Pets at Home has announced the launch of Pets Insurance, designed to offer simple, easy to understand cover, removing the complexity owners may face when selecting the right insurance for their pet.

Launching exclusively on Compare the Market before becoming available via the Pets at Home website and app in September, Pets Insurance is the latest addition to Pets at Home’s pet care ecosystem, spanning retail, veterinary services, Pets Club membership and Pets Foundation. 

The launch comes as new research commissioned by Pets Insurance highlights widespread confusion around pet insurance terminology and cover options, with fewer than one in five understanding terms such as pre-authorisation (19%), co-pay (16%) and no inner limits (13%). Only a third understood the terms per condition limit and third-party liability, pointing to a clear demand for simpler insurance products that help owners choose cover with confidence.

To address these complexities, Pets Insurance will offer three simple lifetime cover options – Core, Plus and Max, with customers selecting the annual vet fee limit that best suits their pet. All policies include cover for accidents, illnesses and dental treatment as standard, alongside no per-condition limits and a single vet fee excess per year. Additional benefits including hydrotherapy, behavioural therapy, prescribed diet support and missing pet cover are also included as standard.

Claims through Pets Insurance will be handled directly with veterinary practices through a dedicated online vet portal open to any UK practices, removing paperwork and helping owners focus on their pet and their needs, rather than the administration associated with making a claim.

Matt Poll, Managing Director, Pets Insurance, 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, backed by Pets at Home, one of the UK’s most trusted providers of pet care services.”

Helen Phipps, Commercial Director at Compare the Market, comments: “We’re pleased to be partnering with Pets at Home and introduce these new, simple to understand products to customers through Compare the Market. Pet owners want choice, but they also need products that are simple to understand and easy to compare, so they can feel confident they are selecting the right cover for their pet.

“Protecting a pet is an emotional decision as much as a practical one, because pets are such an important part of the family. By making cover clearer and more accessible, this partnership helps owners take that important step with greater confidence and peace of mind.”