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Pet Circle launches Pet Insurance for Aussie pet parents

Pet Circle enters pet insurance market to take on big players

Pet Circle, Australia's largest ecommerce pet supplies store, has launched its next major venture in pet care, Pet Circle Insurance.

Pet Circle Insurance is Pet Circle’s most significant new offering since its inception in 2011, with the launch aiming to shake up the $1.1 billion [1] Australian pet insurance industry.

In announcing the launch today, Pet Circle Co-Founder and CEO Mike Frizell said, “Pet parents are being underserved by other pet insurance providers and there was a clear opportunity to provide a better policy.”

Co-Founder Mike Frizell with dog Kobe

“Our Pet Circle Vet Squad that work in veterinary clinics, told us that many pet insurance policies were not up to scratch, with sub-limits catching out pet parents. In fact, about 85% [2] of Australian pet insurance products impose sub-limits that could restrict pets from receiving the best possible treatment. We decided Pet Circle could do better by providing a more extensive and straightforward pet insurance option for dogs and cats.”

Pet Circle Insurance offers one of the highest policy limits in Australia for dogs at $30,000 per year to cater for rising vet costs and a single annual excess, whilst eliminating sub-limits so pet parents can claim up to their annual limit.

“We have eliminated confusing pet insurance policy features such as sneaky sub-limits on payouts on accidents or illness, to make it simpler and easier for pet parents to take care of their pet’s health,” said Frizell.

“A lot of pet insurance policies in the market still have caps on certain conditions or treatments like paralysis tick, which can have a $1,200 sub-limit but can cost up to $4,336 [3]. With Pet Circle Insurance, you don’t have to choose between your finances and your pet’s health.”

Pet Circle Insurance policies can be personalised with different annual limits, annual excesses (from $0 - $150) and reimbursements (up to 90%), so pet parents can find the best monthly price for their fur family. 

A 360ยบ Care Optional Extras package can also be added, covering Dental Illness, Behavioural Problems, and Supportive Therapies like acupuncture, physiotherapy, and hydrotherapy to help pets heal holistically from an accident or illness.

Unlike other policies which require excesses per claim or per condition, excesses are annual and policies can be cancelled at any time, even if a claim has been paid on the policy. Policy holders also have free access to a Pet Care Team so they can speak to insurance experts or a registered vet or vet nurse for general vet advice.

"Our 'Best for Pet' philosophy underpins everything that we do at Pet Circle. We believe that every pet parent deserves peace of mind knowing that their pets are covered by an extensive pet insurance policy, so we are proud to launch Pet Circle Insurance to the public today," added Frizell.

The launch of Pet Circle Insurance follows Pet Circle’s recent fulfilment centre and last mile delivery expansion in the past year, and is supported by the company’s Series C $125 million funding round in late 2021.


1. Animal Medicines Australia, Pets in Australia 2022, Australians are spending $1.1 billion in insurance for dogs and cats
2. analysis of all available products, accurate as of 31 January 2023.
3. See Finder pet insurance comparison for paralysis tick yearly sub-limits and Pet Circle Insurance article for highest claims for paralysis tick. All data in this article was correct as of 31 January 2023 and is based on the total of all invoices submitted to

About Pet Circle:

Founded in 2011, Pet Circle is Australia’s largest online pet supplies store. Our mission is to help all pet parents pet better by offering the widest range of the highest quality brands and products, a best price guarantee, free access to 24/7 vet advice, fast and reliable shipping, and customer support 7 days a week.

Our love for all things pets doesn’t end with our customers. We are also committed to supporting our community by donating food and pet supplies to over 100 rescue organisations across Australia.

Pet Circle Insurance Disclaimer:

Pet Circle Insurance is underwritten by Pacific International Insurance Pty Ltd (ABN 83 169 311 193) and distributed by Knose Financial Services Pty Ltd (ABN 38 620 795 735, AFSL 536651) (‘Knose’). Millell Pty Ltd trading as Pet Circle (ABN 17 148 151 213, AR 001300998)(‘Pet Circle) act as an authorised representative of Knose.

Any advice provided is general only and has been prepared without taking into account your objectives, financial situation or needs. You should consider the appropriateness of any such advice, the Product Disclosure Statement (‘PDS’), Financial Services Guide (FSG), and the Target Market Determination (‘TMD’) available at before making a decision to acquire, or to continue to hold, the product.

MEDIA RELEASE, Sydney, Australia, 8th May 2023

Related Topics:

August is National Tick Awareness in Australia


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