February Members' Forum & PEIA 1st Birthday

Care, Clarity, Data & Responsibility

PEIA’s February Members’ Forum was more than a knowledge-sharing event — it became a conversation about how the pet and equine insurance ecosystem is evolving, where tensions exist, and where alignment is urgently needed.

Held at Browne Jacobson, the forum also marked PEIA’s first birthday, creating a natural moment for reflection alongside forward-looking discussion.

Opening Reflections: One Year of PEIA

The CEO update acknowledged both momentum and responsibility.

Membership growth beyond 50 organisations within PEIA’s first year reflects strong industry engagement, yet the wider context remains challenging:

• Rising consumer complaints
• Regulatory scrutiny under Consumer Duty
• Ongoing confusion around policy features such as “lifetime” cover
• Veterinary inflation pressures
• The need for better data and collaboration

Pet insurance was positioned not as a niche line, but as:

“A mainstream personal lines product requiring mature, cross-sector dialogue.”

The update reinforced PEIA’s continuing purpose:

“Supporting sustainable, trusted insurance that protects animals, serves customers fairly, and works in partnership with veterinary professionals.”

Data Insights Group Update – Charlotte Halkett

Charlotte Halkett provided an update on PEIA’s Data & Insights initiatives, introducing two significant collaborative proposals.

Large Liability Claims Analysis

Recognising that individual insurers rarely hold sufficient volumes of very large losses to model them robustly, the initiative proposes:

• Pooled large-loss data across participating members
• Improved actuarial confidence in reserving and pricing
• Better reinsurance negotiation support
• Reduced volatility-driven uncertainty

Charlotte noted:

“No one company has enough of the very large claims to produce truly robust actuarial modelling — collaboration reduces uncertainty for everyone.”

State of the Industry (“Pet Paper”)

Charlotte emphasised the importance of credibility and transparency:

“Numbers that are incorrect without explanation are less helpful than not having a number at all.”

The Pet Paper aims to provide:

• Fact-based market context
• Clear articulation of assumptions
• A regulator-ready reference point
• A shared evidence base for industry dialogue

IVC Evidensia – Dave Martin

Underwriting the Animal Kingdom: The Influence of Corporate Veterinary Practice and the Value of Care

Dave Martin delivered a candid exploration of how veterinary practice has transformed over the past 15–20 years.

Rather than framing rising fees purely as inflation, the session highlighted structural shifts:

• Advanced diagnostics becoming routine
• Hospital-grade anaesthesia and monitoring
• Degree-qualified nursing teams
• Evidence-based clinical frameworks
• 24-hour supervision and critical care

A defining observation resonated strongly:

“Modern veterinary care is not simply more expensive — it is fundamentally different.”

Dave also captured the paradox of client expectations:

“When pets are healthy, owners want simplicity. When pets are ill, they want every possible option.”

AMDO – Phil McKinnon

Navigating the UK Microchip Regime

Phil McKinnon demystified the UK microchip and database ecosystem.

Clarifications included:

• Microchips are identifiers, not tracking devices
• Databases — not chips — store the data
• Operators carry defined legal responsibilities
• Consent and data-access constraints are real

Phil highlighted:

“A microchip is an identifier — the intelligence sits within the databases and the governance around access and consent.”

The session explored realistic insurer opportunities:

• Improved lost-and-found outcomes
• Strengthened fraud controls
• Better ecosystem integration

NAPHIA – Rick Faucher

Raising Standards Through Collaboration: The NAPHIA Model

Rick Faucher introduced members to North America’s association-led approach.

Discussion focused on:

• How NAPHIA supports standards and trust
• Lessons from a more mature trade association model
• Data sharing and consumer education
• The PEIA–NAPHIA partnership

Rick reflected:

“Strong associations accelerate market maturity, credibility, and constructive regulatory dialogue.”

He also reinforced the shared ambition across markets:

“Sustainable, trusted pet insurance ultimately improves outcomes for pets and their owners.”

Equus Claims – Mark Pilkington

In the Legal Dog House

Mark Pilkington delivered an engaging, case-led session examining liability under the Animals Act 1971.

Key insights:

• Owners may face liability without negligence
• Strict liability depends on satisfying all statutory tests
• “Likely” means more than merely possible
• Prior incidents are not required for knowledge
• Multiple “keepers” may exist

Mark described the legislation as:

“Cumbersome, opaque — yet still critically important for claims outcomes.”

A sobering reminder followed:

“Underinsurance, or no insurance at all, can leave owners personally exposed and claimants without remedy.”

Browne Jacobson – Tim Johnson

Clarity of Pet Insurance Policies

Joining remotely, Tim Johnson explored policy clarity through regulatory and linguistic lenses.

Themes included:

• Consumer Duty and customer understanding obligations
• The UK’s literacy challenges
• Research on linguistic drivers of misunderstanding
• Practical simplification strategies

Tim observed:

“Complexity is not neutral — it directly affects complaints, trust, and enforceability.”

Against the Consumer Duty backdrop:

“Clarity is no longer a ‘nice to have’ — it is central to customer outcomes and regulatory compliance.”

Panel Discussion & Audience Q&A

The forum concluded with a cross-speaker panel discussion where conversations converged around:

A Forum Defined by Maturity

The February Forum reflected a sector moving beyond surface debate:

• Less rhetoric
• More nuance
• More recognition that veterinary medicine, insurance design, regulation, consumer behaviour, and data maturity are inseparable.

With Thanks

PEIA extends sincere thanks to:

• Browne Jacobson for hosting

• Guidewire for sponsoring PEIA’s First Birthday Celebration

• All speakers and panellists

• Members and guests for their continued engagement

Looking Ahead

Future forums will continue exploring:

Claims, Fraud & Complaints
AI – the Consumer, Animal Journey & Guard Rails
Vulnerable Customers
Veterinary Engagement