Petplan.nl

What Petplan.nl does

Petplan.nl, doing business as Figo Pet Insurance (Figopet.nl), is a private Dutch managing agent/distributor of pet health insurance operating across the Netherlands, Belgium, Germany, and France. The company serves Dutch households with pet dogs, cats, rabbits, and parrots — uniquely the only Dutch insurer covering rabbits and parrots — and operates under a pure direct-to-consumer digital model: customers self-serve through the figopet.nl premium calculator, complete a four-step enrollment flow in approximately one minute, and manage claims through the Mijn Figo customer portal. Underwriting capacity is provided by AGILA Haustierversicherung AG (Germany) under a BaFin permit, with Veterfina B.V. acting as the authorized underwriter for Dutch and Belgian operations under an AFM licence.

The product is a single comprehensive pet insurance policy with customizable reimbursement tiers (50%, 70%, or 90%), customer-selected annual payout limits, and an optional deductible; preventive care is included as a standard benefit. Optional add-ons — dental care (up to €500/year) and travel protection (up to €1,000/year) — are sold on top of the base subscription. Pricing is publicly disclosed (per-illustrative examples ranging from €29.09 to €38.73/month), with a one-month free trial promotion and a 5% multi-pet discount. The product is bundled at no additional cost with the VETTS veterinary telehealth app, providing unlimited vet consultations — a unique positioning versus other Dutch pet insurers.

Revenue is generated entirely through recurring monthly insurance premiums. The company states an installed base of 110,000+ pet owners ('baasjes') and is positioned as the best-rated pet insurer in the Netherlands on Trustpilot. Marketing is conducted via SEO-optimized content (a multi-species advice blog), a premium calculator and comparison tool, six social media channels (Instagram, Facebook, LinkedIn, Pinterest, TikTok, YouTube), email newsletters, and periodic promotional campaigns. Headcount is reported in the 11-50 band, consistent with the distributor/manage-agent economics where insurance risk and regulatory capital sit with AGILA.

Name

Petplan.nl

Legal name

Figo Pet Insurance LLC

Website

https://petplan.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Figo Pet Insurance (Petplan.nl / Figopet.nl) is a Dutch direct-to-consumer pet health insurer covering dogs, cats, rabbits, and parrots across the Netherlands, Belgium, Germany, and France, distributed online via figopet.nl and underwritten by AGILA Haustierversicherung AG.

Ownership category

akta.pro rank

Product category

Pet Health 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 health insurance
• Dog and cat insurance
• Veterinary cost coverage
• Pet accident insurance
• Rabbit and parrot insurance

Headquarters

HQ city

Nieuw-amsterdam

HQ country

Netherlands

HQ region

Europe

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: Figo generates revenue through recurring monthly insurance premiums paid by pet owners. Customers choose their coverage tier (50%, 70%, or 90% reimbursement), annual payout limit, and deductible to determine their monthly cost. Optional add-ons (dental care, travel protection) provide additional premium revenue. The insurance is underwritten by AGILA Haustierversicherung AG, with Veterfina B.V. acting as the authorised underwriter and managing the Belgian branch operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Figo (Petplan.nl) sells customizable pet health insurance policies for dogs, cats, rabbits, and parrots in the Netherlands. Customers select a reimbursement tier (50%, 70%, or 90%), an annual payout limit (from €3,000 upward), an optional deductible, and add-on modules for dental care (up to €500/year) and travel protection (up to €1,000/year). Policies are issued and underwritten by AGILA Haustierversicherung AG and administered by Veterfina B.V., with claims handled through the Mijn Figo online portal.

Product overview

Figo Pet Insurance offers a unified pet insurance platform for the Netherlands, providing comprehensive coverage for dogs, cats, rabbits, and parrots. The core offering includes standard complete coverage with preventive care, unlimited vet consultations (including VETTS telehealth), specialist investigations, medical treatments, surgeries, medication, and alternative treatments. Customers can customize their coverage by choosing reimbursement percentages (50%, 70%, or 90%), annual reimbursement limits, and optional add-ons including dental care (Gebitszorg) and travel protection (Reisbescherming). The offering includes supplementary modules for dental coverage (up to €500/year) and travel protection (up to €1,000/year), accessible through the Mijn Figo customer portal for claims management.

Differentiator

Problem solved

Functional benefit

Products and services

• Figo Huisdierenverzekering (Hond) Comprehensive pet health insurance policy for dogs covering veterinary consultations, diagnostic tests, treatments, surgeries, preventive care, medication, and alternative therapies. Designed for Dutch dog owners of all breeds and ages with no upper age limit.
• Figo Huisdierenverzekering (Kat) Comprehensive pet health insurance policy for cats covering veterinary consultations, treatments, surgeries, preventive care, medication, and specialist investigations. Designed for Dutch cat owners.
• Figo Huisdierenverzekering (Konijn) Pet health insurance specifically designed for rabbits, covering veterinary care, treatments, and preventive care. Figo is the only Dutch pet insurer offering this product.
• Figo Huisdierenverzekering (Papegaai) Pet health insurance specifically designed for parrots, covering veterinary care, treatments, and preventive care. Figo is the only Dutch pet insurer offering this product.
• Puppy Verzekeren Specialised pet insurance tailored for puppies, insurable from 7 weeks of age, offering comprehensive coverage from a young age.
• Kitten Verzekeren Specialised pet insurance tailored for kittens, insurable from 7 weeks of age, offering comprehensive coverage from a young age.
• Gebitszorg (Dental Coverage) Supplementary add-on coverage that reimburses medically necessary dental examinations or treatments of the teeth up to a maximum of €500 per year. Added on top of the base Figo pet insurance policy.
• Reisbescherming (Travel Protection) Supplementary add-on travel protection that reimburses medically necessary costs arising from illness or accident during travel, up to a maximum of €1,000 per year. Added on top of the base Figo pet insurance policy.
• Mijn Figo Portal Online self-service portal that allows policyholders to file claims, track claim status, and manage their Figo pet insurance policies.

Quantifiable outcome

• Up to 90% of veterinary bills reimbursed
• +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

Integration1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• AGILA Haustierversicherung AGcoreOthersAGILA Haustierversicherung AG (based in Hannover, Germany) is the primary insurance underwriter for Figo's pet insurance policies. Figo is developed and distributed under AGILA's licence. AGILA holds a permit from the German financial regulator BaFin (Bundesanstalt für Finanzdienstleistungsaufsicht) to operate in the pet insurance sector.
• Veterfina B.V.coreOthersVeterfina B.V. is the authorised underwriter (gevolmachtigde) of AGILA and operates the Belgian branch of the Figo insurance offering. It is registered with the Dutch Chamber of Commerce (KvK 17189169) and holds a permit from the Dutch Authority for the Financial Markets (AFM, licence number 12015415).
• VETTSminorGTM or Marketing PartnerVETTS is a mobile app enabling pet owners to have direct consultations with veterinarians. Figo includes VETTS veterinary consultations in its standard insurance coverage at no extra cost. The partnership is marketed as a differentiating feature — 'Als enige onbeperkte dierenartsconsulten' (the only one with unlimited vet consultations, including via VETTS). Figo promotes VETTS on its website as a key benefit.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Univé Huisdierenverzekering: Dutch mutual insurer with pet insurance as part of a broader household bundle. Competes with Figo particularly when customers seek to consolidate policies, and shares the same Dutch consumer base.
• Reaal Dier & Zorg: Dutch pet insurance brand under Reaal/Vivat offering dog and cat coverage. Directly comparable product, customer segment, and Dutch market focus, and a peer Figo explicitly compares itself against on its website.
• InShared Huisdierenverzekering: Dutch direct-to-consumer insurer owned by Achmea offering pet insurance as part of its portfolio. Competes with Figo on price and digital self-service, and is frequently listed on the same comparison tools.
• OHRA Huisdierenverzekering: Direct Dutch pet insurance competitor offering similar dog/cat coverage with reimbursement tiers, deductibles, and add-ons. OHRA is one of the most-shopped alternatives on Dutch comparison sites against which Figo benchmarks itself.
• HEMA Huisdierenverzekering: Dutch mass-market retailer HEMA offers pet insurance underwritten by a third-party insurer, targeting the same value-conscious Dutch households as Figo with a strong consumer brand.

Broad incumbents

• Agria Djurförsäkring: Leading Nordic pet and animal insurer, owned by the Swedish insurer Länsförsäkringar. A benchmark for European pet insurance product design (lifetime cover, preventive care add-ons) and species breadth.
• Petplan (UK): Established UK pet insurance brand within the Allianz group. Comparable in name, product structure, and species coverage, and a useful reference point for category maturity and product breadth (lifetime cover, vet-fee limits).
• AGILA Haustierversicherung AG: Figo's parent and principal underwriter. AGILA is a German pet insurance carrier with broader product depth in the German market; the comparison is structural since AGILA provides the licensed capacity Figo distributes in NL/BE.

Emerging players

• Trupanion: North-American-focused pet medical insurance company with a direct-to-vet-pay model and a strong digital brand. Comparable in DTC orientation and pet-medical focus, though materially larger and publicly listed.

Others

• VETTS: Dutch veterinary telehealth app integrated into Figo's coverage. A GTM and ecosystem partner rather than a competitor, but materially shapes Figo's value proposition via the unlimited-consultation feature.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCTwDoRO3WonCU4Ou5vW0PiA
• Facebookfacebook.com/petplannederland
• LinkedInlinkedin.com/company/petplan-nederland
• Instagraminstagram.com/figopet_nl
• Pinterestin.pinterest.com/figopet_nl
• Xx.com/petplan_nl

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Petplan.nl