Purely Pets

UK pet-only insurer offering a wide tier ladder. Evidence is being verified.

Review due11 of 11 comparison topics researchedReviewed 9 July 2026

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At a glance

Vet-fee limit: Lifetime Bronze offers veterinary fees from £1,000 to £5,000; Lifetime Silver from £6,000 to £10,000; Lifetime Gold from £11,000 to £15,000. Purely Pets also says Lifetime cover is available up to £15,000
Excess and co-payment: Excess: Fixed excess applies per incident, per period of insurance. The public cover table says fixed excess minimum values are on the schedule, and the FAQ says customers can choose from a range of excess options during quotation · Co-payment: Co-payment is 20%. It is optional for pets under 6 and compulsory from the day the pet turns 6. The FAQ also says once applied it cannot be removed for the life of the policy
Waiting periods: Illnesses are excluded if they arise before or during the first 14 days. Accidents and injuries are excluded if they arise before or during the first 48 hours. Switching exemptions are not clearly stated in the main wording reviewed
Pre-existing conditions: Purely Pets does not cover pre-existing conditions. It defines these as illnesses or injuries, and direct complications, known to you or identified or investigated by a vet before cover started, or in the early waiting period

Things to check before choosing

What you may pay

ExcessFixed excess applies per incident, per period of insurance. The public cover table says fixed excess minimum values are on the schedule, and the FAQ says customers can choose from a range of excess options during quotation

Being checked

Details: Fixed excess applies per incident, per period of insurance. The public cover table says fixed excess minimum values are on the schedule, and the FAQ says customers can choose from a range of excess options during quotation

Details not fully published in the official sources reviewed.

Official source: Purely Pets policy wording; FAQs · reviewed 2026-07-09

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Co-paymentCo-payment is 20%. It is optional for pets under 6 and compulsory from the day the pet turns 6. The FAQ also says once applied it cannot be removed for the life of the policy

Being checked

Details: Co-payment is 20%. It is optional for pets under 6 and compulsory from the day the pet turns 6. The FAQ also says once applied it cannot be removed for the life of the policy

Summary of the official wording: a 20% co-payment applies in addition to fixed excess when selected or once the pet reaches age 6, and it then remains part of the policy

Official source: Purely Pets policy wording; FAQs; homepage cover summary · reviewed 2026-07-09

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What the policy may limit

Vet Fee LimitsLifetime Bronze offers veterinary fees from £1,000 to £5,000; Lifetime Silver from £6,000 to £10,000; Lifetime Gold from £11,000 to £15,000. Purely Pets also says Lifetime cover is available up to £15,000

Being checked

Details: Lifetime Bronze offers veterinary fees from £1,000 to £5,000; Lifetime Silver from £6,000 to £10,000; Lifetime Gold from £11,000 to £15,000. Purely Pets also says Lifetime cover is available up to £15,000

Summary of the official wording: veterinary-fee cover is lifetime and varies by chosen cover level across Bronze, Silver and Gold bands

Official source: Homepage; Purely Pets policy wording · reviewed 2026-07-09

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Hidden LimitsDental, specialised diagnostics, cruciate injury treatment, complementary treatment, special diet, death benefits, boarding, holiday cancellation, loss by theft/straying and advertising/reward all have internal benefit limits by cover tier. Examples: dental is £500 on Bronze and £2,000 on Silver/Gold; complementary treatment is £500/£750/£1,000; special diet is £100; overseas cover is 180 days per year

Being checked

Details: Dental, specialised diagnostics, cruciate injury treatment, complementary treatment, special diet, death benefits, boarding, holiday cancellation, loss by theft/straying and advertising/reward all have internal benefit limits by cover tier. Examples: dental is £500 on Bronze and £2,000 on Silver/Gold; complementary treatment is £500/£750/£1,000; special diet is £100; overseas cover is 180 days per year

Summary of the official wording: table benefits cap specific sub-benefits inside the overall veterinary-fee limit and some costs continue only while the policy remains in force and is renewed

Official source: Purely Pets policy wording · reviewed 2026-07-09

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Dental CoverDental treatment is covered for accidents from policy start, subject to the 48-hour accident waiting period. Dental illness cover applies only after the policy has been live for at least 12 months for new conditions, and only with evidence of annual dental checks. Bronze includes up to £500; Silver and Gold include up to £2,000

Being checked

Details: Dental treatment is covered for accidents from policy start, subject to the 48-hour accident waiting period. Dental illness cover applies only after the policy has been live for at least 12 months for new conditions, and only with evidence of annual dental checks. Bronze includes up to £500; Silver and Gold include up to £2,000

Summary of the official wording: accident-related dental cover starts after the accident waiting period; illness-related dental cover requires 12 months’ live cover, a new condition, and compliant annual checks

Official source: Purely Pets policy wording · reviewed 2026-07-09

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Behavioural TreatmentBehavioural modification is covered, but only where the change in behaviour could not have been avoided by training or medical intervention and the treatment is pre-approved and carried out by an approved behavioural professional. The cover table also contains internal behavioural-treatment limits

Being checked

Details: Behavioural modification is covered, but only where the change in behaviour could not have been avoided by training or medical intervention and the treatment is pre-approved and carried out by an approved behavioural professional. The cover table also contains internal behavioural-treatment limits

Summary of the official wording: behavioural treatment must be pre-approved, connected to the required clinical standard, and delivered by defined approved behaviourist bodies

Official source: Purely Pets policy wording · reviewed 2026-07-09

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When and how cover applies

Waiting PeriodsIllnesses are excluded if they arise before or during the first 14 days. Accidents and injuries are excluded if they arise before or during the first 48 hours. Switching exemptions are not clearly stated in the main wording reviewed

Being checked

Details: Illnesses are excluded if they arise before or during the first 14 days. Accidents and injuries are excluded if they arise before or during the first 48 hours. Switching exemptions are not clearly stated in the main wording reviewed

The official wording summary is that illness in the first 14 days and accident or injury in the first 48 hours from inception are excluded, including relevant pre-existing recurrences

Official source: Purely Pets policy wording · reviewed 2026-07-09

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Pre-existing ConditionsPurely Pets does not cover pre-existing conditions. It defines these as illnesses or injuries, and direct complications, known to you or identified or investigated by a vet before cover started, or in the early waiting period

Being checked

Details: Purely Pets does not cover pre-existing conditions. It defines these as illnesses or injuries, and direct complications, known to you or identified or investigated by a vet before cover started, or in the early waiting period

Summary of the official wording: any illness or injury, including direct complications, that was identified, investigated, or otherwise known before cover started is pre-existing and excluded; early-period illness or injury is also treated as excluded

Official source: Purely Pets policy wording · reviewed 2026-07-09

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ClaimsClaims must be submitted within 12 months of treatment. Claims can be notified online or by phone, and vet fee claims can be started either by the policyholder or by the vet. Vet Envoy digital submissions are supported where the practice uses it.

Being checked

Details: Claims must be submitted within 12 months of treatment. Claims can be notified online or by phone, and vet fee claims can be started either by the policyholder or by the vet. Vet Envoy digital submissions are supported where the practice uses it.

Summary of the official wording: claims must be submitted within 12 months, can be notified online or by phone, and supporting evidence can be uploaded digitally or provided later

Official source: Purely Pets policy wording; Make a Claim page; FAQs · reviewed 2026-07-09

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RenewalsDetails not fully published in the official sources reviewed.

Not clearly published

Details: Details not fully published in the official sources reviewed.

Summary of the official wording: if further periods of insurance are offered, insurer pricing and policy terms may change at renewal, and some benefits depend on renewal invitation and continued cover

Official source: Purely Pets policy wording · reviewed 2026-07-09

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Provider Features15 lifetime cover levels; Bronze/Silver/Gold cover architecture; flexible excess options; 20% co-payment age rule; dental cover with annual-check conditions; specialised diagnostics and cruciate inner limits; complementary treatment; special diet allowance; death from illness and accident; boarding fees; holiday cancellation; loss by theft/straying; advertising and reward; third party legal liability for dogs; direct payment to vets; online claims management; 24/7 vet video consultations; and no upper age limit

Being checked

Details: 15 lifetime cover levels; Bronze/Silver/Gold cover architecture; flexible excess options; 20% co-payment age rule; dental cover with annual-check conditions; specialised diagnostics and cruciate inner limits; complementary treatment; special diet allowance; death from illness and accident; boarding fees; holiday cancellation; loss by theft/straying; advertising and reward; third party legal liability for dogs; direct payment to vets; online claims management; 24/7 vet video consultations; and no upper age limit

Not published in official documents reviewed

Official source: Not published in official documents reviewed · reviewed 2026-07-09

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Policy change history

Knowledge Platform updated2026-07-01
Framework updated to v1.4 — Evidence Layer expanded across every Knowledge Product.
Guide refreshed2026-06-15
Claims and Pre-existing Conditions explainers updated with clearer plain-English wording.

Official information

Underwriter / administrator: Insurance Factory Ltd trading name; actual underwriter not cleanly verified

Knowledge Platform v1.4 · checked 2026-07-09. Every answer records the official information it came from, and many link straight to the insurer's own page or document. Where an answer names a document but we have not yet linked it, we say so on the answer instead of implying a direct link.

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