PIF joins Pet and Equine Insurance Association

The Pet Industry Federation (PIF) has joined the Pet and Equine Insurance Association (PEIA) in a mutual membership deal designed to strengthen ties between pet businesses and the insurance sector.

The collaboration comes as the industry faces increased pressure from rising veterinary costs and shifting consumer expectations. 

Under the agreement, PEIA has also become a member of PIF, which represents sectors including retail, manufacturing, grooming, and boarding.

The partnership will focus on sharing practical insights into how pet owners interact with businesses at key decision points. 

PIF intends to use its experience in developing codes of practice to help insurers improve communication regarding pet care, risk management, and the financial value of insurance.

PIF currently works with several veterinary and welfare organisations through the Canine and Feline Sector Group and the All-Party Parliamentary Group for Animal Welfare. 

The federation believes that closer dialogue is essential for supporting responsible pet ownership during periods of economic pressure.

Nigel Baker, chief executive of PIF, said: “Pet insurance is a vital part of the wider pet care landscape. This mutual membership reflects a shared commitment to a better understanding between insurers and the pet industry. “We are keen to work closely with PEIA and its members, share insight from our members and support clearer communication with pet owners around welfare, responsibility and risk.”

Sharon Brown, chief executive of PEIA, added: “The more we work together across the ecosystem, the easier it becomes to raise standards, improve understanding of risk and care, and help pet owners make informed choices about insurance that support welfare and long-term sustainability.”