Five years strong:
reflecting on growth and changing needs
From nothing to one of the country’s most recognised pet insurance specialists. That’s the five-year trajectory followed by PD Insurance, which this August celebrates half a decade of protecting furry family members and delivering peace of mind to pet parents across Aotearoa.
From insuring its first spunky little Jack Russell Terrier to supporting tens of thousands of pets with its simple, accessible plans, PD Insurance has grown into a trusted name synonymous with compassion, simplicity, and fast, fair claims.
The journey began in 2020. And, despite being digital first, the company has always been committed to answering the call and talking to its customers. In fact, COO Michelle Le Long recalls the moment she sold the company’s second policy via a call, insuring a pair of playful Boxer puppies. “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,” Le Long smiles. “It set the tone for our mission: to provide soft landings for pet parents when they need us most.”
A fast start with real value
That same year saw the launch of a TV campaign confirming pet parents’ appetite for easily accessed common-sense insurance. “You could say we started a wave of growth that hasn’t slowed,” says Le Long, pointing to the consistent growth that followed.
A standout memory she shares is the company’s first claim. Less than two weeks after the family switched to PD Insurance, a spirited herding dog survived a car accident. “This pup’s recovery, from surgery to chasing tennis balls again, really drove home why we do what we do,” recalls Le Long. “Our claims team weren’t just processing paperwork, but felt a part of this pet’s family, celebrating every milestone on the path to recovery.”
Stories like these, and many more over the years, highlight a commitment to being there for life’s unpredictable moments.
Establishing a brand – and keeping up with the state of play
Overcoming early challenges was no small feat. While pet insurance isn’t as competitive as some other areas, the category suffered from low recognition. “In year one, we had to build trust in a market where pet insurance was unfamiliar,” Le Long points out.
“We focused on simplicity, accessibility, and convenience. Clear policies, fast claims, and genuine care, and earning loyalty one conversation at a time.”
The approach has paid off and along the way PD has won several industry awards including Canstar’s Most Satisfied Customers[1], Reader’s Digest’s Quality Service[2], and MoneyHub’s Favourite Pet Insurer[3].
Le Long says moving fast is essential in a fast-moving world. The company has evolved policies to meet Kiwi pet parents’ needs, staying clear of jargon and opting instead for clear, personable language, providing dental and core accident/illness cover options and retiring less-accessed benefits to keep premiums accessible. “Our customers tell us they value flexibility and clarity, so we listened,” she confirms.
Peace of mind from the start
As part of an ongoing commitment to animal welfare, PD has partnered with Dogs New Zealand and created a Breeder Partner Programme designed to give pet owners the toolkit they need to safeguard their new fur family member’s wellbeing from the very start.
“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,” says Jacqui Whelan, Business Development Manager at PD Insurance.
“Whether I’m at a dog show or cat show, breeders tell me how much they value working with a pet insurance specialist that truly ‘gets it,’” says Whelan. “I’ve heard from breeders who are really pleased their pups had free cover in place when something unexpected happened, like a mishap requiring afterhours vet care. We’re proud to stand beside breeders and pet owners in helping provide puppies and kittens with the best start in life.”
The details in the data
After five years of analysing claims data, one message is clear: prevention is just as important as treatment when it comes to keeping pets healthy.
“Routine vet visits, vaccinations, and parasite control can catch issues early, preventing more serious conditions down the line,” says Le Long. “We’ve also seen how good dental care and quality nutrition help reduce the risk of decay, disease, and chronic problems like obesity.”
The data also highlights the financial strain unexpected veterinary care can bring. Surgeries, diagnostics, and specialist treatment can quickly climb into the thousands, forcing many pet owners to make difficult choices. PD research shows that prior to having pet insurance, 12% of pet owners have previously had pets euthanised.
“Comprehensive illness, injury and dental cover means pet parents don’t have to compromise on care when it matters most,” Le Long adds. “Our insights have helped us better support pet families not only with a financial soft landing but by encouraging a proactive approach to wellbeing.”
A bright future built on solid foundations
Looking ahead, Le Long envisions a future where pet insurance integrates with digital health tools. She says the goal is to make pet insurance as essential as a driver’s licence, bringing financial certainty to pet ownership while improving access to veterinary care – a win-win for pets and their parents. Along the way, Le Long and her team champion responsible pet parenting, encouraging people to honour each animal’s natural instincts and unique needs in light of the growing trend of integrating pets into more aspects of daily life – from birthday celebrations to café outings!
“Being a responsible pet parent means loving them for who they are, animals who enrich our lives in extraordinary ways,” she says. “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.”
[1] https://www.canstar.co.nz/pet-insurance/pd-insurance-new-zealands-favourite-pet-insurer/
[2] https://www.pdinsurance.co.nz/media-release-20-november-2023/