Complain to Purely Pets
Pet insurance provider - complaints about restrictive inner limits on treatments
Pet-insuranceFree, and its decisions bind the firm.
Contact emails
info@purelypets.com
Customer Service
complaints@purelypets.com
Complaints
Purely Pets handles complaints through its official online form.
Common Purely Pets complaints
Claim Rejected
Insurer refusing to pay for treatment citing exclusions or pre-existing conditions
Underpaid Claim
Settlement lower than expected due to hidden inner limits or sub-limits
Excessive Premium Increase
Annual renewal price increased dramatically, especially as pet ages
Pre-existing Condition Dispute
Insurer linking unrelated conditions to deny coverage
This one needs a different route
Complaints about banks, lenders and insurers are regulated claims work. Handling them takes FCA authorisation, which we don’t have, so we don’t write them. That’s not us being careful with you. It’s the law about who’s allowed to do it.
Financial complaints go to the Financial Ombudsman
Complain to the bank, lender or insurer first. They have eight weeks to answer. If they say no, or say nothing, the Financial Ombudsman Service reviews it for free and its decisions are binding on the firm. That is a stronger route than anything we could write.
Purely Pets ombudsman & regulator routes
Which ombudsman handles Purely Pets complaints?
Financial Ombudsman Service. Once Purely Pets’s own complaints process is exhausted (after 8 weeks or a deadlock letter), you can take your complaint there for free. Go to the ombudsman. Read our guide to the Financial Ombudsman.
Can you complain to the FCA about Purely Pets?
Not for individual disputes: the FCA sets the rules for the sector but does not resolve personal complaints or award compensation. Complain to Purely Pets directly first and keep written records, then escalate to the Financial Ombudsman Service if it stays unresolved after 8 weeks or you receive a deadlock or final-response letter. You can still report Purely Pets to the FCA to flag systemic problems, but that will not get your own money back.
Laws that protect you
Consumer Insurance Act 2012
Requires consumers to take reasonable care when providing information. Insurers can’t void policies for innocent mistakes.
FCA Insurance Conduct of Business
Rules for fair treatment, transparent communication, and prompt claims handling.
FCA Consumer Duty
Insurance firms must act in customers' best interests and avoid foreseeable harm.
Tips for Purely Pets complaints
- Read the policy document carefully - check for inner limits on specific treatments
- Declare everything when taking out the policy to avoid disputes later
- Keep all vet records and treatment history
- Check if your policy is 'lifetime' or 'per condition' - this affects long-term coverage
- The Financial Ombudsman handles pet insurance complaints for free
If Purely Pets doesn't respond
- 1
Claims Team
Allow 15 daysContact the insurer’s claims team for an explanation of the decision
- 2
Formal Complaint
Submit a formal complaint - insurers must acknowledge within 5 working days
- 3
- 4
Contact emails
info@purelypets.com
Customer Service
complaints@purelypets.com
Complaints
Purely Pets handles complaints through its official online form.
When you can escalate
8 weeks
If Purely Pets hasn’t sorted it within 8 weeks, or sends a final response sooner, you can take it to the Financial Ombudsman Service.
Frequently asked questions
Tools & guides for your Purely Pets complaint
Free calculators and explainers that strengthen the case you make to Purely Pets.
- Insurance claim timeline trackerTrack your insurance claim deadlines and status.
- Consumer rights checkerFind the laws that back you up.
- Ombudsman finderBeing ignored? Here’s who to escalate to.
- Response deadline trackerTrack if a company exceeded their response time.
- Small claims calculatorCourt’s cheaper than you think.
- Klarna & Clearpay complaints: your new rights from 15 July 2026BNPL comes under FCA regulation on 15 July 2026: affordability checks, real support in hardship, and Financial Ombudsman escalation. What changes and how to use it.
- How to reclaim bank charges and overdraft feesWrongly applied fees, hardship charge spirals, and mis-sold packaged accounts are all reclaimable - free, without a claims company. Here’s the route that works in 2026.
- The Financial Ombudsman Just Changed: What the 10-Year Limit Means for YouMajor FOS reform introduces a 10-year complaint deadline, a revised 'fair and reasonable' test, and new FCA referral rules. If you have an old financial complaint, the clock is ticking.
- Insurance Claim Rejected? How to Fight Back and WinMany rejected insurance claims are overturned when challenged properly. Here’s how to get what you’re owed.
Not sure what the law actually entitles you to? Start with our UK consumer rights guide - refunds, faulty goods, and how to enforce your rights under the Consumer Rights Act 2015.
Other Pet-insurance companies
Work at Purely Pets? Reply to complaints here.
The ombudsman is free, and Purely Pets has to follow what it decides
Complain to the bank, lender or insurer first. They have eight weeks to answer. If they say no, or say nothing, the Financial Ombudsman Service reviews it for free and its decisions are binding on the firm. That is a stronger route than anything we could write.
Financial Ombudsman Service(opens in a new tab)Disclaimer: NoReply is an independent consumer advocacy platform. We are not affiliated with, endorsed by, or connected to Purely Pets or any of the companies listed on this site. Where an address is marked verified, we read it on Purely Pets’s own site or a complaint sent to it arrived. Addresses marked not verified have not been checked, and ones marked bounced do not reach Purely Pets. This page is for informational purposes only and does not constitute legal advice.