The Q4 2025 benchmarking report for UK pet insurance brands has just been published. Learn how these top 11 companies perform across the digital space.
The latest Q4 2025 benchmarking report for UK pet insurance has just been published. It covers the largest 11 UK pet insurance companies, including ManyPets, Animal Friends, Petplan UK, Healthy Pets Insurance, Waggel, Napo Pet Insurance, Pinnacle Pet UK, Vetsure for Vets, Petgevity UK, Agria Pet Insurance, and Fetch Pet Insurance.
The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks, and missed opportunities for other UK pet insurance companies to expand brand exposure, increase organic traffic, devise a keyword strategy, and more. This report identifies limitations that some companies are experiencing and how they can reduce them to optimise digital performance.
To see a preview and contents page of the Q4 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just 6 of the metrics we evaluated these top 11 pet insurance companies on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK pet insurance companies or request a copy of the report for the full review.
The 70+ pages of research benchmarks each retailer based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will under-perform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long term viability, competitive advantage, and sustainability.
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q4 2025, the average monthly budget wastage across these UK pet insurance companies was £16,711, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £82 . This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Agria Pet Insurance reported the lowest monthly cost-per-click (CPC) at £13, and Waggel has the highest at £385.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Napo Pet Insurance has the lowest estimate monthly ad spend at £562, and Waggel has the highest at £535,000.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. UK pet insurance companies should regularly assess their linking strategy to ensure they’re not directing customers to dead ends, where they can become frustrated and potentially leave the website.
In our previous audit, Napo Pet Insurance reported the most 404 errors (45). This quarter, Napo Pet Insurance has decreased their 404 errors to 34. Lowering the number of 404 errors benefits a website’s search engine performance. By ensuring that all pages are reachable and properly linked, a website can improve its crawl efficiency and potentially achieve higher rankings in search results. Currently, Petplan UK is the company to watch, with a total of 201 404 errors.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. UK pet insurance companies should use a mobile-friendly website theme to help increase the site speed, especially given that consumers are likely to leave a website if it takes longer than 3 seconds to load.
In our previous report, Petgevity UK flagged the slowest mobile site speed (23). This quarter, Petgevity UK continues to report 23 for their mobile site speed, keeping them at the bottom of the leaderboard. Mobile site speed matters because it directly impacts user experience. Visitors expect fast-loading pages, especially when browsing on mobile devices with varying network strengths. A slow website frustrates users, causing them to leave before the page even finishes loading.
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. All UK pet insurance companies should aim for backlinks from various high-authoritative websites with their target audience, which requires them to create relatable, accurate, and engaging content that other websites will want to link to.
A ‘good’ DA really comes down to how your competitors are performing, however it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our last report, Napo Pet Insurance received the lowest DA score (39). This quarter, Napo Pet Insurance has decreased their DA score to 33. However, Healthy Pets Insurance is the company to watch this quarter, with a DA score of 30 — considered below the ‘average’ zone. Consistently earning backlinks encourages better relationships with other sites in your industry. Collaborating on guest posts, partnerships, and shared content opportunities can expand your reach and strengthen your brand’s online presence. Over time, these connections contribute to a healthier link profile and a higher domain authority score.
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. We can expect to see a fluctuation of organic traffic year on year, especially given the cost-of-living crisis. Brands should focus on following an effective keyword strategy to help increase their findings in search engines as consumers search for a pet insurance company.
Four brands reported a drop in organic traffic on desktop, with Fetch Pet Insurance receiving the biggest loss (-42%). On mobile, 4 brands reported a drop in organic traffic, with Vetsure for Vets receiving the biggest loss (-37%). Having balanced organic traffic across both desktop and mobile ensures a brand reaches the widest possible audience. With mobile usage continuing to grow globally, neglecting one platform can mean missing out on valuable users. Optimising for both ensures that content is accessible, responsive, and effective on every device.
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a retailer can appear for universal search results without being strong in standard rankings. 'Reviews' and people also ask are both great options for UK pet insurance companies, who can demonstrate customer satisfaction and product styles directly from the SERP.
Petplan UK remains at the top spot for the most Universal Search appearances (15,282) — a decrease from 22,133 in our previous report. The majority of these appearances came from ‘images’ (9,900).
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for retailer new search terms as they enter Google’s index. UK pet insurance companies will want to ensure they're including phrases for pet owners, such as terms including 'pet insurance signup, ‘pet insurance for dogs’, or ‘pet insurance low excess.'
Petplan UK continues to secure the most longtail keyword appearances for position 3 (2,432) — an increase from 2,149 previously. Hillarys also continues to secure the most appearances for positions 4–10 (7,233) — an increase from 6,313 previously. Incorporating longtail keywords also supports SEO strategy by increasing the website’s overall keyword footprint. Each longtail phrase acts as an entry point for search engines to understand the site’s topics and relevance. Over time, this can strengthen rankings for both longtail and related broader keywords.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019.
We’ve included screenshots of Animal Friends’ sponsored Facebook posts. This UK pet insurance company should reduce the amount of text per post to help encourage social media users to read their content.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Posting to social media consistently is a great opportunity for companies to announce the latest news and updates while also building a trusted community with followers. Companies should also focus on tracking their total engagement to assess whether or not their followers are interacting with their posts.
Petplan UK secured the most Facebook Likes (156,900,) and Fetch Pet Insurance secured the most Instagram followers (37,000). Facebook was the most popular social media platforms of all brands. Pinnacle Pet UK received the highest total engagement rate (492,250) and the highest average engagement (10,939).
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. UK pet insurance companies should ensure they are not excluding visually impaired customers on the basis of having a non-accessible site and must ensure that all consumers are able to browse services with ease.
In our previous audit, Animal Friends received the most accessibility alerts (156). This quarter, Animal Friends remains the company to watch, reporting 155 accessibility alerts — a slight reduction of 1 alert since our last audit. Accessibility alerts directly impact the ability of all users to navigate and interact with their website. Accessibility issues, such as poor contrast, missing alt text, or non-functional forms, can prevent users with disabilities from accessing content. By addressing these alerts, brands ensure that their site is inclusive and usable for everyone.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.