Pet Insurance Australia

What Pet Insurance Australia does

Pet Insurance Australia is a specialist Australian pet insurance provider offering accident-and-illness cover exclusively for dogs and cats. The company operates under the Select & Protect policy platform, which presents a single product with customisable annual benefit limits ($15,000 / $25,000 / $35,000), reimbursement percentages (70% / 80% / 90%), and annual excess options ($0 / $100 / $300 / $600). Optional add-ons include Booster Care (up to $2,500 for specified dental conditions and specialised therapies) and Routine Care (up to $200 for preventative treatments). All policies are underwritten by The Hollard Insurance Company Pty Ltd and administered by PetSure (Australia) Pty Ltd, which provides the policy management portal, claims infrastructure, and the myPetPass customer rewards programme. The company serves Australian pet owners through a digital-first go-to-market anchored by an online quote engine at quote.petinsuranceaustralia.com.au, a customer portal, and a phone-based inside-sales contact centre operating extended hours. Differentiated features include the GapOnly on-the-spot claims integration at 1,000+ participating veterinary clinics, complimentary 24/7 Live Vet video/chat support, multi-pet discounts up to 15%, and promotional offers (e.g., 2 months free under code PIA202).

Revenue is generated through recurring pet insurance premiums on monthly instalments or annual lump sums, supplemented by subscription add-on revenue from Booster Care and Routine Care. Pricing is quote-based and varies by pet type, breed, age, location, and chosen cover parameters; premiums are not publicly disclosed. Customer acquisition combines a long-running content and SEO footprint (pet care blog archives dating to 2014, breed guides for 40+ dog and 10+ cat breeds) with paid search and remarketing through Google AdWords and Facebook, plus an active organic presence across Instagram, YouTube, LinkedIn, Twitter/X, and Pinterest. The brand has earned awards from ProductReview.com.au, Mozo, and Canstar and maintains a 4.7/5 Google rating across 471 verified reviews. The customer base is a long-tail of individual Australian pet parents, supported indirectly through a 'Friends of PIA' partner ecosystem that includes Pawssum mobile vets and the Companion Animal Rescue Awards sponsorship.

Name

Pet Insurance Australia

Legal name

Pet Insurance Australia Pty Ltd

Website

https://petinsuranceaustralia.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Pet Insurance Australia is an Australian specialist pet insurer offering customisable accident-and-illness cover for dogs and cats, administered by PetSure and underwritten by Hollard, with GapOnly instant claims and 24/7 LiveVet support.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

Worksite Pet Insurance (FSAIAMAL)

Keywords

• Pet insurance
• Dog insurance
• Cat insurance
• Accident illness cover
• Veterinary expense cover

Headquarters

HQ city

Castle Hill

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Pet Insurance Australia earns premium revenue from policyholders who pay either monthly/fortnightly instalments or annual lump-sum premiums for their Select & Protect accident and illness pet insurance policies. Premium pricing is influenced by chosen benefit limits, benefit percentages, excess levels, pet type, breed, age, and location. Multi-pet discounts are available (5% second pet, 10% third pet, 15% fourth+ pet). The insurer is underwritten by The Hollard Insurance Company Pty Ltd and administered by PetSure (Australia) Pty Ltd.
2. Optional Add-on: Booster Care: Optional add-on providing up to $2,500 annual benefit limit for specified dental conditions and specialised therapies (physiotherapy, acupuncture, chiropractic, hydrotherapy, behavioural consults). Offered as an upgrade to the base Select & Protect policy for an additional premium.
3. Optional Add-on: Routine Care (Non-insurance Benefit): Optional non-insurance benefit providing up to $200 annual contribution towards preventative treatments such as vaccinations, flea/tick/worm control, microchipping, desexing, and health checks. Provided as an add-on to the insurance policy.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

Pet Insurance Australia sells accident and illness pet insurance for dogs and cats through its Select & Protect policy, which is configurable across annual benefit limits ($15,000, $25,000, or $35,000), reimbursement percentages (70%, 80%, or 90%), and excess levels ($0, $100, $300, or $600). The policy is administered by PetSure (Australia) Pty Ltd and underwritten by The Hollard Insurance Company Pty Ltd, with integration to GapOnly on-the-spot claims at over 1,000 participating vets. Optional add-ons include Booster Care (dental and specialised therapies up to $2,500) and Routine Care ($200 preventative care allowance). Customers can purchase online via a digital quote engine or via phone sales.

Product overview

Pet Insurance Australia operates as a specialized pet insurance provider offering a unified product architecture centered on the Select & Protect policy. This core offering provides customizable accident and illness coverage for dogs and cats with flexible annual benefit limits ($15,000-$35,000), reimbursement percentages (70%-90%), and excess options ($0-$600). The company differentiates through integrated service features including GapOnly® for instant claims processing, LiveVet for 24/7 veterinary consultations, and myPetPass® rewards programme. Optional add-ons include Booster Care for dental and specialized therapies and Routine Care for preventative treatments.

Differentiator

Problem solved

Functional benefit

Brands

• Select & Protect: Pet Insurance Australia's newest and most competitive pet insurance policy offering flexible coverage with choice of annual benefit limits, benefit percentages, and excess options.
• Booster Care
• Routine Care
• myPetPass

Products and services

• Select & Protect Pet Insurance A standalone accident and illness pet insurance policy for dogs and cats offering customisable annual benefit limits ($15,000, $25,000, or $35,000), reimbursement percentages (70%, 80%, or 90%), and excess options ($0, $100, $300, or $600) with no sub-limits on eligible conditions or treatments. Underwritten by The Hollard Insurance Company and administered by PetSure.
• Dog Insurance Pet insurance coverage specifically configured for dogs, delivered through the Select & Protect policy platform with breed-specific underwriting and pricing considerations. Available via online quote and phone channels.
• Cat Insurance Pet insurance coverage specifically configured for cats, delivered through the Select & Protect policy platform with breed-specific underwriting and pricing considerations. Available via online quote and phone channels.
• Booster Care Add-On Optional add-on benefit that can be attached to a Select & Protect policy, providing up to $2,500 annual benefit limit toward specified dental conditions and specialised therapies including physiotherapy, acupuncture, chiropractic, hydrotherapy, and behavioural consultations. Sold for an additional monthly premium.
• Routine Care Add-On Optional non-insurance benefit add-on that attaches to a Select & Protect policy, providing up to $200 annual contribution toward preventative treatments such as vaccinations, flea/tick/worm control, microchipping, desexing, and health checks. Cannot be purchased standalone.

Quantifiable outcome

• Up to $35,000 annual benefit limit on eligible vet bills
• +4 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• GapOnly®coreTechnology or IntegrationGapOnly® is a claims technology integration that enables Pet Insurance Australia policyholders to claim on the spot at participating veterinary clinics, paying only the gap (difference between the vet invoice and the eligible insurance benefit) at the time of treatment. This eliminates the need for pet owners to pay the full vet bill upfront and wait for reimbursement. GapOnly is available at over 1,000 participating vets nationwide and is a featured benefit across all Select & Protect policies.
• PetSure (Australia) Pty LtdcoreImplementation/ SI/ Consulting PartnerPetSure (Australia) Pty Ltd ABN 95 075 949 923, AFSL 420183 administers Pet Insurance Australia's insurance policies, including quote issuance, policy management, premium processing, claims administration, and operation of the customer portal and myPetPass rewards programme. PetSure provides the underlying technology infrastructure and operational backbone for all Pet Insurance Australia policies.
• The Hollard Insurance Company Pty LtdcoreOthersThe Hollard Insurance Company Pty Ltd ABN 78 090 584 473, AFSL 241436 is the underwriter for Pet Insurance Australia pet insurance policies. Hollard provides the insurance capacity and is responsible for paying claims benefits. For renewals of policies first issued before 8 May 2023, Hollard jointly participates in the privacy collection notice alongside PetSure and Pet Insurance Australia.
• Pawssum Mobile VetsminorStrategic or Co-development PartnerPawssum mobile vets provides at-home veterinary services across Australia and New Zealand, including sick pet consultations, vaccinations, vet video calls, and peaceful at-home euthanasia. Listed as a 'Friends of PIA' partner, Pawssum has treated over 60,000 pets at home and operates 7 days a week until late (after-hours). The partnership provides Pet Insurance Australia customers with convenient access to home vet services.
• Pet Insurance Australia Companion Animal Rescue AwardsminorGTM or Marketing PartnerPet Insurance Australia sponsors the Companion Animal Rescue Awards, Australia's first and only national awards programme celebrating achievements in rescue, sheltering, rehabilitation, and rehoming of companion animals. The awards are open to rescue groups, animal shelters, councils, pet adopters, foster carers, volunteers, and other organisations that help people keep pets in the community. This partnership reinforces Pet Insurance Australia's brand positioning as a pet lover-focused insurer.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bow Wow Meow Pet Insurance: Bow Wow Meow is an Australian pet insurance specialist competing head-to-head with PIA, offering accident-and-illness cover for dogs and cats via digital channels with similar customization and add-on architecture.
• RSPCA Pet Insurance: RSPCA-branded pet insurance is distributed in Australia via a partnership with a third-party administrator, targeting welfare-conscious pet parents — directly competing with PIA's pet-welfare positioning and rescue-adopter-friendly policy terms.
• Petplan Australia: Petplan is a leading Australian pet insurance provider offering accident, illness, and comprehensive cover for dogs and cats. It is one of PIA's closest direct competitors in the same product category and customer segment.

Broad incumbents

• Trupanion: Trupanion is a publicly listed North American pet insurance leader offering direct-to-vet billing comparable to PIA's GapOnly model, serving as a global benchmark for vet-clinic-integrated pet insurance economics.
• RACQ Pet Insurance: RACQ, a major Queensland-based motoring club, offers pet insurance as an extension of its general insurance and membership products in Australia, competing on trust and member benefits rather than specialist pet expertise.
• Woolworths Pet Insurance: Woolworths pet insurance is offered by a major Australian retailer via a partner insurer, leveraging supermarket distribution and loyalty footprint — a broad incumbent that competes on convenience and brand reach rather than specialist pet focus.
• Medibank Pet Insurance: Medibank, one of Australia's largest private health insurers, offers pet insurance as part of a broader insurance portfolio, leveraging cross-sell from its health member base against PIA's specialist offering.
• Budget Direct Pet Insurance: Budget Direct is a price-led Australian general insurer offering pet insurance alongside car and home cover, providing direct competitive pressure on PIA's pricing tier structure.

Emerging players

• ManyPets: ManyPets is a UK-born, multi-market digital pet insurer offering accident-and-illness cover online; while primarily UK-focused, it represents a comparable tech-led pet insurance model expanding internationally and competing for similar customer mindsets.
• Knose Pet Insurance: Knose is an Australian digital-first pet insurer focused on wellness/prevention-led cover, overlapping partially with PIA's Routine Care positioning but aimed at a more preventative, subscription-style customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PetInsuranceAus
• YouTubeyoutube.com/@petinsuranceaustralia2373
• Facebookfacebook.com/profile.php?id=61553007509520
• LinkedInlinkedin.com/company/pet-insurance-australia
• Instagraminstagram.com/petinsuranceaustralia
• Pinterestpinterest.com/petinsuranceaus

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Pet Insurance Australia