Meet the marketing lead helping RSPCA Pet Insurance

Alex Taljaard

Head of Marketing & Communications

Nearly two decades of marketing experience spanning car, home, commercial, life and medical malpractice insurance across Australia, New Zealand and South Africa.

RSPCA Pet Insurance has appointed Alex Taljaard as Head of Marketing & Communications, bringing a fresh, purpose-led approach to one of Australia’s most competitive insurance categories. With nearly two decades of marketing experience, he steps into the role at a pivotal time for the brand, as it sharpens its market positioning, deepens its connection with Australian pet owners and builds on the trust and recognition of the RSPCA name.  

“This is an incredible opportunity to work on a purpose-driven brand in an insurance category that is deeply personal and emotive for so many Australians. Pet insurance is ultimately about helping people protect the animals they love and that gives the work a level of meaning that goes far beyond traditional insurance marketing.”

Alex Taljaard – Head of Marketing & Communications, RSPCA Pet Insurance

A significant opportunity in an underinsured category

At the heart of this new era is a significant opportunity. Today, less than 20 per cent of Australian pet owners have pet insurance which means the vast majority of pets and their owners are left without meaningful protection when it matters most.¹ Taljaard’s mandate is to change that: not just by growing the brand, but by also doing the important educational work of helping Australians understand the role and value of pet insurance and by making it genuinely accessible to more people.

Less than 20%

of Australian pet owners have pet insurance, leaving the vast majority without meaningful protection when it matters most.

Source: Animal Medicines Australia Pets in Australia 2025 report (September 2025)¹

Leaders and industry experts from RSPCA Australia and Pacific International Insurance

Purpose grounded in over 150 years of expertise

Central to the brand’s positioning is the “We Know Animals” campaign, a creative platform that draws on over 150 years of RSPCA animal welfare expertise to articulate what genuinely sets RSPCA Pet Insurance apart. It’s not simply a marketing claim; it’s a statement grounded in the RSPCA’s unmatched heritage in animal care, advocacy and veterinary knowledge and its active involvement at a governance level within the partnership.

RSPCA Pet Insurance is driven by a purpose to protect and improve the wellbeing of pets and a vision of a world where more pets can live well and be well. The product itself reflects this purpose helping improve accessibility to pet insurance. Pet owners can customise their cover to suit their pet and their budget and every policy sold actively contributes funding to RSPCA animal welfare initiatives nationwide on an ongoing basis. This is protection that goes far beyond your own backyard.

Taljaard brings extensive experience spanning virtually every aspect of the insurance industry including car, home, commercial, life and medical malpractice having held brand, market and product strategy roles across Australia, New Zealand and South Africa. But he describes this appointment as the pinnacle.

“I’ve worked on other pet insurance brands, but doing it with the RSPCA is truly inspiring. This is where purpose and performance genuinely comes together.”

Alex Taljaard – Head of Marketing & Communications, RSPCA Pet Insurance

Closing the education gap

“Many pet owners don’t fully understand the role pet insurance can play in their pet’s care; from helping owners make faster, more informed treatment decisions, to ensuring their pet gets the best care possible when it matters most. Our job is to help close that education gap and improve accessibility.” Taljaard continues.

“Just as getting car insurance is one of the first things people do when they buy a vehicle, we want pet insurance to be one of the first things Australians get in place when they bring a pet into their home. That cultural shift is exactly what we’re working towards.”

“There’s another aspect to our core message that often goes unspoken. When a pet is insured, it changes what a vet can do. They can offer the best care immediately, without having to navigate what an owner can afford. That’s better for the pet, and it’s better for everyone.”

Alex Taljaard – Head of Marketing & Communications, RSPCA Pet Insurance

Sharpening the brand at a pivotal moment

Sharpening the brand at a pivotal moment

Since stepping into the role, Taljaard has focused on sharpening brand clarity and simplifying how RSPCA Pet Insurance communicates in a complex category. A strong focus is building on the brand’s already empathetic voice to make it more distinctive and ensure every touchpoint reflects both the lived reality of pet ownership and the RSPCA’s welfare-first ethos. He leads a high-performing marketing team with a focus on capability development, customer engagement and delivering consistent brand experiences across every touchpoint.

The appointment comes at a pivotal moment for the brand, as RSPCA Pet Insurance continues to build momentum following its April launch of its new era and invests in long-term brand growth, category education and market expansion.  

New partnerships with PR experts Evolab, creative agency Saatchi & Saatchi, and media agency Atomic 212° (both part of Publicis Groupe) bring a more integrated approach to brand storytelling and media, further supporting the brand’s ambitions.  
Taljaard’s appointment signals a clear direction for RSPCA Pet Insurance, a brand that is ready to challenge category norms, differentiate through genuine purpose and ultimately drive better outcomes for pets and animals right across Australia.

Explore RSPCA Pet Insurance

About RSPCA Pet Insurance

RSPCA Pet Insurance is a purpose-driven strategic partnership between RSPCA Australia and Pacific International Insurance, designed to protect and improve the wellbeing of pets while also helping contribute funding to RSPCA animal welfare initiatives nationwide. With over 150 years of RSPCA expertise in animal care, advocacy, and veterinary knowledge, our customisable product offers transparent, flexible coverage that can be tailored to pet owners’ needs and budgets, with premiums helping support RSPCA initiatives such as rescue, rehabilitation, rehoming, education, and law enforcement efforts for animals in need. Guided by a vision of a world where pets can live well and be well, RSPCA Pet Insurance combines empathy, expertise, and innovation to help make pet insurance accessible and impactful. For more information, visit rspcapetinsurance.org.au