Swedish insurance firm launches UK pet insurance platform

Swedish pet insurance company Lassie has launched in the UK, introducing a preventative pet insurance model that combines health guidance, behavioural rewards and insurance through a single app.

The company said the platform aims to help owners prevent illnesses before they occur, while simplifying the insurance experience with artificial intelligence (AI)-powered claims handling and personalised health advice.

Lassie, which launched in Sweden in 2020, said it currently supports more than 300,000 dogs and cats across Sweden, Germany and France. Its UK expansion will be led by newly appointed country lead Andy Tomlinson.

The app is available to all UK pet owners and offers educational content, tailored health guidance based on a pet’s age and breed, vaccination reminders and activity tracking.

The Lassie platform encourages proactive care by awarding users points for completing activities that maintain their pet’s health, which translates into rewards including lower insurance premiums, discounts and loyalty benefits.

Hedda Båverud Olsson, co-founder and chief executive at Lassie, said: “We started Lassie because we believe pet insurance should do more than simply pay claims.”

Claims approach

Customers who purchase insurance through Lassie can also manage their policy and submit claims within the platform.

According to the company, more than 60% of claims are completed in around six minutes after customers upload a photo of their veterinary receipt.

Båverud Olsson said: “By combining a pet wellbeing platform with comprehensive insurance, we’re helping pet parents prevent problems before they start, while giving them the confidence they’ll be protected if the unexpected happens.”

Lassie’s launch comes as the firm looks to expand its presence across Europe.

Earlier this year, the company secured £56m in Series C funding, bringing its total funding to £87m, and said it plans to continue investing in its AI capabilities and preventative health platform.