Bought By Many (now Petsure) Review 2026 — Flexible Lifetime Cover

Bought By Many rebranded as Petsure in 2024, but the product that disrupted UK pet insurance is still going strong. Known for its app-based claims process, flexible lifetime cover and inclusion of dental and complementary therapies as standard, Petsure is one of the strongest alternatives to our top pick, ManyPets. In this review we examine what Petsure covers, how much it costs, how the claims process works, and where it sits in the market. Compare with ManyPets →

What is Bought By Many / Petsure?

Bought By Many launched in 2017 as a digital-first pet insurer with a mission to fix the problems traditional insurers ignored: pre-existing condition exclusions, slow claims, and the lack of dental cover. It quickly gained market share through competitive pricing and a genuinely innovative app that let customers submit claims from their phone. In 2024 the company rebranded its consumer brand to Petsure, though the underwriting and policy structure remain essentially the same.

Petsure is FCA-authorised and its policies are underwritten by established UK insurers. It operates entirely online — there is no call-centre-heavy traditional model, which keeps costs down and is reflected in competitive premiums.

What Does Petsure Cover?

Petsure offers lifetime pet insurance with tiered annual vet fee limits. The top tier provides up to £15,000 per year, resetting on renewal. Standard inclusions are:

• Vet fees — up to £15,000/year covering illness, injury, surgery, diagnostics, hospitalisation and medication.
• Dental cover — both dental illness (gum disease, tooth decay, extractions) and dental injury are included as standard.
• Complementary therapies — physiotherapy, hydrotherapy, acupuncture, osteopathy and behavioural therapy when referred by a vet.
• Third-party liability — up to £2 million for dog owners.
• Euthanasia and cremation — covered up to the vet fee limit.
• Boarding fees — up to £1,500 if you are hospitalised.
• Holiday cancellation — up to £5,000 if you cancel a trip due to your pet’s illness.
• Lost pet advertising and reward — up to £1,000.

Comparison Table

Petsure matches ManyPets on vet fee cover and dental, but its higher excess and smaller multi-pet discount place it second overall.

Pricing and Multi-Pet Discount

Petsure premiums start from around £20 per month for a dog and £10 for a cat, based on a healthy 3-year-old with a £70 excess. This makes it slightly more expensive than ManyPets for equivalent cover.

The multi-pet discount is 10% — decent, but half the saving you would get from ManyPets or Admiral’s 15%. For a single-pet household this is less relevant, but for families with two or more pets it is a meaningful annual difference worth factoring in.

Petsure offers a choice of excess levels (£70, £100, £250) and vet fee tiers (£5,000, £10,000, £15,000), so you can tailor the policy to your budget. The £15,000 tier is the one we recommend for comprehensive protection.

The Claims Process

Petsure’s app-based claims process is widely regarded as the best in the UK pet insurance market. Here is how it works:

1. Visit any UK vet — Petsure does not restrict you to a network.
2. Submit via app — take a photo of the vet invoice and clinical notes, upload them through the Petsure app, and submit.
3. Direct-to-vet option — for larger claims, Petsure can settle directly with the vet so you only pay the excess.
4. Fast turnaround — most claims are processed within 5 working days. Payout is by bank transfer.

Customer reviews consistently praise the speed and simplicity of the claims process. The transparency — you can track a claim’s status in the app in real time — is a significant step up from the opaque processes of traditional insurers.

Pros and Cons

Pros

• Lifetime cover up to £15,000/year — matches the best in the market.
• Dental included as standard — no extra premium for dental illness and injury.
• Best-in-class app claims — fast, transparent, and genuinely easy to use.
• No upper age limit — senior pets can be insured for the first time.
• Complementary therapies included — physio, hydro, acupuncture and behavioural therapy.
• Flexible excess and cover tiers — tailor the policy to your budget.
• Direct-to-vet settlement — no large upfront payments for major claims.

Cons

• Higher excess than ManyPets — £70 standard vs £60 at ManyPets.
• Lower multi-pet discount — 10% vs 15% at ManyPets and Admiral.
• Slightly higher premiums — roughly £1.50/month more than ManyPets for equivalent cover.
• Brand confusion — the rebrand from Bought By Many to Petsure caused some confusion among existing customers.
• Online-only — no telephone account management for policy changes, which may frustrate some users.

Frequently Asked Questions

Is Bought By Many the same as Petsure?

Yes. Bought By Many rebranded its consumer brand to Petsure in 2024. The policies, underwriting and claims process are essentially the same; only the name has changed. If you had a Bought By Many policy, it is now administered under the Petsure brand.

Does Petsure cover dental?

Yes. Petsure includes dental illness and dental injury cover as standard on its lifetime policies. This covers gum disease, tooth extractions, and accidental dental injury. You do not need to pay extra for a dental add-on.

Does Petsure have an age limit?

No. Petsure has no upper age limit for new policies, making it a good option for owners of senior or rescue pets.

How long does a Petsure claim take?

Most claims are processed within 5 working days. The app lets you track the status of your claim in real time, which is a significant improvement over traditional insurers.

Is Petsure or ManyPets better?

Both are excellent. ManyPets edges ahead on price, excess and multi-pet discount, while Petsure matches it on cover and dental. If ManyPets is available for your pet’s breed and postcode, it is our preferred choice. If not, Petsure is the best alternative. Compare ManyPets vs Petsure →

Our Verdict

Petsure (formerly Bought By Many) is a genuinely excellent pet insurer that matches ManyPets on cover levels and dental, and arguably beats it on app-based claims experience. Its weaknesses are a higher standard excess and a smaller multi-pet discount. For single-pet households who value the smoothest possible claims process, Petsure is a superb choice. For multi-pet households or owners prioritising the lowest excess and best multi-pet saving, ManyPets remains our #1 recommendation →

Get a Quote

Ready to protect your pet? Get a quote from our recommended providers:

• Co-op Pet Insurance - Comprehensive cover from a trusted UK brand. Awin verified.
• PetPlan - The UK’s most recognised pet insurer.