What Pinnacle Pet Group does

Pinnacle Pet Group is a privately held, pan-European pet insurance and pet health services platform controlled by JAB Holding Company. Founded in October 2021 through JAB's acquisition of a majority stake in BNP Paribas Cardif's Cardif Pinnacle subsidiary, the group has been built primarily through acquisitions rather than organic growth. PPG operates eight consumer brands across the UK, France, Germany, Austria, the Netherlands, and Belgium: AGILA (German/Austrian market leader with ~400,000 customers and over €100 million in gross written premium), Animal Friends (UK insurer with 1.1 million insured pets), Pet Protect (UK MGA with ~70,000 customers), Assur O'Poil (French broker with 120,000 customers across France, Belgium, and Italy), Figo (Netherlands/Belgium digital brand via Veterfina), and Everypaw (UK direct brand), plus pet-services assets VioVet (UK e-commerce and e-pharmacy handling ~900,000 transactions per year) and CaptainVet (vet appointment booking platform serving over 1,100 veterinarians in France and Belgium).

The group insures more than 2 million pets through approximately 1,400 employees and nine locations, generating revenue primarily through recurring pet insurance premiums (dogs, cats, horses) and, secondarily, through transaction-based e-commerce, e-pharmacy, and vet-booking fees. Distribution is multi-channel: direct-to-consumer via brand websites, white-label and branded partnerships with major UK retailers and financial institutions (Sainsbury's Bank, Tesco Insurance, Post Office, PDSA, Argos, RSPCA, Costco), and pet retail partnerships in the Netherlands and Belgium. The underlying technology stack is described as a digital services and AI-enabled platform supporting underwriting, claims processing, and customer service, though specific proprietary AI capabilities are not publicly detailed. Pinnacle Insurance Ltd is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority (FRSN 110866), making PPG the FCA-regulated UK insurance entity for the wider group.

Name

Pinnacle Pet Group

Legal name

Pinnacle Pet Group Limited

Website

https://pinnaclepetgroup.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Pinnacle Pet Group is a privately held, pan-European pet insurance and pet health services platform controlled by JAB Holding Company, operating eight consumer brands (AGILA, Animal Friends, Assur O'Poil, Figo, Pet Protect, Everypaw, VioVet, CaptainVet) across the UK, France, Germany, Austria, Netherlands, and Belgium, insuring more than 2 million pets through approximately 1,400 employees.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Pet and Pet Supplies Retailers (45991), Veterinary Services (54194), Pet Care (except Veterinary) Services (812910)

SIC

Insurance Agents, Brokers & Service (6411), Insurance Carriers, Nec (6399), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industries

Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC), Pet Supplies Omnichannel (CRAFAEAJ)

Keywords

• Pet insurance
• Animal health insurance
• Veterinary services
• Pet e-commerce
• Pet healthcare platform

Headquarters

HQ city

Borehamwood

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Recurring premium revenue from pet insurance policies across multiple brands and European markets. Policies cover dogs, cats, and horses with various coverage tiers.
2. Pet E-commerce and E-pharmacy: VioVet's e-commerce and e-pharmacy platform generates transaction revenue from prescription and non-prescription medications, pet food, toys and equipment. Approximately 900,000 transactions per year.
3. Veterinary Appointment Booking: CaptainVet's online vet appointment booking platform serves veterinarians and pet owners, generating revenue through booking services and potentially premium features.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Pinnacle Pet Group sells pet insurance policies for dogs, cats, and horses through eight national consumer brands operating across the UK, Germany, Austria, France, Belgium, the Netherlands, and Italy. The company complements its insurance underwriting with a supporting pet services ecosystem consisting of a UK pet e-commerce and e-pharmacy platform (VioVet) and an online veterinary appointment booking service (CaptainVet) serving over 1,100 veterinarians in France and Belgium.

Product overview

Pinnacle Pet Group is a pan-European, multi-brand and multi-channel pet insurer with a supporting ecosystem of pet services. The company operates through eight consumer brands across multiple European markets: AGILA (Germany/Austria), Assur O'Poil (France/Belgium/Italy), Animal Friends (UK), Everypaw (UK), Figo (Belgium/Netherlands), Pet Protect (UK), VioVet (UK pet e-commerce), and CaptainVet (France/Belgium vet booking). The portfolio was built through strategic acquisitions including Cardif Pinnacle (2021), AGILA (2022), Veterfina/Figo (2022), C&F Pet Insurance UK/Pet Protect/VioVet (2022), HD Assurances/Assur O'Poil/CaptainVet (2023), and Animal Friends (2023). The group insures over 2 million pets across the UK, Germany, France, Netherlands, Belgium, and Austria.

Differentiator

Problem solved

Functional benefit

Brands

• Assur O'Poil: French pet insurance brand operating in France, Belgium, and Italy, serving over 120,000 customers
• CaptainVet
• Animal Friends
• AGILA
• Figo
• Pet Protect
• VioVet
• Everypaw

Products and services

• AGILA Pet Insurance Animal health insurance for dogs and cats sold to pet owners in Germany and Austria through the AGILA brand, with approximately 400,000 customers and more than €100 million in premium volume; the German market leader in pet insurance.
• Assur O'Poil Pet Insurance Pet health insurance for pet owners in France, Belgium, and Italy under the Assur O'Poil brand, serving more than 120,000 customers through HD Assurances.
• Animal Friends Pet Insurance Multi-award-winning UK pet insurance for cats, dogs, and horses, covering more than 1.1 million pets with over 400 employees and a 25-year operating track record.
• Everypaw Pet Insurance UK pet insurance brand operated by Pinnacle Insurance Ltd, part of the Pinnacle Pet Group portfolio, sold directly to UK pet owners online.
• Figo Pet Insurance Digital direct-to-consumer pet insurance brand operating in Belgium and the Netherlands through Veterfina BV, part of Pinnacle Pet Group.
• Pet Protect UK Managing General Agent (MGA) pet insurance with approximately 70,000 customers and 40 years' experience offering flexible and affordable coverage for dogs and cats.
• VioVet UK pet e-commerce and e-pharmacy platform supplying prescription and non-prescription medications, pet food, toys, and equipment, with approximately 900,000 transactions per year.
• CaptainVet Online vet appointment booking platform operating across France and Belgium, serving over 1,100 veterinarians and helping pet owners book appointments at participating clinics.

Quantifiable outcome

• More than 2 million covered pets across European markets
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Correlation One Holdings LtdcoreStrategic or Co-development Partner · 4 April 2023Following PPG's acquisition of Animal Friends from Correlation One Holdings, the parties formed a long-term partnership to drive growth and innovation in pet insurance. Partnership includes collaboration with portfolio companies: Waggel (UK pet insurtech), Vet-AI (veterinary telehealth), Biscuit (rewards platform for pet parents), and Kozoo (emerging French pet insurance player).
• BNP Paribas CardifcoreStrategic or Co-development Partner · 19 October 2021Strategic alliance formed in October 2021 through joint venture where JAB acquired majority stake in new holding company receiving BNP Paribas Cardif's contribution of Cardif Pinnacle. BNP Paribas Cardif remains significantly involved supporting development with continued stake. Partnership delivers pet insurance services throughout UK, EMEA and Latin America with vision for additional pet healthcare services.
• Zurich InsuranceminorOthersZurich is referenced as a significant competitor in the global pet insurance market, having built operations across 5 markets (US, Germany, UK, France, Australia) through brands including TrustedPals, petolo, and Cover-More. Part of broader market context showing competitive dynamics in pet insurance sector.
• AllianzminorOthersAllianz is referenced as one of the global giants aggressively expanding into pet insurance, alongside Zurich, Chubb, MetLife, and AXA. Part of market analysis noting major insurers entering pet insurance sector.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Agria Djurförsäkring: Swedish-based pet insurance provider with the most directly comparable pan-European multi-country footprint and a similar mix of dog, cat, and horse policies. Agria is the closest analog to PPG's multi-brand, multi-market strategy and operates in overlapping European markets.
• Petplan (Allianz): UK market-leading pet insurance brand owned by Allianz, directly competing with PPG's Animal Friends, Everypaw, and Pet Protect brands in the UK. Comparable on product (dog/cat insurance), distribution model, and customer segment.
• Many Pets: UK D2C pet insurtech (formerly Bought By Many) that competes with PPG's UK D2C brands (Everypaw, Animal Friends) using a tech-led underwriting model. Closely comparable on target customer, product set, and digital-first distribution.
• Trupanion: North American D2C pet medical insurance provider with a comparable tech-led, vertical-style underwriting model and direct-to-consumer brand strategy. While geographically separate, the business model and product positioning mirror PPG's stated AI-enabled platform approach.
• Embrace Pet Insurance: US D2C pet insurance provider competing in the same accident-and-illness category as PPG brands. Comparable on product structure, customer targeting, and emphasis on wellness-oriented coverage tiers.
• Healthy Paws: US D2C pet insurance brand known for unlimited lifetime benefits and a tech-forward claims experience, directly comparable to PPG's premium coverage tiers and claims-optimisation roadmap via AI.

Broad incumbents

• Direct Line Group: UK general insurance incumbent offering pet insurance alongside motor and home products. While broader than PPG, it directly competes in the UK pet insurance market with similar mass-market positioning and partner distribution.
• Nationwide Pet Insurance: Whole-pet subsidiary offering from one of the largest US insurance groups, comparable in offering full-coverage pet insurance as part of a wider insurance portfolio. Demonstrates the incumbent insurance threat from diversified carriers.

Emerging players

• Waggel: UK-based pet insurtech emerging player, identified as a Correlation One portfolio company partnered with PPG. Directly comparable on UK D2C pet insurance target market and digital-first model, but at smaller scale.
• Kozoo: Emerging French pet insurance player also identified within the Correlation One portfolio and partnered with PPG. Comparable on French pet insurance target market, operating at earlier stage than PPG's Assur O'Poil brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pinnaclepetuk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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

M&A5 records

Investments

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

Frequently asked questions about Pinnacle Pet Group