A new report from Guidewire, a software company serving the property and casualty insurance industry, has revealed that UK pet insurance customers are among the least satisfied in Europe, while also highlighting growing interest in digital self-help tools among younger pet owners.
The 2026 Guidewire Insurance Customer Attitudes report found that just over half of UK pet owners (58%) expressed satisfaction with the pet insurance claims process, a figure that trails significantly behind France (76%), Germany (70%) and Spain (64%).
The research also found that close to one in three UK pet owners (31.5%) turn to online health searches and symptom checkers rather than visiting a vet, a trend that is considerably more pronounced among younger demographics. Among those aged 18-24, 46% reported using such digital channels, rising to more than half (54.5%) of those aged 25-34.
The report also highlighted mixed attitudes toward AI-driven tools. More than one in four UK respondents (28%) said they would trust an AI-powered mobile app to scan their pet and deliver an instant health assessment, though half of those surveyed disagreed with this proposition and 21.5% remained undecided.
Guidewire suggests this gap represents an opportunity for insurers to reshape consumer perceptions around digital tools, both improving how customers manage their pets’ wellbeing and driving broader innovation across the pet insurance sector.
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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