Why choose us?

Women on a Mission
"for Pets' Sake!"

Get Michelle McHugh talking about the failings in the pet industry and you'll struggle to get a word in edge ways.

She is to the Pet industry what Michaela Strachan is to wildlife. Her passion is palpable. A Dog Groomer by trade, Michelle, aged 45, and her partner, Ian are the proud owners of two St Bernards, a Newfoundland, a Bichon Frise and a Golden Retriever. Dogs are their passion, as well as their profession and they are determined to apply that passion to improve pet welfare on a national scale.

Having founded of The Canine Grooming Academy (in order to teach best practice), the Better Vets chain of surgeries (where ethics were placed at the heart of the business) and the Canine Devotion Charity (which provides support dogs to the disabled) Michelle's mission has barely begun.

In 2012 she and Ian teamed up with seasoned businessman, Craig Griffiths, who decided to invest in their ideas and passion. Together, they founded the successful national pet micro chipping business Pet Identity UK whose motto is "bringing them home safely" - based on their determination to support people whose pets have been stolen or lost. "Pets are like your children" Michelle states "losing one is devastating. We knew there were gaps in support, so we decided to create a service that owners could rely on". Three years later, and, with the business thriving, the trio have launched Pet Identity Insurance.

We want to put pet welfare back at the heart of the industry she says. Too many people have looked at pets and seen pound signs so many services and products now are designed to extract the best profit, not the best outcome for pets and owners

So how does Michelle believe they can make a difference? "Half the dog owners in this country don't have pet insurance, and that's because they're put off. The premiums are too high, the policies are complicated, and the small print is confusing. And when the pet they love needs expensive treatment that leaves people facing some horrendous decisions. In that regard, we felt the industry was failing people. We wanted to create an insurance product that people could have confidence in".

Initially, they are keeping it simple. "Improving things was always going to be a process of evolution rather than revolution" she says. "When systems and processes are embedded, they can be difficult to change. The first thing we wanted to do was help eliminate uncertainty for pet insurance customers so that they're never faced with unexpected bills. We came up with the idea of a card that we could provide to all policy holders the size of a credit card - that people can carry with them at all times. The card will be unique to their policy, and if their pet becomes ill or gets injured, they can turn up to any vet, present the card, and using the unique code that's on there, the vet can instantly access their policy details on screen. This means they'll be able to check for any exclusions up front so that everyone, customers especially - have clarity about what's covered from the offset". It should make everyones' lives easier.

Another benefit is that vets will be able to fill out the initial part of the claim form online saving admin for customers who will simply have to print the partially completed form, add outstanding information, and submit it. Policy holders will also have 24 hour-a-day access to Pet Call - a free advice line staffed by Veterinary nurses. "Sometimes owners just want a bit of reassurance and having the nurses on hand for that is invaluable".

"Our aim" she continues, "is to introduce other improvements gradually, but we have to prove to the powers that be in the sector that these changes are worthwhile, we have to win hearts and minds before they will be willing to make the investment". "I think customers will see the benefits much more readily" she adds, "and as long as the customers come with us, the powers that be and the industry, I hope - will follow".