Vetsure

What Vetsure does

Vetsure Pet Insurance is a UK-based, FCA-regulated pet insurance provider operated by TVIS Limited, a private limited company founded in 2008 and headquartered in Hatfield, Hertfordshire. The company offers lifetime accident and illness cover for dogs and cats across three core tiers — Premier Plus (up to £5,000 per condition per year), Premier (up to £2,000), and Accident Only (up to £2,000) — together with sub-brands for puppies, kittens, senior pets, and multi-pet households, plus optional add-ons (Additional Benefits Cover, Public Liability, Vet Fee Top-Ups up to £7,000) and a Pet Health Plan preventative-care subscription introduced in 2018. Policies are underwritten by Atlas Insurance PCC Limited, a Malta-domiciled insurer regulated by the Malta Financial Services Authority and authorised by the UK Prudential Regulation Authority, with policies transacted through the TVIS Cell.

Vetsure distributes policies through a self-serve website, a UK-based in-house contact centre, and a network of hundreds of accredited UK veterinary practices that act as referral partners and direct-claim settlement points. The proprietary E-Claims digital platform enables accredited vets to submit and settle claims electronically, with reported settlement times as fast as 24 hours and a 97% claims paid rate (January–June 2025 claims data). Customer outcomes are also reflected in over 90% 5-star Trustpilot ratings and 98% recommendation scores on independent review sites.

The business model is subscription recurring revenue from pet insurance premiums billed annually or via 12 monthly interest-free Direct Debit instalments, with risk assessment and policy administration supported by automated decision-making systems. The company has no disclosed external equity funding, no parent company, and operates exclusively in the UK domestic market. Its competitive positioning rests on the accredited vet-network referral channel, lifetime per-condition coverage that does not reprice on claim, and a track record of industry recognition including British Insurance Awards (2024) and British Business Awards (2025).

Name

Vetsure

Legal name

TVIS Limited

Website

https://www.vetsure.com/

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Vetsure is a UK-based, FCA-regulated pet insurance provider offering lifetime accident and illness cover for dogs and cats, distributed direct-to-consumer and through a network of hundreds of accredited veterinary practices that also enable direct-claim settlement.

Ownership category

akta.pro rank

Product category

Pet Insurance

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Pet Insurance (FSAJAMAO)

Keywords

• Pet insurance
• Dog insurance
• Cat insurance
• Veterinary claims
• Multi-pet insurance

Headquarters

HQ city

Hatfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Vetsure generates revenue through annual or monthly subscription premiums for pet insurance policies. Customers pay recurring premiums for coverage, with options for monthly interest-free instalments via Direct Debit (12 payments). Policies include Premier Plus, Premier, and Accident Only tiers with varying coverage levels.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Vetsure provides lifetime pet insurance policies for dogs and cats in the UK under three tiers (Premier Plus, Premier, Accident Only), sold direct to consumers and through an accredited veterinary practice network. Policies include unlimited condition coverage, annual renewal of benefit limits, and optional add-ons (Additional Benefits Cover, Public Liability, Vet Fee Top-Up). A digital E-Claims platform allows accredited vets to submit and settle claims electronically, often within 24 hours.

Product overview

Vetsure is a UK-based pet insurance provider offering lifetime pet insurance policies for dogs and cats. The core product portfolio consists of three main policy tiers: Premier Plus (up to £5,000 per condition per year), Premier (up to £2,000 per condition per year), and Accident Only (up to £2,000 per year for accidental injuries). All policies cover an unlimited number of unrelated conditions and are designed with vets. The offering includes specialised sub-brands for puppies, kittens, older dogs, older cats, and multi-pet households. Optional add-ons include Additional Benefits Cover (ABC), Public Liability insurance, and Vet Fee Limit Top-Ups. Vetsure also operates a digital E-Claims platform for accredited vet practices and offers Pet Health Plans as a preventative care add-on. The company is regulated by the FCA (no. 523215) and underwritten by Atlas Insurance PCC Limited.

Differentiator

Problem solved

Functional benefit

Products and services

• Premier Plus Pet Insurance Highest-tier lifetime pet insurance policy for UK dogs and cats, providing up to £5,000 of vet fee cover per condition per year (top-up options up to £7,000) with unlimited conditions covered. Includes complementary medicine (£1,000), special diet (£100), death of pet, transportation costs (£200), loss by theft/straying and advertising/reward (£300), plus optional add-ons for Additional Benefits, Public Liability and increased vet fee limits.
• Premier Pet Insurance Mid-tier lifetime pet insurance policy for UK dogs and cats, providing up to £2,000 of vet fee cover per condition per year (with optional top-ups) covering an unlimited number of conditions. Includes complementary medicine, special diet, death of pet, transportation costs, loss by theft/straying and advertising/reward benefits, plus optional add-ons.
• Accident Only Pet Insurance Entry-tier pet insurance for UK dogs and cats covering accidental injuries only, with up to £2,000 of vet fees per year for an unlimited number of accidental injuries and no illness coverage. Suitable for any age, including senior pets that cannot be covered under lifetime accident and illness policies.
• Multi-Pet Insurance Combined pet insurance for UK multi-pet households (dogs and/or cats), bundling all pets under one policy at a 10% per-pet discount, with mixed coverage tiers allowed per pet and full lifetime cover with unlimited conditions.
• Pet Health Plans Preventative care plans administered by Vetsure in partnership with accredited veterinary practices, providing vouchers for worm/flea treatment, vaccinations, neutering, dental, microchipping and health screenings. Plan members receive a 5% discount on Vetsure pet insurance and benefits are delivered through the partner vet network.
• Additional Benefits Cover (ABC) Optional add-on package for Vetsure pet insurance policies covering boarding fees (£750), holiday cancellation (£1,500), accidental damage (£500), personal accident (£200), dog walker costs (£100), and overseas travel benefits including vet fees (£2,000), quarantine (£250) and lost documents (£250).
• Public Liability Cover Optional dog insurance add-on providing up to £2 million per incident for property damage and other liabilities arising from dog ownership, with a £250 excess per incident.
• Vet Fee Limit Top-Up Optional paid increase to the annual vet fee limit on Premier and Premier Plus policies, available in £1,000 or £2,000 increments up to a maximum of £7,000 per condition per year. Purchasable by phone.
• E-Claims Digital Platform Digital claims processing service exclusive to Vetsure accredited veterinary practices, allowing them to submit claims electronically to Vetsure and, at their discretion, settle claims digitally in as little as 24 hours, with guaranteed direct payment from insurer to practice.

Quantifiable outcome

• 97% of claims paid - most settled in 1 day
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Atlas Insurance PCC LimitedcoreOthersAtlas Insurance PCC Limited is the underwriter for Vetsure pet insurance policies, transacting for its TVIS Cell. Atlas is an insurance company incorporated in Malta and regulated by the Malta Financial Services Authority, also authorized by the Prudential Regulation Authority and subject to FCA regulation in the UK.
• Vetsure Network Veterinary PracticescoreChannel Partner/ Reseller/ DistributorHundred of UK veterinary practices form the Vetsure Network of accredited clinics. These practices recommend Vetsure to pet owners, facilitate direct claims settlement, and provide exclusive benefits including lower excesses and guaranteed direct payment for Vetsure customers.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Embrace Pet Insurance: US pet insurance provider offering accident & illness plans with diminishing deductibles and wellness add-ons, similar in product design to Vetsure's tiered offerings. Comparable as a specialised pet insurer with adjacencies in preventative care.
• Animal Friends: UK pet insurance provider offering accident-only and lifetime cover for dogs, cats, and horses. Competes directly with Vetsure in the UK market with similar customer profiles and product tiers.
• ManyPets (formerly Bought By Many): UK-based direct-to-consumer pet insurance challenger offering lifetime cover with a digital-first experience. Directly competes with Vetsure in the UK DTC pet insurance category with similar product structure (lifetime, accident & illness tiers).
• Pets Best: US pet insurance provider with accident-only, accident & illness, and wellness plan tiers. Comparable in product structure and customer segmentation to Vetsure's tiered UK offering.
• Agria Pet Insurance: UK-focused pet insurance provider offering lifetime policies with similar product tiers (accident only to comprehensive). Operates with a comparable vet network strategy and is a direct competitor in the UK pet insurance market.
• Healthy Paws: US-based pet insurance provider with comprehensive accident and illness coverage and unlimited lifetime benefits, structurally similar to Vetsure's Premier Plus tier. Comparable on product design and customer experience emphasis.

Broad incumbents

• Direct Line Group: Large UK general insurer offering pet insurance as part of a broader personal lines portfolio. Competes with Vetsure on price and brand but does not specialize in the niche or rely on the vet referral channel.
• NFU Mutual: UK mutual insurer offering pet insurance alongside general insurance lines. Competes with Vetsure in the UK pet insurance market via local agent network, though without Vetsure's specialised vet-channel focus.
• Trupanion: North American pet insurance leader offering direct-vet-pay models similar to Vetsure's accredited network proposition. While geographically separate, it is highly comparable on business model innovation and vet-channel strategy.
• Petplan: Largest UK pet insurer with a broad multi-tier product set, deep vet relationships, and significant marketing spend. Competes with Vetsure across all UK pet insurance segments and represents the dominant incumbent benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Vetsure
• Instagraminstagram.com/vetsurepet
• Xx.com/VetsurePet

Compliance2 records

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 Vetsure