What Breeder Website does

Petplan Breeder is a UK pet insurance scheme operated by Pet Plan Limited, a subsidiary of Allianz Insurance plc, serving UK-resident dog and cat breeders. The platform enables breeders to activate free 4-week Instant Puppy or Kitten insurance policies at the point of sale, providing immediate cover to buyers of newly homed animals. The portal is built on Salesforce, restricted to UK-resident breeders, and integrates breed-specific content guides developed in partnership with Pupstarts Breeders (Dog Breeder Guide) and Cats Protection / Dr. Sarah Elliott (Cat Breeder Guide).

The business model is structured around a free-trial-to-paid conversion mechanic: trial policies issued at point of sale convert into paid annual policies underwritten by Allianz, generating insurance premium revenue at the parent level. A Breeder Rewards program layers £5 per activation and £20 per referral incentives on top, encouraging breeder-led word-of-mouth growth and repeat engagement. Distribution is concentrated in the UK and is supported by content partnerships that embed the offering into authoritative breed resources.

The scheme operates within Allianz Insurance plc's regulatory authorization under the Connected Contracts Exemption (Article 72B FSMA 2000), removing the need for separate FCA authorization and binding the channel to the parent's underwriting and capital framework. Petplan markets itself as the UK's No.1 pet insurer with over 40 years of experience, citing a 97% claims payment rate and 90%+ renewal rate. Functionally, the Breeder Website is a customer acquisition and retention channel feeding the broader Petplan/Allianz UK pet insurance book rather than a standalone insurance entity.

Name

Breeder Website

Legal name

Pet Plan Limited

Website

https://petplanbreeder.co.uk

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Petplan Breeder is a UK pet insurance scheme run by Pet Plan Limited (an Allianz subsidiary) that lets dog and cat breeders activate free 4-week trial policies via a Salesforce portal, converting them into paid annual cover underwritten by Allianz.

Ownership category

akta.pro rank

Product category

Pet Insurance

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industries

Worksite Pet Insurance (FSAIAMAL), Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)

Keywords

• Pet insurance
• Breeder scheme
• Animal insurance
• Pet health cover
• Veterinary insurance

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Instant Puppy/Kitten Policy Premiums (post-trial): When the 4-week free trial expires, new owners can choose to continue with a paid Petplan policy. Petplan collects the premium. Breeders are not required to sell the paid policy — it is the new owner's choice. This is the primary revenue-generating mechanism.
2. Breeder Rewards Program: Petplan earns revenue on each activated policy (the trial is a customer acquisition cost). Breeders receive £5 in rewards per activation and £20 per referral, funded from the policy revenue generated from converted customers. The scheme drives volume acquisition of new policyholders at low CAC.
3. Petplan Breeder Scheme Membership: The Breeder Scheme is free to join. Revenue is generated indirectly through new policy subscriptions from breeder-sourced customers. Petplan's claims data shows 'We paid over £1 million in claims on Breeder free cover policies in 2024', indicating significant premium revenue from this channel.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Petplan Breeder operates a free Breeder Scheme that enables UK dog and cat breeders to activate complimentary 4-week Instant Puppy and Kitten insurance policies for new pet owners at the point of sale. The cover includes veterinary bills up to £4,000, death benefit up to £3,000, theft/straying cover up to £750, and advertising costs up to £200. Breeders earn rewards (£5 per activation, £20 per referral) and gain access to educational breeder guides, with the post-trial continuation policy converted into a paid annual Petplan subscription.

Product overview

Petplan Breeder is a platform built around a free insurance scheme for pet breeders. The core offering consists of the Petplan Breeder Scheme through which breeders activate complimentary 4-week Instant Puppy and Instant Kitten Policies for new owners. Supporting products include the Dog Breeder Guide (in partnership with Pupstarts Breeders) and Cat Breeder Guide (in partnership with Dr Sarah Elliott and Cats Protection), which provide educational resources for responsible breeding. The Breeder Rewards program incentivizes participation by offering £5 per activated policy and £20 for referred breeders, redeemable for vouchers or charity donations. The platform is backed by over 40 years of pet insurance expertise from Petplan and Allianz, with 97% claims payment rate.

Differentiator

Problem solved

Functional benefit

Products and services

• Petplan Breeder Scheme Free insurance scheme enabling UK dog and cat breeders to issue free 4-week insurance policies to new pet owners at the point of sale. Includes Breeder Rewards program and access to Dog/Cat Breeder Guides, with a dedicated Breeder Relationship Manager.
• Instant Puppy Policy Free 4-week insurance policy for puppies aged 8 weeks to 1 year, covering vet bills for injury and illness up to £4,000, death from illness or injury up to £3,000, loss by theft or straying up to £750, and advertising/reward costs up to £200. Activated by registered breeders at point of sale.
• Instant Kitten Policy Free 4-week insurance policy for kittens aged 8 weeks to 1 year, covering vet bills for injury and illness up to £4,000, death from illness or injury up to £3,000, loss by theft or straying up to £750, and advertising/reward costs up to £200. Activated by registered breeders at point of sale.
• Dog Breeder Guide Online resource covering all aspects of responsible dog breeding, from ensuring bitch health through stud selection, pregnancy care, birth, and rehoming guidance. Co-created with Pupstarts Breeders.
• Cat Breeder Guide Online resource covering all aspects of responsible cat breeding, from queen health through stud selection, pregnancy care, birth, and rehoming guidance. Co-created with Dr Sarah Elliott (Cats Protection) and Cats Protection.
• Breeder Rewards Rewards program where breeders earn £5 per activated Instant Puppy or Kitten Policy, with an additional £20 reward for referring new breeders who issue their first policy. Vouchers delivered within 28 days; redeemable for high street vouchers or charity donations.

Quantifiable outcome

• 97% of all claims received are paid by Petplan
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Pupstarts BreederscoreStrategic or Co-development PartnerPetplan partnered with Pupstarts Breeders to co-create the Dog Breeder Guide, an online resource covering responsible breeding practices from preparation through to rehoming. Pupstarts provides the breeding expertise while Petplan provides the insurance product and distribution via the Breeder Scheme.
• Dr. Sarah Elliott BVetMed MANZCVS (Medicine of Cats) MRCVScoreStrategic or Co-development PartnerDr. Sarah Elliott, Cats Protection's Central Veterinary Officer, co-created the Cat Breeder Guide with Petplan, providing veterinary expertise on responsible cat breeding. This positions Petplan's insurance product alongside expert breeding guidance.
• Cats ProtectioncoreStrategic or Co-development PartnerCats Protection, as represented by their Central Veterinary Officer Dr. Sarah Elliott, partnered with Petplan to develop the Cat Breeder Guide. The charity's involvement adds credibility to responsible breeding practices endorsed by the Breeder Scheme.
• Allianz Insurance plccoreOEM/ Whitelabel/ Licensing PartnerPetplan is a trading name of Pet Plan Limited and Allianz Insurance plc. Allianz is the insurer and principal, providing the financial strength and regulatory framework. Petplan operates under Allianz's authorisation (FCA Register No. 121849; PRA regulated). Pet Plan Limited is a subsidiary of Allianz Insurance plc.
• RSPCAminorStrategic or Co-development PartnerPetplan may report breeders suspected of poor breeding practices or animal cruelty to the RSPCA, police, and local authorities. This is a reporting/advisory partnership rather than a commercial one.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Many Pets (formerly Bought By Many): UK digital-first pet insurer offering direct-to-consumer accident and illness cover with annual subscription pricing. Most direct UK competitor on the consumer-facing pet insurance axis, but lacks Petplan's breeder-as-distributor point-of-sale funnel and 40-year claims dataset.
• Agria Pet Insurance: UK pet insurance provider with deep pedigree/animal-health heritage and breed-specific policies. Direct peer serving the same breeder-adjacent segment with lifetime cover products comparable to Petplan's.
• John Lewis Finance Pet Insurance: UK retailer-branded pet insurance underwritten by a third-party insurer. Competes on brand trust (similar to Petplan's positioning) and offers lifetime cover with comparable policy structures to Petplan's products.
• Animal Friends Insurance: UK pet insurance specialist offering lifetime, time-limited, and accident-only policies for dogs, cats, horses, and exotic pets. Direct competitor in the same regulatory and geographic market with similar product coverage and underwriting focus.
• PDSA Pet Insurance: UK pet insurance provider affiliated with the veterinary charity PDSA. Overlaps with Petplan on veterinary trust positioning and serves the same UK dog and cat owner segments.
• Tesco Bank Pet Insurance: UK supermarket-branded pet insurance offering accident, illness, and lifetime policies at competitive price points. Targets the same UK pet-owning consumer base with similar product structures.
• LV= Pet Insurance: UK mutual insurer offering lifetime pet policies as part of its general insurance portfolio. Comparable in product structure and target market, distributing through aggregators and direct channels rather than breeder networks.
• Direct Line Pet Insurance: UK general insurer offering pet insurance as part of a broader household insurance portfolio. Direct competitor on price and distribution, particularly via aggregators and direct-to-consumer channels.

Broad incumbents

• Allianz Insurance plc: Petplan's parent company and a major global insurance conglomerate offering motor, home, travel, and pet insurance. Relevant as the parent / capital backer and as a broad incumbent offering comparable casualty lines at scale.

Emerging players

• Vetsure Pet Insurance: UK pet insurance provider sold primarily through veterinary practices with direct-pay-to-vet claims handling. An emerging player attacking the same pet-owner segment via a veterinary-channel model rather than a breeder-channel model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/petplanuk
• YouTubeyoutube.com/petplanuk
• Facebookfacebook.com/petplanuk
• Instagraminstagram.com/petplan_uk
• LinkedInlinkedin.com/company/breeder-website

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 Breeder Website