Purely Pets Pet Insurance
Purely Pets specializes in comprehensive pet insurance with 15 levels of Lifetime cover, offering veterinary fee coverage from £1,000 to £15,000 annually. Their unique 24/7 Vet Helpline and online policy management make pet insurance accessible and convenient. Gold and Platinum policies include additional benefits like dental coverage, loss by theft or straying, and overseas emergency treatment, all managed through their user-friendly online portal.
Coverage Benefits
Vet Fee Coverage
Maximum Vet Fees
Covered each year up to no limit per condition with £9,000 yearly limit
Claim Limit
No limit
Vet Fees Excess
You'll pay £160 per condition per year
Additional Benefits
- Death by Accident Cover: £2,000
- Third Party Liability: £2,000,000
- Boarding Fees: £2,000
- Lost or Stolen Cover: £2,000
Support Services
- UK-Based Call Centers
- 24/7 Claims Service
- Vet Advice Helpline
Premium & Cost Breakdown
Annual Premiums
Monthly Payment Option
Average monthly payment: £99.99
Number of instalments: 12
Initial deposit required: 0
Premium Distribution
Distribution based on policy data analysis
What Affects Your Premium
- Pet's age, breed, and species
- Coverage level selected (Basic, Standard, or Premium)
- Your location and local vet costs
- Previous claims history
Coverage Highlights
Lifetime CoverMost Popular
Vet Fees
Up to Covered each year up to no limit per condition with £9,000 yearly limit
Excess
You'll pay £160 per condition per year
Key Benefits
- Dental coverage included
- Prescription medication covered
- Complementary treatments
Policy Coverage Overview
Premium Range
Minimum
£46.2
Maximum
£15000
Average
£919.82
Cover Types
- Lifetime
Coverage Distribution
Dogs
63.5%
Cats
36.5%
Comprehensive Policy Details
| Coverage Feature | Benefit | Details |
|---|---|---|
| Vet Fees | Covered each year up to no limit per condition with £9,000 yearly limit | Maximum amount claimable for veterinary treatment |
| Death by Accident | £2,000 | Payment if your pet dies due to an accident |
| Death by Illness | £2,000 | Payment if your pet dies due to illness |
| Third Party Liability | £2,000,000 | Coverage for damage or injury caused by your pet to others |
| Lost or Stolen | £2,000 | Coverage if your pet is lost or stolen |
| Advertising & Reward | £2,000 | Costs for advertising and reward if your pet is lost |
| Boarding Fees | £2,000 | Kennel/cattery fees if you're hospitalized |
| Travel Coverage | Included | Travel-related coverage including quarantine costs |
Fees & Charges
Policy Fees
Excess Information
Standard Excess
£160 - This is the amount you pay towards each new condition claimed for.
Co-Payment
N/A - This is an additional percentage that you pay towards the remaining claim amount after the fixed excess.
Example Claim Calculation
Professional Veterinary Analysis
Veterinary Expert Analysis: Purely Pets Pet Insurance
Purely Pets specializes exclusively in pet insurance, offering 15 levels of cover tailored to individual needs. Their policies focus on simplicity, fast claims, and lifetime cover, with options to waive excess in exchange for higher premiums.
Professional Veterinary Review
Purely Pets is ideal for owners who want a straightforward experience with flexible, lifetime coverage. Their tiered approach suits a wide variety of pet care budgets.
Market Position
Niche specialist provider focused solely on pet insurance with tiered coverage structure.
Pricing Strategy
Mid-range to premium pricing depending on selected tier and excess options.
Who Should Consider Purely Pets? Detailed Analysis
Pet owners who want simple, flexible lifetime cover with quick claims and low paperwork.
Ideal Pet Owner Profiles
Important Considerations
Key Strengths & Advantages
Highly customizable plans
Quick claim turnaround via dedicated portal
Straightforward policy documentation
Important Limitations
Excess waiver only on top tiers
No direct vet payments for most policies
Limited extras such as travel or boarding cover
What Makes Purely Pets Stand Out
15 levels of cover available
Excess waiver option for premium tiers
Lifetime cover up to £15,000
Claims Process Analysis
Claims are submitted online via a streamlined portal. Most claims are settled within 3–5 working days, depending on vet cooperation.
Claims Process Highlights:
- • Online claim submission available 24/7
- • Veterinary nurse review team
- • Direct payment to vets where available
- • Average processing time detailed in policy
Customer Service Experience
Support team is knowledgeable and UK-based. Response times are good, and customers report helpful staff and minimal paperwork.
Service Features:
- • UK-based customer service team
- • Online policy management portal
- • Multiple contact channels available
- • Dedicated support for complex cases
Coverage Analysis & Policy Details
Covers vet fees, chronic conditions, dental illness (on upper tiers), and lifetime conditions. Boarding, travel, and third-party liability vary by tier.
What's Covered
- Veterinary treatment for accidents and illnesses
- Hereditary and congenital conditions (after waiting periods)
- Third party liability coverage
- Death by accident or illness benefits
What's Not Covered
- Pre-existing conditions
- Routine preventive care (vaccinations, worming)
- Pregnancy and breeding-related costs
- Cosmetic or elective procedures
UK Pet Insurance Market Context
Understanding how Purely Pets fits within the broader UK pet insurance landscape helps contextualize their offerings. The following statistics provide insight into current market conditions and help you evaluate whether Purely Pets's approach aligns with your pet's needs.
Average Vet Bill Cost (Cats)
£1,200
Source: British Veterinary Association 2024
Average Vet Bill Cost (Dogs)
£1,500
Source: British Veterinary Association 2024
Most Common Cat Insurance Claim
Digestive Issues £450
Source: ABI Claims Statistics 2024
Most Common Dog Insurance Claim
Lameness/Limping £750
Source: ABI Claims Statistics 2024
Percentage of Pets with Chronic Conditions
40%
Source: Royal College of Veterinary Surgeons 2024
Pet Insurance Penetration Rate UK
25%
Source: UK Pet Population Survey 2024
Average Annual Pet Insurance Premium (Cats)
£278
Source: Association of British Insurers 2024
Average Annual Pet Insurance Premium (Dogs)
£436
Source: Association of British Insurers 2024
Veterinary Expert Analysis by Dr. Emma Richardson
Dr. Emma Richardson is a qualified veterinarian and pet insurance specialist with over 8 years of experience in both veterinary practice and insurance claims assessment. She holds a degree in Veterinary Medicine from the Royal Veterinary College and has worked with leading UK pet insurers to improve coverage and claims processes.
Professional Qualifications:
Areas of Expertise:
Analysis Methodology: This comprehensive review is based on policy documentation analysis, claims process evaluation, customer feedback assessment, financial strength review, and comparative market analysis. We maintain strict editorial independence and regularly update our reviews to reflect policy changes and market developments.
Last updated: 8/20/2025 | Veterinary review: Current | Market analysis: Updated monthly
Detailed Questions About Purely Pets
How does Purely Pets handle pre-existing conditions?
Like all UK pet insurers, Purely Pets excludes pre-existing conditions from coverage. They define pre-existing conditions as any injury, illness, or symptom that occurs or shows clinical signs before your policy start date or during waiting periods. This includes conditions your vet has noted during examinations, even if no formal diagnosis was made.
What should I expect from Purely Pets's claims process?
Claims are submitted online via a streamlined portal. Most claims are settled within 3–5 working days, depending on vet cooperation. Most claims are processed within their advertised timeframe, but complex cases involving specialist treatments or multiple conditions may take longer. Always submit claims promptly with complete veterinary records to avoid delays.
Is Purely Pets suitable for older pets?
Purely Pets's suitability for older pets depends on their specific age limits and premium structure. Many insurers have upper age limits for new policies (typically 7-9 years for dogs, 8-10 for cats) but continue covering pets insured while young. Premiums typically increase with age, and some conditions may become excluded as your pet ages.
How does Purely Pets compare for specific breeds?
Purely Pets may have breed-specific pricing and exclusions. Breeds prone to hereditary conditions (like hip dysplasia in large dogs or heart conditions in certain breeds) may face higher premiums or specific waiting periods. Always check breed-specific terms in your policy documents, as coverage can vary significantly between breeds.
Professional Disclaimer & Transparency
This analysis represents independent veterinary and insurance expertise based on comprehensive policy review, market research, and professional experience. We do not receive compensation from Purely Pets for this review, and our analysis aims to provide balanced, factual information to help pet owners make informed decisions.
Data Sources: Policy documents, regulatory filings, veterinary cost surveys, customer satisfaction research, and comparative market analysis. All information is verified against official sources and updated regularly.
Important: Pet insurance needs vary significantly between individual pets and circumstances. This analysis provides general guidance, but you should obtain personalized quotes and review policy terms carefully before making decisions. Coverage terms and pricing may change, and actual policies will depend on your pet's specific details and health history.
Frequently Asked Questions
How do the 15 coverage levels differ?
Choose from £1,000 to £15,000 annual coverage, with varying excess options to suit your budget.
What does the Vet Helpline offer?
Access qualified vets anytime for advice on symptoms, treatment options, and emergency guidance.
How does online policy management work?
Manage your policy, submit claims, and access documents 24/7 through our online portal.
What special benefits are included?
Gold and Platinum policies include dental illness, theft coverage, and overseas emergency treatment.
Next Steps with Purely Pets
How to Get Coverage
- Visit Purely Pets's website directly
- Takes about 5-10 minutes to complete
- Have your pet's details ready
Important Note
The statistics and information shown here are based on real market research and actual policy data. However, your actual quote may vary based on factors such as:
- Your pet's age, breed, and health history
- Your location and coverage needs
- Current market conditions and provider pricing
Please contact Purely Pets directly for the most accurate and up-to-date quotes for your specific situation.