Privacy & Cookie Policy

Our Privacy Commitment

Here at Pinnacle Insurance Limited, we value your privacy and take our data protection obligations very seriously. In this notice we set out how we collect, use, disclose, transfer and store your personal data and provide information on your data protection rights. We have tried to make this notice as clear as possible, but if you have any questions, please get in touch with our Data Protection Officer at dataprotection@pinnaclepetgroup.com or write to us at: PO Box 900, Borehamwood WD6 9QW.

If you are a current or former Pinnacle Insurance Limited customer or you have asked us for a quote or just visiting our website, this commitment about how we manage your personal data applies to you.

As a data controller we are responsible for determining what data we collect from you, why we need it and how we will process it. This privacy notice tells you what to expect us to do with your personal information.

We are an independent data controller. Pinnacle Insurance Limited administers your pet insurance and markets our products and services to you.

We are part of the Pinnacle Pet Group - a group of pet insurance and pet product & service companies owned by Pinnacle Pet Group Limited headquartered in the UK. Our companies comprise the following:

Pinnacle Insurance Limited
Pinnacle Insurance Management Services Limited
Pet Protect Limited
VioVet Limited
Animal Friends Insurance Services Limited
Agila
Veterfina
HD Assurances
Captain Vet

Pinnacle Insurance Limited are registered as a data controller with the UK Information Commissioner's Office (ICO) under number Z5272015. We commit that:

We will keep your personal information private and safe.
We will only use your personal information in ways you would expect, as outlined in this Privacy Commitment.
We will only give our staff access to your data where they need it to be able to carry out their duties.
We will only share your personal information with other organisations for specific purposes and where your data is kept in accordance with this Commitment.
We will only keep your personal information for as long as we need it to provide you a service.
We will consider your privacy before we make any changes to our processes or systems where the processing of your data is involved.
We will keep you informed of any changes we make to the way we manage your data by updating this Privacy Commitment or emailing you if there is a significant change.

Your responsibilities

Read this Privacy Notice and revisit it when you have a query about our use of your personal information or if you haven't read it in a while. Our processes will change as our business evolves and we will update this notice in line with those changes. If we make a material change to the way we process your personal information we will inform you directly.
Read your terms of purchase or service, and your policy documents carefully as this contains important information about your product or service purchase; or insurance contract with us. Most of the personal data we hold about you is processed for the purpose of administering your purchase or your insurance contract.
If you provide us with personal information about other people, or if others give us your information, we will only use that information for the specific reason for which it was provided to us, which is explained in the section 'How and why we use your data' below.
You are responsible for your username and password for access to any customer portal we provide - please keep them secret and safe!
If you believe your privacy has been breached, please contact us immediately on dataprotection@pinnaclepetgroup.com.

When and how we collect your personal information

From the first moment you interact with us, either because you are a customer, enquirer or you interact directly with us on our website or by visiting a price comparison website, we are collecting data. In some instances, this data is anonymised, and we are unable to identify you (for example, when you visit our website, we will use cookies to track how you interact with our site and navigate the pages so we can look at how to improve our website and make your experience better, but we won't link this activity to the record that we hold for you). You will need to allow cookies to operate for us to undertake this type of tracking and you can block these cookies from operating entirely by using the cookie controls on our websites. For more information on the cookies that we employ, please read our cookie policy.

We also collect data about you from external sources for the purposes of verifying or enriching our data or product offering where this is required for your purchase of a pet product, a service or an insurance product:

official public records (e.g. census data, electoral roll).
our service providers, commercial partners, your current insurer (where there is a transfer of cover), co-insurers, corporate insurers and re-insurers.
third parties such as fraud and crime prevention agencies (including national law enforcement and other insurance providers) or data brokers (in accordance with data protection legislation).
websites and social media containing publicly available information.
databases and information made public by you or third parties.

We collect data of individuals we have no direct relationship with but who are connected to you or to the insurance product, for example:

The policyholder and/or other family members where you or another person is a beneficiary of an insurance policy or are required to contact us in relation to the policy.
Co-insured, co-borrower or co-account holder.
Third party claimants or defendants in relation to a claim.
Representatives for you including lawyers, family members, executors, trustees, persons with power of attorney, insolvency practitioners and creditors (in cases of arrears or debt).
Ultimate beneficial owners and shareholders of legal entities.

Where you provide us with another person's personal data, please direct the individual this Privacy Commitment. We will also provide them with this information directly, where we have their contact details.

Types of data we collect:

Contact details - your address, telephone number, email address.
Identity details - your name, your postcode, date of birth.
Household information - marital status, number of occupiers, number of pets, other types of pet products you have purchased.
Financial information - your bank account number, sort code, payment card details.
Data that identifies you - your IP address, login information, browser type and version, time zone setting, browser plug-in types, geolocation information about where you might be, operating system and version.
Data relating to your insurance contract(s) - policy number, methods of payment, duration, premium amounts, payment history, discounts, claim history and payments, complaint history, professional and expert reports including medical history, third party claimant information.
Loyalty scheme and purchase history information (if any).
Call recordings (please note recordings are kept for a maximum of two years) and call summaries.
Live chat and chatbot transcriptions (chatbot transcriptions are only kept where you request an agent call back).
Data on how you use our Websites/Mobile Apps - your activities and clicks as you travel through our websites or mobile applications, which captures the pages viewed, page response times, download errors, how long you stay on our websites and what you do on those pages.
Data on how you interact with our direct marketing emails - when you open and click-through any of our email content.

Where necessary and subject to your explicit consent, we may collect the following special categories of data for the reasons stated below:

Health data that is required to process a claim or help us administer your contract if adjustments are needed.

We do not collect or process any data relating to your racial or ethnic origin, political beliefs, religious or philosophical beliefs, trade union membership, your genetic data or sexual orientation, unless we have a legal obligation to do so. We may also process special category data to protect against financial harm to our customers or where we may be legally obligated to hold this type of data.

What about children's data?

Our online purchases for pet products and services and purchases of pet insurance products can only be bought by persons over the age of 18 and for most of our products we do not knowingly collect any personal data from any person under this age. Exceptions to this maybe in connection with a public liability claim. Data of children aged under 16 will only be collected with the consent of their parent or guardian.

How we use your data

Data protection law means that we can only use your data for certain reasons and where we have a legal basis to do so. Here are the legal bases for our processing of your data and what each of them mean:

Legal basis: Contract

Processing your data is necessary for a contract you have with us, or where there are steps that need to be taken before the contract is entered into (for example, providing a quote). Processing we undertake where this legal basis applies is as follows:

Providing you with an insurance quote

Where you request an insurance quote from us, either via a price comparison website or directly via our websites or through our Customer Service centre.

Providing you with an insurance policy

When you have received a quote and decide to buy an insurance policy with us, we will collect further information such as your payment details to activate your insurance policy.

Administering your insurance policy

Administrative tasks will include, but are not limited to, providing customer service, processing payments, calculating premiums, updating policy documents, amending owner, pet and bank /payment details, managing claims and paying claims.

Providing you with support services

Providing you with services to support your policy, as described in your policy documents such our online/telephony veterinary service.

When we process insurance claims

If you submit a claim, we will ask for information about your pet's condition and the treatment they received. We may ask for receipts and treatment plan documentation. We may need a medical history for your pet to confirm that any condition is not pre-existing. We may talk directly to your vet (and any previous vets you have visited) to get further information where necessary. This information is used to assess claims in line with the terms and conditions of your insurance contract.

If you are a vet or veterinary staff submitting a claim, we will process your name and work contact details in the administration of the claim.

Managing relationships with partners

We are required to share information with our commercial partners (where relevant) to administer your policy and/or to provide discounts or rewards.

When we communicate with you or answer your queries

If you contact us with any queries about your policy or claims we will process your data to provide you with tailored responses. We will also send you any important information about changes to our services or your policy.

Receive, make or administer payments

We will process your bank account details to set up direct debits or, where you make a card payment we will transfer you to our secure payment processing provider. If we are sending you a claim settlement, we will need your bank account details for the receipt of that payment, or we can make a payment direct to your vet.

Legal basis: Legitimate interests

Processing your data is necessary for our legitimate interests or the legitimate interests of a third party.

These legitimate interests are only valid if they are not outweighed by your individual rights and interests so in each case, we will complete an assessment, known as a 'balancing test', to determine whether your interests override our legitimate interest to process your data.

Processing we undertake where this legal basis applies is as follows:

Customer services and managing complaints

We will notify you of any changes to our service and work to solve any issues you may have via live chat support, phone, or email. We will also provide you with a quote retrieval message by email and we may ask you for a review of our products or services.

Management information, business process and product improvement

We will use your data to improve the insurance products or services we offer, and to streamline and evolve the way that we manage our relationship with you. We create and develop statistical models and undertake analysis for risk management, research, and development purposes, allowing us to improve how we manage risk and create new and alternative products and services. We also seek to offer more competitive pricing or better personalised products and services through this processing.

Direct marketing and profiling purposes

We may engage direct marketing specialists to inform prospective customers of our products and services through postal or telephone campaigns.

We will use your data to find other customers who are like you, for online advertising. We will also use your data with advertisers to stop serving our advertising to you online (e.g., advertising on your Instagram newsfeed). You can object to this processing and stop it at any time by changing your privacy settings in your social media accounts or by emailing dataprotection@pinnaclepetgroup.com.

Prevention and detection of fraud

We monitor transactions to identify those that do not meet normal routines or patterns. We may ask you to undertake fraud prevention checks at the point of sale. For example, a credit referencing check through a third party such as Experian. We also periodically check our back book through fraud prevention and credit referencing agencies to manage risk and prevent criminal activity. Where we have reason to believe a claim may be fraudulent or criminal activity has occurred, we may share relevant information with other insurance companies, fraud prevention and credit referencing agencies, and law enforcement, as necessary. Where another insurance company or an authorised agency requests information in relation to fraud or criminal activity, we may provide that information. We retain fraud investigation files for up to 10 years to mitigate risk internally.

Managing our assets / information security

We may process your data when we manage our IT assets as your data may be stored in physical devices. We have a robust information security framework to ensure our physical assets are protected.

Refer a friend scheme

If you refer a friend to us, then we will process your name and policy information to match your referral to your friend who has bought a policy with us so that we can provide you with the relevant reward.

Customer surveys, reviews and competitions

We invite feedback from our customers via surveys or through reviews using such platforms as Google or TrustPilot so that we can look at how to improve our services. We also run competitions for our policy holders to reward loyalty and strengthen our relationship.

Recording customer calls

We record our sales and customer service calls so that we can review the calls our agents undertake to look at where improvements can be made. These call recordings may also provide a valuable audit if there is a query in relation to a sale or claim. We may also use recording for the purposes of Fraud prevention. Call recordings are retained for up to two years from the date of the call.

Anonymising and deleting your data

We anonymise personal data at the first opportunity as an important measure in our privacy approach. When the retention period for our quote or insurance customers is reached, we will permanently delete personal data so that it is irretrievable.

Use of CCTV

We use CCTV recording equipment in and around our premises for monitoring and security purposes to guard against unauthorised access.

Legal basis: Consent

You have given us your consent for to process your personal data for a specific purpose. You can withdraw your consent at any time. Processing we undertake where this legal basis applies is as follows:

When you interact with our chatbot and live chat

We will only collect any chatbot interactions when you provide your consent by giving our chatbot your contact details when requested to be transferred to a live chat agent. You can stop this collection by stopping the chatbot or live chat interaction at any time.

Enabling non-essential cookies or other online trackers when you visit out webpages, customer portal or mobile applications. You will be asked for your consent to 'Accept All' cookies when you visit our online pages and mobile applications.

Legal basis: Legal obligation

Processing your data is necessary to fulfil a legal obligation such as defending your, or our, legal rights, adhering to regulatory requirements, responding to a request from the UK or EU courts or law enforcement. Processing we undertake where this legal basis applies is as follows:

Sanctions screening

We must screen customers and suppliers against national sanctions lists to comply with AML requirements

Managing data subject rights

If you make a request to exercise any of your rights under data protection law, we will process your data as is necessary to fulfil your request.

Defend and prosecuting a public liability claim or other legal challenge

We will need to process the personal information in the relevant customer file to prepare a defence or response, e.g., to the Financial Ombudsman Service (FOS).

Information security

We are required to ensure that your personal data is secured using appropriate technical measures. We regularly scan our systems to protect against unlawful access and may process personal data in this action.

Complaints

To comply with FCA requirements we retain full details of all complaints. Where you complain on social media or on a review website, whether privately or publicly, please be aware that we may be required to treat this under our complaints process in line with FCA requirements. If we can match a complaint made on social media or on a review website to a customer record based on information provided in that complaint, or which is publicly and obviously available on the site where you have complained, we may do so to provide a more personalised response.

Conduct due diligence

We are required to undertake due diligence such as undertaking audits to ensure compliance against contractual obligations.

Compliance monitoring and reporting

We are required to undertake regular monitoring to comply with FCA requirements such as reporting suspicious transactions and any breaches of regulatory guidelines.

Our legal basis for processing special category data

Where we collect and store your health data for the provision of insurance, we process this either with your explicit consent or based on a substantial public interest [for the provision of insurance for the protection against financial harm]. We may also process your special category data for the establishment, exercise or defence of legal claims when we are faced with any legal claims or where we pursue legal claims ourselves.

How do we keep your data secure?

We are committed to taking the necessary organisational and technical measures to protect your personal data when we process it and when we share it with third parties. We undertake that:

All our employees are subject to confidentiality obligations to ensure the adequate protection of your personal data.
We use appropriate security measures to ensure the confidentiality, integrity, and availability of your data, as well as certifying systems and services which are resilient and can restore data in the event of a data loss.
Where possible, we aim to secure your personal data by lessening or removing personally identifying elements.
We regularly evaluate the effectiveness of our technical and organisational measures to ensure continuous improvement in the security of processing personal data.

Where do we store your data?

The personal data we collect is processed and stored in the UK or Europe. In some instances, we will employ other companies who will process your data, and, in every case, we will ensure that any other company that we transfer your data to is subject to the same level of data protection as we are.

This means that where we may transfer or store your information outside the UK or EEA (European Economic Area), we will take steps to ensure that your privacy rights continue to be protected as outlined in this Privacy Commitment.

How long do we store your data?

We will process your data for as long as is required to provide and administer your insurance quote, policy and any related claims or complaints, as well as complying with legal financial reporting requirements. This will typically mean that data is retained for a minimum of six years.

We hold anonymised data, where we have removed any of your identifying details, for a longer period so that we can look at trends across pet insurance, veterinary claims and the services and products we have provided over an extensive period. As this data is anonymised, it is no longer 'personal' data and subject to this Commitment.

Who do we share your data with?

Within Pinnacle Pet Group

We will share your data across our group, either where you have provided your consent for us to share your personal information for marketing purposes or if we have a legitimate interest such as preventing and detecting fraud.

Veterinary practices

When you make a claim on your insurance policy, we will liaise directly with the veterinary practice to settle your claim as quickly as possible. We will often obtain pet medical history from your veterinary practices to confirm that there are no exclusions.

Price comparison websites

If you are directed to us from a price comparison and you buy a policy from us, we must inform that price comparison that you have bought a policy to pay them a commission. We will therefore share identifying details and premium information back to the price comparison website for the administration of their commission.

Review platforms

Customer feedback is very important to us so we may invite you to leave a review on Trustpilot or Google. It is entirely optional for you to leave a review. Any feedback you give us is used to review our services and products to try and improve them or to recognise our staff for a job well done.

Marketing services providers

We undertake marketing and advertising to let relevant people know about our insurance products and our charitable giving. We will share your information with social media platforms, specialist marketing agencies and internet service providers who you already have a relationship with for two main purposes: firstly, to stop advertising for our insurance products featuring on your social media feeds if you already have an insurance policy with us, and secondly, to understand more about our customers so that we can extend our offers to other people who would be interested in our products and services.

Fraud prevention specialists and agencies

Your personal information may be checked with and recorded by a fraud prevention specialists and agencies. If false or inaccurate information is provided and fraud is identified, details may be passed to the fraud prevention specialist or agency. This information will be accessed and used by us and other companies in our group as well as law enforcement agencies and other organisations to prevent fraud and money laundering.

Other specialist third parties

We use third parties to host our data and our websites and applications. We also use third parties to undertake specialist tasks for us such as processing payments, undertaking direct marketing campaigns, maintaining data accuracy, managing public liability claims and keeping our IT systems secure.

When we do this, sometimes it is necessary for us to share your data for these specialist services to operate. Your data is shared only when strictly necessary and according to UK data protection regulation and the safeguards and good practices detailed in this Privacy Commitment.

Regulators, law enforcement and legal representatives

We may have to share your data with regulators such as the Financial Ombudsman Service or the FCA when requested. We may also be obliged to respond to requests from law enforcement agencies or court orders and we may be required to share your information with our legal representatives in relation to prosecuting or defending legal claims.

Automated Decision Making and Artificial Intelligence (AI) systems

Our processes may include the making of automated decisions at any stage, from generating a quote at the start or your contract, assessing your risk, and, throughout the contract such as the assessment of a claim or providing a renewal quote. It may also apply to the selection of pet products and services we offer to you throughout your relationship with us.

We also use varying AI tools throughout our business to augment processes such as providing call summaries, operating our chatbot service and undertaking elements of the claims process. Any use of an AI tool is done in strict accordance with data protection law, and we guarantee that your information will not be ingested into any openly accessible AI system.

You have a right not to be subject to decisions made only by automated means, which includes AI, in which case you can 'object' to automated processing or the use of AI using the contact details listed under 'Your Rights.'

Your privacy choices and rights

Your choices

You can choose not to provide us with personal data - but we will not be able to provide you with a quote or insurance policy without processing your personal data.

You can turn off cookies by blocking cookies by using the cookie controls available on our website or via your browser.

You can ask us not to use your data for direct marketing - We will inform you (before collecting your data) if we intend to use your data for direct marketing.

Your rights

You can exercise your rights by sending us an email at dataprotection@pinnaclepetgroup.com

You have the right to be informed about the collection and use of your personal data. This Privacy Commitment provides you with the information required under this right.
You have the right to access information we hold about you.
You have the right to make us correct any inaccurate personal data about you.
You can object to us using your data for profiling you or making automated decisions about you. We may use your data to determine whether we should let you know information that might be relevant to you (for example, tailoring emails to you based on your behaviour).
You have the right to have a copy of your data in a portable format. We will give you a copy of your data in CSV so that you can provide it to another insurer. If you ask us and it is technically possible, we will directly transfer the data to the other insurer for you.
You have the right to restrict the processing of your personal data. Under this right, we would only be able to store your personal data until the restriction is lifted.
You have the right to be 'forgotten' by us. You can do this by asking us to erase any personal data we hold about you. There may be instances where we are unable to comply fully with this right. In those cases, we will provide you with the data that we have had to retain, the legal reason(s) for retaining this data and the final destruction date for that data.
You have the right to lodge a complaint regarding our use of your data. Please tell us first, so we have a chance to address your concerns. If we fail in this, you can address any complaint to the [UK Information Commissioner's Office, either by calling their helpline on 0303 123 1113 or as directed on their website at https://ico.org.uk/.

Stay up to date

Well done for reading our Privacy Commitment. Please do come back and reread this Commitment from time to time as we will update this notice as any processing practices change.

This Privacy Commitment was last updated April 2026.

Cookie Policy

We are committed to delivering the best possible service to you while maintaining the confidence that you place in us. As part of this, we have adopted strong principles across our Group to ensure the protection of your personal data.

We set out below information about how we place, use and store cookies on your device when you use our website and/or our mobile application (the "Website" and/or "Application") and you select the option to manage and delete cookies.

1. What is a cookie?

Cookies are small text, image or software files that are placed on your device when you access our Website. The word "device", when used in this Cookies Policy, refers notably to computers, smartphones, tablets and all other devices used for accessing the internet.

Cookies may be either: (i) session specific, meaning that they are deleted from your device once the session and browser are closed; or (ii) persistent meaning that they will remain on your device until they are removed.

Cookies perform a number of useful functions, such as to:

Authenticate and identify you on our Website and/or Application in order to provide you with services that you have requested;
Enhance the security of the Website and/or Application, including to prevent fraudulent use of login credentials and protect user data from access by unauthorised parties;
Send you personalised advertising based on your browsing history and your preferences on line;
Monitor your use of our Website and/or Application in order to improve them;
Enhance your user experience by adapting and tailoring the content on the Website and/or Application to your interests and providing more relevant ads and content to you on other applications.
Remember information that you provided to us (e.g. to automatically populate forms with information that you have previously provided to us so that you can log on more quickly);
Keep track of your preferences and settings in your use of our Website (e.g. time zone);

2. What kind of information can be stored in a cookie?

The information stored by the cookies on your device may relate to the following, subject to its retention period:

the webpages you have visited on that device;
the advertisements you have clicked on;
the type of browser you use;
your IP address;
and any other information that you have provided on our Website.

Cookies may contain personal data. Our Data Protection Notice above covers where we use cookies that collect your personal data.

3. What kinds of cookies do we use and for what purpose?

Cookies used on our Websites are classified into different categories:

3.1 Strictly necessary cookies (mandatory)

These cookies are necessary for the Website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work. These cookies do not store any personally identifiable information.

3.2 Functional cookies

These cookies enable the Website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.

3.3 Performance cookies

Performance cookies collect information about how you use our Website. For example, which pages you visit and if you experience any errors. These cookies are essential to us being able to operate and maintain our Website.

3.4 Targeting cookies

These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.

4. Who places the cookies on your device?

When you select which types of cookies you allow on your device, the cookies may be deposited directly by us or by one of our partners.

This means that when you authorise the installation of certain so-called "third-party" cookies on your device, our partners will also be able to access the information they contain (such as, for example, your browsing statistics when you allow third-party analysis cookies) within the limits of our Data Protection Notice and those of our partners.

See below for the full list and categories of the cookies that we currently use on our Website:

5. How can you manage cookies?

To see the different categories of cookies that we use on the Site and/or Application and configure your choices, you can consult the cookie management module accessible here. You can modify at any time your preferences, withdraw or re-provide your consent at any time.

Please note that the use of strictly necessary cookies for the proper functioning of the Site does not require your consent. This is why the option "strictly necessary cookies" is pre-checked in our cookie management tool and is not optional.

By refusing certain types of cookies (preference cookies for example), we will not be able to optimize your user experience on our Website and some parts may not function properly.

By default, we save your cookie choices on a device for a maximum of 6 months. If you change your mind about the preferences you have expressed regarding cookies, you can update your choices at any time, by following the below link. We will ask you to repeat your choice every 12 months.