New proposition to grow pet insurance market share

Case study

The context

Millions of cats and dogs go uninsured in the UK each year, creating a risk for the owners and an untapped opportunity for insurers. Our client wanted to explore opportunities for a low cost, entry-level proposition to build its share of the market.

What we did

Qualitative research amongst cat and dog owners who did not already hold pet insurance but were not outright rejecters, exploring the overall mindset, barriers / drivers to pet insurance take-up and response to the early product concept.

How it helped

The client knew how to adapt and develop the product, so that it could eventually become a stepping-stone for customers to upgrade to a more comprehensive policy.

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