Pet Proactive

What Pet Proactive does

Pet Proactive Ltd is a UK-based, privately held pet insurance provider founded in 2019 and headquartered in Haywards Heath, West Sussex. The company sells lifetime pet insurance that is distributed exclusively through partnerships with independent veterinary practices; prospective policyholders must register with a partner practice and consent to data sharing before receiving a quote. Its single core product offers up to £12,000 in annual vet fee cover and up to £1,000 in complementary treatment cover, with pre-existing conditions identified upfront, one excess per policy year, and no premium penalty for making claims.

Name

Pet Proactive

Legal name

Pet Proactive Ltd

Website

https://petproactive.pet

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Pet Proactive sells lifetime pet insurance in the UK, distributed exclusively through 50+ independent vet practices, using shared vet treatment records to automate claims and price premiums locally.

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)

Keywords

• Pet insurance
• Lifetime pet cover
• Vet practice partnership
• Veterinary referral cover
• Pre-existing condition disclosure

Headquarters

HQ city

Haywards Heath

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, Supply Chain

Revenue model

1. Pet Insurance Premiums: Pet Proactive generates revenue through subscription-based pet insurance premiums. Pricing is tailored to each customer's local vet practice based on their treatment and referral costs. Premiums remain affordable into old age to keep pets insured for life.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Pet Proactive sells lifetime pet insurance policies priced according to the customer's chosen partner independent veterinary practice. The product covers up to £12,000 of vet fees and up to £1,000 of complementary treatment per policy year, identifies pre-existing conditions upfront, charges a single excess per year, and applies no premium penalty for claims. The offering is delivered through the company's own website platform and a network of 50+ partner vet practices, with insurance underwritten by HDI Global Specialty SE.

Product overview

Pet Proactive offers a single local pet insurance product that partners with independent veterinary practices across the UK. The core product provides lifetime medical coverage for pets, with pricing tailored to the policyholder's local vet practice. Customers must be registered with a partner vet practice to obtain quotes and must commit to treating their pet through that practice. The insurance is underwritten by HDI Global Specialty SE, and policies are administered through Pet Proactive's web platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Local Pet Insurance Lifetime pet insurance product sold to UK pet owners who are registered with one of Pet Proactive's partner independent veterinary practices. Provides up to £12,000 vet fee cover and up to £1,000 complementary treatment cover per policy year, identifies pre-existing conditions upfront, charges one excess per policy year, and applies no premium penalty for claiming. Underwritten by HDI Global Specialty SE and administered online through petproactive.pet.

Quantifiable outcome

• Up to £12,000 vet fee cover per policy year
• +3 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core.

• Aldervale VetscoreChannel Partner/ Reseller/ DistributorOutstanding independent veterinary practice with 7 small animal practices across Lincolnshire, supported by Rase Veterinary Centre in Market Rasen.
• Archway VetscoreChannel Partner/ Reseller/ DistributorIndependent veterinary practice that gives vets freedom to use treatments deemed best for pets' care.
• Beacon View VetscoreChannel Partner/ Reseller/ DistributorAward-winning independent veterinary practice established in 2019 near Sandwich and Deal, focused on personalised and compassionate care.
• Bold VetscoreChannel Partner/ Reseller/ DistributorIndependent family-run practice providing care for pets in St Helens near Liverpool for over 40 years.
• Broad Lane VetscoreChannel Partner/ Reseller/ DistributorVeterinary practice trusted by generations of Coventry pet owners since 1969, using latest advances in veterinary medicine.
• Bury St Edmunds Veterinary CentrecoreChannel Partner/ Reseller/ DistributorVeterinary centre always available for sick pets and owners, founded on values of care, community and compassion.
• Westover Veterinary CentrecoreChannel Partner/ Reseller/ DistributorLargest independent vet-owned group in Norfolk, providing animal care for over 120 years with hospital-level facilities.
• Rase VetscoreChannel Partner/ Reseller/ DistributorOne of the UK's leading independent practices with 12 small animal practices across Lincolnshire and South Yorkshire including two small animal hospitals.
• Thrums VetscoreChannel Partner/ Reseller/ DistributorScotland's largest independent veterinary group, supporting pet lovers since 1948 with over 50,000 pets cared for.
• Manchester Cat CliniccoreChannel Partner/ Reseller/ DistributorMulti-award winning independent feline-only practice. In 2024 awarded Best Vets in Greater Manchester and Best Cat-Only Vets in the UK.
• Cedar VetscoreChannel Partner/ Reseller/ DistributorIndependent practice at the heart of Hampshire life for over a century, with practices in Alton, Alresford, Four Marks and Bordon.
• Drove VetscoreChannel Partner/ Reseller/ DistributorEmbedded in Swindon community for almost 200 years, with central hospital and branches in Abbey Meads, Marlborough, Royal Wootton Bassett, Ridgeway Farm and Stratton.
• Oathall VetscoreChannel Partner/ Reseller/ DistributorLong established independent veterinary practice in Haywards Heath offering comprehensive services 24 hours a day 365 days a year.
• Larkmead VetscoreChannel Partner/ Reseller/ DistributorState-of-the-art facilities in South Oxfordshire with 24-hour emergency service 365 days a year and hospital facilities at Didcot and Cholsey.
• Priory VetscoreChannel Partner/ Reseller/ DistributorOnly Independent Veterinary Hospital in Dorset offering RCVS Accredited Hospital care 24 hours a day 365 days a year.
• Hook Norton Veterinary GroupcoreChannel Partner/ Reseller/ DistributorProudly independent veterinary practice providing small animal, equine and farm vet service with traditional values.
• Sanderson VetcoreChannel Partner/ Reseller/ DistributorFounded on Wirral in 2016, offering highest standards of patient and client care with full in-house laboratory, CT, endoscopy, arthroscopy, and 24-hour nursing support.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ManyPets: ManyPets is a UK-headquartered direct-to-consumer pet insurer offering lifetime cover with a digital claims experience. It is the closest direct peer to Pet Proactive in terms of digitally native, consumer-facing pet insurance, differing mainly in that it does not gate enrolment on a partner vet relationship.
• Agria Pet Insurance: Agria is a specialist pet and animal insurer with a strong UK presence and lifetime policies. It is comparable to Pet Proactive as a focused pet insurance carrier targeting similar lifetime-cover outcomes, though it underwrites directly rather than intermediating.
• Animal Friends: Animal Friends is a UK specialist pet insurance provider selling lifetime and time-limited policies direct and through partners. It is comparable to Pet Proactive as a UK-focused, pet-only insurance specialist competing for the same consumer segment.

Broad incumbents

• Direct Line Group: Direct Line is a major UK general insurer that offers pet insurance alongside motor, home, and travel lines. It is comparable as a broader incumbent that competes with Pet Proactive in the pet insurance category but bundles pet within a much larger multi-line portfolio.
• Aviva: Aviva is one of the UK's largest general insurers and offers pet insurance through its consumer platform. It competes with Pet Proactive in pet insurance but as one product among many, with brand and capital scale that materially exceed Pet Proactive's.
• Petplan: Petplan is the UK's largest pet insurance provider, offering lifetime dog and cat policies through a wide broker and direct channel. It is comparable to Pet Proactive as the dominant incumbent in the same UK lifetime pet insurance category, but with materially broader distribution and scale.

Others

• VetPartners: VetPartners is one of Europe's largest veterinary groups operating independent and referral practices. It is comparable to Pet Proactive as an adjacent ecosystem participant — a potential partner, customer base, or strategic acquirer given the centrality of independent vet practices to Pet Proactive's model.

Emerging players

• Waggel: Waggel is a UK digital-first pet insurer offering lifetime cover with a modern, app-driven experience. It is comparable to Pet Proactive as a smaller, digitally native challenger in UK pet insurance, though it does not use the vet-partnership gating model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Proactive