Pet insurance started in the 1970s when just a small handful of providers existed. Then pet insurance became recognised and sought after which resulted in an increase in the number of players within the pet insurance market. Petplan, the market leader, was founded by Patsy Bloom who saw an opportunity in the market after facing mounting vet bills for her own dog´s illness. It wasn't long before pet insurance became recognised and sought after which resulted in an increase in the number of players within the pet insurance market.