Company: Waggel
CEO and founder: Andrew Leal, Ross Fretton
Website: https://www.waggel.co.uk/
About Waggel
Waggel is reshaping pet insurance by pairing advanced AI with a commitment to being the most human insurer in the industry. Founded in 2018 by Andrew Leal and Ross Fretton, they saw an opportunity to do things differently: using technology not to replace people, but to elevate care, remove friction, and deliver a simpler, kinder insurance experience.
Today, more than 200,000 pets in the UK are insured with Waggel. A key driver of its growth has been its triage-led insurance model, powered through a partnership with the Joii Pet Care app. Customers enjoy instant, 24/7 access to an AI-supported symptom checker covering over 130 common conditions, along with video consultations with qualified vets. The impact is significant: 80% of customers who use the triage tool don’t go on to make a claim within 30 days, reducing unnecessary vet visits and collectively saving an estimated £1 million in premiums.
Waggel’s AI chatbot, launched earlier this year, already handles around 52% of customer queries, freeing the team to focus on higher value, more personal support. As the system continues to learn, it takes on routine tasks, while complex or sensitive issues are always directed to a human expert.
Every Waggel customer is also assigned a dedicated claims champion – a qualified vet nurse who offers hands on support throughout the claims journey, from answering medical questions to liaising with vets on the owner’s behalf. They even handle the small but meaningful touches, like sending flowers or cards, ensuring that care remains deeply human where it matters most.
This thoughtful application of AI is fuelling Waggel’s momentum. By using technology not just to speed up processes, but to create meaningful value for pet owners, Waggel is saving customers time, money, and stress, while disrupting an industry the founders believed was no longer serving modern pet families.
Waggel generated revenues of £11 million in 2024 and is projecting £15 million for 2025. As the company continues to scale, its blend of human led customer care and intelligent automation positions it as a pioneer in the pet insurance industry.
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