Media release
Pet ownership has become far more considered and personal. The way we protect our pets’ health needs to catch up.
Today’s pet owners are increasingly thinking about whether a particular animal will suit their family, home and lifestyle before bringing them home. That means considering everything from size and exercise requirements to temperament, maintenance and other breed characteristics.
The numbers reflect that shift. Animal Medicines Australia’s latest Pets in Australia research found that 26% of dog owners cited a breed’s good temperament as a reason for choosing their dog. That is significant because it shows how differently we now think about our pets. Owners increasingly understand that a Labrador, Kelpie or indoor cat can have very different lifestyles and needs. They are making considered decisions about which pet fits their circumstances. ¹
So why, when it comes to insurance, should those same owners be expected to fit into one of a few predetermined boxes?
Every pet, and every budget, is different
A young indoor cat does not necessarily have the same needs as an active dog that spends its weekends running on the beach. A family managing a tight household budget will make different financial decisions to someone who has savings available to absorb smaller veterinary costs. One owner may want greater protection against a major unexpected bill, while another may prefer to pay more of the cost themselves in exchange for a lower premium.
There is no single combination that will be right for everyone.
Yet pet insurance has traditionally been structured around fixed levels of cover: choose a policy tier and accept the inclusions, limits, benefit percentage and excess that come with it.
That model is outdated with the way people choose, care for and budget for their pets today.
The affordability numbers should be a signal to our industry
Australia is unquestionably a nation of pet lovers.
The same research found that 76% of dog owners and 86% of cat owners do not have pet insurance, and among those without cover, cost is one of the biggest barriers: 50% of uninsured dog owners and 49% of uninsured cat owners say pet insurance is too expensive. ¹ That should be a signal to our industry.
Dog owners
76% without pet insurance
50% say it’s too expensive
50% say it’s too expensive
Cat owners
86% without pet insurance
49% say it’s too expensive
49% say it’s too expensive
The answer cannot simply be telling pet owners to take out pet insurance. We need to build insurance that realistically works for the modern pet parent.
Customisability is about finding the right fit
Customisation may mean choosing less cover in some areas, but that is exactly the point. By being able to adjust things like the Annual Limit, Benefit Percentage, Excess and Optional Extras, pet owners can shape their cover around both their pet’s needs and what they can realistically afford.
For one owner, that might mean choosing a higher excess, which can lower the premium, while keeping a higher Annual Limit for protection against a major veterinary bill. Another may prioritise a higher Benefit Percentage or add cover for dental illness, while deciding other optional benefits are less important to them. Choosing less cover in one area does mean paying more of the cost yourself if that need arises, which is exactly why the decision should sit with the owner rather than be fixed in advance.
There is no single combination that will suit every pet or every household. What matters is giving owners the flexibility to decide where they want more protection, where they are comfortable taking on more of the cost themselves, and how much they can afford to spend on their cover.
We already accept this principle across other forms of insurance. Pet insurance should be no different.
Why we changed our own approach
This thinking was an important part of why RSPCA Pet Insurance introduced PetFlex this year.
In developing the product, we worked closely with RSPCA veterinarians, drawing on the organisation’s more than 150 years of experience caring for animals. One thing that experience makes very clear is that there is no such thing as a one-size-fits-all pet. Different animals have different health risks, lifestyles and care needs and different owners have very different financial circumstances.
And we are already seeing from new customers that those choices matter.
Pet owners are making deliberate choices about where they want greater protection, rather than simply selecting the highest level of cover. We see this in optional benefits, with dental illness cover chosen more often than behavioural conditions – reinforcing the value owners place on being able to tailor cover to what matters most to them.
Pet ownership is evolving, and insurance needs to evolve with it by giving pet owners more choice over the cover they want, the level of risk they’re comfortable with and what they can realistically afford.
About RSPCA Pet Insurance
RSPCA Pet Insurance is a purpose-driven partnership between RSPCA Australia and Pacific International Insurance, combining more than 150 years of animal welfare expertise with customisable pet insurance. Premiums help support RSPCA animal welfare programs nationwide. The insurer also offers Direct2Vet, a free payment solution for veterinary clinics that streamlines claims and can reduce upfront costs for pet owners. For more information, visit rspcapetinsurance.org.au.
Note to editors: Please attribute this statement to RSPCA Pet Insurance, not the RSPCA. RSPCA Pet Insurance and the RSPCA are separate organisations. RSPCA Pet Insurance is a corporate authorised representative of Pacific International Insurance in partnership with RSPCA Australia, which holds a share in the business.
Disclaimer
RSPCA Pet insurance is issued, arranged and administered by Pacific International Insurance Pty Ltd ‘Pacific’ (ABN 83 169 311 193 | AFS Licence No. 523921). This product is promoted and distributed through Pacific’s authorised representative RSPCA Pet Insurance Pty Ltd (ABN 26 685 406 973 | AR 1318294).
Media contacts:
Leandri Smith | Evolab | leandri@evolab.com.au | 0433 900 356
Azelle Evans | Evolab | azelle@evolab.com.au | 0451 710 095
References:
- Animal Medicines Australia – Pets in Australia: A national survey of pets and people 2025 https://animalmedicinesaustralia.org.au/resources/pets-in-australia-a-national-survey-of-pets-and-people-3/ (p. 4,6-7,9, 10-11, 22, 32-33, 41,62)
