Our honest review of Purely Pets pet insurance
Purely Pets is a UK indie pet insurance brand administered by Insurance Factory Limited (FCA 306164) — the same administrator behind Asda Pet Insurance. Three Lifetime tiers: Bronze, Silver, Gold. Waiting periods are 48 hours for accidents and 14 days for illness. The 20% co-payment applies from age 6 — earlier than the UK norm (most insurers apply senior co-pay from age 7-8). Trustpilot at 3.8/5 from 18,550 reviews is mid range for the UK pet insurance segment.
Our take: compare before signing up. With Agria, no age-related co-payment applies automatically at renewal, vs a 20% co-payment from age 6 at Purely Pets.
Strengths
- Three Lifetime tiers (Bronze / Silver / Gold)
- Insurance Factory Limited (FCA 306164) as administrator
- 48-hour accident waiting period at the short end of the UK market
- Trustpilot 3.8/5 from 18,550 reviews — mid range
- Multi-pet discount available
Weaknesses
- 20% co-payment from age 6 — earlier than the UK norm
- Annual vet fee limits, TPL, excess all on the Certificate of Insurance
- Pre-existing conditions excluded with no finite lookback window
- No 24/7 vet helpline included as standard
- Multi-entity escalation path
What does Purely Pets cover for pet insurance?
Purely Pets offers 3 Lifetime tiers (Bronze, Silver, Gold) under a single Insurance Factory administered policy.
| Coverage | Bronze | Silver | Gold |
|---|---|---|---|
| Cover type | Lifetime | Lifetime | Lifetime (top tier) |
| Annual vet fee limit | On Certificate | On Certificate | On Certificate |
| Excess (Set + senior age 6 uplift) | On Certificate | On Certificate | On Certificate |
| 20% co-payment from age 6 | Applies | Applies | Applies |
| Dental (with annual check-up) | Within vet fees | Within vet fees | Within vet fees |
| Third Party Liability (dogs) | On Certificate | On Certificate | On Certificate |
HelloSafe comparison · updated May 2026
Annual vet fee cap vs monthly premium
Each provider's position on the two dimensions that drive value.
Indicative monthly prices for a medium-breed adult dog, Gold plan.
Waiting periods
| Event type | Waiting period |
|---|---|
| Accidents | 48 hours |
| Illness | 14 days |
| Pre-existing conditions | Excluded |
| Senior co-payment threshold | Age 6 (20% co-pay applies) |
Standard accident and illness waiting. Age-6 senior threshold is the key cost concern.
What does Purely Pets exclude?
Standard UK indie underwriter exclusions.
| Category | What the policy says |
|---|---|
| Pre-existing conditions | Excluded |
| 20% co-pay from age 6 | Applies |
| Routine and preventative care | Excluded |
| Dangerous Dogs Act + XL Bully | Excluded |
Purely Pets pricing and reimbursement
Purely Pets does not publish a fixed price grid.
Sample pricing
| Profile | Bronze | Silver | Gold |
|---|---|---|---|
| Cat, 1 year, mixed breed | £12–£17/mo | £15–£21/mo | £19–£26/mo |
| Dog, 1 year, medium breed | £15–£21/mo | £19–£26/mo | £24–£32/mo |
| Dog, 5 years, Labrador | £22–£32/mo | £28–£38/mo | £34–£45/mo |
Our take: compare before signing up. With Agria, no age-related co-payment applies automatically at renewal, vs a 20% co-payment from age 6 at Purely Pets.
Available discounts
Multi-pet discount available.
Upfront vet costs
Direct vet payment may be available subject to practice arrangement.
3 reimbursement scenarios
Purely Pets vs the top UK alternatives
Purely Pets is a mid-volume UK indie. The chart positions it against the three HelloSafe UK partners.
What services does Purely Pets offer?
| Service | Status |
|---|---|
| Purely Pets customer portal | Yes |
| Insurance Factory administration (FCA 306164) | Yes |
| Multi-pet discount | Available |
| 24/7 vet helpline | Not included as standard |
Purely Pets operates through the customer portal. Administered by Insurance Factory.
What do customers say about Purely Pets?
Trustpilot shows 3.8/5 from 18,550 reviews — mid range for the UK pet insurance segment. Positive themes: claim handling responsiveness. Negative themes: 20% co-pay from age 6, no free vet helpline.
How to contact and cancel Purely Pets
Contact
| Purpose | Channel | Details |
|---|---|---|
| Claims and reimbursement | Purely Pets portal | Online submission |
| Customer service | Phone / Portal | Details on policy documents |
| Complaint escalation | Purely Pets → Insurance Factory → Underwriter → FOS | Multi-entity |
Operations via Insurance Factory administrative infrastructure.
Cancellation
| Step | Detail |
|---|---|
| 14-day cooling-off period | Full refund if cancelled within 14 days and no claims made |
| Cancellation method | Via portal or by phone |
| Refund after 14 days | Pro-rata refund for unused cover, subject to claim history |
| Cover after cancellation | Ceases on the cancellation date |
| Claims after cancellation | No claims accepted for incidents after the cancellation date |
| Renewal | Auto-renews unless cancelled |
14-day cooling-off period standard FCA practice.
Alternatives to Purely Pets
The three pet insurance providers HelloSafe recommends for UK owners comparing against Purely Pets.
Lifetime cover with annual pool reset, Swedish specialist since 1890, FCA-regulated UK branch.
Mobile-first lifetime cover, dental included as standard, rewards programme for healthy pets.
Flexible plans, accepts pets up to 9 years, multi-pet discount and complementary therapy add-ons.
Our take: compare before signing up. With Agria, no age-related co-payment applies automatically at renewal, vs a 20% co-payment from age 6 at Purely Pets.
Frequently asked questions about Purely Pets
Is Purely Pets insurance worth it?
Purely Pets is an Insurance Factory-administered Lifetime specialist with 3 tiers. Trustpilot 3.8/5 is mid range. The 20% co-pay from age 6 is early. For young pets, Purely Pets is competitive on pricing. For senior pets, alternatives without age-related co-pay (Agria) offer better long-term value.
