Everypaw
Everypaw is a UK direct-to-consumer pet insurance brand (a trading name of Pinnacle Insurance Ltd) selling Lifetime Pet Insurance for cats, dogs and rabbits online, bundled with 24/7 vet access via PawSquad, online self-service claims, and multi-pet discounts.
- Company typePrivate
- Founded-
- HeadquartersBorehamwood, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Everypaw does
Everypaw is a UK direct-to-consumer pet insurance brand operated as a trading name of Pinnacle Insurance Ltd, an FCA- and PRA-regulated underwriter headquartered in Borehamwood, Hertfordshire. The company sells Lifetime Pet Insurance for cats, dogs and rabbits through a digital-first funnel on everypaw.com, supplemented by price comparison website listings for Maximum Benefit and Time Limited policies and a phone sales/service channel. Coverage is quote-based, structured as annual or monthly subscription premiums with vet-fee limits ranging from £1,000 to £10,000 per year that reset at renewal, and a multi-pet discount (one month free per additional pet insured). The product portfolio is segmented by species and life stage, including dedicated Dog, Cat, Rabbit, Puppy, Kitten, and Older Pets policies.
The company's technology stack centres on three integrated platforms: the Pet Portal (customer-facing policy and claims self-service with real-time claim tracking), Vet Pawtal (a vet-side portal enabling direct claim submission from veterinary practices), and PawSquad (a bundled 24/7 telemedicine benefit providing unlimited access to RCVS-qualified veterinary professionals via video, audio and chat). These platforms underpin Everypaw's marketed claims performance metric of 99% of claims paid within 5 working days, based on internal claims data from January 2025 to January 2026.
Everypaw's go-to-market relies on digital acquisition, an educational content engine ('All Things Pet' blog and extensive breed guides for SEO), social media presence, and brand sponsorships including Channel 4's 'David Baddiel: Cat Man' series. Third-party validation comes from a Defaqto 5-Star Rating maintained for 9 consecutive years on the £8k and £10k Lifetime tiers, Which? Best Buy awards for Dog and Cat insurance, and Feefo Gold Trusted Service and Trustpilot ratings. The company serves only the UK market, is privately held with no disclosed external funding, and operates with a 251–500 employee base.
Everypaw firmographics
Firmographics- Name
- Everypaw
- Legal name
- Pinnacle Insurance Ltd
- Website
- https://everypaw.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Everypaw is a UK direct-to-consumer pet insurance brand (a trading name of Pinnacle Insurance Ltd) selling Lifetime Pet Insurance for cats, dogs and rabbits online, bundled with 24/7 vet access via PawSquad, online self-service claims, and multi-pet discounts.
- Ownership category
- akta.pro rank
Everypaw industry classification
Industry- Product category
- Pet Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Pet Insurance (FSAJAKAG)
- akta.pro secondary industries
- Accident & Supplemental (Non-Life) Insurance (FSAJAKAA), General Liability Insurance (FSAJAKAD)
Keywords
Where Everypaw is headquartered
LocationHeadquarters
- HQ city
- Borehamwood
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Everypaw business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Pet Insurance Premiums: Everypaw generates revenue through annual or monthly premium payments for Lifetime Pet Insurance policies covering cats, dogs, and rabbits. Premiums are calculated based on pet species, breed, age, location, and selected vet fee limits. The company offers multiple coverage tiers ranging from £1,000 to £10,000 annual vet fee limits. Monthly payment instalments are available without additional finance fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Core Lifetime Pet Insurance with £1k, £2k, £3k vet fee limits for cats, dogs, and rabbits |
| Subscription | Annual | Mid-tier Lifetime Pet Insurance with £4k vet fee limit for cats and dogs |
| Subscription | Annual | Premium Lifetime Pet Insurance with £6k, £8k, £10k vet fee limits for cats and dogs |
| Subscription | Annual | Rabbit Lifetime Pet Insurance with £1k, £2k, £3k vet fee limits |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Everypaw product offering
Product offeringCore offering
Everypaw provides Lifetime Pet Insurance policies for cats, dogs, and rabbits in the UK, with annual vet fee coverage limits ranging from £1,000 to £10,000. Every policy includes unlimited 24/7 access to RCVS-qualified veterinary professionals via the PawSquad service (video, audio, or live chat), and customers manage their policies and claims through an online Pet Portal. Coverage includes vet fees, complementary treatments, physiotherapy, dental treatment, third party liability (for dogs), and lost pet recovery.
Product overview
Everypaw is a UK pet insurance provider offering a unified portfolio of Lifetime Pet Insurance products designed for cats, dogs, and rabbits. The core offering consists of Lifetime Pet Insurance (covering new conditions for a pet's entire lifetime with annually resetting vet fee limits), supplemented by specialized coverage tiers for different pet types (Dog Insurance, Cat Insurance, Rabbit Insurance), senior pets (Pet Insurance for Older Pets), and young pets (Puppy Insurance, Kitten Insurance). Everypaw differentiates through included membership benefits: PawSquad (24/7 RCVS-qualified vet access via video/audio/chat), the Pet Portal (online policy and claims management), and Vet Pawtal (direct vet-to-insurer claims submission). Multi-Pet Insurance allows customers to cover multiple pets under separate policies with a multi-pet discount. The company was recently highlighted for launching new policies specifically for older pets. All policies are underwritten by Pinnacle Insurance Ltd and regulated by the FCA and PRA.
Differentiator
Problem solved
Functional benefit
Brands
- PawSquad: A 24/7 veterinary consultation service providing unlimited access to RCVS-qualified vets via video call, audio or live chat, included as standard with every Everypaw policy.
- Pet Portal
- Vet Pawtal
Products and services
- Lifetime Pet Insurance Everypaw's flagship Lifetime Pet Insurance provides comprehensive, annually renewing coverage for cats, dogs, and rabbits with vet fee limits ranging from £1,000 to £10,000 per year. The policy covers new conditions for the pet's entire lifetime, with limits resetting each year at renewal.
- Dog Insurance
- Cat Insurance
- Rabbit Insurance
- Multi-Pet Insurance
- Pet Insurance for Older Pets Specialized senior pet insurance for older cats, dogs, and rabbits with no upper age limit on coverage. Provides Lifetime vet fee cover up to £10,000 with benefits for chronic conditions common in aging pets.
- Puppy Insurance
- Kitten Insurance
Quantifiable outcome
- 99% of claims paid within 5 working days
- +4 more outcomes
Companies that use Everypaw
Customer profileSegments3 records
Ideal customer profiles3 records
Everypaw technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Everypaw partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Channel 4minorEverypaw sponsors 'David Baddiel: Cat Man', a Channel 4 series celebrating cat ownership. The partnership includes streaming integration and branded content opportunities. This marketing partnership positions Everypaw alongside entertainment content relevant to cat owners in the UK.
- Pinnacle Insurance LtdcoreEverypaw is a trading name of Pinnacle Insurance Ltd, who is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority (register number 110866). Pinnacle acts as the underwriter for all Everypaw pet insurance policies, providing the regulatory and financial backing for the brand's insurance products.
- PawSquadcorePawSquad provides Everypaw policyholders with unlimited 24/7 access to RCVS-qualified veterinary professionals via video call, audio, or live chat. Each PawSquad vet has a minimum of five years in-clinic experience. The service is available through the PawSquad app (iOS and Android) or website and includes pet health advice, dental advice, training advice, behavioural advice, nutrition guidance, and bereavement counselling.
- VioVetminorVioVet is Everypaw's accredited partner for online pet medication purchases. Everypaw policyholders can order pet medications through VioVet's platform, providing integrated access to pet pharmaceuticals as part of the customer journey.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Everypaw competitors and assessment
Company assessmentDirect peers
- ManyPets: Direct-to-consumer UK pet insurance challenger selling lifetime cover primarily through its website, with strong brand presence and multi-pet discounts. Closely comparable GTM model and product set to Everypaw.
- Animal Friends: Major UK pet insurer with lifetime policies for cats, dogs and other pets, distribution across PCWs and direct, and welfare-focused branding. Directly competes with Everypaw across core product, species coverage and digital claims.
- Agria Pet Insurance: Veterinary-founded UK lifetime pet insurer offering direct and PCW distribution for cats, dogs and rabbits. Competes on coverage depth and welfare/clinical credibility similarly to Everypaw.
- Bought By Many: Direct-to-consumer, digital-first UK pet insurance brand targeting niche and mainstream risks with lifetime cover. Highly comparable online acquisition motion and product positioning to Everypaw.
- Petplan: UK's largest pet insurance brand, offering lifetime and other cover tiers for cats, dogs and rabbits. Most direct competitor to Everypaw on coverage breadth, multi-pet offers and veterinary service bundles.
Broad incumbents
- LV= Pet Insurance: UK mutual insurer selling lifetime pet cover alongside broader personal lines products. Comparable underwriting but distribution and brand breadth differ from Everypaw's pure-play pet focus.
- NFU Mutual Pet Insurance: Mutual insurer with a farm/animal heritage offering pet insurance as part of a wider general insurance portfolio distributed via local agents. Overlaps with Everypaw on pet cover but competes on mutual/regional agent model.
- Direct Line Pet Insurance: Pet insurance line of large UK general insurer Direct Line Group, sold alongside home, motor and other P&C products. Broader incumbent competing on cross-sell and brand rather than pet-specialist depth.
- Tesco Bank Pet Insurance: White-label/distributed pet cover tied to the Tesco grocery loyalty ecosystem, offering lifetime policies via PCWs. Comparable product but competes primarily on supermarket brand and bundled loyalty, not vet-led proposition.
Others
- VioVet: Everypaw's accredited online pet medication partner and adjacent ecosystem player — relevant because of its integration into the Everypaw customer journey, not because it sells competing insurance.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Everypaw social profiles
Digital presenceEverypaw financial estimates
Financial estimateRevenue estimate
Valuation estimate
Everypaw leadership team
Management profileNumber of profiles
Everypaw funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Everypaw 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 Everypaw
What does Everypaw do?
Everypaw provides Lifetime Pet Insurance policies for cats, dogs, and rabbits in the UK, with annual vet fee coverage limits ranging from £1,000 to £10,000. Every policy includes unlimited 24/7 access to RCVS-qualified veterinary professionals via the PawSquad service (video, audio, or live chat), and customers manage their policies and claims through an online Pet Portal. Coverage includes vet fees, complementary treatments, physiotherapy, dental treatment, third party liability (for dogs), and lost pet recovery.
Is Everypaw a public or private company?
Everypaw is a private company. It is classified as corporate owned and is currently operating.
When was Everypaw founded?
Everypaw was founded in -1. It employs 251 to 500 people.
Where is Everypaw based?
Everypaw is headquartered in Borehamwood, United Kingdom, in the Europe region.
How does Everypaw make money?
One revenue line is on record: pet Insurance Premiums.
Who are Everypaw's main competitors?
Direct peers on record are ManyPets, Animal Friends, Agria Pet Insurance, Bought By Many and Petplan. Broad incumbents are LV= Pet Insurance, NFU Mutual Pet Insurance, Direct Line Pet Insurance and Tesco Bank Pet Insurance. VioVet is listed as an others.
Does Everypaw have an API?
No public API is recorded for Everypaw.
What industry is Everypaw in?
Everypaw's product category is Pet Insurance. Its primary akta.pro industry code is FSAJAKAG, Pet Insurance, with a secondary code of FSAJAKAA, Accident & Supplemental (Non-Life) Insurance. Its NAICS code is 524126 and its SIC code is 6331.