vet helpline, dog training courses, and personalised growth plans. Free with insurance policy purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standalone App Subscription |
| Subscription | Annual | Pet Insurance with Free App Bundle |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Fluffy product offering
Product offeringCore offering
Fluffy sells UK pet insurance policies covering veterinary fees up to £10k, complementary treatment, dental accident, overseas travel under PETS, theft/straying, third-party liability up to £2M, and death from illness/accident. Every policy comes with a bundled subscription to the Fluffy mobile app, which provides a 24/7 digital vet helpline, 100+ expert-led dog training courses, personalised growth plans, and a points-based rewards programme redeemable with partner pet and lifestyle brands. The app is also offered standalone at £8–£12 per month.
Product overview
Fluffy is a pet insurance platform that operates as a single unified offering combining insurance coverage with a companion mobile app. The core product is pet insurance (underwritten by Innovative Risk Labs Ltd, FCA authorized) bundled with a free Fluffy App subscription. The app provides 24/7 digital vet clinic access and over 100 dog training courses as included features. Additional offerings include personalised growth plans for pets and a rewards program where points earned through following vet/trainer recommendations can be redeemed for discounts on pet products. The company offers separate Dog Insurance and Cat Insurance products, both including the full app feature suite.
Differentiator
Problem solved
Functional benefit
Products and services
- Fluffy Pet Insurance UK pet insurance covering veterinary fees up to £10k, complementary treatment up to £750, dental accidents, overseas travel under PETS, theft/straying up to £1,500, third-party liability up to £2M, and death from illness or accident. Includes a free subscription to the Fluffy mobile app and multi-pet discounts of up to 10%.
- Dog Insurance
Quantifiable outcome
- Free 24/7 vet helpline access included with all insurance policies
- +3 more outcomes
Companies that use Fluffy
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Fluffy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fluffy partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Innovative Risk Labs LtdcoreFCA authorised and regulated insurance underwriter (Firm Reference No. 609155). Fluffy (Strelka LTD) operates as their appointed representative (Firm Reference No. 986188).
- Butternut BoxminorPet food brand offering up to 50% off the first two boxes for Fluffy customers as part of the rewards programme.
- Different DogminorPet food subscription service offering up to 35% off the first two boxes for Fluffy customers as part of the rewards programme.
- Furbabies BotanicalsminorPet shampoo brand offering up to 30% off for Fluffy customers as part of the rewards programme.
- ForthglademinorPet food brand offering up to 20% off first orders for Fluffy customers as part of the rewards programme.
- Hello FreshminorMeal delivery service offering up to 60% off the first box for Fluffy customers as part of the rewards programme.
- Lily's KitchenminorPremium pet food brand offering up to 20% off orders for Fluffy customers as part of the rewards programme.
- Naked WinesminorWine subscription service offering up to £80 off selected wines for Fluffy customers as part of the rewards programme.
- YuMoveminorPet supplement brand offering up to 30% off selected products for Fluffy customers as part of the rewards programme.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Fluffy competitors and assessment
Company assessmentDirect peers
- ManyPets: Digital-first UK pet insurance company with a wellness app offering vet access and similar bundled value-add. The most direct competitor given shared UK focus, app-led GTM, and insurance-plus-wellness positioning.
- Waggel: UK digital pet insurance startup offering lifetime cover with an emphasis on pet wellness. Direct competitor in the digital-first UK pet insurance segment targeting similar mobile-first pet owners.
- Agria Pet Insurance: Swedish-headquartered specialist pet insurer with a strong UK market presence, offering comprehensive dog and cat insurance policies. Direct competitor across Fluffy's core UK insurance product line.
- Animal Friends: Established UK pet insurance specialist offering dog, cat, horse and rabbit policies with charity-linked positioning. Direct competitor in the UK dog/cat insurance core market with strong brand recognition.
- Trupanion: North American pet insurance company with a tech-led, vet-direct billing model and emphasis on software integration with veterinary practices. Comparable in its technology-first, vet-ecosystem approach to pet insurance.
- Embrace Pet Insurance: US pet insurance company with a wellness rewards programme integrated into its core product. Closely comparable in the bundling of insurance with rewards-driven wellness engagement.
- Pets Best: US pet insurance company offering accident, illness and wellness plans with a digital-first claims experience. Comparable digital-first pet insurance positioning, though operating in a different geography.
Broad incumbents
- Petplan UK: UK market-leading pet insurance brand owned by Allianz. Broad incumbent with extensive distribution including vet partnerships and a comprehensive product range across all pet types. Sets the competitive benchmark Fluffy must beat on trust and brand.
- Direct Line Group (Pet Insurance): UK general insurance incumbent offering pet insurance as part of a broader consumer insurance portfolio. Competes in the same UK market with strong brand recognition and aggregator distribution.
Emerging players
- FirstVet: Veterinary telemedicine provider offering video consultations with vets. Comparable to Fluffy's 24/7 vet clinic component and a potential partner or competitor for the digital vet experience layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Fluffy social profiles
Digital presenceFluffy compliance and trust
Trust signalCompliance2 records
Fluffy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fluffy leadership team
Management profileNumber of profiles
Profiles1 record
Fluffy funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fluffy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fluffy
What does Fluffy do?
Fluffy sells UK pet insurance policies covering veterinary fees up to £10k, complementary treatment, dental accident, overseas travel under PETS, theft/straying, third-party liability up to £2M, and death from illness/accident. Every policy comes with a bundled subscription to the Fluffy mobile app, which provides a 24/7 digital vet helpline, 100+ expert-led dog training courses, personalised growth plans, and a points-based rewards programme redeemable with partner pet and lifestyle brands. The app is also offered standalone at £8–£12 per month.
Is Fluffy a public or private company?
Fluffy is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fluffy founded?
Fluffy was founded in 2022. It employs 51 to 100 people.
Where is Fluffy based?
Fluffy is headquartered in London, United Kingdom, in the Europe region.
How does Fluffy make money?
Two revenue lines are on record. Pet Insurance Premiums are the primary driver. The others are app Subscription (Standalone).
Who are Fluffy's main competitors?
Direct peers on record are ManyPets, Waggel, Agria Pet Insurance, Animal Friends, Trupanion, Embrace Pet Insurance and Pets Best. Broad incumbents are Petplan UK and Direct Line Group (Pet Insurance). FirstVet is listed as an emerging player.
Does Fluffy have an API?
No public API is recorded for Fluffy.
What industry is Fluffy in?
Fluffy's product category is Pet Insurance. Its primary akta.pro industry code is FSAJAKAG, Pet Insurance. Its NAICS code is 54194 and its SIC code is 6411.