In The Press

Emerald Life enters £900+ million UK Pet Insurance Market

Emerald Life enters £900+ million[i] UK Pet Insurance Market

Award-winning Emerald Life celebrates their first anniversary in the UK general insurance market by introducing EmeraldPet – comprehensive pet cover that enables customers to choose the policy they need from as little as £1.71[ii] per week for a cat and just £2.81[iii] for a dog.

The average medium sized dog in the UK will cost their owner £16,800[iv] over the course of its lifetime. By comparison, a cat in this country will cost its owner £12,300[v]. And, according to the Association of British Insurers, the average single pet insurance claim is for more than £700[vi].

With vet bills increasing above the rate of inflation[vii], Emerald asks pet owners across Britain, can you really afford not to insure your much-loved pets, often regarded as part of the family?

EmeraldPet offers cover from just £1.71[viii] per week – less than the cost of a cup of Starbucks coffee – with no upper age limit to start cover and a 10% multi-pet discount.

Further features of EmeraldPet include optional overseas travel cover, cover for theft, including reward costs, and a low first-year vet fee excess of £50.

With four levels of cover up to £7,500, EmeraldPet is available to buy quickly online at or by calling Emerald’s call-centre on 03332 205510.

The EmeraldPet products are provided by Sterling Client Services Limited who have made significant investment in the development of their bespoke Pet focused administration system, enabling them to provide the highest levels of customer service in a market that has traditionally lacked focus in this area. Sterling provides a variety of administration solutions from full end to end to handling certain elements of the customer journey, such as premium collection or claims.

Heidi McCormack, CEO of Emerald Life said: “We’re very excited about working with Sterling Client Services Limited to introduce EmeraldPet to our customers. The UK is a nation of animal lovers. Research shows that 51% of dog owners would happily spend more on their pet’s healthcare than their own – after all pets are family! EmeraldPet is an affordable, comprehensive insurance policy that helps take the worry out of expensive vet bills, enables customers to use their preferred vet and has flexible add-ons so people can get the cover they need.”

Ian Bubb, Head of Pet Protection at Sterling said: We are delighted to be partnering with Emerald Life to provide support for their new pet insurance product, EmeraldPet.  We strongly believe in providing an excellent standard of service to all of our clients and have an expert team on hand to deliver this to Emerald Life customers.


Notes to editors:

51% of dog owners who would consider paying more for their dog’s healthcare over their own also found at

Cost of a cup of Starbucks coffee citation based on a large latte retailing at £3.10 in London (as of 2/3/17)

For further details on Emerald products visit:

[1] “Opportunities in UK Pet Insurance Market 2016 – Current Industry Size, Trends and Forecast Details”, ResearchMoz, 28’7’16. Size of the UK market in 2016 is projected to be £910 million in Gross Written Premiums.

[1] Based on a 1 year old Domestic Shorthair Cat, living in Bournemouth with no pre-existing medical conditions.

[1] a 1 year old, male Cockapoo dog living in Chester, with no pre-exisiting conditions.

[1] Average cost of dog ownership citation found at

[1] Average cost of dog ownership citation found at

[1] Average British vet bill for 2015 was £720 according to the Association of British Insurers

[1] Vet bills increasing above the rate of inflation, research conducted by Sainsbury’s Bank

[1] Based on a 1 year old domestic shorthair cat living in Bournemouth

EmeraldPet is a trading name of Sterling Client Services Limited (“SCSL”). EmeraldPet insurance is arranged by SCSL. SCSL is incorporated in England and Wales with registered number 9015536 and registered office is at 50 Kings Hill Avenue, Kings Hill, West Malling, Kent, ME19 4JX. SCSL is authorised and regulated by the Financial Conduct Authority and appears on the Financial Services Register under number 628324. You can check this on the Financial Services Register by visiting the FCA’s website 

EmeraldPet insurance is underwritten by Alpha Insurance A/S. Alpha Insurance A/S, registered office, Harbour House I, Sundkrogsgade 21, DK-2100 Copenhagen, Denmark, registered in Denmark no. CVR: 2106 4440. Alpha Insurance A/S are authorised and regulated by the Danish Financial Services Authority to conduct insurance business within the EEA.

Emerald Life Limited is an introducer appointed representative of SCSL. Emerald Life Limited and SCSL are not part of the same group of companies.