Is Purely Pets Pet Insurance Worth It? 2025 Review
Our Expert's Opinion on Purely Pets
Purely Pets positions itself as a specialist in lifetime pet insurance for cats and dogs in the UK, offering comprehensive cover with flexible options across 15 annual limits, ranging from £1,000 to £15,000. Its three core formulas—Bronze, Silver, and Gold—feature lifetime reimbursement of vet fees, dental cover (accident from day 1, illness after 12 months), third-party liability (up to £2M), and unique benefits such as unlimited 24/7 video vet access via Joii. The reimbursement structure combines a fixed excess (from £80, varies by plan) and, from age 6, a co-payment of 20%. The inclusion of a ‘no upper age limit’, and direct-to-vet payments, positions Purely Pets as a flexible, mid-market digital player, competing with the likes of ManyPets, Waggel, and Animal Friends but with a more average customer rating (3.5/5 on Trustpilot from over 17,000 reviews). Premiums are in line with other lifetime digital insurers, offering significant cover but showing frequent price increases at renewal.
Purely Pets is best suited to owners seeking comprehensive, flexible cover for young or senior pets, including those of specific breeds, who value unlimited remote vet support and digital claim management. It appeals to tech-oriented profiles and multi-pet households needing tailored annual limits.
Operated by Insurance Factory Ltd (FCA authorised, >17,000 policyholders), Purely Pets demonstrates sound financial governance, with a claims payout rate of 98% and direct-to-vet reimbursements typically processed within two weeks (but sometimes slower). Its Trustpilot rating stands at an average 3.5/5 (17,153 reviews), highlighting notable disparities between smooth claims experiences and complaints about steep price hikes, claim refusals, and online portal usability.
- ✅Lifetime cover up to £15,000 and no upper age limit
- ✅Unlimited 24/7 video vet consultations included
- ✅Flexible choice among 15 annual vet fee limits
- ✅Direct-to-vet bill payments and fully digital claims process
- ✅Interest-free monthly premium payment option
- ✅Silver and Gold plans Defaqto 5-star rated
- ✅98% claims paid, rapid reimbursements for many customers
- ❌Frequent substantial premium increases on renewal
- ❌Average customer satisfaction—Trustpilot 3.5/5
- ❌Claims portal sometimes difficult to use, reported admin delays
- ❌Standard 20% co-pay from age 6 can increase out-of-pocket costs
- ❌Excess, dental, and behavioural cover with complex or delayed terms
- ✅Lifetime cover up to £15,000 and no upper age limit
- ✅Unlimited 24/7 video vet consultations included
- ✅Flexible choice among 15 annual vet fee limits
- ✅Direct-to-vet bill payments and fully digital claims process
- ✅Interest-free monthly premium payment option
- ✅Silver and Gold plans Defaqto 5-star rated
- ✅98% claims paid, rapid reimbursements for many customers
Our Expert's Opinion on Purely Pets
ScorePurely Pets positions itself as a specialist in lifetime pet insurance for cats and dogs in the UK, offering comprehensive cover with flexible options across 15 annual limits, ranging from £1,000 to £15,000. Its three core formulas—Bronze, Silver, and Gold—feature lifetime reimbursement of vet fees, dental cover (accident from day 1, illness after 12 months), third-party liability (up to £2M), and unique benefits such as unlimited 24/7 video vet access via Joii. The reimbursement structure combines a fixed excess (from £80, varies by plan) and, from age 6, a co-payment of 20%. The inclusion of a ‘no upper age limit’, and direct-to-vet payments, positions Purely Pets as a flexible, mid-market digital player, competing with the likes of ManyPets, Waggel, and Animal Friends but with a more average customer rating (3.5/5 on Trustpilot from over 17,000 reviews). Premiums are in line with other lifetime digital insurers, offering significant cover but showing frequent price increases at renewal.
Purely Pets is best suited to owners seeking comprehensive, flexible cover for young or senior pets, including those of specific breeds, who value unlimited remote vet support and digital claim management. It appeals to tech-oriented profiles and multi-pet households needing tailored annual limits.
Operated by Insurance Factory Ltd (FCA authorised, >17,000 policyholders), Purely Pets demonstrates sound financial governance, with a claims payout rate of 98% and direct-to-vet reimbursements typically processed within two weeks (but sometimes slower). Its Trustpilot rating stands at an average 3.5/5 (17,153 reviews), highlighting notable disparities between smooth claims experiences and complaints about steep price hikes, claim refusals, and online portal usability.
- ✅Lifetime cover up to £15,000 and no upper age limit
- ✅Unlimited 24/7 video vet consultations included
- ✅Flexible choice among 15 annual vet fee limits
- ✅Direct-to-vet bill payments and fully digital claims process
- ✅Interest-free monthly premium payment option
- ✅Silver and Gold plans Defaqto 5-star rated
- ✅98% claims paid, rapid reimbursements for many customers
- ❌Frequent substantial premium increases on renewal
- ❌Average customer satisfaction—Trustpilot 3.5/5
- ❌Claims portal sometimes difficult to use, reported admin delays
- ❌Standard 20% co-pay from age 6 can increase out-of-pocket costs
- ❌Excess, dental, and behavioural cover with complex or delayed terms
- ✅Lifetime cover up to £15,000 and no upper age limit
- ✅Unlimited 24/7 video vet consultations included
- ✅Flexible choice among 15 annual vet fee limits
- ✅Direct-to-vet bill payments and fully digital claims process
- ✅Interest-free monthly premium payment option
- ✅Silver and Gold plans Defaqto 5-star rated
- ✅98% claims paid, rapid reimbursements for many customers
- Purely Pets Warranties
- Purely Pets exclusions
- Purely Pets rates
- Purely Pets Assistance
- Customer feedback on Purely Pets
- How to contact Purely Pets?
- FAQ
Why trust HelloSafe?
At HelloSafe, our pet insurance expert reviews the terms and pricing of market-leading insurance policies every year to provide you with reliable and impartial analysis. Thanks to this rigorous approach, hundreds of thousands of users across the UK trust us each month to help guide their most important financial decisions.
Purely Pets Warranties
Purely Pets stands out in the UK market for offering only lifetime pet insurance, with Bronze, Silver, and Gold formulas delivering annual veterinary fee limits up to £15,000 and 24/7 unlimited video vet consultations for all policyholders. Co-payments of 20% are applied from your pet’s 6th birthday, with a flexible but compulsory fixed excess per claim per year (amount set in the schedule), and no upper age limit for enrolment, making Purely Pets accessible to older pets.
Key strengths include integration of dental cover (accident from day 1, illness after 12 months), extensive overseas cover (UK/EU, up to 180 days/year), and enhanced benefits—boarding fees, holiday cancellation, and legal liability (for dogs) to £2m on top tiers—plus Defaqto 5-star rated Silver and Gold plans. However, Purely Pets excludes pre-existing conditions, routine/preventive care (neutering, vaccinations), certain hereditary/breed-related illnesses, specific dangerous breeds, and has notable section-specific exclusions such as delayed cover for dental illness and behaviour.
The lack of a true prevention allowance, capped dental/alternative therapies, and strict policy on pre-approval, plus mandatory vaccination rules, are important to consider for those seeking broadest routine and wellness benefits.
| Guarantee | Bronze | Silver | Gold |
|---|---|---|---|
| Positioning of the formula | Entry-level lifetime, up to £5,000 annual limit | Mid-level lifetime, up to £10,000 annual limit | Top-level lifetime, up to £15,000 annual limit |
| Type of cover | Accident & illness | Accident & illness | Accident & illness |
| Covered animals | Dogs and cats | Dogs and cats | Dogs and cats |
| % reimbursement | Up to annual limit, minus excess/co-payment | Up to annual limit, minus excess/co-payment | Up to annual limit, minus excess/co-payment |
| Annual vet fee limit | £1,000–£5,000 | £6,000–£10,000 | £11,000–£15,000 |
| Annual/per claim excess | Fixed per condition/year (amount in schedule) | Fixed per condition/year (amount in schedule) | Fixed per condition/year (amount in schedule) |
| Dog: Min/Max age to join | Min 8 weeks; no max | Min 8 weeks; no max | Min 8 weeks; no max |
| Cat: Min/Max age to join | Min 8 weeks; no max | Min 8 weeks; no max | Min 8 weeks; no max |
| Health questionnaire needed? | Not required | Not required | Not required |
| Waiting period (illness) | 14 days | 14 days | 14 days |
| Waiting period (accident) | 48 hours | 48 hours | 48 hours |
| Lifetime guarantee if renewed? | ✅ | ✅ | ✅ |
| Vet consultations (routine/emergency/specialist) | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap |
| Medications | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap |
| Hospitalisation | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap |
| Ambulance costs | ❌ Not covered routine/non-essential | ❌ Not covered routine/non-essential | ❌ Not covered routine/non-essential |
| Surgery, anaesthesia | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap |
| Scans (CT, MRI, ultrasound) | From £1,000 (sub-limit) | £1,500 (sub-limit) | £1,500 (sub-limit) |
| Lab analyses | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap | ✅ Covered to annual vet fee cap |
| Radio/chemo/radiotherapy | ❌ NC | ❌ NC | ❌ NC |
| Dental (accident/year 1, illness/year 2+) | £500 (accident/illness, subject to rules) | £2,000 (accident/illness, subject to rules) | £2,000 (accident/illness, subject to rules) |
| Descaling | ❌ Not covered | ❌ Not covered | ❌ Not covered |
| Prevention cover (amount/items) | ❌ Not offered | ❌ Not offered | ❌ Not offered |
| Complementary/alternative therapies | £500 (pre-approval needed, within vet cap) | £750 (pre-approval needed, within vet cap) | £1,000 (pre-approval needed, within vet cap) |
| Therapeutic diets | £100/year (up to 60 days) | £100/year (up to 60 days) | £100/year (up to 60 days) |
| Countries/Travel included | UK, EU/EEA/Select Europe, 180 days/year | UK, EU/EEA/Select Europe, 180 days/year | UK, EU/EEA/Select Europe, 180 days/year |
| Death/illness benefit | £1,000 (not after 9y dogs/11y cats) | £1,500 (not after 9y dogs/11y cats) | £2,000 (not after 9y dogs/11y cats) |
| Death/accident benefit | £1,000 (no age cap) | £1,500 (no age cap) | £2,000 (no age cap) |
| Euthanasia | £100 (vet recommendation, humane, conditions apply) | £100 (vet recommendation, humane, conditions apply) | £100 (vet recommendation, humane, conditions apply) |
| Cremation | £100 (min 36 months policy, conditions apply) | £100 (min 36 months policy, conditions apply) | £100 (min 36 months policy, conditions apply) |
| Theft/loss/straying & search | £1,000 (after 45 days; see rules) | £1,500 (after 45 days; see rules) | £2,000 (after 45 days; see rules) |
| Advertising/reward | £1,000 (£50 max for ads; conditions apply) | £1,500 (£50 max for ads; conditions apply) | £2,000 (£50 max for ads; conditions apply) |
| Boarding fees | £1,000 (min 96 h hospital stay) | £1,500 (min 96 h hospital stay) | £2,000 (min 96 h hospital stay) |
| Holiday cancellation | £1,000 (life-saving treatment/surgery required) | £1,500 (life-saving treatment/surgery required) | £2,000 (life-saving treatment/surgery required) |
| Third-party liability (dogs) | £1,000,000 | £2,000,000 | £2,000,000 |
| Co-payment rate (from age 6) | 20% | 20% | 20% |
| Breed, hereditary, and excluded conditions | ❌ No restricted breeds/hazards/NC for policy list | ❌ No restricted breeds/hazards/NC for policy list | ❌ No restricted breeds/hazards/NC for policy list |
| Flood/nuclear/war/authority culling | ❌ Not covered | ❌ Not covered | ❌ Not covered |
| Cover for commercial/working animals | ❌ Not covered | ❌ Not covered | ❌ Not covered |
| Behavioural cover | After 24 months (see policy) | After 24 months (see policy) | After 24 months (see policy) |
Important Information
Dental illness cover is only available after 12 months of continuous policy and requires annual veterinary dental checks to remain valid.
Cremation costs are only claimable after 36 months policy duration; boarding/holiday cover requires longer hospital stays and is subject to terms.
Complementary therapies and diagnostic scans must be pre-approved, and all limits include any sub-limits per section (e.g., dental, complementary) within overall annual vet fee cap.
There is no annual or per-act claim cap on vet consultations, but all covered up to the annual plan limit including medication, surgery, and hospitalisation.
To get the best value, compare Purely Pets formulas and request several quotes to ensure you pay the lowest possible premium for your needs.
👉 Compare pet insurance plans for freeStart saving on vet billsPurely Pets exclusions
Exclusions under Purely Pets are both comprehensive and granular, with strict application of pre-existing condition rules and notably long waiting periods for certain benefits (e.g., 12 months for dental illness, 24 months for behavioural cover, 36 months for cremation cover).
A differentiating exclusion concerns dental and behavioural coverage, which are only accessible after specific durations, creating de facto exclusions for newer policyholders.
Breed exclusions are rigorously enforced, with a detailed prohibited list extending beyond Dangerous Dogs Act breeds, and cover is refused for any animal linked to commercial breeding or business use, even for more than two litters in a pet’s lifetime.
All elective, preventative and non-medically necessary treatments (routine neutering, vaccination costs, supplements, homeopathic treatments, and non-vet prescribed therapies) remain fully excluded, as does any overseas care arising from travel taken solely for treatment purposes.
Deliberate owner negligence (non-vaccination, inadequate care, fraud, or failure to notify changes) also voids cover in full, emphasising the insurer’s reliance on active policyholder responsibility.
| Exclusions | Details |
|---|---|
| Medical Exclusions | - Pre-existing conditions (illness: within first 14 days; injury: within first 48 hours) - Claims above ‘reasonable’ vet fees - Routine/preventive/elective treatment (neutering, spaying, whelping, flea/worm control, dewclaw removal, grooming, baths, dematting) - Dental (illness) in first year - Behavioural illness (first 24 months) - Certain prosthetics (other than hip/elbow/knee replacements) - Non-vet prescribed nutrition, supplements, vitamins - Experimental or non-authorised therapies - Euthanasia/cremation (unless cover elapsed: 1 year for euthanasia, 3 years for cremation) |
| Administrative & Ownership | - Non-named pets, pets under 8 weeks, or with lapsed policy - More than two litters (commercial breeding) - Pets used for commercial activity, working, guarding, or racing - Vaccinations not up to date (including use of non-standard/homeopathic vaccines) - Unnotified changes in pet health or policy details - Deliberate or negligent owner action (inadequate care, injuries by household) - Fraud or misrepresentation |
| Geographical/Identification | - Treatment overseas if travel was solely for treatment - Non-UK/EU journey cover beyond 180 days in a policy year - Specific breed exclusions (comprehensive list, not solely limited to UK legal list) - Claims related to war, terrorism, or nuclear risk |
| Section-Specific Exclusions | - Third-party liability: incidents involving household/family, paid carers (dog walkers/groomers), activities at shows/professional/commercial settings, breeds on exclusion list, pollution claims above £1M, punitive damages, and periods where the pet was left unattended - Death benefits: not payable for dogs 9+ or cats 11+ (illness), or pre-existing/recent illness, or if proof (vet/purchase) not provided - Advertising/reward: materials >£50, rewards to family/employees/thief - Boarding: excludes stays |
| Claims/Double Insurance | - Claims submitted after stated deadlines (60 days incident, 12 months veterinary) - Double insurance claims unless other policies exhausted first - Deliberate, illegal, or fraudulently claimed events - Missing or incomplete documentation |
- Claims above ‘reasonable’ vet fees
- Routine/preventive/elective treatment (neutering, spaying, whelping, flea/worm control, dewclaw removal, grooming, baths, dematting)
- Dental (illness) in first year
- Behavioural illness (first 24 months)
- Certain prosthetics (other than hip/elbow/knee replacements)
- Non-vet prescribed nutrition, supplements, vitamins
- Experimental or non-authorised therapies
- Euthanasia/cremation (unless cover elapsed: 1 year for euthanasia, 3 years for cremation)
- More than two litters (commercial breeding)
- Pets used for commercial activity, working, guarding, or racing
- Vaccinations not up to date (including use of non-standard/homeopathic vaccines)
- Unnotified changes in pet health or policy details
- Deliberate or negligent owner action (inadequate care, injuries by household)
- Fraud or misrepresentation
- Non-UK/EU journey cover beyond 180 days in a policy year
- Specific breed exclusions (comprehensive list, not solely limited to UK legal list)
- Claims related to war, terrorism, or nuclear risk
- Death benefits: not payable for dogs 9+ or cats 11+ (illness), or pre-existing/recent illness, or if proof (vet/purchase) not provided
- Advertising/reward: materials >£50, rewards to family/employees/thief
- Boarding: excludes stays
- Double insurance claims unless other policies exhausted first
- Deliberate, illegal, or fraudulently claimed events
- Missing or incomplete documentation
Purely Pets rates
Purely Pets is positioned in the UK market as a mid-range to slightly premium insurer, mainly due to its high maximum annual vet fee limits (up to £15,000), comprehensive dental, diagnostics, and strong inclusions such as 24/7 video vet and third-party liability. While the breadth and depth of cover in the Silver and Gold plans are on par with the top providers, and excesses are not unusually high, premiums can rise significantly year-on-year, especially as pets age, making Purely Pets less attractive for those primarily seeking price stability.
Its digital-first approach—relying on online claims, direct-to-vet payment, and remote access—helps control base costs, but the wide scope of lifetime cover and ancillary benefits places it above budget or entry-level options.
Exclusions and waiting periods align with industry standards, but generous vet fee caps and flexibility (including for seniors, with no age limit) justify a higher price than more basic competitors.
Overall, Purely Pets provides a median-to-comprehensive offer: not the cheapest, but strong value for owners seeking extensive, lifetime protection who prioritise digital service and higher claim limits.
| Bronze (£1,000-£5,000/yr) | Silver (£6,000-£10,000/yr) | Gold (£11,000-£15,000/yr) | |
|---|---|---|---|
| Cat, young (2–4 yrs) | £10–£13/mo | £15–£18/mo | £22–£26/mo |
| Cat, senior (7–8 yrs) | £16–£19/mo | £23–£27/mo | £33–£39/mo |
| Small dog (2–4 yrs) | £13–£16/mo | £18–£22/mo | £26–£32/mo |
| Large dog (2–4 yrs) | £21–£25/mo | £29–£34/mo | £41–£49/mo |
| Small dog, senior (7–8 yrs) | £23–£28/mo | £32–£39/mo | £46–£56/mo |
| Large dog, senior (7–8 yrs) | £35–£44/mo | £48–£58/mo | £64–£83/mo |
To secure the best value for your pet’s insurance, it’s always wise to compare leading providers and obtain tailored quotes for your animal’s age and breed.
👉 Compare pet insurance plans for freeStart saving on vet billsPurely Pets promo codes
| Purely Pets Promo Codes | Details |
|---|---|
| Code promo HelloSafe | -5% on your quote |
How much will I be reimbursed with Purely Pets?
With Purely Pets, your pet's vet bills can be significantly reduced depending on the reimbursement formula selected. The Gold formula, their highest level, provides up to £15,000 in annual cover for veterinary fees, dental (with annual check-ups), diagnostics, complementary treatments, and much more—giving you peace of mind even in serious medical situations. Below are three classic examples for a dog or cat insured with Purely Pets Gold cover (£15,000 annual cap), based on a standard annual excess of £100 and co-payment not triggered (i.e., pet under 6 years old):
Informations importantes
✅ Example 1: Accidental fracture – Emergency surgery
Total vet fees: £2,800 (consults, X-rays, anaesthesia, fracture repair, hospitalisation, medications)
Annual excess (per condition): £100 (deducted from first claim for this condition this year)
Reimbursable after excess: £2,800 – £100 = £2,700
Amount reimbursed with Purely Pets Gold: £2,700 (100% after excess: no co-pay for pets under 6)
👉 You receive £2,700 reimbursed. Your out-of-pocket expense is only the £100 excess.
ℹ️ If your pet turns 6 during the policy year, a 20% co-payment applies to the remaining vet fees for new claims. The £15,000 annual limit means major claims are covered up to one of the UK's highest caps.
Informations importantes
✅ Example 2: Dental illness treatment (routine dental scale & treatment for gingivitis)
Total vet fees: £450 (anaesthesia, dental scale/polish, antibiotics, aftercare)
Annual excess (per condition): £100 (first dental claim for this policy year)
Amount reimbursable after excess: £450 – £100 = £350
Amount reimbursed with Gold: £350 (100% after excess, since pet is under 6 and dental cover available after year 1)
👉 You receive £350 reimbursed, pay only the £100 excess.
ℹ️ Dental illness claims are only reimbursed if you’ve been insured for more than 12 months and provide proof of annual dental check-ups. The Gold plan covers up to £2,000 a year for dental procedures.
Informations importantes
✅ Example 3: Complementary therapy for post-injury recovery
Total fees for physiotherapy & hydrotherapy: £800 (8 sessions after ligament injury)
Annual excess (applies once per distinct condition/year): £100
Amount reimbursable after excess: £800 – £100 = £700
Amount reimbursed with Gold (within £1,000 annual complementary care cap): £700
👉 You receive £700 reimbursed. Your total cost is only £100 for the excess.
ℹ️ Complementary therapies such as physiotherapy, hydrotherapy, acupuncture and more are covered on Gold, within an annual £1,000 cap—and these sessions can be vital for recovery after major surgery or injury.
Purely Pets Assistance
Purely Pets offers 24/7 unlimited video vet consultations via the Joii Pet Care app, which is a strong differentiator for immediate assistance and remote triage for insureds in the UK. There is no Purely Pets branded mobile app; claims management relies on an online portal, which is functional but receives some negative feedback regarding usability and administration from customers. Direct-to-vet payments are possible when supported by the treating practice, removing the need for the insured to pay upfront out-of-pocket—a valuable feature in the British market. Interest-free monthly payment options are available, but alternatives such as Payvet, Carecredit, or integrated split-payment tools are not provided. However, the absence of an in-house clinic network or direct vet partnerships could limit options for simplified workflows and added-value negotiated rates.
| Assistance Purely Pets | Disponible ? | Détails |
|---|---|---|
| Advance of fees | ✅ | Direct payment to vets is supported for eligible claims if the practice agrees. Insureds may otherwise pay upfront and claim back. No Payvet, PetCard, or Carecredit options. |
| Payment facilities | ✅ | Monthly interest-free instalments are offered. No alternative split-payment solutions. |
| Mobile application | ❌ | No Purely Pets app. Policy management is via website portal. Video vet app (Joii) is separate. Customers report the online portal is functional but sometimes difficult to use. |
| Digital claims management | ✅ | Claims submitted via secure online portal. Paperless process encouraged. Vet can submit claims directly or claims can be tracked online. No mobile app submission. |
| Veterinary emergency | ✅ | 24/7 access to qualified UK vet advice via Joii video app. No dedicated emergency line for live phone triage. No physical clinic network for emergencies. |
| Partnered clinic/vet network | ❌ | No tied vet or pharmacy network. Customers choose any UK/EU registered vet. No negotiated rates, no referrals system. |
| Cover abroad | ✅ | Veterinary fees covered up to annual cap for temporary trips—max. 180 days/year in UK and EU. No cover for animals resident outside the UK. |
Insureds may otherwise pay upfront and claim back.
No Payvet, PetCard, or Carecredit options.
No alternative split-payment solutions.
Policy management is via website portal.
Video vet app (Joii) is separate.
Customers report the online portal is functional but sometimes difficult to use.
Paperless process encouraged.
Vet can submit claims directly or claims can be tracked online.
No mobile app submission.
No dedicated emergency line for live phone triage.
No physical clinic network for emergencies.
Customers choose any UK/EU registered vet.
No negotiated rates, no referrals system.
No cover for animals resident outside the UK.
Customer feedback on Purely Pets
| Review site | Rating and number of reviews |
|---|---|
| Trustpilot | 3.5/5 (17,153 reviews) |
We have analysed the reviews from the sites listed above. In terms of positives, policyholders who have taken out a contract with Purely Pets for their animal in the UK frequently highlight:
- The efficiency of the claims process: many customers report that claims are paid quickly, often faster than stated, with reimbursements processed within approximately two weeks.
- The quality of customer service: staff are described as helpful, knowledgeable, and compassionate, particularly in situations involving pet illness or end-of-life care.
- The clear and easy setup and management: the sign-up process and website usability are frequently praised for being straightforward and convenient.
- Consistency and breadth of cover: cases where expensive or recurring treatments have been covered without issue over multiple years are mentioned as positive experiences.
- Good value for money compared to other insurers: several reviews mention that the price and level of cover are regarded as competitive.
On the negative side:
- The significant annual increase of premiums: numerous customers regret large and sometimes sudden price hikes upon renewal, which are not always transparently explained and can exceed 100% increase year-on-year.
- Delays and difficulties with claims: some policyholders report slow claims processing—taking weeks or months—repetitive requests for documentation, or claims being declined, leading to out-of-pocket costs.
- Problems with the online claims portal and administration: the digital interface and internal organisation are described as cumbersome or inefficient by certain users.
- Perceived lack of compassion or poor communication in difficult moments: a few clients mention feeling unsupported or poorly communicated with during claims or when cancelling a policy.
How to contact Purely Pets?
| Purely Pets Customer Service | Details |
|---|---|
| To get a quote or subscribe online | You can use the HelloSafe pet insurance comparison tool, choose the plan that suits you and click to get a quote. |
| To request and track a reimbursement | Report your claim quickly, preferably via the online management portal or by phone at 0330 102 5748. - You will need to provide: policy number, detailed invoices, veterinary reports, proof of payment, any document related to the event (e.g.: incident report, proof of purchase, etc.) - Claims can also be sent by email to [email protected]. - Payment can be made directly to the vet, otherwise reimbursement to your bank account. - The observed average reimbursement time is about 2 weeks. - Make sure your pet is up to date with vaccinations and that the condition is not excluded (pre-existing or during waiting period). |
| To obtain a certificate of insurance | Contact customer service at 0330 102 5748 or send an email to [email protected]. Include your request and policy number; the certificate will be sent by email or mail as you prefer. |
| To contact assistance | For general questions, administrative issues, modifications or emergencies, contact customer service: - Phone: 0330 102 5748 (Mon–Fri: 8am–8pm, Sat: 9am–2pm) - Email: [email protected]. - For free 24/7 vet consultation: use the Joii Pet Care app included in your contract. |
| To cancel my contract | Let Purely Pets know by email at [email protected] or by phone at 0330 102 5748. - For cancellation within 14 days (cooling-off) without having made a claim, a full refund may be possible. - After that, cancellation is possible anytime, with prorated reimbursement (except if a claim has been paid during the covered period). - Attach your policy number and the reasons for cancellation. - Notice: generally 1 month (check your subscription confirmation). - Postal address (if you wish to send via recorded mail): Purely Pets, 45 Westerham Road, Sevenoaks, Kent TN13 2QB, United Kingdom. |
- You will need to provide: policy number, detailed invoices, veterinary reports, proof of payment, any document related to the event (e.g.: incident report, proof of purchase, etc.)
- Claims can also be sent by email to [email protected].
- Payment can be made directly to the vet, otherwise reimbursement to your bank account.
- The observed average reimbursement time is about 2 weeks.
- Make sure your pet is up to date with vaccinations and that the condition is not excluded (pre-existing or during waiting period).
Include your request and policy number; the certificate will be sent by email or mail as you prefer.
- Phone: 0330 102 5748 (Mon–Fri: 8am–8pm, Sat: 9am–2pm)
- Email: [email protected].
- For free 24/7 vet consultation: use the Joii Pet Care app included in your contract.
- For cancellation within 14 days (cooling-off) without having made a claim, a full refund may be possible.
- After that, cancellation is possible anytime, with prorated reimbursement (except if a claim has been paid during the covered period).
- Attach your policy number and the reasons for cancellation.
- Notice: generally 1 month (check your subscription confirmation).
- Postal address (if you wish to send via recorded mail): Purely Pets, 45 Westerham Road, Sevenoaks, Kent TN13 2QB, United Kingdom.
FAQ
Do I need to pay vet fees upfront with Purely Pets?
Purely Pets offers the option for direct payments to vets, meaning that in many cases, they can settle bills directly with your veterinary practice, subject to your vet agreeing. However, if your vet does not accept direct payment, you may need to pay upfront and claim reimbursement. Always check with your vet and Purely Pets before treatment to confirm if direct settlement is possible.
How do I cancel my Purely Pets pet insurance?
You can cancel your Purely Pets policy by emailing [email protected] or calling 0330 102 5748. A 14-day cooling-off period applies for a full refund if no claim is made; after that, cancellation is possible anytime with a pro-rata refund (unless a claim has been submitted). Be ready to provide your policy details and written confirmation of your request.
Are pre-existing conditions covered by Purely Pets?
No, Purely Pets does not cover pre-existing conditions—any illness or injury present, noticed, or treated before your policy start date, or during the initial waiting periods, is excluded. It’s best to insure your pet early, before any health issues develop, to maximize your cover.
Does Purely Pets cover dental treatment for my pet?
Dental cover is included, but with limits. Accidental dental injuries are covered from day one, while cover for dental illness starts after twelve months on your policy, provided your pet has regular annual dental check-ups. Routine dental care or pre-existing dental problems are not covered.
Can I insure older pets with Purely Pets?
Yes, Purely Pets has no upper age limit for starting or renewing policies. Cover begins from 8 weeks old, so you can insure senior pets at any age. Note, however, that a co-payment (typically 20% per claim) applies once your pet turns six years old, in addition to any fixed excess.
Do I need to pay vet fees upfront with Purely Pets?
Purely Pets offers the option for direct payments to vets, meaning that in many cases, they can settle bills directly with your veterinary practice, subject to your vet agreeing. However, if your vet does not accept direct payment, you may need to pay upfront and claim reimbursement. Always check with your vet and Purely Pets before treatment to confirm if direct settlement is possible.
How do I cancel my Purely Pets pet insurance?
You can cancel your Purely Pets policy by emailing [email protected] or calling 0330 102 5748. A 14-day cooling-off period applies for a full refund if no claim is made; after that, cancellation is possible anytime with a pro-rata refund (unless a claim has been submitted). Be ready to provide your policy details and written confirmation of your request.
Are pre-existing conditions covered by Purely Pets?
No, Purely Pets does not cover pre-existing conditions—any illness or injury present, noticed, or treated before your policy start date, or during the initial waiting periods, is excluded. It’s best to insure your pet early, before any health issues develop, to maximize your cover.
Does Purely Pets cover dental treatment for my pet?
Dental cover is included, but with limits. Accidental dental injuries are covered from day one, while cover for dental illness starts after twelve months on your policy, provided your pet has regular annual dental check-ups. Routine dental care or pre-existing dental problems are not covered.
Can I insure older pets with Purely Pets?
Yes, Purely Pets has no upper age limit for starting or renewing policies. Cover begins from 8 weeks old, so you can insure senior pets at any age. Note, however, that a co-payment (typically 20% per claim) applies once your pet turns six years old, in addition to any fixed excess.
