Our honest review of Animal Friends pet insurance
Animal Friends runs three Lifetime tiers (Silver £1,500, Gold £3,500, Platinum £6,500) under Red Sands Insurance Company (Europe) Limited, plus an Accident Only plan under Pinnacle. The standard excess is £75 per condition per year and the senior co-payment of 15% kicks in from age 7 — earlier than the typical UK threshold of 8. The annual vet fee limits are below the UK market average for top-tier plans (Platinum £6,500 vs Agria Lifetime Premium up to £20,000). Dental treatment for illness sits within the vet fees limit but requires 2 years on policy with documented regular check-ups before becoming eligible — an unusually long wait in the UK market. The charitable mission (donation to animal welfare for every policy) and Trustpilot at 4.6/5 from 51,254 reviews (highest review volume in the UK segment) are genuine strengths. The free Joii Pet Care 24/7 video and nurse service is included. For owners aligned with the charitable model and willing to wait 2 years for dental cover, Animal Friends Platinum is competitive. For owners who want dental as standard from day one with a comparable underwriter, the same Red Sands underwriter sits behind Waggel — without the 2-year dental wait.
Our take: compare before signing up. With Waggel, dental illness is included as standard from policy start within the annual limit, vs a 2-year wait at Animal Friends.
Strengths
- Trustpilot 4.6/5 from 51,254 reviews — the highest review volume in the UK pet insurance segment
- Charitable mission: a donation goes to animal welfare organisations for every policy sold (genuine, not marketing)
- Three Lifetime tiers + Accident Only plan, transparent annual vet fee limits in the wording
- Free Joii Pet Care 24/7 video and nurse consultations (dogs and cats only)
- Red Sands Insurance Company (Europe) Limited as Lifetime underwriter (same as Waggel)
- Pay vets direct via Pawtal portal at participating practices
- 10-day illness waiting period is at the short end of the UK market
- Entry-tier monthly premium starts around £8, lower than most lifetime competitors
Weaknesses
- Annual vet fee limits below UK market average: Silver £1,500, Gold £3,500, Platinum £6,500 (Agria Lifetime Premium reaches up to £20,000)
- Dental cover for illness only after 2 years on policy with documented regular check-ups — unusually long wait
- 15% senior co-payment from age 7 (earlier than the typical UK threshold of 8)
- Accident Only plan applies steeper co-pay: 20% or 35% for dogs aged 8+ and cats aged 10+ (specifics per Schedule)
- Pre-existing conditions excluded with no finite lookback window — any illness or injury occurring before policy start permanently excluded
- Hydrotherapy capped at 10 sessions post-surgery on Lifetime plans
- Silver plan excludes death from illness cover entirely
- Death claims excluded for dogs aged 9+ and cats aged 11+
- Accident Only plan has £15,000 lifetime condition cap in addition to the £2,500 annual limit
- Two different underwriters (Red Sands for Lifetime, Pinnacle for Accident Only) means two complaint paths
What does Animal Friends cover for pet insurance?
Animal Friends offers four plan options: three Lifetime tiers (Silver, Gold, Platinum) with annual benefit reset, plus a separate Accident Only plan. The Lifetime annual vet fee limits scale from £1,500 to £6,500. All Lifetime plans share the same £75 excess and 15% senior co-payment from age 7. The Accident Only plan is underwritten separately by Pinnacle with a different cost structure.
| Coverage | Silver | Gold | Platinum | Accident Only |
|---|---|---|---|---|
| Cover type | Lifetime (annual reset) | Lifetime | Lifetime | Accident Only (£15k lifetime/condition cap) |
| Annual vet fee limit | £1,500 | £3,500 | £6,500 | £2,500 |
| Excess (Lifetime: per condition / year) | £75 | £75 | £75 | Per Schedule |
| Senior co-payment (from age 7 Lifetime / 8+ AO) | 15% | 15% | 15% | 20% or 35% |
| Dental for illness (after 2 years + check-ups) | Within vet fees | Within vet fees | Within vet fees | Not covered |
| Complementary therapy (vet-recommended) | Within vet fees, 10 hydro sessions max | Same | Same | £500 sub-limit |
| Third Party Liability (dogs only) | £1,000,000 + £100 excess | £1,000,000 | £1,000,000 | Not included |
| Death from illness | Not covered | Covered | Covered | Not covered |
| Joii Pet Care 24/7 (dogs and cats) | Free | Free | Free | Free |
| Pay vets direct (Pawtal at participating) | Available | Available | Available | Available |
| Underwriter | Red Sands | Red Sands | Red Sands | Pinnacle |
HelloSafe comparison · updated May 2026
Annual vet fee cap vs monthly premium
Each provider's position on the two dimensions that drive value. Upper-left: lowest price, highest cap.
Indicative monthly prices for a medium-breed adult dog, mid-tier plan. Annual cap shown for the top-tier Lifetime plan of each provider.
Waiting periods
| Event type | Waiting period |
|---|---|
| Accidents | 48 hours |
| Illness (general) | 10 days |
| Dental (illness, after 2-year on policy) | 2 years on policy + history of check-ups |
| Pre-existing conditions | Excluded (no finite lookback window) |
| Senior co-payment threshold (Lifetime) | Age 7 (15% co-pay applies) |
| Senior co-payment threshold (Accident Only) | Age 8 dogs / 10 cats (20% or 35% co-pay) |
| Death from illness exclusion (Silver) | Excluded entirely on Silver plan |
| Death claims age cap (Lifetime) | Dogs 9+, cats 11+ excluded |
The 10-day illness waiting period is short and in line with the best UK lifetime insurers. The 48-hour accident period is standard. The structural issue sits in the dental requirement: 2 years on policy with documented regular check-ups, which most owners miss at signup. For dental peace of mind from day one, Waggel (same Red Sands underwriter) is the more straightforward option.
What does Animal Friends exclude?
Animal Friends' exclusions are extensive. Three areas carry the most practical weight: the 2-year dental wait, the death-from-illness exclusion on Silver, and the pre-existing rule with no finite lookback window.
| Category | What the policy says |
|---|---|
| Pre-existing conditions | Any illness or injury occurring before policy start, permanently excluded, no finite lookback |
| Illness in first 10 days | Excluded |
| Routine and preventative treatments | Vaccinations, flea/tick/worm, spaying, castration, dental cleaning, grooming |
| Pregnancy, giving birth | Excluded |
| Umbilical hernia repair | Excluded |
| Dental treatment not related to illness or injury | Cosmetic, under/overshot jaws |
| Dental for illness without 2-year on policy + check-ups history | Excluded |
| Death from illness on Silver plan | Not covered (Silver only) |
| Death claims for dogs aged 9+ / cats aged 11+ | Excluded across all plans |
When you read the fine print on the dental clause, Animal Friends sets two conditions before dental for illness becomes eligible: 2 years of continuous cover AND a documented history of regular vet dental check-ups during those 2 years. Miss a check-up during the qualifying period and the dental cover is excluded indefinitely. This is more restrictive than the standard UK "annual dental check required for dental claims" clause applied by most competitors (Waggel, Agria, Petplan).
Animal Friends pricing and reimbursement
Animal Friends does not publish a fixed price grid; premiums depend on species, breed, age, postcode and chosen plan. The estimates below reflect realistic UK market ranges based on Animal Friends' positioning as an entry-to-mid-tier insurer.
Sample pricing
| Profile | Silver (£1.5k) | Gold (£3.5k) | Platinum (£6.5k) | Accident Only |
|---|---|---|---|---|
| Cat, 1 year, mixed breed | £8–£12/mo | £12–£18/mo | £16–£22/mo | £6–£10/mo |
| Cat, 5 years, mixed breed | £12–£17/mo | £17–£24/mo | £22–£30/mo | £9–£14/mo |
| Dog, 1 year, medium breed | £10–£15/mo | £15–£22/mo | £22–£32/mo | £8–£12/mo |
| Dog, 5 years, Labrador | £18–£26/mo | £26–£36/mo | £36–£50/mo | £14–£20/mo |
| Dog, 1 year, large breed | £15–£22/mo | £22–£32/mo | £30–£42/mo | £12–£18/mo |
The entry-tier Animal Friends pricing (Silver from £8/month) is among the lowest in the UK pet insurance market for a Lifetime structure. The trade-off is the limited £1,500 annual cap on Silver — significantly below what a single cruciate ligament surgery costs. Our take: compare before signing up. With Waggel, dental illness is included as standard from policy start within the annual limit, vs a 2-year wait at Animal Friends.
Available discounts
Multi-pet discount available — terms confirmed at quote stage. The charitable mission is the structural differentiator: every policy contributes to animal welfare organisations, which is unusual in the UK pet insurance market.
Upfront vet costs
Pay vets direct via Pawtal at participating practices. Where the practice uses Pawtal, claims are submitted online and paid directly to the vet. For non-participating practices, you pay the vet and submit a claim. The Joii Pet Care 24/7 video and nurse consultation service is accessed via the Joii app (separate from Pawtal).
3 reimbursement scenarios
Animal Friends vs the top UK alternatives
Animal Friends is the 3rd most-searched UK pet insurance brand (41,060 monthly branded searches) and has the highest Trustpilot review volume in the segment (51,254 reviews at 4.6/5). The chart below positions it against the three HelloSafe UK partners, plus Petplan as a reference.
What services does Animal Friends offer?
| Service | Status |
|---|---|
| Online claims portal (Pawtal) | Pay vets direct at participating practices |
| Joii Pet Care 24/7 video + nurse consultations | Free (dogs and cats only) |
| Joii Pet Care symptom checker | Free via app |
| Charitable donation per policy | Genuine animal welfare funding |
| Red Sands Insurance underwriting (Lifetime) | Yes |
| Pinnacle Insurance underwriting (Accident Only) | Yes |
| Multi-pet discount | Available |
| Monthly or annual payment | Both available |
Animal Friends operates online-first with the Pawtal portal for direct vet payment and Joii Pet Care for free 24/7 video and nurse consultations. The Joii integration is meaningful: unlimited video calls with UK-registered vets and nurse clinics, accessible via the Joii app at no extra cost (dogs and cats only). The charitable mission funds genuine animal welfare organisations for every policy sold — verifiable in Animal Friends' annual reporting.
What do customers say about Animal Friends?
Trustpilot shows 4.6/5 from 51,254 reviews on animalfriends.co.uk — the highest review volume in the UK pet insurance segment. This reflects both the scale of the customer base and consistent operational satisfaction at scale.
Positive themes are consistent: appreciation for the charitable mission ("my premium funds something I care about"), responsive Joii video consultations for routine queries, Pawtal direct vet payment working smoothly at participating practices, and clear claim handling on simple cases.
Negative themes recur on the 2-year dental wait ("I assumed dental was included from day one"), the 15% senior co-pay starting at age 7 ("earlier than other insurers"), and the £1,500 Silver cap being insufficient for major surgeries. The structural product issues are well-documented in reviews and well-understood by long-term customers — the operational experience is consistently positive, but the product limits are the recurring frustration.
How to contact and cancel Animal Friends
Contact
| Purpose | Channel | Details |
|---|---|---|
| Claims and reimbursement | Pawtal portal | Direct vet payment at participating practices |
| Joii Pet Care 24/7 consultations | Joii app | Free video and nurse clinics (dogs and cats) |
| Customer service | Phone / Email / Live Chat | Details on policy documents |
| Complaint escalation (Lifetime) | Animal Friends → Red Sands → FOS | Multi-entity |
| Complaint escalation (Accident Only) | Animal Friends → Pinnacle → FOS | Multi-entity, different underwriter |
Animal Friends operates phone, email, live chat and app channels. For Lifetime plans, complaints escalate through Animal Friends → Red Sands Insurance → Financial Ombudsman Service. For Accident Only, the underwriter is Pinnacle Insurance plc, so the escalation path differs. Owners should confirm which plan they have when raising a complaint, as the underwriter difference affects the regulatory chain.
Cancellation
| Step | Detail |
|---|---|
| 14-day cooling-off period | Full refund if cancelled within 14 days and no claims made |
| Cancellation method | Phone or written notice to Animal Friends |
| 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 | Policy auto-renews unless cancelled, Certificate confirms renewal premium each anniversary |
Cancellation is via phone or written notice. The 14-day cooling-off period (the grace window to cancel for a full refund) is standard FCA practice. After that, a pro-rata refund applies based on unused months.
Alternatives to Animal Friends
The three pet insurance providers HelloSafe recommends for UK owners comparing against Animal Friends.
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 Waggel (same Red Sands underwriter as Animal Friends Lifetime), dental illness is included as standard from policy start within the annual limit, vs a 2-year wait at Animal Friends. For owners aligned with the charitable mission but wanting day-one dental cover, the same underwriter is available without the 2-year wait.
Frequently asked questions about Animal Friends
Is Animal Friends pet insurance worth it?
Animal Friends has genuine strengths: the highest Trustpilot review volume in the UK pet insurance segment (4.6/5 from 51,254 reviews), the charitable mission (donations to animal welfare for every policy), and the free Joii Pet Care 24/7 service (dogs and cats). The structural trade-offs are the limited annual caps (Silver £1,500 / Gold £3,500 / Platinum £6,500 — below Agria Lifetime Premium which reaches up to £20,000), the 2-year wait before dental for illness becomes eligible, and the 15% senior co-pay from age 7 (earlier than most UK insurers at age 8). For young pets on the Platinum plan with no expected dental issues, Animal Friends is competitive. For chronic dental risk or large-breed dogs, the structural limits become binding.
How does the Animal Friends 2-year dental wait work?
Dental treatment for illness is covered within the overall annual vet fees limit, but only after 2 years on policy AND with a documented history of regular vet dental check-ups during those 2 years. If you miss a check-up during the qualifying period, the dental cover may be excluded indefinitely. This is more restrictive than the standard UK "annual dental check required for dental claims" clause applied by Waggel, Agria and Petplan. For owners whose pets are at risk of dental issues from day one (older cats, brachycephalic breeds), the 2-year wait creates a significant exposure window.
Does Animal Friends cover pre-existing conditions?
No. Animal Friends excludes any illness or injury occurring before the policy start date, with no finite lookback window stated. In practice this is a lifetime exclusion for pre-existing conditions. The standard UK 14-day waiting period for illnesses (10 days on Animal Friends) also creates a window during which new conditions appearing are excluded. For owners switching from another insurer, the standard waiting periods apply unless a continuity arrangement is agreed at quote stage.
What is the Animal Friends senior co-payment?
On the three Lifetime plans (Silver, Gold, Platinum), a 15% co-payment applies from the policy year your pet turns 7. This is earlier than the typical UK threshold of age 8 used by most lifetime insurers (Petplan, OnlyPaws). On a £3,000 cruciate surgery for a 7-year-old dog with the £75 excess: £3,000 minus £75 = £2,925 eligible, 15% of £2,925 = £439 you pay on top of the excess. The Accident Only plan applies a different structure: 20% or 35% co-pay for dogs aged 8+ and cats aged 10+ (exact percentages on the Schedule of Insurance).
How does Animal Friends compare to Waggel?
Both are underwritten by Red Sands Insurance Company (Europe) Limited on the Lifetime plans — same risk carrier, different product structure. Animal Friends offers three fixed Lifetime tiers (Silver £1,500 / Gold £3,500 / Platinum £6,500) with dental for illness available only after 2 years on policy, and a 15% senior co-pay from age 7. Waggel offers a single configurable Lifetime plan (annual limit set by the customer at quote) with dental illness up to £1,000 per year included as standard from policy start, and co-payment as an optional configuration. Trustpilot: Animal Friends 4.6/5 from 51,254 reviews, Waggel 4.5/5 from 13,274 reviews — Animal Friends has the higher review volume, Waggel the more flexible structure.
