Pet Protect

What Pet Protect does

Pet Protect Limited is a UK-based pet insurance provider founded in 1983 and headquartered in Borehamwood, Hertfordshire. The company specialises in Lifetime pet insurance policies for cats, dogs, and rabbits, offering tiered annual vet fee cover of up to £10,000 for cats and dogs and up to £3,000 for rabbits. Policies are sold direct-to-consumer through the company's website, with self-service capabilities for quote generation, policy management, online claims submission, pre-authorisation of planned treatments, and direct payment to veterinary practices. All policies include a 24/7 veterinary advice helpline (PetConnect, operated via a 2022 partnership with Vet Connection), third-party liability up to £1 million for dogs, dental cover for accident or illness, and complimentary hydrotherapy and physiotherapy.

The business is authorised and regulated by the Financial Conduct Authority (Firm reference 311794) and operates as a subsidiary of Pinnacle Pet Group, a diversified pet insurance and services conglomerate acquired in 2023 that includes insurer Pinnacle Insurance Limited. Pet Protect was previously owned by Pethealth Inc, a Fairfax company based in Ontario, Canada, from 2015 until the Pinnacle transaction. Revenue is generated through annual recurring premiums priced by pet type, breed, age, location, and selected coverage tier. The company maintains an active content marketing presence (blog, Trustpilot reviews, social sharing) and has built partnerships with PitPat (dog activity monitors, 2021) and Vet Connection (telemedicine, 2022) to deepen engagement and policyholder retention.

Name

Pet Protect

Legal name

Pet Protect Limited

Website

https://petprotect.co.uk

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Pet Protect Limited is a UK-based pet insurance provider founded in 1983, offering direct-to-consumer Lifetime pet insurance policies for cats, dogs, and rabbits with up to £10,000 annual vet fee cover. It operates as a subsidiary of Pinnacle Pet Group and is FCA-authorised.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)

Keywords

• Pet insurance
• Lifetime cover
• Vet fee cover
• Veterinary advice
• Animal healthcare

Headquarters

HQ city

Redhill

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Pet Protect generates revenue through annual or monthly insurance premiums charged to policyholders for Lifetime pet insurance coverage. Premiums are determined based on pet type (dog, cat, rabbit), breed, age, location, and selected coverage level. The company offers tiered coverage options with different vet fee limits (£4,000, £6,000, £10,000 for cats/dogs; up to £3,000 for rabbits).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pet Protect sells Lifetime pet insurance policies for cats, dogs, and rabbits in the UK, providing annual vet fee cover (up to £10,000 for cats and dogs, up to £3,000 for rabbits) that renews each year for the pet's life provided the policy is continuously renewed. Policies include 24/7 veterinary advice via the PetConnect helpline, dental cover for accident/illness, complimentary hydrotherapy and physiotherapy, third-party liability up to £1 million for dogs, and direct vet payment options.

Product overview

Pet Protect is a UK-based pet insurance provider offering Lifetime pet insurance policies as its core product offering. The company provides specialized insurance coverage for three pet types (dogs, cats, and rabbits) under a unified Lifetime Pet Insurance brand. Key products include Dog Insurance, Cat Insurance, and Rabbit Insurance, all offering lifetime coverage with vet fee limits ranging from £3,000 to £10,000 depending on pet type. The product portfolio is complemented by PetConnect, a 24/7 vet advice service accessible via phone, chat, and video that offers behavioral and nutritional support. Additional coverages include dental treatment for accidents/illness, complimentary hydrotherapy and physiotherapy, third-party liability for dogs up to £1 million, and the ability for direct vet payments or reimbursement. The company holds FCA authorization and regulation (Firm reference number 311794).

Differentiator

Problem solved

Functional benefit

Products and services

• Lifetime Pet Insurance Lifetime pet insurance policy for cats, dogs, and rabbits that provides up to £10,000 of vet fee cover, renewed annually as long as the policy is continuously renewed. Cover includes dental treatment for accidents or illness, complimentary hydrotherapy and physiotherapy, and third-party liability up to £1 million for dogs.
• Dog Insurance Lifetime dog insurance providing nose-to-tail protection with vet fee cover ranging from £4,000 up to £10,000, third-party liability coverage up to £1 million, and direct vet payment or reimbursement options. For UK dog owners.
• Cat Insurance Lifetime cat insurance offering peace of mind coverage for veterinary expenses with vet fee cover up to £10,000. For UK cat owners.
• Rabbit Insurance Lifetime rabbit insurance providing up to £3,000 of vet fee cover to help cover the cost of expensive veterinary treatments. For UK rabbit owners.

Quantifiable outcome

• 96% of vet claims paid
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered major and core.

• Pinnacle Pet GroupmajorStrategic or Co-development Partner · 1 January 2023At the start of 2023, Pet Protect became part of Pinnacle Pet Group, a family of companies which includes Pinnacle Insurance Limited (an insurer) and other pet health services. This acquisition integrated Pet Protect into a broader pet health services ecosystem.
• Vet ConnectioncoreTechnology or Integration · 1 January 2022In 2022, Pet Protect partnered with Vet Connection to provide the PetConnect 24/7 helpline service. This partnership enables Pet Protect to offer policyholders round-the-clock access to veterinary advice, vet nurses, and behavioural and nutritional support via phone, chat, and video.
• PitPatcoreTechnology or Integration · 1 January 2021In 2021, Pet Protect partnered with PitPat, the UK's leading dog activity monitor. The partnership provided all new and renewing Pet Protect customers with a PitPat dog activity monitor to help pet owners understand their pet's exercise and activity levels.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• John Lewis Money Pet Insurance: UK pet insurance distributed under the John Lewis brand through a partnership with an underlying insurer. Comparable on customer base and lifetime product structure though reliant on retail brand trust.
• Petplan: The leading UK pet insurance provider offering lifetime and other cover types for cats and dogs. Directly comparable to Pet Protect on product type, target customer (UK pet owners), and distribution model.
• Animal Friends Insurance: UK pet insurance specialist offering lifetime policies for cats and dogs with a charity-linked brand. Directly comparable to Pet Protect in product scope, customer base, and UK-only distribution.
• Agria Pet Insurance: Specialist UK and international pet insurance provider, particularly strong in lifetime dog cover. Directly comparable on product specialism, lifetime cover, and target customers.
• Many Pets: Digital-first UK pet insurance challenger (formerly Bought By Many) offering lifetime cover with a focus on online customer experience. Directly competes with Pet Protect in the same UK D2C pet insurance category.

Broad incumbents

• Direct Line Pet Insurance: Pet insurance line of the Direct Line Group, a major UK general insurer. Comparable as a multi-line UK insurer offering pet cover, though as part of a much broader portfolio rather than a specialist.
• LV= Pet Insurance: Pet insurance offered by Liverpool Victoria, a large UK mutual insurer. Comparable as a broad UK insurer with pet cover alongside home, motor, and life products.
• Tesco Bank Pet Insurance: Pet insurance distributed by Tesco Bank as part of its broader financial services portfolio. Comparable as a UK mass-market pet cover provider though distributed via a supermarket brand.

Others

• Pinnacle Insurance Limited: FCA-authorised UK insurer within the same Pinnacle Pet Group as Pet Protect, providing the underwriting capacity behind Pet Protect's products. Comparable as a sister entity rather than a competitor.
• Vet Connection: Veterinary services partner that delivers Pet Protect's PetConnect 24/7 helpline. Comparable as a strategic enabler to Pet Protect's differentiated service offering rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/petprotect
• LinkedInlinkedin.com/company/pet-protect-limited

Compliance1 record

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 Protect