About Animal Friends
Animal Friends is a Financial Services company based in Salisbury (United Kingdom) founded in 1998 by Elaine Fairfax, and was acquired by Pinnacle Pet Group in April 2023. Internet first pet insurer. Its website animalfriends.co.uk draws about 460 thousand monthly visits. Animal Friends offers products and services including Accident Only Insurance, Time Limited Insurance, Max Benefit Insurance, and Lifetime Insurance. Its focus areas include FinTech, Internet First Insurance Platforms, Internet First Insurers and P&C. Its legal entity is ANIMAL FRIENDS INSURANCE SERVICES LIMITED. Its competitors include Napo, Fluffy and Pinnacle Pet Group; 2 of its 3 listed competitors have raised funding.
Company details
Animal Friends was founded in 1998 in Salisbury, United Kingdom, as an internet-based pet insurer. An online platform is operated to deliver quotes for insurance policies covering dogs, cats, and horses. Coverage includes accidents, illnesses, vet fees, and horse riders. Services are focused on the pet insurance sector within the UK market.
- Headquarters Salisbury, United Kingdom
- Founders Elaine Fairfax
- Stage Acquired
- SectorsFinancial Services
- Website category Pets and Animals · Pet Food and Supplies
- Email••••••••
- Phone•••• ••••
- Website animalfriends.co.uk
- Social LinkedIn X Facebook Instagram YouTube
- Acquired by Pinnacle Pet Group (Apr 2023)
- Legal Name Animal Friends Insurance Services Limited
- Date of Incorporation 14 Sep, 1998
- Jurisdiction AMESBURY, WILTSHIRE
- Investors
- Acquired byPinnacle Pet Group
(Apr 2023)
Products & Services of Animal Friends
Animal Friends offers a comprehensive portfolio of products and services, including Accident Only Insurance, Time Limited Insurance, Max Benefit Insurance, and Lifetime Insurance.
Covers costs for pet accidents and injuries only.
Provides coverage for new conditions up to a time limit.
Offers maximum benefit limits for veterinary treatments.
Delivers lifelong coverage for ongoing pet health issues.
Apps and channels of Animal Friends
its YouTube channel Animal Friends Insurance has 803 subscribers and 30 videos.
Videos from Animal Friends
The most watched videos on Animal Friends's YouTube channel, Animal Friends Insurance (803 subscribers). Click a video to play it here.
More on Animal Friends Insurance.
Investors in Animal Friends
Animal Friends has secured backing from 1 investor. Prominent investors backing the company include Pinnacle Pet Group.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Provides pet insurance and care services through multi-brand channels in Europe. | 2022 | pinnaclepetgroup.com | Borehamwood, United Kingdom |
Investor details for Animal Friends
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People of Animal Friends
39 people are tracked at Animal Friends (12 in leadership, 27 in team).
| Name | Role | Group |
|---|---|---|
Elaine Fairfax | Founder & Managing Director | Leadership |
Jen Wormleighton | Head Of Veterinary Services | Leadership |
Richard Mills | Chief Executive Officer | Leadership |
Claire Rhodes | Head Of Insurance Products | Leadership |
Ben Pryce | Chief Operating Officer | Leadership |
Sammy Powell | Head Of Programme Delivery | Leadership |
Clare Metcalfe | Head Of Partnerships | Leadership |
Lisa Canning | Head Of Compliance | Leadership |
John A. | Head Of Strategy | Leadership |
Hannah Morris | Talent Acquisition Partner | Leadership |
Carrie Daniels | Head Of Talent Acquisition | Leadership |
Shane Nielsen | Talent Acquisition Partner - PPG UK & Europe | Leadership |
David Murray | Program Management Office (pmo) Manager | Team |
Katie Eydmann | Senior Project Manager | Team |
Aaron Sullivan | Senior Developer | Team |
Fiona Gardiner | Retention Team Leader | Team |
Louis Lambourne | Outbound Customer Contact Manager (sales And Retention) | Team |
Kate Vigor | Service & Retention Improvement Manager | Team |
Victoria Smith | Senior Insurance Product Specialist | Team |
Tara Hughes Rvn | Veterinary Services Specialist | Team |
19 more people are available in the full profile.
Complete people profiles for Animal Friends
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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Timeline of Animal Friends
2 dated milestones of Animal Friends across 25 years, from founding to its latest funding, stage changes and deals.
- Founded Animal Friends is founded.
- Exit Acquired by Pinnacle Pet Group.
Competitors of Animal Friends
Animal Friends has 3 listed competitors in our database, 2 of them funded. They include Napo, Fluffy and Pinnacle Pet Group.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| napo.pet | 2021 | London, United Kingdom | $32.31M | 30 | Online platform for pet insurance | |
| joinfluffy.com | 2021 | London, United Kingdom | $6.9M | Multi-category pet services are provided via an app-based platform. | ||
| pinnaclepetgroup.com | 2022 | Borehamwood, United Kingdom | Provides pet insurance and care services through multi-brand channels in Europe. |
Detailed competitors of Animal Friends
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Web traffic of Animal Friends
The website of Animal Friends (animalfriends.co.uk) receives about 460.2K visits a month and ranks #101,350 among all websites worldwide, #591 in Pet Food and Supplies.
- Monthly visits460.2K
▲ 18.1% vs previous month
- Unique visitors166.2K
per month
- Global rank#101,350
among all websites
- Category rank#591
Pets and Animals · Pet Food and Supplies
- Bounce rate42%
- Pages per visit4.2
- Average visit1 min 49 sec
- DevicesDesktop 13% · Mobile 87%
Websites whose visitors overlap most with Animal Friends. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| waggel.co.uk | 100% | 208.9K | #179,526 | View details | |
| rspca.org.uk | 90% | 2M | #29,236 | View details | |
| manypets.com | 90% | 752.5K | #94,875 | View details | |
petgevity.co.uk | petgevity.co.uk | 88% | #282,158 | – | |
theinsuranceemporium.co.uk | theinsuranceemporium.co.uk | 87% | #281,446 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for Animal Friends
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Related news about Animal Friends
Complete news archive for Animal Friends
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Frequently Asked Questions about Animal Friends
Animal Friends was founded in 1998.
Animal Friends is headquartered in Salisbury, United Kingdom. It is registered at Salisbury, Wiltshire, United Kingdom.
Animal Friends was founded in 1998 in Salisbury, United Kingdom, as an internet-based pet insurer. An online platform is operated to deliver quotes for insurance policies covering dogs, cats, and horses. Coverage includes accidents, illnesses, vet fees, and horse riders. Services are focused on the pet insurance sector within the UK market.
Animal Friends's top competitors include Napo, Fluffy and Pinnacle Pet Group.
Animal Friends offers Accident Only Insurance, Time Limited Insurance, Max Benefit Insurance, and Lifetime Insurance.
Animal Friends has 1 investor. Key investors include Pinnacle Pet Group.
Animal Friends operates through Animal Friends Insurance Services Limited.
Yes. Animal Friends was acquired by Pinnacle Pet Group in April 2023.
The website of Animal Friends receives about 460 thousand visits a month and ranks #101,350 among all websites worldwide.