InsuranceMarket.ae officially named Superbrand for 2025
Conferred by Superbrands, the globally renowned arbiter of branding excellence, the certification is a powerful endorsement of InsuranceMarket.ae's market leadership, customer loyalty, and commitment to continuous innovation. The award was granted following an independent evaluation by the UAE Superbrands Council and online voting by over 2,000 senior marketing and business professionals.
"Being named a Superbrand is more than a title. It's a reflection of the trust we've earned and the impact we've made. This recognition belongs to every member of our team, every partner, and every customer who's believed in our vision," said Avinash Babur, founder and CEO of InsuranceMarket.ae. "It reinforces our promise to keep leading with purpose, and to continue redefining what insurance means to people in the UAE.'
InsuranceMarket.ae stood out among hundreds of nominees for its bold brand identity, customer-first approach, and market influence. With its mascot Alfred becoming a familiar face across the city, and innovations like the myAlfred super app, the company has helped reshape public perceptions of insurance, making it simpler, smarter, and more human.
"InsuranceMarket.ae exemplifies what it means to be a Superbrand," said Alex Bibi, brand liaison director, Superbrands Middle East. "From its digital transformation to its customer-centric ethos, the brand sets a benchmark not just in its industry, but in the region's branding landscape.'
As InsuranceMarket.ae celebrates this achievement, it also signals a new chapter — one that builds on trust, technology, and timeless brand values.
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Arabian Business
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- Arabian Business
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The UAE's pet insurance market penetration currently sits in single digits, contrasting with mature markets where coverage rates reach 30 per cent in the UK and over 80 per cent in Sweden, Jonathan P Cooper, MD & Founder of MooPet Cover, WIS Group Ltd added. And due to a growing 'pet parenting' culture in cities like Dubai and Abu Dhabi, demand continues to rise. But what are the different types of pet insurance in the UAE? 'Most UAE pet insurance policies fall into two categories: accident-only or comprehensive (accident + illness),' Cooper told Arabian Business, adding that comprehensive plans typically include: Veterinary fees for illness or injury (consultations, diagnostics, surgery, meds) Prescription food or supplements (if medically required) End-of-life care Third-party liability (for dogs) Death or loss benefits Boarding fees if the owner is hospitalised Optional overseas travel coverage While comprehensive medical coverage forms the foundation of most pet insurance policies in the UAE, these pet policies include veterinary consultation fees, diagnostic procedures including tests and X-rays, medications, surgical procedures, and veterinarian-prescribed prescription diet food, Mandke added. Different pet breeds in UAE have different premium rates However, insurance providers apply different premium rates based on breed-specific risk factors, she revealed. Breeds such as French Bulldogs, Dachshunds, English Cocker Spaniels, Samoyeds, Akitas, and Dobermans face higher premiums due to predisposition to health issues. Some breeds, including the American Bully, face outright exclusions from coverage. When pets face severe illness or injury, coverage extends to veterinarian-recommended euthanasia and associated cremation costs, Mandke said. 'Additional benefits may include compensation for loss due to theft or if the pet strays, as well as coverage for advertising and rewards for pet recovery. For dog owners, third-party liability is a key feature, providing coverage in the event of property damage or personal injury where the pet owner is found legally liable,' she added. Echoing the sentiment, Cooper added 'large breeds (e.g., German Shepherds) and brachycephalic breeds (e.g., Bulldogs, Pugs, Persian cats) tend to have higher premiums due to known health risks like respiratory issues or joint problems. Older pets may face enrolment limits – for instance, many plans restrict new signups to pets under 8 or 10 years old.' Moreover, most UAE insurers cover only cats and dogs, with exotic pets like rabbits, birds, or reptiles typically excluded from eligibility, he said, adding that government-banned breeds cannot be insured. So, what should pet owners look for when comparing different insurance providers? According to MooPet Cover's Cooper, key factors include: Coverage scope (accident vs. illness) Annual limits (e.g., AED 5,000 vs AED 30,000) Reimbursement rate and deductibles Exclusions and waiting periods Network flexibility (can you use your preferred vet?) Claim turnaround time and transparency Extras like liability, travel, or boarding cover How to claim your pet insurance Standard pet insurance policies exclude routine care including vaccinations, dental cleaning, grooming, and preventative treatments. However, insurers partner with veterinary clinics to offer policyholders discounted rates for these services. The claims process requires pet owners to submit completed claim forms with medical summaries, vaccination records, pet medical history, veterinary invoices, and pet photographs, Mandke explained, adding insurers typically process claims within 3 to 5 working days when documentation is complete. 'Unlike some other markets, the UAE currently does not offer accident-only coverage as a standard product. Instead, insurers here generally focus on providing comprehensive plans that address a broad range of risks, including illness, accidents, and related medical expenses. This approach simplifies offerings but also limits options for pet owners seeking budget conscious or limited scope plans,' she added. Moreover, most UAE pet insurance operates on a reimbursement model where owners pay veterinary bills upfront before submitting claims, Cooper added. Digital submissions via email are increasingly common, with some providers offering direct billing at select clinics. However, 'all pet insurance providers must be licensed by the UAE Central Bank, which oversees all insurance activity since absorbing the Insurance Authority in 2021,' he said. 'While there are no pet-specific laws yet, general insurance regulations apply – covering licensing, solvency, fair marketing, and claims handling. If a dispute arises, consumers can escalate complaints to the Central Bank's Consumer Protection Department,' Cooper added. Should you self-fund veterinary care for your pets or take pet insurance? Both experts also advised that pet insurance proves more financially viable than self-funding veterinary care, particularly for high-risk breeds or emergency situations. Single major medical procedures or emergencies can exceed annual premiums, making coverage a financial safeguard. 'Self-funding works if your pet stays healthy – but vet bills in the UAE can be steep. A single emergency surgery can cost AED 8,000-12,000. Studies show that insured pets are far less likely to be euthanised for financial reasons,' Cooper explained. 'In many cases, pet insurance proves to be more financially viable than self-funding, especially when dealing with high-risk breeds or sudden health complications. A single major medical procedure or emergency can often exceed the annual premium, making coverage a prudent financial safeguard. While some pet owners may consider self-funding for pets with minimal health concerns, the potential for unexpected expenses makes this approach riskier,' Mandke echoed. The UAE pet insurance market is expected to undergo transformation with increased awareness and growing pet ownership among young professionals and expats, with both industry experts expecting more comprehensive and customisable products, potentially including wellness and dental coverage. 'We anticipate the rollout of more comprehensive and customisable products, possibly including wellness and dental coverage. Additionally, the integration of digital claims processing and stronger collaborations between insurers, vets, and pet service providers will elevate the role of pet insurance from a nice-to-have to a standard part of responsible pet ownership,' Mandke said. 'We expect strong growth and product innovation. More providers will enter, and we anticipate greater plan variety from budget to ultra-premium, wellness add-ons for routine care, app-based claims and faster reimbursements, tele-vet access and digital tools,' Cooper added. 'Pet insurance isn't just about protecting your wallet – it's about making sure your pet gets the best possible care without delay. Insurance is ultimately an act of love: it means you're prepared to give your pet the care they deserve, no matter what,' he concluded.
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InsuranceMarket.ae appoints Hitesh Motwani as deputy chief executive officer
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InsuranceMarket.ae receives Allianz Rising Star Award for breakthrough performance
the UAE's largest insurance platform, has been awarded the 'Rising Star 2024' title by Allianz Partners, recognising a year of exceptional growth, strategic alignment, and customer-centric execution. The accolade celebrates the 10x expansion of the shared book between the two partners in just one year — an achievement made more remarkable by the simultaneous uplift in service quality and value delivery. The recognition highlights a model of partnership that goes beyond distribution scale to embrace vision, speed, and sustainability. "Clarity, ambition and flawless execution—that's what fuels outcomes like this," said Avinash Babur, CEO of "We do not aim to work with everyone. We choose partners who share our long-term ethos. This award is a testament to what can be accomplished when collaboration is intentional and purpose-driven." Allianz Partners echoed the sentiment in their commendation. 'It was our absolute pleasure to recognize one of our key distribution partners in the UAE who are creating positive disruption in insurance broking," said Cheryl Beattie from the Allianz Partners team. "In 2024, they posted the highest growth levels across both individual and SME segments. Their name is in lights everywhere, with a dynamic and innovative approach that's clearly delivering results." The award comes as continues to deepen its investment in the future of insurance distribution. From seamless, digital-first customer journeys to the launch of its Global Benefits Practice focused on IPMI and led by Malcolm Wright, the company is setting new standards for what modern insurance broking can deliver. This recognition joins a growing list of accolades for including its Superbrands status, naming rights for the InsuranceMarket Metro Station, and over 25,000 five-star Google reviews, further cementing its leadership in the UAE insurance ecosystem.
