Fluffy

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.

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

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

• Pet insurance
• Digital vet clinic
• Dog training courses
• Pet care app
• Pet rewards program

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others, Supply Chain

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Innovative Risk Labs LtdcoreOthersFCA authorised and regulated insurance underwriter (Firm Reference No. 609155). Fluffy (Strelka LTD) operates as their appointed representative (Firm Reference No. 986188).
• Butternut BoxminorGTM or Marketing PartnerPet food brand offering up to 50% off the first two boxes for Fluffy customers as part of the rewards programme.
• Different DogminorGTM or Marketing PartnerPet food subscription service offering up to 35% off the first two boxes for Fluffy customers as part of the rewards programme.
• Furbabies BotanicalsminorGTM or Marketing PartnerPet shampoo brand offering up to 30% off for Fluffy customers as part of the rewards programme.
• ForthglademinorGTM or Marketing PartnerPet food brand offering up to 20% off first orders for Fluffy customers as part of the rewards programme.
• Hello FreshminorGTM or Marketing PartnerMeal delivery service offering up to 60% off the first box for Fluffy customers as part of the rewards programme.
• Lily's KitchenminorGTM or Marketing PartnerPremium pet food brand offering up to 20% off orders for Fluffy customers as part of the rewards programme.
• Naked WinesminorGTM or Marketing PartnerWine subscription service offering up to £80 off selected wines for Fluffy customers as part of the rewards programme.
• YuMoveminorGTM or Marketing PartnerPet 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

Direct 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

• TikToktiktok.com/@fluffy
• Xx.com/joinfluffy
• LinkedInlinkedin.com/company/joinfluffy

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fluffy