Itch Takes Holistic Approch to Pet Insurance

Pet wellness experts, Itch, have launched the first ever pet insurance that rewards proactive pet care —giving pet parents discounts on their insurance for taking the best possible care of their pets with Itch’s range of parasite protection and pet wellbeing products.

To celebrate the launch of Itch Insure, Itch worked with animal behaviour and welfare expert, Dr Lauren Finka, to create a unique and innovative audio experience for owners and pets to enjoy together. The audio track, voiced by Oli Juste, leading dog trainer, behaviourist and Itch advisory panellist, is designed to ensure the time we spend with our pets is as rewarding as can be, whether you have two legs or four.

Research from Itch into how we reward ourselves and our pets found that over two thirds (67%) of pet owners see their pets as much a part of the family as siblings, children and parents. More than a third (35%) also say that they often go above and beyond to ensure their pet is as happy and healthy as can be, yet just over half (57%) of Brits say they have pet insurance, leaving 43% of pet owners and pets at risk should anything happen to their fluffy friends.

With such an unbreakable bond between pet and owner, it makes sense that a further third (34%) say they love to share rewarding experiences with their pet and admit to trying to replicate human experiences for them to enjoy such as letting them eat human food (17%) and giving them a massage (17%).

Itch also found ‘anxiety and stress’ are the most reported pet health conditions by owners when signing-up to an Itch subscription, as well as one of the top causes of current concerns by pet owners (23%). Respondents also expressed that their pets are one of their biggest concerns in life (44%), more than their finances (40%) or even their job (17%). As such, the audio track places a focus firmly on pet health and wellbeing and features positive reinforcement for both human and animal.

The creation of the unique Pet ‘af-fur-mations’ audio track in reaction to the findings combines classical music, affirmations, and meditation for a unique and innovative sound experience for owner and pet. It provides ultimate relaxation and a moment of calm for pets and owners to enjoy together.

Animal welfare and behaviour specialist Dr Lauren Finka discusses the benefits of sounds and affirmations for pets: “The idea behind this audio experience is for pet owners to take a few moments to enter into a calm, peaceful and positive mental state whilst near to their pets. Scientific research has shown that pets are sensitive to our tone of voice, body language and even facial expressions, and may therefore notice (and appreciate) the changes in our behaviour that the relaxation practice using this track will bring. 

“Studies also suggest that just like in humans, classical music can have a calming and relaxing impact on cats and dogs. Additionally, positive verbal praise from owners has been found to stimulate the ‘reward’ parts of dogs’ brains. Therefore, as well as encouraging us humans to relax, the music and affirmations selected for the audio track are also designed to have a directly positive, calming impact on your pet.”

The research also found that pet owners believe one of the best ways to reward their pets is by keeping them healthy (27%). 32% reward their pet by taking them on a long walk, 23% think about regular parasite protection, 22% make sure they only give their pet ‘healthy’ food and 10% purchase some kind of health supplement for their pet.

Andrew Pinnington, CEO at Itch, commented: “It’s great to see that pet health and wellbeing is at the top of the agenda for pet owners. As well as the reward that cat and dog owners receive from having a healthy and happy pet in their lives, we think they should also be rewarded for taking the best possible care of their pets, and that’s exactly what Itch Insure is all about.

“As a member of Itch, you’re taking a proactive approach to pet care by protecting your pet against fleas, ticks, lice, and worms, as well as common pet health concerns such as ear infections and dental issues. We think this deserves great savings on your insurance, as healthy pets take less trips to the vets.” 

Itch is a hassle-free monthly subscription service for pet health and well-being products, including highly effective parasite treatments. By using Itch Treatments, you are focusing on your furry friends wellbeing. This means Itch will reward you with 10-17% off your insurance payments, based on your subscription level. The more you protect your pet, the more you save.

Zoe Costigan, in-house Vet at Itch adds: “Insurance that promotes the wellbeing of pets by encouraging and rewarding proactive care should be a leading choice for all pet parents.  

Plus when you sign-up to Itch Insure you get unlimited access to the Itch Vet Clinic. There are a range of experts, including behaviourists, on hand with a friendly listening ear, whenever you need them.”

Itch Insure is provided by Pinnacle Insurance. Itch Insure members can also get access to the Itch Vet Clinic, offering 24/7 free and unlimited advice from vets, nurses, behaviourists and counsellors. To find out more and to sign-up to Itch Insure, please visit

To listen to the pet af-fur-mations and for tips on setting the experience up, visit The Itch website.

About alastair walker 12495 Articles
20 years experience as a journalist and magazine editor. I'm your contact for press releases, events, news and commercial opportunities at Insurance-Edge.Net

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