70% Find Choosing Pet Insurance 'Difficult'—Trend Shows Preference for Comprehensive Coverage Over Low Premiums | Pixy Pet Insurance Comparison

Pixy Co., Ltd. (Yoyogi, Shibuya-ku, Tokyo; CEO: Teppei Ogura) conducted a survey via its operated insurance comparison website 'Pet Insurance Comparison by Pixy (https://pi-xy.co.jp/)', targeting pet owners who have joined pet insurance, to understand the 'difficult-to-understand aspects' and 'important factors' in selecting pet insurance.

【Survey Results】 ・70% responded that choosing pet insurance is 'difficult'

・The most confusing aspect of pet insurance is 'the coverage structure'

・More than half prioritize 'comprehensive coverage' over low premiums

・Over half (54%) are considering future 'policy reviews'

70% Find Choosing Pet Insurance 'Difficult'

When asked about pet insurance, 70% of respondents—combining 'difficult' (15%) and 'somewhat difficult' (55%)—felt it was hard to choose. Given the wide variety of pet insurance plans available, many may find it challenging to compare and evaluate options. In such cases, some mentioned that 'clear explanations' were decisive in their decision to enroll.

Comments from Respondents

When I found the coverage details and structure confusing, a representative from the insurance company explained everything very carefully, which helped me feel confident and decide to join. (Female, 40s, cat owner)

The clarity of the explanation provided by the pet shop staff was the final deciding factor. (Male, 30s, dog owner)

The Most Confusing Aspect: 'Coverage Structure'

When asked what aspects of pet insurance are difficult to understand, the top response was 'rules regarding payout limits and frequency restrictions.' Coming in second by just one vote was 'differences in excluded conditions depending on the insurance provider.'

In addition to complex mechanisms like daily or annual 'payout limits' and 'usage frequency restrictions,' whether high-incidence conditions such as 'dental treatment' or 'patellar luxation (luxating patella)' are covered varies by insurer. These differences appear to be a major source of confusion in choosing pet insurance.

More Than Half Prioritize 'Comprehensive Coverage' Over Low Premiums

When asked about important factors in choosing pet insurance, 'comprehensive coverage' ranked first with 103 votes, far surpassing 'low premium cost' (39 votes). This suggests that pet owners prioritize reliable financial protection in emergencies over simply low monthly costs.

Additionally, 'lifetime renewability' ranked third and 'insurer reliability' fourth. Given the complexity of pet insurance, this reflects pet owners’ desire for genuine peace of mind.

Comments from Respondents

It's important that the insurance offers both affordable premiums and truly necessary coverage for cats. While keeping monthly payments manageable is essential, I prioritize whether the plan will properly cover treatment costs when needed. (Female, 20s, cat owner)

I chose a plan with the most comprehensive coverage possible, even if it meant a higher premium. (Female, 30s, dog owner)

I feel more secure with insurers that have a significant user base and a proven track record of claim payouts. (Female, 50s, dog and cat owner)

Over Half (54%) Considering Future Policy Reviews

When asked about the possibility of reviewing their pet insurance in the future, the largest group (86 respondents) said they currently have 'no plans to review.' However, 108 respondents (54%) indicated they are considering a review from a medium- to long-term perspective—more than half of all respondents.

With dogs and cats living longer today, pet insurance may no longer be a one-time decision. Instead, periodic reevaluation is becoming more common.

Review Intentions More Common Among Less Satisfied Owners

Analyzing current satisfaction levels alongside future review intentions revealed a clear correlation. Among those who answered 'satisfied' or 'somewhat satisfied,' the proportion planning to review their policy was low. In contrast, those who answered 'not very satisfied' showed a significantly higher tendency to consider a review.

Even if owners were satisfied at the time of enrollment, factors such as rising premiums due to pet aging, the emergence of new plans, or changes in household pet numbers (e.g., multi-pet ownership) can affect satisfaction. This context explains why a significant number of owners continue to consider reviewing their pet insurance after enrollment.

【Survey Overview】

Method: Online survey via CloudWorks

Respondents: 200 pet owners

Response Type: Single-choice and open-ended responses

Survey Period: March 2–3, 2026

This survey highlights that many pet owners find the complex structure of pet insurance challenging. Regularly reviewing insurance based on life stages and consistently choosing plans that offer reliable coverage in emergencies can ensure lifelong peace of mind for pet owners and their companions.

Pet Insurance Comparison by Pixy provides an easy-to-understand platform for comparing plans from various insurers. We feature popular pet insurance plans in ranking format—please take advantage of this resource.

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Choose with confidence, decide with peace of mind. ———A pet insurance comparison site that delivers安心.

Pet Insurance Comparison by Pixy is a comparison website designed to help pet owners easily and confidently select the most suitable pet insurance. We feature plans from 10 major pet insurance providers and have surpassed 10,000 cumulative contracts (as of January 2026), steadily growing our track record.

Users can search multiple pet insurance plans by various criteria such as 'coverage percentage' and 'reimbursement method,' and compare them by two key metrics: 'popularity' and 'lowest premium.' We will continue to support pet owners in making comfortable, informed insurance choices to protect their beloved pets’ health.