Pets at Home has entered the pet insurance market with a new range of policies.
The retailer launched Pets Insurance exclusively through Compare the Market on 19 August, with the products set to become available through the Pets at Home website and app from September.
It marks the latest expansion of Pets at Home’s pet care ecosystem, which already spans its retail business, veterinary services, Pets Club membership programme and Pets Foundation.
Pets Insurance will offer three lifetime cover options (Core, Plus and Max) allowing customers to select an annual veterinary fee limit depending on the level of cover they require.
All three policies include cover for accidents, illnesses and dental treatment as standard, with no per-condition limits and a single vet fee excess charged each year.
Customers will also receive benefits including hydrotherapy, behavioural therapy, prescribed diet support and missing pet cover.
Claims will be handled directly with veterinary practices through a new online vet portal available to practices across the UK, which Pets at Home said would reduce the paperwork involved for pet owners.
The launch follows research commissioned by Pets Insurance that found widespread confusion among consumers over insurance terminology.
Fewer than one in five respondents understood terms including pre-authorisation, at 19 per cent, co-pay, at 16 per cent, and no inner limits, at 13 per cent.
Pets Insurance managing director Matt Poll said: “Pet insurance can often feel confusing and difficult to navigate. We’ve listened to what pet owners want and developed three easy to understand products designed to give greater confidence and peace of mind.
“By removing features that can create confusion, such as per-condition limits and multiple excess charges, and simplifying the claims process, we’re helping owners focus on their pets rather than paperwork.”
Compare the Market commercial director Helen Phipps added that customers wanted both choice and insurance products that were easier to understand and compare.
“By making cover clearer and more accessible, this partnership helps owners take that important step with greater confidence and peace of mind,” she said.
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