Pet Proactive
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.
- Company typePrivate
- Founded2019
- HeadquartersHaywards Heath, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
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.
Pet Proactive firmographics
Firmographics- 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
Pet Proactive industry classification
Industry- 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
Where Pet Proactive is headquartered
LocationHeadquarters
- HQ city
- Haywards Heath
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pet Proactive business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Complete Medical Cover with up to £12,000 vet fee cover and £1,000 complementary treatment |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Pet Proactive product offering
Product offeringCore 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
Companies that use Pet Proactive
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Pet Proactive technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature3 records
Pet Proactive partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core.
- Aldervale VetscoreOutstanding independent veterinary practice with 7 small animal practices across Lincolnshire, supported by Rase Veterinary Centre in Market Rasen.
- Archway VetscoreIndependent veterinary practice that gives vets freedom to use treatments deemed best for pets' care.
- Beacon View VetscoreAward-winning independent veterinary practice established in 2019 near Sandwich and Deal, focused on personalised and compassionate care.
- Bold VetscoreIndependent family-run practice providing care for pets in St Helens near Liverpool for over 40 years.
- Broad Lane VetscoreVeterinary practice trusted by generations of Coventry pet owners since 1969, using latest advances in veterinary medicine.
- Bury St Edmunds Veterinary CentrecoreVeterinary centre always available for sick pets and owners, founded on values of care, community and compassion.
- Westover Veterinary CentrecoreLargest independent vet-owned group in Norfolk, providing animal care for over 120 years with hospital-level facilities.
- Rase VetscoreOne of the UK's leading independent practices with 12 small animal practices across Lincolnshire and South Yorkshire including two small animal hospitals.
- Thrums VetscoreScotland's largest independent veterinary group, supporting pet lovers since 1948 with over 50,000 pets cared for.
- Manchester Cat CliniccoreMulti-award winning independent feline-only practice. In 2024 awarded Best Vets in Greater Manchester and Best Cat-Only Vets in the UK.
- Cedar VetscoreIndependent practice at the heart of Hampshire life for over a century, with practices in Alton, Alresford, Four Marks and Bordon.
- Drove VetscoreEmbedded in Swindon community for almost 200 years, with central hospital and branches in Abbey Meads, Marlborough, Royal Wootton Bassett, Ridgeway Farm and Stratton.
- Oathall VetscoreLong established independent veterinary practice in Haywards Heath offering comprehensive services 24 hours a day 365 days a year.
- Larkmead VetscoreState-of-the-art facilities in South Oxfordshire with 24-hour emergency service 365 days a year and hospital facilities at Didcot and Cholsey.
- Priory VetscoreOnly Independent Veterinary Hospital in Dorset offering RCVS Accredited Hospital care 24 hours a day 365 days a year.
- Hook Norton Veterinary GroupcoreProudly independent veterinary practice providing small animal, equine and farm vet service with traditional values.
- Sanderson VetcoreFounded 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
Pet Proactive competitors and assessment
Company assessmentDirect 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
Pet Proactive financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pet Proactive leadership team
Management profileNumber of profiles
Profiles7 records
Pet Proactive funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pet Proactive M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pet Proactive
What does Pet Proactive do?
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.
Is Pet Proactive a public or private company?
Pet Proactive is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pet Proactive founded?
Pet Proactive was founded in 2019. It employs 1 to 10 people.
Where is Pet Proactive based?
Pet Proactive is headquartered in Haywards Heath, United Kingdom, in the Europe region.
How does Pet Proactive make money?
One revenue line is on record: pet Insurance Premiums.
Who are Pet Proactive's main competitors?
Direct peers on record are ManyPets, Agria Pet Insurance and Animal Friends. Broad incumbents are Direct Line Group, Aviva and Petplan. VetPartners is listed as an others. Waggel is listed as an emerging player.
Does Pet Proactive have an API?
No public API is recorded for Pet Proactive.
What industry is Pet Proactive in?
Pet Proactive's product category is Pet Insurance. Its primary akta.pro industry code is FSAJAKAG, Pet Insurance. Its NAICS code is 524126 and its SIC code is 6411.