The Pet Insurance

Guide 2016

Independent Unbiased Information
for Fellow Pet Owners
As Featured On BBC1's Rip Off Britain Consumer Programme

Purely Pets Policies – Review

Purely Pets pet insurance review ratingVerdict

Purely Pets is owned and underwritten by Ultimate Insurance Co Ltd.  Our review revealed a number of limitations and “non-standard” exclusion clauses so be very careful to read the small print thoroughly before taking out a policy.  

This review of Purely Pets Pet Insurance policies by published in . For further information about how the rating of 2.8 out of 5 was arrived at please see


Purely Pets Insurance is a registered trading name of Ultimate Pet Partners Limited.

Their policies, like several other pet insurance policies on the market, are arranged and administered by Ultimate Pet Partners Limited and underwritten by Ultimate Insurance Company Limited.

Ultimate Insurance Company (based in Gibraltar) and Ultimate Pet Partners (based in the UK) are both part of the Ultimate HC Limited group of companies based in the UK.

Customer Feedback

We found only a few recent reviews about Purely Pets online.   The most common complaint was about high premium increases.     Read Purely Pets Reviews analysis

Good Points

  • Provide three lifetime policies (highest cover is £7,500 per year).


  • Will only pay for out of hours consultations or house calls if your pet was in need of attention to alleviate acute suffering or pain or was at risk of life-endangering condition
  • All Purely Pets policies have limits for CT/MRI scans and cruciate ligament treatment.  
  • Several additional exclusion clauses in third party liability cover
  • Only pay a proportion of death benefit for pets over 1 year old.
  • Provides basic travel insurance only (no quarantine cover).
  • Covers dental costs for accidents and injuries only.

Other Points to Note

  • Will only pay for a special diet for the treatment of bladder stones/crystals in urine. Will pay up to £100 for a maximum of 60 days treatment.
  • May charge administration fees if you change your details or cancel the policy.
  • You have to pay 15% of vet fees for pets over 8

Policy List

Click on a policy name to view full policy details

Accident Only  –  Lifetime Accident Policy – £2,000 per accident per year

Accident & Illness Essential – Time Limited Policy – £2,000 per condition for the first 12 months of treatment

Accident & Illness Only  – Lifetime Policy – £2,000 per condition per year

Accident & Illness Plus – Lifetime Policy – £3,500 per condition per year

Accident & Illness Extra – Lifetime Policy – £7,500 per year to cover all conditions

Share This Review


Recent Claim Experiences with Purely Pets?

If you have claimed on a Purely Pets pet insurance policy in last 12 months it would be great if you could share your experiences with others by completing our 2-minute survey.

Your Comments

If you have any comments or experiences that you would like to share with others please do add them below. Please note all comments are moderated and will only appear once approved.

Add Comment

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

  1. Please learn from our experiences and avoid this company. They are Ok for the first year then will come up with any excuse not to pay your claim. The premiums are are total waste of money. I wish we had stuck with our previous pet insurance – it was more expensive but at least they paid claims when you provided the necessary paperwork. Purely Pets will come up with any excuse not to pay your claim – or at least delay it for weeks. Extremely dissatisfied with this company

  2. Its been a month since my vet put a claim in and still no payment, I have been trying to contact them via phone and just a repeated recorded answer, that all our lines our busy, that is with the 3 numbers listed, had to leave my number and they say they will reply within 1 working day?

    We will see, me think that I will be paying my vets bill, this is the first time claiming in the 4 years I have had the policy

    1. They are still stalling on paying a claim submitted in July and entered whole of claim under April so as it took me over the limit on policy. They admitted it was a mistake but I am still waiting for it to be sorted. Also they have only just ‘found’ a further claim submitted on 29th September after I emailed them as it was not showing on claim history. My dog was put to sleep weeks ago and I am still having to spend hours corresponding with them to get claim settled.

  3. I totally agree avoid this company, I made a big mistake insuring my dog with them and yes they make any excuse not to pay on a claim. To be honest I would have done better to have no insurance for all the help they have been. Dealing with the complaints department is a wast of time ,they haven’t even acknowledged my complaint .
    It is distressing enough when a much loved pet becomes ill and then to be told you are not covered anyway makes me so angry the authorities should be looking into this company that steals your money it is an absolute disgrace