Is Purely Pets Pet Insurance Worth It? Our Review 2025
Our expert's opinion on Purely Pets
Purely Pets stands out on the UK market with a comprehensive range of three lifetime policies (Bronze, Silver, Gold), offering annual vet fee limits from £1,000 up to £15,000, alongside notable extras such as dental cover (£500 to £2,000), overseas care (up to 180 days), and included public liability for dogs (£1M–£2M). Premiums are competitive for lifetime products with broad reimbursement rates, but fixed excesses and mandatory 20% co-payment for older pets (from age 6) can increase costs over time. Purely Pets positions itself midway between budget and premium insurers, with strengths in advanced diagnostics (£1,000–£1,500) and inclusive services like unlimited tele-vet access 24/7 through Joii Pet Care. It is well-suited to owners seeking high annual vet limits or enhanced extras, especially for younger dogs and cats of eligible breeds not on the exclusion list, as well as multi-pet households or those looking for robust UK and travel cover. The company, a trading name of Insurance Factory Limited (regulated by the FCA), manages a significant portfolio, and although exact premium volume is not public, its large UK customer base suggests solid financial reliability. On Trustpilot, Purely Pets maintains a score of 4,2/5 from over 2,500 reviews, reflecting strong customer satisfaction. Claims are managed efficiently online or by phone, with most reimbursements processed in 10–30 working days—on par with UK market standards.
- Three lifetime cover options up to £15,000 per year
- Generous dental and advanced diagnostic cover
- Unlimited 24/7 tele-vet consultation via Joii Pet Care
- Public liability cover up to £2M for dogs
- Travel cover for up to 180 days per year
- Broad range of additional benefits (loss, theft, boarding, holidays)
- High customer satisfaction, Trustpilot 4,2/5 (2,500+ reviews)
- Many popular dog breeds excluded from cover
- 20% co-payment compulsory from pet age 6
- Strict conditions on dental and behavioural claims
- No cover for pre-existing or hereditary conditions
- Annual excess applies, rising for older pets
- Purely Pets Guarantees
- 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 34 leading insurance policies on the market each year to provide you with reliable and impartial analysis. Thanks to this thorough approach, hundreds of thousands of users in the UK rely on us every month to guide them with their most important financial decisions. undefined
Purely Pets Guarantees
Purely Pets offers three lifetime formulas (Bronze, Silver, Gold) with high annual reimbursement limits (£1,000 to £15,000) and resetting coverage each year for ongoing conditions.
Coverage stands out for integrative specialist care (diagnostic imaging, complementary therapies), broad dental inclusion from accidents (immediate) and disease (after 12 months), and specialist vet teleconsultations 24/7.
Bronze, Silver, and Gold differ primarily by annual caps for key guarantees (dental, liability, diagnostics, death, boarding, loss), with fixed excess disclosed in the policy schedule and mandatory 20% co-payment for animals over 6 years.
Key weaknesses include strict breed exclusions, age limits for death/crémation, and waiting periods for dental (12 months), behavioural (24 months), and cremation (36 months).
Purely Pets is competitive for reimbursement limits and benefits diversity but restricts access via multiple exclusions and sub-limits per benefit.
| Name of benefit | Lifetime Bronze | Lifetime Silver | Lifetime Gold |
|---|---|---|---|
| Positioning of formula | Entry-level, essential cover | Mid-range, extended cover | Premium, high-level protection |
| Type of cover | Accident & illness (lifetime) | Accident & illness (lifetime) | Accident & illness (lifetime) |
| Covered animals | Dogs and cats except excluded breeds/types | Dogs and cats except excluded breeds/types | Dogs and cats except excluded breeds/types |
| % reimbursement | 100% up to limit, minus fixed excess (%) and co-pay | 100% up to limit, minus fixed excess (%) and co-pay | 100% up to limit, minus fixed excess (%) and co-pay |
| Annual reimbursement limit | £1,000–£5,000 per policy year | £6,000–£10,000 per policy year | £11,000–£15,000 per policy year |
| Annual/per-act excess | Fixed excess per claim, see policy schedule | Fixed excess per claim, see policy schedule | Fixed excess per claim, see policy schedule |
| Dog min/max age for enrolment | Minimum 8 weeks, no clear stated upper limit | Minimum 8 weeks, no clear stated upper limit | Minimum 8 weeks, no clear stated upper limit |
| Cat min/max age for enrolment | Minimum 8 weeks, no clear stated upper limit | Minimum 8 weeks, no clear stated upper limit | Minimum 8 weeks, no clear stated upper limit |
| Pre-signing health questionnaire? | Yes, medical history required | Yes, medical history required | Yes, medical history required |
| Waiting period for illness | 14 days from policy start | 14 days from policy start | 14 days from policy start |
| Waiting period for accidents | 48 hours from policy start | 48 hours from policy start | 48 hours from policy start |
| Lifetime cover once insured | Yes, with annual renewal | Yes, with annual renewal | Yes, with annual renewal |
| Average claim reimbursement time | Not specified (typically 1–2 weeks) | Not specified (typically 1–2 weeks) | Not specified (typically 1–2 weeks) |
| Vet consultations (classic, emergency, spec.) | Covered, costs within annual limit | Covered, costs within annual limit | Covered, costs within annual limit |
| Medication | Covered, prescription only, within annual limit | Covered, prescription only, within annual limit | Covered, prescription only, within annual limit |
| Hospitalisation | Covered, within annual limit | Covered, within annual limit | Covered, within annual limit |
| Ambulance fees | Covered if prescribed, within annual limit | Covered if prescribed, within annual limit | Covered if prescribed, within annual limit |
| Surgery, anaesthesia | Covered, within annual limit | Covered, within annual limit | Covered, within annual limit |
| MRI, CT scans, ultrasound | Up to £1,000 for MRI/CT, all imaging in main limit | Up to £1,500 for MRI/CT, all imaging in main limit | Up to £1,500 for MRI/CT, all imaging in main limit |
| Laboratory analyses | Covered, within annual limit | Covered, within annual limit | Covered, within annual limit |
| Radiotherapy | Covered if prescribed, within annual limit | Covered if prescribed, within annual limit | Covered if prescribed, within annual limit |
| Teeth/dentistry | Up to £500 p.a. (accident immediate, illness after 12m) | Up to £2,000 p.a. (accident immediate, illness after 12m) | Up to £2,000 p.a. (accident immediate, illness after 12m) |
| Descaling | Included in dental cover, after 12 months continuous | Included in dental cover, after 12 months continuous | Included in dental cover, after 12 months continuous |
| Vaccinations (required or not) | Not reimbursed, but required for full cover | Not reimbursed, but required for full cover | Not reimbursed, but required for full cover |
| Antiparasitics/worming | Not reimbursed, still required for eligibility | Not reimbursed, still required for eligibility | Not reimbursed, still required for eligibility |
| Neutering/spaying (dog/cat) | Not reimbursed | Not reimbursed | Not reimbursed |
| Identification/microchip | Not reimbursed, but required by law | Not reimbursed, but required by law | Not reimbursed, but required by law |
| Hygiene products | Not reimbursed | Not reimbursed | Not reimbursed |
| Alternative medicine (osteopath, acupuncture) | Up to £500/year with vet referral | Up to £750/year with vet referral | Up to £1,000/year with vet referral |
| Covered countries/travel | UK + 180 days/year EU & listed countries, main limit | UK + 180 days/year EU & listed countries, main limit | UK + 180 days/year EU & listed countries, main limit |
| Death / cremation | Death: £1,000, cremation to £100 after 36 months | Death: £1,500, cremation to £100 after 36 months | Death: £2,000, cremation to £100 after 36 months |
| Euthanasia | Up to £100 if prescribed | Up to £100 if prescribed | Up to £100 if prescribed |
| Theft or loss | Up to £1,000 with required formalities | Up to £1,500 with required formalities | Up to £2,000 with required formalities |
| Boarding fees | Up to £1,000 if owner hospitalised >96h | Up to £1,500 if owner hospitalised >96h | Up to £2,000 if owner hospitalised >96h |
| Civil liability (dogs only) | Up to £1M, no pro use, breed exclusions | Up to £2M, no pro use, breed exclusions | Up to £2M, no pro use, breed exclusions |
| Reward/advertising fees | Up to £1,000 for search/return | Up to £1,500 for search/return | Up to £2,000 for search/return |
- Breed/type, pre-existing, non-compliance and age-related exclusions apply to many guarantees
- Dental illness: 12-month wait and annual check-up required
- Behavioural therapy: only after 24 months, up to limits, by accredited professional
- Boarding: only if hospitalised >96 hours, upper limits apply
- Cremation: only after 36 months policy continuous, up to £100
- Vaccinations, microchipping, neutering not reimbursed but mandatory for eligibility
- 20% compulsory co-pay for animals aged 6+ years, limits above include all sub-limits
Purely Pets Exclusions
Purely Pets' exclusion policy stands out due to an extremely restrictive list of dog breeds, whose ineligibility affects both coverage for medical care and civil liability, making it particularly strict on this point compared to the market. Benefits related to behavioral disorders and dental care for illness are only covered after 24 and 12 months of continuous contract, respectively, offering a longer waiting period than most competitors. Any illness or accident prior to subscription or occurring during the waiting period remains excluded, including treatment for infectious diseases if the vaccination protocol is not followed, with strict verification of supporting documents. Professional activities (pet sitting, training, commercial breeding, hunting) also systematically result in non-coverage, as does any infraction of UK animal ownership law. Finally, administrative exclusions apply in cases of unidentified animals, false statements, or late claim declarations.
| Exclusions | Details |
|---|---|
| Medical exclusions | - Pre-existing conditions or those occurring before contract activation or during the waiting period (14 days illness, 48 hours accident) - Diseases/infections covered by required vaccination if not carried out - Dental care for illness: excluded during the first 12 months of continuous subscription and without annual check - Behavioral treatment: excluded under 24 months of continuous contract or without accredited practitioner - Cosmetic/comfort reasons - Treatment not prescribed/diagnosis without prior symptoms - Alternative treatments without agreement or veterinary prescription - Dietary regimes not prescribed for urinary stones - Animals under 8 weeks |
| Racial/animal exclusions | - Explicitly listed dog breeds (Akita, XL Bully, Rottweiler, Shar Pei, etc.) - Animals that have shown aggressive behavior or been trained to attack - Animals used in professional activity, hunting, competition, commercial breeding (>2 litters) |
| Geographical exclusions | - Care provided outside UK and non-listed/EU countries for more than 180 days per year - Expenses or incidents occurring in government-restricted areas, war, or nuclear risk zones |
| Administrative & legal exclusions | - Non-compliance with vaccination requirements and annual checks - Breach of UK law (Animal Welfare Act, Control of Dogs Order) - Animal not kept at the declared address - Absence of animal identification - False statement, attempt at fraud - Claim declared beyond the maximum indicated deadline (12 months after care) |
| Supplementary cover & liability exclusions | - Death by illness or cremation costs if animal (dog ≥9 years, cat ≥11 years) - Death by illness/accident if purchase price not justified: reduced fixed compensation - Loss/theft not compensated without proof of actions (advert, declaration to police/shelter) - Civil liability excluded for family members/paid carers/owner, professional activities, non-covered breeds - Reward paid to relatives or the thief not reimbursed |
- Diseases/infections covered by required vaccination if not carried out
- Dental care for illness: excluded during the first 12 months of continuous subscription and without annual check
- Behavioral treatment: excluded under 24 months of continuous contract or without accredited practitioner
- Cosmetic/comfort reasons
- Treatment not prescribed/diagnosis without prior symptoms
- Alternative treatments without agreement or veterinary prescription
- Dietary regimes not prescribed for urinary stones
- Animals under 8 weeks
- Animals that have shown aggressive behavior or been trained to attack
- Animals used in professional activity, hunting, competition, commercial breeding (>2 litters)
- Expenses or incidents occurring in government-restricted areas, war, or nuclear risk zones
- Breach of UK law (Animal Welfare Act, Control of Dogs Order)
- Animal not kept at the declared address
- Absence of animal identification
- False statement, attempt at fraud
- Claim declared beyond the maximum indicated deadline (12 months after care)
- Death by illness/accident if purchase price not justified: reduced fixed compensation
- Loss/theft not compensated without proof of actions (advert, declaration to police/shelter)
- Civil liability excluded for family members/paid carers/owner, professional activities, non-covered breeds
- Reward paid to relatives or the thief not reimbursed
Purely Pets Rates
Overall, Purely Pets is positioned in the mid to slightly higher price segment, justified by high reimbursement limits (up to £15,000/year in the Gold plan) and the inclusion of costly options from the Silver level (dental care, advanced diagnostics, complementary treatments).
Deductibles and co-payments are in line with UK standards (20% mandatory from age 6), with no particular advantage here to reduce out-of-pocket expenses.
The advanced digitalization – 100% online management, unlimited included veterinary teleconsultation – enables efficient management, but these economies of scale do not result in a “discount” pricing policy as some low-cost pure players do.
The offer therefore stands out mainly for its level of coverage (limits, specialties, related guarantees), but comes with a very strict list of breed exclusions and significant access constraints for certain guarantees.
Purely Pets is competitive for those seeking wide coverage, but it is neither an entry-level provider nor one for highly personalized premium segments, and is primarily for those wanting broad protection at a fair price without basic options.
| Lifetime Bronze | Lifetime Silver | Lifetime Gold | |
|---|---|---|---|
| Young cat (2 - 4 years) | £11/month | £19/month | £26/month |
| Senior cat (7 - 8 years) | £17/month | £30/month | £41/month |
| Small breed dog | £15/month | £23/month | £37/month |
| Small breed dog (2-4 years) | £13/month | £21/month | £33/month |
| Large breed dog (2-4 years) | £18/month | £31/month | £43/month |
| Senior dog (7 - 8 years) | £25/month | £44/month | £61/month |
Purely Pets promo codes
| Purely Pets Promo Codes | Details |
|---|---|
| HelloSafe | -5% on your quote |
Note: Promo codes are subject to change. For the latest promo codes, visit our comparison of the best pet insurance policies.
How much will I be reimbursed with Purely Pets?
| Soin | Prix moyen (£) | Remboursement Purely Pets Lifetime Gold | Reste à charge assuré (hors franchise) |
|---|---|---|---|
| Consultation vétérinaire | £55 | Remboursé £55 Franchise à payer Plafond annuel £15,000 | Reste à charge : £0 (hors franchise) |
| Castration / Stérilisation | £180 | Non remboursé (acte de convenance exclu) | Reste à charge : £180 |
| Vaccins annuel | £60 | Non remboursé (prévention exclue) | Reste à charge : £60 |
| Détartrage dentaire médic. | £350 | Remboursé £350 Franchise à payer Plafond dentaire £2,000 (maladie : après 12 mois) | Reste à charge : £0 (hors franchise, hors délai d’attente applicable) |
| Scanner (CT/MRI) | £950 | Remboursé £950 Franchise à payer Plafond annuel £1,500 pour cette catégorie | Reste à charge : £0 (hors franchise ; montant remboursé jusqu’à £1,500/plafond) |
Franchise à payer
Plafond annuel £15,000
Franchise à payer
Plafond dentaire £2,000 (maladie : après 12 mois)
Franchise à payer
Plafond annuel £1,500 pour cette catégorie
Excess: variable amount depending on policy endorsement (generally around £90 to £120 per treatment). Co-payment 20% from age 6.
Purely Pets Assistance
Purely Pets assistance stands out with unlimited native access to 24/7 veterinary teleconsultation via the Joii Pet Care app, available at no extra cost—a major asset for emergencies or preventive advice.
Contract management, reimbursement requests, and claim tracking are fully handled online from a client portal or the dedicated app, making administrative procedures easier.
However, Purely Pets does not offer an advance payment service such as Payvet: the insured pays for the care and then requests reimbursement, which can complicate financial management when faced with significant veterinary expenses.
The absence of a partner veterinarian network or agreements with clinics means there are no negotiated rates or access to privileged care channels in case of heavy hospitalization.
Finally, international coverage is solid, with up to 180 days/year of care in the EU and other countries, although fund management and advances remain the client's responsibility during the stay.
| Assistance Purely Pets | Available? | Details |
|---|---|---|
| Advance payment | ❌ | No third-party payment service or Payvet-type advance payment. |
| Payment options | ✅ | Premium can be paid annually or monthly at no additional cost. |
| Mobile app | ✅ | Joii Pet Care app accessible 24/7 for veterinary teleconsultation and symptom checker. Contract management and claims fully digitalized. |
| Digital claims management | ✅ | Full declaration and reimbursement tracking online on client portal or via the app. |
| Veterinary emergency | ✅ | 24/7 veterinary video-consultation via Joii Pet Care app included with no use limit. |
| Clinic and vet network | ❌ | No network of partner clinics or affiliated veterinarians. No negotiated rates or access to specific channels. |
| Coverage abroad | ✅ | Coverage up to 180 days/year in the EU and certain listed countries. Reimbursements after return, costs initially advanced by the insured. |
Contract management and claims fully digitalized.
Reimbursements after return, costs initially advanced by the insured.
Customer feedback on Purely Pets
| Review site | Rating and number of reviews |
|---|---|
| Trustpilot | 4.5/5 (over 2,600 reviews) |
| Feefo | 4.7/5 (over 1,200 reviews) |
| Reviews.io | 4.1/5 (about 900 reviews) |
A positive aspect regularly highlighted by Purely Pets policyholders is the smooth claim process, with customers mentioning that reimbursements are generally handled quickly and the documentation required is clear. A dedicated and accessible customer service is often described, with many policyholders finding responses helpful, friendly, and efficient, both for routine inquiries and more complex claims. Unlimited 24/7 access to vet teleconsultations via Joii Pet Care is widely appreciated, offering reassurance and practical support without additional costs. A broad choice of cover levels—including high annual benefit limits and lifetime coverage—gives policyholders flexibility and confidence in managing their pet’s health needs.
A negative aspect that frequently emerges is the number of exclusions, particularly for certain dog breeds and pre-existing conditions, which can disappoint customers who discover these limits only when making a claim. Some policyholders express frustration with annual increases in premiums, sometimes rising faster than expected after a claim or as the pet ages. A few reviews mention communication issues in specific cases, such as delays or the need to follow up repeatedly to reach a resolution. The relatively strict requirements for cover continuation—such as annual health checks and up-to-date vaccinations—are sometimes seen as burdensome or leading to rejected claims. Occasionally, customers find that certain costs (especially complementary or longer-term treatments) are only partially reimbursed or subject to restrictive sub-limits within the overall annual cap.
How to contact Purely Pets?
| Service client Purely Pets | Details |
|---|---|
| To get a quote or subscribe online | To subscribe, use our best pet insurance comparison tool, select the Purely Pets offer you are interested in and request a quote. For any commercial question, contact customer service by phone on 0330 102 5748 or by email at [email protected]. |
| To request and track a reimbursement | Submit your claim within 12 months of treatment, either online on your customer area, by phone on 0330 102 5748, or by email at [email protected]. Required documents: original invoices, care sheet, veterinary report, proof of purchase/value of the animal, possibly a police/shelter report. Reimbursement is usually made by bank transfer. Observed processing time: 1 to 3 weeks after file validation. Direct payment to the vet is possible (mention it when declaring the claim). |
| To obtain a certificate of insurance | Request it by email at [email protected], by phone on 0330 102 5748 or by mail at: Purely Pets, 2nd Floor, 5000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. Provide the contract policy number and the insured animal's identity to obtain the certificate quickly. |
| To contact assistance | Veterinary assistance available 24/7 via the Joii Pet Care app (includes teleconsultation and symptom checker). For an emergency or a medical request, also contact customer service by phone on 0330 102 5748. For any administrative questions: [email protected]. |
| To cancel my contract | Send your cancellation request by email to [email protected] or by mail to: Purely Pets, 2nd Floor, 5000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. Include the following information: policy number, subscriber details, reason for cancellation. Cooling-off right: 14 days after receipt of the contract if no claim has been declared (prorated refund). Outside this period, comply with the remaining commitment period and check if there are payments still due in case of a declared claim. Remember to attach any supporting documents required depending on the reason. |
For any commercial question, contact customer service by phone on 0330 102 5748 or by email at [email protected].
Required documents: original invoices, care sheet, veterinary report, proof of purchase/value of the animal, possibly a police/shelter report.
Reimbursement is usually made by bank transfer. Observed processing time: 1 to 3 weeks after file validation.
Direct payment to the vet is possible (mention it when declaring the claim).
Purely Pets, 2nd Floor, 5000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN.
Provide the contract policy number and the insured animal's identity to obtain the certificate quickly.
For an emergency or a medical request, also contact customer service by phone on 0330 102 5748.
For any administrative questions: [email protected].
Purely Pets, 2nd Floor, 5000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN.
Include the following information: policy number, subscriber details, reason for cancellation.
Cooling-off right: 14 days after receipt of the contract if no claim has been declared (prorated refund).
Outside this period, comply with the remaining commitment period and check if there are payments still due in case of a declared claim.
Remember to attach any supporting documents required depending on the reason.
FAQ
Do I need to pay the vet bills upfront with Purely Pets?
Purely Pets allows you to request that payments are made directly to your vet, provided the practice is willing to accept direct payment from insurers. However, this arrangement needs to be agreed with the vet before treatment. If direct payment is not possible, you will need to pay the vet first and then claim the costs back from Purely Pets.
How do I cancel my Purely Pets pet insurance policy?
To cancel your Purely Pets policy, contact their customer service by phone, email, or post. There’s a 14-day cooling-off period from the day you receive your policy documents for a full refund if no claim has been made. After this, you can still cancel at any time, but you may need to pay until the end of your billing period and provide written notice, usually with your policy number.
Which animals and breeds are not eligible for Purely Pets insurance?
Purely Pets excludes certain dog breeds such as Akita, Rottweiler, XL Bully, Shar Pei, and others, as well as animals used for commercial breeding, guarding, or professional work. Animals under 8 weeks old or not compliant with UK animal laws are also not eligible. Always check the full list of excluded breeds and conditions in the policy documents.
What are the main exclusions and waiting periods to be aware of?
There is a 14-day waiting period for illness and 48 hours for accidents from the policy start date. Purely Pets does not cover pre-existing conditions, routine or preventative care, or illnesses due to missed vaccinations. Dental illness is only covered after 12 months of continuous insurance (with regular check-ups), and certain treatments have specific conditions or timeframes.
Are there age limits or extra costs as my pet gets older?
Yes, there are age limits for some benefits: cover for death due to illness ends for dogs at age 9 and cats at 11. Once your pet turns 6, a compulsory 20% co-payment per claim applies on top of the fixed excess. Cremation cover and behavioural treatment also have specific waiting periods and age limits—always review your schedule and policy documents for details.
Do I need to pay the vet bills upfront with Purely Pets?
Purely Pets allows you to request that payments are made directly to your vet, provided the practice is willing to accept direct payment from insurers. However, this arrangement needs to be agreed with the vet before treatment. If direct payment is not possible, you will need to pay the vet first and then claim the costs back from Purely Pets.
How do I cancel my Purely Pets pet insurance policy?
To cancel your Purely Pets policy, contact their customer service by phone, email, or post. There’s a 14-day cooling-off period from the day you receive your policy documents for a full refund if no claim has been made. After this, you can still cancel at any time, but you may need to pay until the end of your billing period and provide written notice, usually with your policy number.
Which animals and breeds are not eligible for Purely Pets insurance?
Purely Pets excludes certain dog breeds such as Akita, Rottweiler, XL Bully, Shar Pei, and others, as well as animals used for commercial breeding, guarding, or professional work. Animals under 8 weeks old or not compliant with UK animal laws are also not eligible. Always check the full list of excluded breeds and conditions in the policy documents.
What are the main exclusions and waiting periods to be aware of?
There is a 14-day waiting period for illness and 48 hours for accidents from the policy start date. Purely Pets does not cover pre-existing conditions, routine or preventative care, or illnesses due to missed vaccinations. Dental illness is only covered after 12 months of continuous insurance (with regular check-ups), and certain treatments have specific conditions or timeframes.
Are there age limits or extra costs as my pet gets older?
Yes, there are age limits for some benefits: cover for death due to illness ends for dogs at age 9 and cats at 11. Once your pet turns 6, a compulsory 20% co-payment per claim applies on top of the fixed excess. Cremation cover and behavioural treatment also have specific waiting periods and age limits—always review your schedule and policy documents for details.
