PD Insurance, a provider specialising in pet insurance, is observing its fifth year of activity in New Zealand.
Since its establishment in 2020, the company has expanded from its initial policyholder – a Jack Russell Terrier – to insuring tens of thousands of pets across the country.
Chief operating officer Michelle Le Long reflected on the company’s beginnings, noting that early customer interactions, such as the sale of a policy for two Boxer puppies, helped shape the business’s approach to service and claims management.
“I was a bundle of nerves but hearing about these perky pups’ antics and helping their mum protect them was a moment I’ll never forget,” she said. “It set the tone for our mission: to provide soft landings for pet parents when they need us most.”
The company’s launch coincided with a television advertising campaign aimed at reaching pet owners interested in accessible insurance solutions.
According to Le Long, this campaign contributed to a steady increase in policy uptake.
“You could say we started a wave of growth that hasn’t slowed,” she said.
One of the initial claims processed by PD Insurance involved a herding dog that underwent surgery following a car accident.
Le Long said the claims team monitored the animal’s recovery, which reinforced the company’s focus on supporting customers during difficult periods.
Although PD Insurance operates primarily online, it has maintained a commitment to direct communication with policyholders, particularly during the claims process.
In its first year, PD Insurance faced the challenge of introducing pet insurance to a market where awareness was limited.
Le Long explained that the company prioritised clear policy wording, efficient claims handling, and accessible customer service to build trust.
“In year one, we had to build trust in a market where pet insurance was unfamiliar,” she said. “We focused on simplicity, accessibility, and convenience. Clear policies, fast claims, and genuine care and earning loyalty one conversation at a time.”
Over time, PD Insurance has modified its product offerings in response to customer feedback, including the addition of dental and accident/illness cover.
The company has also discontinued less frequently used benefits to maintain competitive premium levels.
Le Long said that flexibility and transparency have been recurring themes in customer feedback.
The company’s efforts have been recognised by industry awards from organisations such as Canstar, Reader’s Digest, and MoneyHub.
PD Insurance has formed partnerships with groups such as Dogs New Zealand and has introduced a Breeder Partner Programme.
Business development manager Jacqui Whelan said the initiative aims to equip new pet owners with resources to support animal health from the outset.
“By backing breeders who prioritise health and temperament, we offer tailored starter cover and exclusive incentives, helping lay the foundation for a lifetime of positive pet-owner relationships,” she said.
After five years in the market, PD Insurance’s claims data indicates that preventive measures – including regular veterinary visits, vaccinations, and parasite control – play a significant role in maintaining pet health.
Le Long highlighted that dental care and nutrition are also important in reducing chronic health risks.
“Routine vet visits, vaccinations, and parasite control can catch issues early, preventing more serious conditions down the line,” she said. “We’ve also seen how good dental care and quality nutrition help reduce the risk of decay, disease, and chronic problems like obesity.”
The company’s analysis also points to the financial impact of unexpected veterinary expenses, which can be substantial.
Internal research showed that, prior to obtaining insurance, 12% of pet owners had previously made the decision to euthanise pets due to financial constraints.
Le Long said that comprehensive coverage can help pet owners avoid making difficult choices about care and supports a proactive approach to animal health.
“Comprehensive illness, injury, and dental cover means pet parents don’t have to compromise on care when it matters most,” she said. “Our insights have helped us better support pet families not only with a financial soft landing but by encouraging a proactive approach to wellbeing.”
PD Insurance intends to further integrate digital health tools with its insurance offerings, aiming to improve access to veterinary care and provide greater financial predictability for pet owners.
Le Long said the company’s objective is to make pet insurance a routine consideration for pet ownership in New Zealand.
“Being a responsible pet parent means loving them for who they are, animals who enrich our lives in extraordinary ways,” she said. “It’s an impact felt keenly in the PD Insurance headquarters. We’ve got a whole ‘brag wall’ of thank-you notes and an accompanying ‘pet wall’ of furry faces reminding us daily why we’re here. And those notes and pictures really sum up that we’re here for pets and pet parents.”
