Six Months in UK Pet Insurance: Key Takeaways

Six months ago we entered the UK market with a clear ambition to bring our experience from the Nordics to create new value to the claims experience of insurers, vets and ultimately pet owners. Our homework before we entered the market told us we had a good match but we have still been positively surprised by the feedback. 

Our 10+ years of Nordic experience gave us a strong foundation with familiar products and stakeholders, but every market has its own rhythm. Claims in the UK have their own workflows, and long-standing relationships between insurers, vets, and technology. Pet insurance may be universal, but how it works under the hood is unique. The past six months have been about learning the market from the inside. Listening carefully, visiting frequently, and building real relationships.

Here’s what we have learned so far and why we believe the UK pet insurance market is entering a new phase.

Technology is one piece of the puzzle

Data quality and the setup of the eco system can't be ignored. As our CCO August explains, “Our platform can automate claims and flag issues and make sense of unstructured data but building the pipeline is a foundational piece. Once in place, it's a game-changer for claims processing”. Garry Nelson, our UK MD, points out that varying vet records and rising fraud risks also make reliable data more important than ever. While technology may not solve every challenge, it has the power to elevate industry efficiency.

Vets are the heart of the ecosystem

Vet clinics are essential to a healthy market. Compared with Sweden’s more consolidated landscape, the UK has many independent practices, which calls for tailored support and patient relationship-building. Regulatory scrutiny and demands for transparency are changing how clinics engage with platforms like ours. Fragmented vet records increase the risk of claims leakage, so getting data capture and sharing right at the clinic level is a priority.

Building for a shift

Combining Nordic experience with UK realities shows clear opportunities. Vet costs are rising, or “dogflation,” as Garry puts it and that raises the stakes for efficiency. Speed is truly key when both volumes and costs climb. Better data and automation let insurers handle claims faster, reduce leakage, and focus human effort on the complex cases that truly need it.

Reflections and next steps

These first six months have been intense but rewarding. From tackling varied data practices to building strong vet relationships, our key learnings around data quality, adoption, and partnerships are invaluable.

Innovation here requires patience, collaboration, and direct engagement with the market. Rising vet costs underscore the importance of data-driven solutions, and we are confident our technology can add a lot of value. Transparency, efficiency, and sustainable pet insurance remain as priorities as we continue to expand in the UK.