Petplan Equine
Petplan Equine is the UK's leading specialist equine insurance provider, offering horse, pony, veteran, and rider insurance to individual owners as a trading name of Pet Plan Limited and Allianz Insurance plc.
- Company typePrivate
- Founded1988
- HeadquartersBrentford, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Petplan Equine does
Petplan Equine is a UK-domiciled specialist equine insurance provider operating as a trading name of Pet Plan Limited and Allianz Insurance plc. Founded in 1988 and registered at 57 Ladymead, Guildford, Surrey, it self-describes as the UK's leading specialist equine insurer. The company distributes horse, pony, veteran, and rider insurance products directly to consumers through its website and quote portal, supported by phone/email service, an affiliate programme via Affiliate Window, content marketing, social media, and a sponsorship and ambassador programme that includes Lucinda Green MBE, Juliette Edmonds, and equestrian events such as Area Festivals.
The product portfolio centers on four lines: Horse Insurance (a flexible annual policy with optional benefits covering veterinary fees, mortality, third-party liability, and theft), the Veteran Plan (for horses aged 20-40 with personal accident and optional vet fees cover), the Rider Plan (fixed-price cover for non-owners or those on full loan, currently available until 7 May 2026), and Pony Insurance. The underlying technology is a standard insurance policy management and claims processing platform with no proprietary technology explicitly disclosed; pricing is quote-based and not publicly disclosed, with annual billing and a 1st-month-free promotional offer on online purchases.
Revenue is generated entirely through recurring annual insurance premiums paid by individual horse owners, veteran horse owners, pony owners, and non-owning riders, supplemented by affiliate referral commissions. Customer acquisition combines direct-to-consumer digital channels with community-led marketing (events, ambassadors, charitable giving via the Pet Plan Charitable Trust, founded 1994, which has awarded nearly £5 million to animal welfare and veterinary causes). The company is regulated via Pet Plan Limited's FCA authorization and Allianz Insurance plc's PRA/FCA authorization, and operates exclusively within the United Kingdom.
Petplan Equine firmographics
Firmographics- Name
- Petplan Equine
- Legal name
- Pet Plan Limited
- Website
- https://petplanequine.co.uk
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Petplan Equine is the UK's leading specialist equine insurance provider, offering horse, pony, veteran, and rider insurance to individual owners as a trading name of Pet Plan Limited and Allianz Insurance plc.
- Ownership category
- akta.pro rank
Petplan Equine industry classification
Industry- Product category
- Equine Insurance
- NAICS
- Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- 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 Petplan Equine is headquartered
LocationHeadquarters
- HQ city
- Brentford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Petplan Equine business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Horse Insurance Premiums: Recurring insurance premiums from horse owners for comprehensive coverage including veterinary fees, mortality cover, third party liability, and theft. Policies are tailored with optional benefits.
- Veteran Plan Premiums: Specialized insurance for horses aged 20-40, offering Third Party Liability, Personal Accident cover, and optional Vet Fees cover for injuries.
- Rider Plan Premiums: Fixed-price insurance for people who ride horses they don't own or have on full loan, protecting against unexpected incidents.
- Pony Insurance Premiums: Insurance coverage specifically designed for pony owners.
- Affiliate Referrals: Commission earned through Affiliate Window affiliate program for sales generated through affiliate referrals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Horse Insurance - Tailored coverage for horse owners |
| Subscription | Annual | Veteran Plan - Insurance for horses aged 20-40 |
| Subscription | Annual | Rider Plan - Fixed-price coverage for non-horse owners |
| Subscription | Annual | Pony Insurance - Coverage for pony owners |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Petplan Equine product offering
Product offeringCore offering
Petplan Equine sells specialist insurance policies for horses, ponies, and riders in the United Kingdom. Its core portfolio comprises Horse Insurance (a customizable policy with optional vet fees, mortality, third-party liability, theft, and personal accident benefits), the Veteran Plan (for horses aged 20–40), the Rider Plan (fixed-price cover for non-owning riders), and Pony Insurance. The company is a trading name of Pet Plan Limited and Allianz Insurance plc, both regulated by the UK Financial Conduct Authority.
Product overview
Petplan Equine is a specialist equine insurance provider offering a portfolio of insurance products. Its core offering consists of three main products: Horse Insurance (a flexible policy with optional add-ons for owners at all levels), the Veteran Plan (tailored for horses aged 20–40, including Third Party Liability, Personal Accident, and optional Vet Fees cover), and the Rider Plan (fixed-price cover for non-owners/loan riders, available until 7th May 2026). Pony Insurance provides a dedicated option for pony owners. An Affiliate Programme operated via Affiliate Window extends commercial reach. The company also supports the equine community through the Petplan Charitable Trust, established in 1994, and organises Area Festivals equestrian events. Petplan Equine is a trading name of Pet Plan Limited and Allianz Insurance plc, authorised and regulated by the FCA.
Differentiator
Problem solved
Functional benefit
Products and services
- Horse Insurance Tailored horse insurance policy for owners from first-time owners to serious competitors, with optional benefits including veterinary fees, mortality, third-party liability, theft and straying, and personal accident cover selectable to suit individual needs.
- Veteran Plan Specialist insurance policy for horses aged 20 to 40, offering Third Party Liability, Personal Accident cover for horse and rider, and optional Vet Fees cover for injuries.
- Rider Plan Fixed-price insurance plan for people who ride horses they do not own or have on full loan, providing protection against unexpected incidents. Available for purchase until 7th May 2026.
- Pony Insurance Specialised insurance product for ponies, including standard inclusions and customisable options to tailor the policy to the owner's needs.
Companies that use Petplan Equine
Customer profileSegments4 records
Ideal customer profiles4 records
Petplan Equine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Petplan Equine partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Department for Transport's THINK! CampaignminorPartnership to increase awareness of the updated Highway Code guidance for passing horses on GB roads. Petplan Equine works alongside the THINK! campaign to improve safety for equestrians on roads.
- Petplan Charitable TrustcoreThe Pet Plan Charitable Trust was founded in 1994 to raise funds for animal welfare and veterinary projects. Petplan and Petplan Equine customers contribute £1.50 to the Trust when taking out or renewing policies. To date, almost £5 million has been awarded by the Trust.
- PetplancorePetplan is the sister brand of Petplan Equine, being the largest provider of small animal insurance in the UK. Both brands share the Petplan Charitable Trust connection.
- Redwings Horse SanctuaryminorUK's largest horse sanctuary caring for over 1200 rescued horses at nine sites. Referenced in press materials as a charity partner.
- British Horse Society (BHS)minorReferenced for road safety initiatives, Ride Safe Award, and incident reporting through BHS website/app. BHS provides safety standards and guidelines referenced by Petplan Equine.
- Affiliate WindowminorAffiliate marketing platform through which Petplan Equine offers an affiliate program. Affiliates earn commission on sales with 60-day cookie duration and year-round promotions.
- Lucinda Green MBEminorSix-time Badminton winner and eventing legend serving as a brand ambassador, providing expert content on cross-country riding and horse training through videos and articles.
- Juliette EdmondsminorPetplan Equine ambassador and veterinary expert providing horse health and welfare advice, including content on track systems, fitness programs, and general equine care.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Petplan Equine competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Petplan Equine social profiles
Digital presencePetplan Equine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Petplan Equine leadership team
Management profileNumber of profiles
Petplan Equine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Petplan Equine 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 Petplan Equine
What does Petplan Equine do?
Petplan Equine sells specialist insurance policies for horses, ponies, and riders in the United Kingdom. Its core portfolio comprises Horse Insurance (a customizable policy with optional vet fees, mortality, third-party liability, theft, and personal accident benefits), the Veteran Plan (for horses aged 20–40), the Rider Plan (fixed-price cover for non-owning riders), and Pony Insurance. The company is a trading name of Pet Plan Limited and Allianz Insurance plc, both regulated by the UK Financial Conduct Authority.
Is Petplan Equine a public or private company?
Petplan Equine is a private company. It is classified as corporate owned and is currently operating.
When was Petplan Equine founded?
Petplan Equine was founded in 1988. It employs 101 to 250 people.
Where is Petplan Equine based?
Petplan Equine is headquartered in Brentford, United Kingdom, in the Europe region.
How does Petplan Equine make money?
Five revenue lines are on record. Horse Insurance Premiums are the primary driver. The others are veteran Plan Premiums, rider Plan Premiums, pony Insurance Premiums and affiliate Referrals.
Does Petplan Equine have an API?
No public API is recorded for Petplan Equine.
What industry is Petplan Equine in?
Petplan Equine's product category is Equine 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 52412 and its SIC code is 6331.