mipet cover

What mipet cover does

MiPet Cover is a UK pet insurance brand providing coverage for dogs and cats, offering time-limited policies (365Flex range with £2,500 and £5,000 annual limits) and lifetime policies (LifetimeFlex range with £2,000 to £12,000 annual limits), as well as legacy products including Annual, Classic Life, Essential Life, and Premier Life plans. The brand is a trading name of CVS (UK) Limited, the largest provider of veterinary services in the UK, and benefits from distribution through the CVS veterinary practice network. The company does not disclose proprietary technology and operates a traditional insurance model with policy administration handled by third parties — Petcover EU Limited from 1 May 2025 onward, and previously Insurance Factory Limited — while underwriting is provided by Allianz Insurance plc (post-May 2025).

The business model is recurring subscription-based insurance premiums, with revenue generated through annual premiums on veterinary fee coverage. Products are sold direct-to-consumer via the MiPet Cover website and customer service channels, with additional distribution through veterinary practice referrals. The company has explicitly ceased offering new policies and is operating in a run-off servicing mode for existing policyholders, handling claims either electronically via veterinary practices or through downloadable paper forms submitted by pet owners.

The regulatory structure is multi-party: CVS (UK) Limited (FCA Register No. 407525) acts as the introducer, Petcover EU Limited as arranger and administrator, and Allianz Insurance plc as underwriter, with all entities FCA-regulated and registered in England and Wales. The headquarter is CVS House in Diss, Norfolk, with additional customer service operations in Portsmouth and Grantham.

Name

mipet cover

Legal name

CVS (UK) Limited

Website

https://mipetcover.co.uk

Company type

Private

Operating status

Operating

Short description

MiPet Cover is a UK pet insurance brand for dogs and cats, operated as a trading name of CVS (UK) Limited. It offers lifetime and time-limited policies but has ceased writing new business and now services existing policyholders in run-off.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Other Direct Insurance (except Life, Health, and Medical) Carriers (524128)

SIC

Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

Keywords

• Pet insurance
• Lifetime cover
• Veterinary fees
• Cat insurance
• Dog insurance

Headquarters

HQ city

Diss

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Pet Insurance Premiums: MiPet Cover generates revenue through annual pet insurance premiums. Policy holders pay recurring premiums for coverage of veterinary fees and related pet health expenses.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

MiPet Cover provides pet insurance policies for dogs and cats, covering veterinary fees and related pet healthcare expenses. The product range includes time-limited annual cover (365Flex at £2,500 and £5,000 limits) and lifetime policies (LifetimeFlex at £2K, £4K, £6K, £8K, £10K, and £12K annual limits), alongside legacy products such as Annual, Essential Life, Classic Life, and Premier Life plans. Policies are administered by Petcover EU Limited and underwritten by Allianz Insurance plc.

Product overview

MiPet Cover is a pet insurance provider offering multiple policy tiers for dogs and cats. The product portfolio includes two main policy types: (1) 365Flex annual policies (365Flex5000 and 365Flex2500) providing time-limited coverage with fixed annual limits, and (2) LifetimeFlex policies (ranging from 2K to 12K annual limits) offering ongoing lifetime coverage. Additional legacy products include Annual, Classic Life, Essential Life, and Premier Life policies. Since May 2025, policies are administered by Petcover EU Limited and underwritten by Allianz Insurance plc; earlier policies were administered by Insurance Factory Limited.

Differentiator

Problem solved

Functional benefit

Products and services

• 365Flex5000 Annual pet insurance policy with a £5,000 annual coverage limit, providing time-limited coverage for veterinary fees for dogs and cats.
• 365Flex2500 Annual pet insurance policy with a £2,500 annual coverage limit, providing time-limited coverage for veterinary fees for dogs and cats.
• LifetimeFlex 10K & 12K Lifetime pet insurance policy with annual coverage limits of £10,000 or £12,000 for veterinary fees, providing ongoing coverage for the life of the pet.
• LifetimeFlex 6K & 8K Lifetime pet insurance policy with annual coverage limits of £6,000 or £8,000 for veterinary fees, providing ongoing coverage for the life of the pet.
• LifetimeFlex 2K & 4K Lifetime pet insurance policy with annual coverage limits of £2,000 or £4,000 for veterinary fees, providing ongoing coverage for the life of the pet.
• Annual Policy Annual pet insurance policy providing coverage for veterinary fees with renewal each year for dogs and cats.
• Classic Life Life-stage pet insurance policy providing ongoing coverage for veterinary fees for dogs and cats.
• Essential Life Entry-level pet insurance policy providing essential coverage for veterinary fees for dogs and cats.
• Premier Life Premium-tier pet insurance policy providing comprehensive coverage for veterinary fees for dogs and cats.
• MiPet Cover Pet Insurance (umbrella offering) Pet insurance for dogs and cats providing coverage of veterinary fees and related pet healthcare expenses, available through annual time-limited and lifetime policy options. The company is no longer offering new policies and is servicing existing customers only.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Insurance Factory LimitedminorChannel Partner/ Reseller/ Distributor · 1 May 2025Previous policy administrator for MiPet Cover policies with start date on or before 30th April 2025. Policies with IFL start with either MPC or MPH prefix.
• Petcover EU LimitedcoreChannel Partner/ Reseller/ Distributor · 1 May 2025Current administrator for MiPet Cover policies from 1st May 2025 onwards. Responsible for all customer service, claims processing, and policy administration.
• Allianz Insurance plccoreChannel Partner/ Reseller/ Distributor · 1 May 2025Underwriter for MiPet Cover policies from 1st May 2025 onwards. Allianz provides the insurance coverage and is authorised by the Prudential Regulation Authority and regulated by the FCA.
• CVS (UK) LimitedcoreOthersMiPet Cover is a trading name and subsidiary of CVS (UK) Limited, the largest provider of veterinary services in the UK. This parent company relationship provides in-depth knowledge about pet healthcare.

Scale indicators2 records

Recent moves5 records

Expansion highlights1 record

Direct peers

• Bought By Many: UK pet insurance challenger brand (now part of ManyPets group) offering lifetime policies. Targets the same direct-to-consumer segment as MiPet Cover.
• Petplan: UK's largest pet insurance provider, offering lifetime and time-limited policies for dogs and cats with a similar product structure to MiPet Cover. Particularly relevant because Allianz is now the underwriter for both Petplan and MiPet Cover policies.
• Animal Friends: UK pet insurance specialist offering lifetime, maximum benefit, and time-limited policies for cats and dogs. Directly comparable to MiPet Cover's LifetimeFlex and 365Flex product tiers.
• ManyPets: UK-headquartered digital-first pet insurer offering lifetime cover policies. Competes for the same UK dog and cat owner segment that MiPet Cover has historically served.
• Agria Pet Insurance: UK pet insurance provider specializing in lifetime cover for dogs and cats, with veterinary practice referral distribution similar to MiPet Cover's CVS-linked model.

Broad incumbents

• Direct Line Pet Insurance: Major UK general insurer offering pet insurance as part of a broader personal lines portfolio. Competes with MiPet Cover in the UK pet insurance market but from a much larger multi-line platform.
• Allianz Insurance plc: Current underwriter for MiPet Cover policies from 1 May 2025. As the UK's largest pet insurer via Petplan, Allianz is both a counterparty and a dominant market competitor.

Others

• Petcover EU Limited: Current administrator for MiPet Cover policies from 1 May 2025. Petcover also operates its own branded pet insurance products in the UK and EU, making it both an operational partner and a market peer.
• Insurance Factory Limited: Previous administrator for MiPet Cover policies (start dates on or before 30 April 2025). Part of the Markerstudy Group, it administers pet insurance products for multiple UK brands.
• CVS Group plc: Parent group of CVS (UK) Limited, which owns MiPet Cover. As the UK's largest veterinary services provider, CVS is both the parent and a key distribution channel through practice referrals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/mipetcover

Revenue estimate

Valuation estimate

Number of profiles

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 mipet cover