At the same time, pet ownership was booming, and pets were more than just pets: they were family. But insurance hadn’t evolved to reflect that. So in 2021, we built Napo, the insurer we’d want for our own pets. Comprehensive, fast, and fair. No hidden catches. No compromises.
But it wasn’t just about better coverage. We also saw an opportunity to deliver a 6-star customer experience where other insurers were not. The reality is, pet insurance isn’t just about paying claims. It's about giving pet parents confidence and peace of mind. And most insurers were failing at that too.
We wanted to change the way claims felt, balancing human empathy with AI-powered efficiency to create an experience that was both rapid and personal. So we built a model where automation handles straightforward claims quickly while our Customer Ops team focuses on complex cases, supporting pet parents with real care. This ensures that every interaction is fast, fair, and deeply human - exactly what pet parents deserve.
Tell us about the business – what it is, what it aims to achieve, who you work with, how you reach customers and so on?
Napo is a tech-driven pet insurer built to protect pets properly, not just look good on a price comparison websites. Too many policies cut corners to appear cheap. We don’t. We include the essentials: dental, behavioural treatment, and fair coverage that protect when people needs it most - as standard.
What makes us different?
- Truly comprehensive. No sneaky exclusions or small print that backfires when you claim.
- Fast & fair. AI-driven claims mean quick, hassle-free payouts, while our customer team ensures real human care when it’s needed most.
- Customer-first. Our Fight Against the Basic campaign is changing the conversation around pet insurance—and customers are responding, with industry-leading Trustpilot ratings.
We sell direct-to-consumer, backed by digital marketing, organic word-of-mouth, and strong vet relationships. Our customers stay with us because they experience the difference.
How has the business evolved since its launch?
We launched in December 2021 with a bold idea: make pet insurance work when it matters most. Fast forward, and we are one of the UK’s fastest-growing pet insurers - not just by chance, but because we built something pet parents actually need.
Key wins so far:
- Scaling towards 100,000 pets insured: proving demand for a better approach.
- Industry recognition: named Best Insurer of the Year (twice in a row), with an “Excellent” rating on Trustpilot, and 5-star ratings from MoneyFacts & Defaqto.
- AI-driven efficiency: our claims automation now processes close to 50% of claims instantly, cutting average payout times, meaning faster resolutions and happier customers and pets.
Tell us about the working culture at Napo?
Napo is built on impact, not hierarchy. If you want to make a difference, you’ll do well here. The culture is fast, ambitious, and focused on solving real problems for pet parents.
We bring our true selves to work, knowing that authenticity and transparency make us stronger. We trust and care for one another, believing that everyone here is trying to do the right thing. That means supporting each other, owning mistakes, and asking for help when we need it. It also means challenging each other candidly, because great ideas come from open, honest conversations.
At our core, we do the right thing. We are fair to our customers and care deeply about their pets. When tough decisions arise, we don’t take shortcuts: we put ethics above profits and act in the best interest of those we serve.
And it’s not just words, we show care in everything we do. Our Customer Champions go above and beyond to support pet parents, not because they have to, but because they genuinely care. We call to check on pets after a claim, we speak to vets on behalf of owners, and when the worst happens, we send flowers to grieving pet parents. We also celebrate the good times, like sending a birthday card on your puppy’s first anniversary.
We are problem solvers - always looking for the most impactful things to work on. Nothing is ever "somebody else’s problem." We collaborate, step up, and jump in wherever needed. That’s how we build something that truly matters. This is Napo in a nutshell.
How are you funded?
We have raised more than £30M from top-tier investors, including Mercia Ventures, DN Capital, Companion Fund, MTech Capital, and Helvetia Venture Fund. But for us, funding is just a means to an end: our goal isn’t raising money; it’s building the best pet insurance company!
We never raised at all costs. From day one, we have focused on sustainable growth, not vanity metrics. That’s why every single one of our existing investors went beyond their pro-rata in our latest round, a clear vote of confidence in what we are building. And most importantly, we are in control of our future. We are on track for profitability by 2026, meaning we will only raise again if it accelerates our mission, not because we need to. We are not dependent on external capital, and that gives us the freedom to grow on our own terms.
What has been your biggest challenge so far and how have you overcome this?
One of our biggest challenges has been educating the market on why basic pet insurance is failing pet parents and shifting the industry away from the race to the bottom.
The reality is, many insurers compete purely on price, stripping out essential coverage just to look cheaper on price comparison websites. This has led to outdated value propositions that no longer resonate with what pet parents actually need.
The industry is somewhat broken in ways that pet parents are increasingly recognising. 68% believe their insurer tries to avoid paying legitimate claims, complex policies and fine print lead to unfair claim rejections, and awkward, slow, and manual claims processes create frustration at the worst possible time.
We launched Fight Against Basic to challenge this mindset. Too many policies exclude dental care, behavioural treatment, or even certain breeds, leaving pet parents vulnerable when they need support the most. Instead of playing the same price game, we focused on real coverage, transparency, and trust.
How have we tackled this?
- Customer education. We have made it clear what real protection looks like through strong storytelling and real case studies.
- Industry leadership. We do not follow industry shortcuts. We have built a model that proves you can offer comprehensive, sustainable coverage without cutting corners.
- Customer-first approach. Our Trustpilot reviews and NPS scores (70+) prove that pet parents value fairness, transparency, and great service over just a cheap price tag.
We have turned this challenge into an opportunity. While others race to the bottom, we have doubled down on quality and it is paying off. Pet parents are choosing Napo because they see the difference.
But we know doing the right thing is not always the easy thing. Thinking long-term, staying true to our mission, and refusing to take shortcuts sometimes come at the expense of short-term gains. We have had to make tough choices, but we believe they are the right ones. And in the long run, we know that doing what is right for pets, for pet parents, and for the industry will win.
How does Napo answer an unmet need?
Most pet insurers compete on price, not quality, and pet parents suffer for it. We take a different approach.
Napo offers super comprehensive cover that actually protects pets, with no sneaky exclusions, ensuring pet parents are not caught off guard when they need support the most. Our claims process is fast and fair, combining AI efficiency with human care to provide quick, reliable payouts without unnecessary friction.
But Napo is more than just insurance. We believe in being a true partner for pet parents at every stage of their pet’s life, not just when there is a vet bill to pay. Beyond offering best-in-class pet insurance, we try to deliver value on an ongoing basis by providing education, preventative care insights, and personalised support that help pet parents keep their pets healthier for longer.
2024 proved one thing: pet insurance can be so much more than a financial safety net. We took that mission beyond policies and into the physical world, creating experiences that strengthen the bond between pets and their owners. Over 5,000 dog parents joined our events, from scent training to play experiences designed to enrich dogs’ lives. And we are just getting started, in 2025, we are expanding our impact: more Napo events, more expert-led guidance, and more ways to help pet parents raise happy, well-trained dogs. Insurance should be more than just a product you turn to when something goes wrong. It should be part of a broader framework that helps pets live healthier, happier lives.
Pet insurance shouldn’t just be a checkbox. It should work when you need it most, and add value even when you don’t.
What’s in store for the future?
Napo is on track for profitability by 2026, giving us the freedom to control our future and make decisions based on what’s best for pet parents and their pets. Once we achieve this milestone, we will have the flexibility to decide if and when to raise further capital, but only if it accelerates our mission and long-term impact.
For now, our focus is on consolidating and winning the UK market. We do not want to rush into international expansion just because it is in the VC playbook. Insurance plays differently, and our view is that the priority should be to build deep, sustainable market leadership in one key market before scaling abroad. The UK is by far the largest pet insurance market in Europe, and there is plenty of growth left to capture. When the time is right, and when we are positioned to scale properly, we will consider expansion opportunities, but always on our terms, and with the right foundation in place.
Beyond insurance, we are building a complete pet care ecosystem that supports pet parents at every stage of their journey. Insurance should be more than just a safety net for unexpected costs: it should be part of a broader framework that helps pets live healthier, happier lives. Our long-term vision is to provide pet parents with the tools, education, and services they need to prevent health issues before they arise, improve their pets' well-being, and feel confident that they are making the right choices for their companions.
Technology will continue to be at the heart of everything we do. We are investing heavily in AI and automation, particularly in claims handling and pricing optimisation, to make pet insurance faster, more accurate, and more efficient, without losing the human, compassionate support that sets us apart. We are not just building a better pet insurance company; we are redefining what pet care looks like, ensuring that Napo becomes the go-to platform for responsible pet ownership.
What one piece of advice would you give other founders or future founders?
If I had one piece of advice for other founders or future founders, it would be this: it is always harder than it looks, and that is just part of the game.
No matter how polished success stories seem from the outside, behind every company is a founder battling uncertainty, stress, and self-doubt. The pressure is relentless. Investors, competitors, your team, your own expectations (the hardest part). Yet, nobody really talks about the mental toll. It is easy to think everyone else has it figured out while you are struggling, but the truth is, we are all just doing our best to navigate the chaos.
The key is to build for customers. Hype fades, but real businesses solving real problems endure. Strong fundamentals always win. If you focus on delivering a truly great product and a six-star customer experience, you will create something that matters. Something that stands out, even in the toughest markets.
But you cannot do it alone. Your team and your culture will define your long-term success. The right people, who share your vision, challenge you, and push the company forward, make the difference between a startup that burns out and one that thrives. Invest in them, trust them, and build a culture where people genuinely want to do their best work.
And along the way, pace yourself. You cannot build something great if you burn out before you get there.
And finally, a more personal question! What’s your daily routine and the rules you’re living by at the moment?
My day starts early, with making breakfast for my family. I have two amazing kids, (3 and 6 years old) and an amazing wife - so that morning time with them is something I really try to protect. 3 times a week, I train early before heading to the office. Quick shower, quick breakfast, then I jump on my motorbike and ride in. Even though we have a hybrid policy with the team coming in twice a week, I still go in most days. I guess I am a bit old school like that. The motorbike ride is a kind of meditation for me, it clears my head and helps me get into the right mindset for the day.
Whenever I can, I play tennis, usually on weekends when the weather allows (which in London is not as often as I’d like). It is one of the few things that fully takes my mind off work.
Rules I’m living by right now:
I am trying to be more present in everything I do. It is easy to let work take over, but I want to find the right balance between building Napo and being fully there for my family. It is not just about building a great company, it is about building a great life. Success and happiness should go hand in hand, not compete with each other.
I try to stay focused on what truly matters. Whether it is Napo, my family, or my own well-being, I cut distractions and double down on the things that actually move the needle. I remind myself that nobody has it all figured out. Behind every success story is someone pushing through doubt and challenges. It is never easy, but the key is to keep going anyway.
And finally, I always try to play the long game. Quick wins are nice, but the things that really matter, whether in business, relationships, or personal growth—come from consistency, patience, and thinking beyond the immediate.
I am no guru, but I try my best to live my life the right way, stay grounded, and keep learning. Some days I get it right, some days I don’t—but that is part of the game.
Jean-Philippe Doumeng (JP), Co-founder and CEO at Napo.
