ICE-Tech has taken on the role of Founding Research Sponsor for a new initiative by the Pet and Equine Insurance Association (PEIA) aimed at exploring the complete welfare journey of companion animals. This research program, known as the Companion Animal Welfare Journey, will assess the experience of pet owners from the initial decision to acquire an animal, through insurance, veterinary care, and evolving health needs, to end-of-life care.
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The support from ICE-Tech enables PEIA to collaborate with industry experts to gather data and build an evidence base that examines the decisions, influences, communication gaps, and sources of friction affecting access to care. The research will adopt multiple perspectives, including those of the animals, pet owners, veterinary professionals, insurers, welfare organizations, and others involved at various stages.
Understanding the pet ownership journey is crucial, as pet insurance does not function in isolation. Various factors such as an owner's choices regarding insurance, access to information, the timing of seeking veterinary care, and the interactions among insurers and veterinary professionals can all significantly influence the experiences of both pets and their owners. By analyzing the entire journey, PEIA aims to clarify the connections among these experiences and identify opportunities for further research, dialogue, and collaborative action within the industry.
Mark Colonnese, Head of Solutions at ICE-Tech, expressed the importance of this initiative, stating that significant questions surrounding pet insurance extend beyond just technology or insurance alone. He emphasized that the involvement of various stakeholders—including owners, insurers, and veterinary professionals—is essential for building a comprehensive understanding of the journey and addressing existing friction points.
The Companion Animal Welfare Journey will contribute to The Pet Pledge, PEIA’s broader initiative that focuses on enhancing access to veterinary care through a more sustainable and integrated pet and equine insurance framework. Insurance Times is collaborating with PEIA on the Pet Pledge, emphasizing its commitment to animal welfare and the long-term sustainability of the pet insurance sector.
The findings from the research, along with discussions held at the Member Forum in London on December 4, 2026, will inform future in-person roundtables planned for 2027 as the Pet Pledge progresses. PEIA Founder and CEO Sharon Brown noted that the partnership with ICE-Tech is pivotal to enriching the evidence base needed to understand and improve connections within the companion animal ecosystem.