Guidewire, a leading insurance software provider, has released findings from its 2026 Insurance Customer Attitudes report, shedding light on how UK pet insurance customers view their policies and the growing role of digital tools in pet care.
The report reveals that nearly a third of UK pet owners (31.5%) are turning to online health searches and symptom checkers rather than visiting a vet. This trend is notably more pronounced among younger consumers, with 46% of 18 to 24-year-olds and more than half (54.5%) of those aged 25 to 34 opting for digital channels when seeking guidance on their pet’s health.
Consumer sentiment around AI and smart technology for pet care remains split. While 28% of respondents said they would trust an AI-powered mobile app to conduct an instant health check on their pet, half of those surveyed disagreed with the idea and a further 21.5% were undecided. The report suggests this gap presents an opportunity for insurers to change perceptions around digital tools, helping customers better manage their pets’ health whilst driving innovation across the pet insurance sector.
On claims satisfaction, the findings paint a mixed picture for UK insurers. Just over half of UK pet owners (58%) expressed satisfaction with the claims process, a figure that trails behind counterparts elsewhere in Europe. France recorded the highest satisfaction rate at 76%, followed by Germany at 70% and Spain at 64%.
Guidewire product marketing manager Sebastia Company-Mas said, “The UK stands out as having lower satisfaction with the pet insurance claims experience largely because it is a highly mature and competitive market operating under significant cost pressure. Veterinary fees have risen sharply in recent years, outstripping general inflation, even taking into account the cost of living crisis. This is increasing pressure on insurers and sensitivity around premiums, exclusions, and claims outcomes.
“At the same time, pet insurance products can be complex, with limits and exclusions that are not always fully understood until a claim is made, which is particularly challenging in such an emotional line of business. As a result, dissatisfaction is often driven less by whether claims are ultimately paid, and more by communication, delays, and overall trust in the process.”
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