Selling the business will allow ManyPets to focus on its own brands and products, says chief executive

Global pet insurer Petcover Group has today (3 February 2023) acquired Brooks Braithwaite from ManyPets – formerly known as Bought by Many.

Brooks Braithwaite owns ExoticDirect, which is a UK pet insurer that offers cover for birds, mammals and reptiles, as well as liability insurance for animal-related businesses like shows.

The business also operates and administers Petplan Sactuary, which is underwritten by Allianz Insurance and provides cover for businesses such as dog walkers.

The group was established in February 1979 by Doug and Gwen Ford, who both remain as directors at the firm.

Explaining the reason behind selling the business, Many Pets co-founder and chief executive Steven Mendel said that “as administrators of Brooks Braithwaite’s brands, we were not in control of the end-to-end product design and experience”.

“Saying farewell to both Exotic Direct and Pet Plan Santuary” will therefore allow the business to “focus our attention on the ManyPets brand and products”, he added.

Protecting furry friends

The group purchased the specialist insurer with the aim of expanding its exotic and pet business insurance in the UK.

Petcover also plans to benefit Brooks Braithwaite by adding its knowledge and experience to the newly merged team as a fellow pet insurer.

Doug Ford, managing director at Brooks Braithwaite, said: “Our aim has always been to take our many years of experience and success in the pet insurance market as far as possible and to ensure we protect as many pet owners and their special pet friends as we can.

“Looking at the business and the amazing growth we are experiencing – with award after award recognising our hard work and professionalism – we look forward to welcoming all Brooks Braithwaite customers into the Petcover family.”