Fintech start-up MyPetCard launches an alternative to pet insurance

MyPetCard launches today

Fintech start-up MyPetCard launches an alternative to pet insurance

MyPetCard is entering the fast-growing PetTech market with a proposition it says will reshape how owners save and pay for veterinary treatment.

MyPetCard has launched a prepaid Visa Card and online platform designed to help pet owners set aside money specifically for veterinary bills and other eligible pet-care expenses while retaining control of their unused funds.

Instead of paying non-refundable monthly insurance premiums, MyPetCard customers regularly load money onto their card. Those funds can then be used directly at veterinary practices and online pet pharmacies.

Any unused money remains the cardholder’s and can be withdrawn at any time, subject to the applicable account terms. If a pet dies, the remaining balance can be returned to the customer or retained to support the care of a future pet.

By regularly building a dedicated pet-care fund, comparing veterinary and medicine prices and retaining ownership of every unused pound, customers of MyPetCard will have a transparent way to plan for their pets financial planning from day one of joining.

Recent guidance highlighted some of the limitations owners can encounter with pet insurance. Routine and preventative treatments, age of the pet and pre-existing conditions are generally excluded, and, there is also a large increase in complaints to the Competitions Ombudsman* regarding policy limitations found in the small print. 

Consumer disputes regarding pet insurance remain a significant issue within the market. According to recent data released by the Financial Ombudsman Service, there were 2,065 new pet insurance complaints lodged during the 2025/26 period, with a 41% uphold rate for resolved cases. Although this represents a slight decrease from the complaints filed in 2024/25, the volume of successful claims continues to underscore the ongoing challenges and limitations owners face. 

MyPetCard provides a distinct alternative that is not insurance. By removing the need for a claims process or waiting for third-party approvals and eliminates the risk of rejections. Customers establish a dedicated healthcare fund for their animals, ensuring that their available money can be accessed immediately to provide greater transparency and most importantly care for their pet when they need it. 

MyPetCard is not insurance and is not positioned as a direct replacement insurance. Instead, it provides an alternative financial-planning tool for people who want greater transparency and control over how they prepare for pet-care costs.

Customers joining MyPetCard will receive:

• A prepaid Visa card for setting aside and paying money towards veterinary care and eligible pet expenses
• Access to the 24/7 MyPetCard Vetline for veterinary advice
• Optional access to interest-free and low-cost financing through a partner network of more than 2,000 independent veterinary surgeries, subject to status and lending terms
• Local veterinary price-comparison services
• A pet-medicine price search designed to help customers find competitive prices online

MyPetCard encourages customers to save regularly, helping them gradually build a dedicated fund for routine and unexpected veterinary expenses.

John Darlington, founder of MyPetCard, said:

“I wanted to create a simpler and more transparent solution that puts control back into the hands of pet owners. Having worked with veterinary practices and animal medicines for 20 years, I became increasingly frustrated by the dilemmas owners face sometimes having to choose between the cost of treatment and the care their pet needs.

“When two in three pet owners say they could not afford unexpected surgery and millions are already delaying veterinary visits because of cost, it is clear that people need another way to prepare.

“Insurance can provide protection, but exclusions,claim rejections, excesses, claim limits and rising premiums mean it does not always meet every owner’s needs. MyPetCard gives customers another option where there are no exclusions. 

“As MyPetCard grows, we will continue developing membership benefits, price-comparison services and a supportive community for animal lovers.

“This could also have a positive impact on animal welfare. No owner wants to postpone treatment because they are worried about the cost. Building a dedicated pet-care fund—and having access to tools that help reduce costs—can provide valuable reassurance when treatment is needed.”

The UK pet-care market has expanded significantly in recent years, driven by increased pet ownership. However, the affordability of veterinary care and the complexity of insurance remain significant concerns for many households.

MyPetCard aims to address this gap by providing a transparent and flexible way for owners to plan for their pets’ future care.

The service has launched nationwide, with ambitions to expand into the United States and other international markets.

MyPetCard is now open for join up and active use across the UK at www.mypetcard.co.uk.

ENDS

Notes to editors

Media enquiries. For interview requests or any further information please contact:

Viki Mendelssohn – 07980 744048 or email – viki@mypetcard.co.uk

MyPetCard is a UK-based Fintech company offering an alternative to traditional pet insurance and focusing on simplifying how pet owners’ budget and pay for veterinary care. Through its prepaid Visa Card the company aims to deliver greater transparency, flexibility, and financial control in pet healthcare spending.

Cost to join is £10 and then a monthly charge of £3.99 per month.

Founders Biographies

John Darlington is the Founder of MyPetCard, bringing together extensive experience in procurement, financial services and more than 20 years in the veterinary and pet healthcare sectors.

John began his career in procurement management with major financial organisations.

He later moved into the veterinary sector, creating an online pet pharmacy and later, built a group of Veterinary surgeries Animals 1st, with a mission to keep prices affordable for pet owners which he subsequently scaled and sold in 2019. During this time, John saw first-hand the difficult decisions owners faced when they couldn’t afford treatment or when pet insurance didn’t provide the cover they expected. He became convinced there had to be another way for owners to prepare for the cost of their pets’ healthcare.

After hearing Martin Lewis discuss the lack of a real alternative to pet insurance, John decided to turn that idea into a practical solution.

John’s ambition is to make MyPetCard a trusted partner for pet owners across the UK, giving them greater control, choice and confidence when paying for their pets’ healthcare.

Sonya Cunningham

Sonya is a Co-Founder of MyPetCard, spearheading the company’s evolution from an initial concept to its successful live pilot phase. 

With a career spanning over two decades in financial services and fintech, Sonya has a proven track record of scaling new banking institutions and directing large-scale transformation projects at NatWest. Beyond her work at MyPetCard, she provides strategic counsel to governments and investors via Potion Partners and helps drive global innovation as a co-founder of the ‘Finance of Tomorrow’ initiative.

Sonya’s professional expertise is rooted in a lifelong devotion to animals. As part of a fourth-generation Scottish farming family, she currently manages a household that includes ten horses, two dogs, and a cat called Colin. Her experience as an international rider has given her a unique perspective on the emotional and financial commitment required for animal welfare. This deep personal bond inspired the creation of MyPetCard, aiming to provide fellow owners with the security and clarity they need to care for their beloved animals without unnecessary financial worry.

Viki Mendelssohn

Viki is a Co-Founder of MyPetCard, contributing over two decades of strategic communications and brand expertise to the leadership team.

Throughout a career defined by agency leadership and brand evolution, Viki has collaborated with sport, media, arts, property, government and FMCG brands to create engagement and transform concepts into high-impact brand campaigns. She has run her own agency Big Blue for 26 years and her Entrepreneurial spirit has led her also to mentor with RBS on their Digital Boost programme.  She is also Chair of East of Scotland Tennis & Padel and a Trustee of Heart’s + Balls Charity.

Viki champions the core philosophy that pets are fundamental family members and  is committed to ensuring that owners have access to options and assistance when navigating the financial aspects of care for their pets.

At home, she is ‘owned’ by her Hungarian Vizsla, Cuillin, who serves as a constant source of professional inspiration and daily energy.

Viki directs the overarching brand and media strategy. Her mission is to establish a community where pet owners feel empowered, knowledgeable, and secure in managing their animals’ health requirements from day one of pet ownership.

Sources:

Financial Ombudsman Service, Annual complaints data and insight 2024/25 – 2,286 pet insurance complaints received; 42% uphold rate.

The My Pet Card is issued by IDT Financial Services Ltd, a principal member of Visa Europe.