Napo Pet Insurance

What Napo Pet Insurance does

Napo Pet Insurance is a UK-based, FCA-authorised pet insurance provider (FCA ref: 994239) operating as an MGA, founded in December 2021 in London. The company sells lifetime pet insurance policies for dogs and cats through five annual benefit tiers ranging from £2,000 to £16,000, with standard inclusions of dental cover, 24/7 FirstVet video consultations, EU travel cover, behavioural treatment, and direct vet payments. A 5% multi-pet discount and a £99 excess per condition per year are part of the pricing structure. The company positions itself around inclusive coverage—covering all domestic dog and cat breeds, including those commonly excluded by incumbents—and emphasises a 95% claim acceptance rate with most claims settled within five days.

The underlying technology stack centres on a self-serve digital quote and purchase journey via napo.pet, a Vet Portal that allows veterinary practices to submit claims directly on behalf of policyholders with direct payment to the practice, and AI-assisted claims processing for triage and document review. FirstVet is embedded as a default video-vet benefit, and the platform supports both iOS and Android apps. Go-to-market is direct-to-consumer across the UK, supplemented by event marketing at All About Dogs shows, content marketing, organic social, SEO, and the Vet Portal as a B2B2C channel. The company has raised approximately £27M in institutional capital across a £15M Series A (November 2022, led by DN Capital) and a £12M Series B (February 2025, led by Mercia Ventures), with reported scale of over 100,000 pet parents insured.

Name

Napo Pet Insurance

Legal name

Napo Limited

Website

https://napo.pet

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

Napo Pet Insurance is a UK-based, FCA-authorised pet insurer selling lifetime dog and cat policies across five benefit tiers (£2,000–£16,000), with FirstVet video consultations, Vet Portal direct claims, and AI-assisted processing, serving over 100,000 UK pet parents.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

Pet Insurance (FSAJAMAO)

Keywords

• Pet insurance
• Lifetime cover
• Veterinary coverage
• Dog insurance
• Cat insurance

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

Revenue model

1. Pet Insurance Premiums: Subscription-based lifetime pet insurance policies for dogs and cats. Customers pay monthly or annual premiums based on coverage level, pet type, age, and breed. Policies provide lifetime cover with annual benefit limits ranging from £2,000 to £16,000 per year.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Napo Pet Insurance is a UK pet insurance provider offering lifetime cover policies for dogs and cats with annual vet fee limits ranging from £2,000 to £16,000. All policies bundle dental treatment, 24/7 FirstVet video consultations with UK vets, direct vet payments, and EU travel cover as standard. The company operates as a digitally-native insurer serving over 100,000 pet parents through its napo.pet platform.

Product overview

Napo Pet Insurance is a UK-based pet insurance provider offering a unified lifetime insurance platform with four coverage tiers (£2,000 to £16,000 annual vet fee limits). The core product consists of lifetime pet insurance policies for dogs and cats, bundled with integrated services including free 24/7 FirstVet video consultations, dental coverage up to £2,000, EU travel cover, and a Vet Portal for direct claims submission. Additional features include multi-pet discounts, direct vet payment options, and 24/7 online vet access—all provided as standard within the lifetime coverage framework rather than as separate paid modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Napo Lifetime Pet Insurance Lifetime pet insurance policies for dogs and cats available in five annual vet fee limit tiers (£2,000, £4,000, £8,000, £12,000, and £16,000). All policies include lifetime cover for chronic and long-term conditions, dental treatment, 24/7 FirstVet video consultations, direct vet payments, and EU travel cover.
• Dog Insurance Lifetime dog insurance covering accidents, illness, dental work, complementary treatment, behavioural treatment, travel cover, emergency boarding, missing pet advertising, and third party liability. Policies include free 24/7 FirstVet access and direct vet payments.
• Cat Insurance Lifetime cat insurance covering accidents, illness, dental treatment, complementary therapy, behavioural treatment, travel cover, emergency boarding, missing pet support, and 24/7 FirstVet access. Available for kittens from 4 weeks old.
• Travel Cover EU travel insurance included as standard with all Napo policies, covering emergency vet fees abroad, trip changes if pet goes missing, and accommodation costs. Worth up to £2,000 per year.
• Dental Cover Comprehensive dental coverage included in all Napo policies for accidents and illness up to £2,000. Covers tartar removal, extractions, root canals, and scale and polish when recommended by a vet. Requires annual dental checkup for eligibility.

Quantifiable outcome

• 95% claim acceptance rate
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• FirstVetcoreTechnology or IntegrationPartnership provides Napo customers with free, unlimited 24/7 access to UK vets and behaviourists via video calls. FirstVet is integrated into all Napo policies as a standard benefit.
• TractiveminorStrategic or Co-development PartnerPartnership announced in blog for preventative pet care. Napo and Tractive collaborate to provide pet tracking and health monitoring services.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Many Pets: UK digital-first pet insurer (formerly Bought By Many) offering lifetime dog and cat cover with a similar DTC, tech-led model and rapid growth profile — the closest direct competitor to Napo in the UK market.
• Trupanion: North American pet medical insurer with lifetime-style vet-direct billing and integrated vet practice relationships — a directly comparable tech-and-vet-led model even though it operates in different geographies.
• Animal Friends: Established UK pet insurer offering lifetime cover for dogs and cats with strong brand recognition and charity-linked positioning — directly comparable product set and target customer as Napo.
• Embrace Pet Insurance: US pet insurer offering accident, illness, and wellness cover with digital claims handling and breed-inclusive policies. Comparable product breadth and target customer to Napo despite US focus.
• Agria Pet Insurance: UK-focused lifetime pet insurer with deep veterinary partnerships and similar lifetime, breed-inclusive products. Comparable customer base and underwriting approach to Napo.
• Everypaw: UK pet insurance brand offering lifetime dog and cat policies with tiered cover limits similar to Napo's £2,000–£16,000 tier structure — directly competing on price, cover levels, and digital UX.
• Petplan: The UK's largest pet insurer, offering lifetime dog, cat, and exotic cover via vet, broker, and direct channels. Napo competes head-on with Petplan on lifetime cover, pricing, and vet practice relationships.

Broad incumbents

• Lemonade: US digital-first insurer that has expanded into pet insurance alongside renters, home, and life. Represents the tech-led incumbent playbook Napo could evolve into within the UK and Europe.
• Direct Line Group: Large UK general insurer offering pet insurance as part of a broader personal lines portfolio (home, motor, travel). Overlaps with Napo in pet cover but does not specialise in the pet-only niche.

Regional players

• Barkyn: European direct-to-consumer pet care and insurance platform with similar digital-first, content-led marketing approach. Comparable product philosophy, though primarily serving Southern Europe rather than the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NapoPetCare
• Instagraminstagram.com/napo.pet.insurance
• TikToktiktok.com/@napo.pet.insurance
• LinkedInlinkedin.com/company/napo-pet-insurance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors13 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 Napo Pet Insurance