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Our founder, Paul Dennis, wanted to change the way pet cover was set up and so went about looking at it in a different way by asking some simple questions. What do pet owners have in common? What is it that frustrates people about insurance?

The number one finding in  EY's Global Consumer Insurance Survey was that insurers are less trusted than banks, supermarkets, car manufacturers and online shopping sites. Our own research in November 2015 found out what people feel about insurance.


  • You don’t like paying for insurance
  • You don’t know what you are paying for
  • You don’t know where the money goes
  • You don’t understand the relationship between the cost and the product

After this initial research Paul discovered not only an appetite for change but a sense of community between pet owners. Todays' technology allows us to self-manage our travel, our relationships and our finance. Paul realised that all this could be knitted together to create a simpler way to manage our own pet cover.